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H2. Over the next several years.

Henry Ford reduced the time-consuming process to an impressive 2.5 hours. His goal was simple — make automobile ownership possible for every American by lowering the cost of production.

H3. What wasn’t so simple

Figuring out exactly how to do more with less. As a child, Ford stayed awake at night on his family’s farm, taking watches apart and putting them back together again. His father didn’t support his ambitions, so young Ford ran away to apprentice at a machine shop when he was 16 years old.

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H4. Nearing the age of 40.

Ford was often looked upon as a daydreamer by acquaintances; they criticized him for preferring to “tinker with odd machines” than work a steady job. Lucky for us, some of Ford’s friends did believe in him. The future icon started his company with an initial investment of $28,000 and never looked back.

  • UNORDERED LIST
  • Ford studied the continuous-flow manufacturing processes of breweries, flour-mills and meat-packing plants, before borrowing their ideas to increase efficiency in his factories.
  • One of his earliest moves? Breaking the company’s Model T automobile assembly into 84 distinct steps. Each worker was trained in one step and was only responsible for completing that individual task.
  • While this enhanced efficiency to a degree, it wasn’t until Ford implemented power-driven machinery that production really skyrocketed. The man went on to develop the industry’s first moving assembly line, manufacture more than 29 million automobiles and amass a net worth of $200 billion.

That’s how long it took to build a car before 1913. Over the next several years, Henry Ford

Light Bank - The challenge of Light Bank was to design a concept of the simplest and most beautiful banking design in the world, whilst maintaining the full-scale banking functionality. Light Bank is the synergy of light and simplicity that busts the myth of finance as something complicated and boring. The design was inspired by the miracle of nature and based on thorough research of human psychology. Light Bank dramatically differs from common financial designs. It converts dozens of banking features into an intuitive & attractive interface, using state-of-the-art architecture. It was widely distributed as a case study, reaching around 40 000 finance and design professionals worldwide.

In order to edge closer to our goal and make the complicated world of finance a better place for the user, we dared ourselves to create the simplest, most beautiful and delightful banking user experience in the world, while maintaining the full-scale digital banking functionality at the same time

  • The design had to be easy to understand, simple to use, functional, visually appealing and also engaging and fun for the customer, unlike other financial services that are causing confusion and negative emotions. We researched target users and summarized the key financial service usage scenarios according to their priorities.
  • We indicated a lot of pain points and concerns regarding existing experiences from financial services. Their main concern involved the complexity of the digital banking service and its dreadful, outdated design. In order to turn this around and provide a pleasant user experience, we had to be innovative to stand out among the best of the FinTech applications available.
  1. Proof of efficiency (awards)Our innovative approach has received multiple globally famous design and finance awards from London to LA. The main challenge of UXDA's work is to convert complex multi-feature financial solutions into user-friendly and intuitive interfaces.
  2. To meet the needs of the users and provide the best value, the founders of UXDA dedicated 10 years developing a unique financial design methodology.

Mobile Banking UX Case Study: Banking App That Starts a Revolution

It took one year for the Bank of Jordan mobile banking app to go from 2.8 to 4.4 star rating on Google Play. How?! By teaming up with UXDA to create a comprehensive UX transformation. This changed the app dramatically, making banking more accessible and convenient than ever before for millions of customers in the Middle East. In a step-by-step case study, we guide our readers through this unique transformation that completely changed the way so many people view their banking.

Problem: Anger Caused by Complexity

Main pain - App was so complex and overloaded, users couldn't use it. They had to waste time in long queue at the branch to get help with simple tasks.

Main gain: All financial operations at user's fingertips, from the comfort of their own home. More time to do what's truly important, instead of waiting in queue at the branch.

Problem: Anger Caused by Complexity

Main pain - App was so complex and overloaded, users couldn't use it. They had to waste time in long queue at the branch to get help with simple tasks.

Main gain: All financial operations at user's fingertips, from the comfort of their own home. More time to do what's truly important, instead of waiting in queue at the branch.

Main gain: All financial operations at user's fingertips, from the comfort of their own home. More time to do what's truly important, instead of waiting in queue at the branch.

In the digital age, in which there's an app for everything and almost everyone is able to build one, banks are losing their power over customers. FinTechs are smashing the banking monopoly by substituting the financial headache with pleasant emotions. Users are voting for that not only with 5 stars on Apple Store and Google Play but also with their loyalty and trust. It's no secret - user experience is what differentiates demanded digital financial products from failures. The question is - how to keep up, creating a customer experience that WOWs?

Alex Kreger, financial UX Strategist/CEO & Founder of

UX Design Agency

The digital revolution has changed the rules of the game we all play. If you don't adapt - you will most probably lose. What was efficient to reach demand a few decades ago has now become a waste of time and money.

Over a period of 10 years, I have tested and put into practice more than 100 UX design methods and techniques working with hundreds of financial professionals worldwide. Based on the results and insights gained, I extracted five crucial factors that determine whether a finance company, bank or a fintech will or will not be able to deliver an exceptional customer experience.

Winner's mindset

Recently, in some countries, large banks were almost monopolists because they had a very strong and stable market share. Strong barriers of the financial services market entry, loyal customers and the absence of worthwhile alternatives ensured good positions for decades.

