Ux Design e fidelização: análise estatística da experiência em aplicativos bancários

Abstract

The objective of this work was to analyze the influence of UX Design on the loyalty of banking application users, focusing on experiences related to the most common daily transactions. Considering the growth and competitiveness of digital financial services, it became essential to analyze how user-centered design influences satisfaction, trust, and the continued use of these applications. The research was conducted in two main stages, using an online questionnaire applied to a sample of 60 participants. The first phase identified the three most accessed functionalities (transfer/Pix, balance inquiry, and bill payment) and the most frequently used banks (Nubank, Banco do Brasil, and Itaú). In the second phase, the analysis was deepened using the Aggregated Score metric, comparatively evaluating the perceived usability and security of transactions in the three applications. The results revealed a clear superiority of Nubank across all assessed UX categories, establishing a standard of simplicity and efficiency. In contrast, the Itaú application demonstrated the greatest limitations in flow fluidity and information clarity. The study confirms the direct correlation between quality UX Design and customer loyalty, culminating in the presentation of specific UX Recommendations for improving digital services.