Every 12 seconds, somewhere in the world, a banking customer makes a decision that could cost their bank thousands of dollars in lifetime value… or secure it forever. With 84% of banking customers willing to switch to a bank that provides timely, relevant financial advice and nearly 1 in 5 consumers likely to change financial institutions in 2025, the stakes have never been higher.
Yet most banks remain blissfully unaware that their customer experience is hemorrhaging value at five critical UX touchpoints that determine whether a relationship flourishes or dies. In this blog, we will explore exactly that and help you chart a strategy to consistently win customers.
#1: Customer Onboarding
The moment a potential customer decides to open an account or apply for a loan, they step onto a digital red carpet. Or, more often, a flurry of endless forms and convoluted verification steps goes rolling their way. This is the most crucial touchpoint.
If it's a frustrating, multi-day process requiring physical visits to a branch or printing documents, you’ve likely lost them before they’ve even begun. A recent study found that 78% of Gen Y and 83% of Gen Z report frustration with banking apps that are not intuitive.
Your customers aren’t asking for much. They want the same seamless experience from their bank that they get from ordering coffee, booking rides, or streaming movies.
Winning Strategy
The solution lies in incorporating AI for instant identity verification, using pre-filled forms powered by machine learning, and offering modern authentication methods like biometric logins, and bringing in the best-in-class BFSI UX to the platform.
You can turn a multi-day process into a seamless 10-minute journey by making the most of AI in UI/UX. This not only boosts conversion rates but also signals that your institution is technologically advanced and truly respects the customer’s time.
#2: Everyday Banking… The “Where's My Money?” Moment
Once a customer is on board, their loyalty is tested in the daily grind of managing finances. The “everyday” touchpoints, such as checking balances, transferring funds, and paying bills are where UI design either fades into the background as a seamless utility or becomes a source of endless frustration.
Users often have to hunt for basic functions or wade through a sea of marketing promotions to find what they need. Slow load times and non-intuitive navigation are a direct cause of “rage-clicking.” This signals deep user frustration and is a precursor to churn. In fact, 88% of mobile app users abandon an app after just two uses if the usability is poor.
Winning Strategy
Well, the solution lies in designing for simplicity and speed and offering a delightful BFSI UX. A clean, minimalist dashboard that shows a customer's most critical information at a glance is vital.
Use AI and ML to predict their next action and surface it to the top, whether it’s a recurring bill payment or a frequent transfer recipient. A streamlined, high-performance banking UI reinforces reliability and trust, making your app a tool they can’t imagine living without.
#3: Proactive Personalization
The BFSI industry has a goldmine of data, yet most digital experiences remain generic. Customers are no longer satisfied with one-size-fits-all products. They expect their bank to understand their financial life and offer personalized insights.
Lack of relevance is what makes banking ustomers feel like just another number when their banking app pushes a generic credit card offer they have no use for, instead of a tailored savings plan that aligns with their goals. This missed opportunity to provide value makes a bank feel out of touch.
Winning Strategy
Harnessing AI in UI/UX to create a truly personalized CX has become more important than ever. This goes beyond just using their name. It means using machine learning to analyze spending patterns and offer intelligent budgeting advice.
For example, it’s an incredible idea to design an app that proactively alerts a user that they are close to overspending on a certain category or suggests an investment opportunity based on their financial goals and risk tolerance. This predictive, advisory role transforms your brand from a utility into a true financial partner, building unparalleled loyalty. Partnering with the right BFSI UI/UX agency can help you achieve this easily.
#4: The Customer Service Handoff
When something goes wrong, a customer’s patience is at its lowest. The transition from a digital self-service channel to a human agent is a high-stakes touchpoint where a seamless handoff can save the relationship, and a clumsy one can destroy it.
Addressing the dreaded “start over” syndrome is crucial. A customer who has spent ten minutes explaining an issue to a chatbot should not have to repeat the entire story to a human agent. This broken journey signals a fragmented system and a lack of empathy.
Winning Strategy
You can thwart this challenge by implementing an AI-powered omnichannel CX. Whether they’ve interacted with your website, app, or a chatbot, the human agent should have a full transcript and context before they even pick up the call.
This very frictionless handoff shows that you’re a modern, interconnected institution that values their time. Going for this UI revamp is sure to result in faster issue resolution and a significant increase in customer satisfaction.
#5: The Financial Tool Ecosystem
Customers nowadays want their financial institution to be more than just a place to store money. They seek a holistic suite of tools that help them manage their entire financial life. A limited product suite or a disconnected user journey can be a huge turn-off for your customers. Using multiple apps for budgeting, investing, and retirement planning may lead to a fragmented financial life. Your bank then becomes just one piece of a disjointed puzzle.
Winning Strategy
Creating an integrated, high-value ecosystem is important. Offer a centralized hub where customers can not only check their balance but also access intelligent budgeting tools, personalized robo-advisory services, and educational content. This holistic approach, powered by a seamless banking UX and an intuitive banking UI UX, positions you as the single-source solution for all their financial needs.
Your Roadmap to Winning UX in BFSI
If your bank wants to convert UX from a cost centre into a competitive differentiator, here are the things you need to do:
- Map your customer journey. Identify critical touchpoints and measure them diligently (KPIs like task success, time to task, dropoffs, NPS/CES).
- Invest in UX research & analytics. Understand where friction lies, particularly in those five UX touchpoints.
- Use AI & automation smartly. No, not just flashy chatbots… but predictive tools, fraud detection, and personalization engines!
- Design for empathy & transparency. Clear communication, accessible design, and human-centred language are the non-negotiables here.
- Make it continuous. UX revamps aren’t one-offs. Cultivate feedback loops, run usability tests, and refine consistently.
Why Onething Design is Your Partner of Choice
Absolutely nailing every digital touchpoint has become a must, but the good news is that it’s more achievable than ever with the right partner.
At Onething, we’ve had the privilege of reimagining customer journeys for industry leaders like RBL Bank, HDFC Bank, Kotak Spendz, Motilal Oswal, and Equentis, helping them transform not just their interfaces but their entire approach to digital experience. We have seen banks lose millions annually from small UX breakdowns — and win loyal customers when they get them right.
Let’s connect and explore how we can map your BFSI UX weak points, redesign for delight, and deliver measurable ROI.
