The area is dominated by the “UX” – the user experience. Success, we are told, will come from perfecting the UX. And it’s critical to retain clients within the platform’s own UX.
Millions and millions of dollars have been spent on research, designing and refining the UX. It’s now an art – and a science, apparently.
But is it? Before a recent visit to one digital bank, Euromoney downloaded its app to have a look around. However, opening the app generated an immediate account opening request in order to progress any further.
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