However, the development of digital technology changed everything. The tools that have been proven to work for decades - like traditional marketing, have stopped working. The world is making new demands on businesses, and banking is no exception.

Today, customers have dozens of new alternatives every year due to low entry barriers and open banking. That's why to survive in the digital age companies are required to adapt an absolutely new way of thinking and operating a business.

It challenges us to put the people first, become customer-centered and deliver experiences instead of manipulating customers to get profit.

The future of the banking industry depends entirely on how the new generation of bankers can bring their mindset in line with the digital age to provide the best possible customer experience.

There are five key attitudes you need to integrate into your company’s DNA if you wish to shift your mindset and culture towards success in the digital age.

Serve instead of sell

“Sell” is about focus on marketing, looking at people as numbers behind conversion. Design, in this case, is only about attractive packaging. UX is a tool to manipulate user behavior. “Serve” is focused on customer needs, feelings and behavior. Conversion is just a metric to evaluate product clarity. The main aim is to provide real benefit for the customer.

Emotions over information

Users forget information but remember experiences, and those are created from emotions. Information should be integrated into a context of usage. It should become an organic part of the banking user experience. In the Experience Mindset, emotions are the language to communicate with the customers, understand their needs and expectations.

Solution instead of features

Don't make your users think, provide them with a ready solution instead. Too many options cause decision paralysis. Users don't come to you because of the hundreds of options you offer. They have a specific goal in mind that your financial product has to help to achieve.

Disruption over protection

Traditional banks are focused on protecting their legacy and maintaining the corporate image. That's why any new changes come slowly and painfully. Instead of thinking about how to protect their product and stop customers from leaving, banks have to figure out how to disrupt themselves and their competitors. In the Experience Age, disruption is the only way to provide meaningful and pleasant experiences for users.

Create flow, avoid fragmentation

It is common to overlook business or products as separate parts. But the human brain perceives experiences holistically - as a whole entity. The Experience Mindset sees the product as a continuous experience flow, even lasting for years. Such thinking allows one to ensure a frictionless user journey by detecting links between user needs, emotions, behavior and service features, design and strategy.

2. Focus on the Value

Finance companies that actively implement the work principles of the Experience Mindset aim to bring maximum value to the user. In exchange, the customer gladly rewards the company with loyalty and supports its development by recommending the service.

The central question in the creation of any financial product is “WHY” it is needed. What exactly makes the product valuable and unique to the users? What problems will it solve and what benefits will it provide? By not treating all of these questions with dignity, the financial company is risking its product quickly sinking into the “red ocean” of competition.

There are five product growth stages that depend on the level of competition and the demand from the customers. Understanding these stages helps to define and create the perfect match between the financial product's value proposition and the market demand, leading to success.

The competition is what requires finance entrepreneurs to step out of the box and identify customers’ expectations. The bigger the competition - the higher the need for market advantage to conquer the competitors. If financial product functionality is not enough to compete, provide usability. If all the competitors have the same functionality and usability, add aesthetics. If you need even more of an advantage, connect the product with the customer’s lifestyle by personalizing it; make it a symbol of his/her status. And, finally, you can go even further and state the mission to deliver the ultimate value that will change the world and gain followers who look up to you.

Targeting the unique Product Value proposition through Mission, Status, Aesthetics and Usability helps to maximize the needs of users through customer-centered product design.

Modern banks have already provided their customers with basic digital functionality. Innovations in digital banking industry have moved from the Functionality stage to the Usability stage.

Despite that, there are still many traditional banks that struggle with the Usability. Meanwhile, progressive FinTechs are quickly claiming up the ladder, reaching Aesthetics and even Status stages, providing digital financial services that are enjoyable, attractive and serve the needs of specific audiences.

3. Awareness of the design power

By only focusing on the convenience, aesthetics and status of the product, you can engage digital users, but this is not enough. To ensure a long term success for your product it is necessary to integrate user-centricity into all levels and processes of the company, putting the user at the forefront.

In many cases, incorrect design integration in the process of product creation leads to harmful consequences. The financial product lacks demand in the market, gets rejected by the users, exceeds the development budget or doesn't even get launched at all.

There are five mutually connected areas in which the UX design can be integrated into the financial product and company to ensure optimum results.

In general, these five areas match the main elements of business development. When you have a solid business idea, you need to create a business model by defining key Processes that will take you to the desired goal. Here you have to make design the main priority in all of your financial business processes.

In the next step, you need a Team of specialists who are qualified to execute your idea. At this step ensure financial UX design expertise from people who master their craft.

When you have found professionals who match the previously defined processes, you need them to conduct the right Actions that move you closer to product realization. Accelerate design impact by defining results-driven actions.

To be sure you are moving in the right direction, you have to evaluate the Results your team is producing. You should measure the quality of design by the way it serves your customers.

In the end, if all of the previous steps have been accomplished successfully, you can grasp the unique Value your financial product will provide to the customers, turning you into a success story.

Problem: Anger Caused by Complexity

Problem: Anger Caused by Complexity

Main pain - App was so complex and overloaded, users couldn't use it. They had to waste time in long queue at the branch to get help with simple tasks.

Problem: Anger Caused by Complexity

Main pain - App was so complex and overloaded, users couldn't use it. They had to waste time in long queue at the branch to get help with simple tasks.

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