The importance of customer-centric design in digital banking

Read time

Digital banking has entered a realm of no return, propelling forward with unstoppable force. For years, the winds of change have been accelerating toward complete digitalization, as customers demand and expect faster, more diverse service options. Those who are embracing change are rising to the top: According to Forrester, 35% of global banking executives report successful progress with their digital initiatives and related buying decisions.

For banking leaders, it can feel challenging to know which direction to go when the possibilities with technology are limitless. But one truth remains constant: people first. Well before the first bank went digital in 1994, the most successful financial institutions prioritized people. That’s never changed.

In digital banking, people first means a customer-centric design. The success of digital banking hinges on providing customers with seamless experiences that meet their needs and exceed their expectations. In this blog post, we’ll explore why customer-centric design is crucial in digital banking, and how it can transform the way financial institutions engage with their customers.

Read: Why CX is at the heart of digital transformation for banking

Customer-centric design in digital banking creates a superior user experience.

Customer-centric design puts the user at the center of the digital banking experience. By understanding customers’ goals, preferences, and pain points, banks can create intuitive interfaces, streamlined processes, and personalized interactions.

From clear navigation menus to visually appealing layouts, every aspect of the digital banking experience should be tailored to enhance usability and ensure customers can effortlessly navigate through both simple and complex financial tasks.

But customer-centric design in digital banking goes beyond mere aesthetics; it focuses on delivering personalized experiences that meet individual customer needs. With advanced data analytics and segmentation, banks can understand their customers on a deeper level, allowing for tailored recommendations and relevant content. Personalization features such as targeted product suggestions, customized dashboards, and proactive financial insights empower users to take control of their finances and achieve their goals.

Customer-centric design ensures a consistent banking experience.

A consistent digital banking experience is of utmost importance in today’s interconnected world. Customers expect seamless transitions and harmonized interactions across various touchpoints, whether it’s accessing their accounts through a mobile app, website, or even in-person at a physical branch.

Consistency instills confidence and trust in customers, assuring them that their financial journey will be smooth and reliable, regardless of the channel they choose. It eliminates confusion and frustration by presenting a unified and familiar interface, making it easier for users to navigate and complete their desired tasks. A consistent experience also reinforces the brand identity and values of the financial institution, strengthening the overall customer relationship. By prioritizing consistency, digital banking providers can deliver a cohesive and user-centric experience that enhances customer satisfaction, builds loyalty, and differentiates their services in a competitive market.

Customer-centric design meets (and anticipates) evolving customer expectations.

Customer-centric design in digital banking requires listening to customers to ensure their evolving expectations can be met — and even anticipated.

By placing the customer at the forefront, banks can actively listen to their feedback, understand their changing needs, and adapt their digital solutions accordingly. Through user research, documentation of customer service interactions, surveys, and usability testing, financial institutions can gain valuable insights into customer preferences, behaviors, and pain points. This knowledge enables banks to create digital experiences that align with customer expectations, whether it’s humanizing the mobile banking experience, providing real-time access to account information, or delivering personalized recommendations. By proactively meeting these evolving expectations, customer-centric design fosters a sense of satisfaction, trust, and loyalty, ensuring that customers feel valued and understood throughout their digital banking journey.

Customer-centric design turns digital banking into a personal, human experience.

Customer-centric design brings a human touch to every interaction, fostering a sense of trust, empathy, and care. By designing intuitive interfaces, simplifying complex processes, and offering online consultation options, banks empower customers to navigate through their financial journey with ease and confidence.

One top bank uses Glance Cobrowse to add the human element to digital banking transactions. Bankers are service reps are able to see what the customer sees and offer personal guidance, truly bringing the in-branch experience to the digital banking world. (Read the case study here.)

Customer-centric design is not just a buzzword; it is a strategic imperative in digital banking. 

Glance Blog

Get the latest in Guided CX

Trends, tips, and insights in human-guided CX.

Customer Loyalty

8 key drivers of customer loyalty at banks

In an increasingly competitive financial landscape, building customer loyalty has become a top...

Read Now

FinovateFall: The Future of Finance is Digital

2020 has forced us out of our comfort zones. The way we learn, the way we work together, the way we...

Read Now
Customer Service

Axos Bank uses Glance to improve CSAT for customers using online banking

Glance’s client, Axos Bank, was the subject of a terrific article in American Banker magazine. Here...

Read Now


Join your customers inside your digital spaces

Set your digital customer experience apart from the rest with Glance Guided CX.