Improving the B App to Improve Customer Experience and Operational Efficiency: From the Perspectives of User Engagement, Functionality, and Security
Kumarasinghe, Jayampathini (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112630211
https://urn.fi/URN:NBN:fi:amk-2024112630211
Tiivistelmä
The aim of this thesis was to propose actionable changes within B App, a digital banking application offered by the case company. The app has been criticized for its poor user experience, functional unreliability, and security concerns, affecting customer satisfaction and operational efficiency. This thesis aimed at providing a proposal for enhancing B App, in line with the strategic goal of the case company for delivering a seamless digital banking experience.
This thesis utilized the Applied action research approach and mainly qualitative data collection methods. It started with a CSA focused on identifying the main weaknesses of the app. Data collection comprised interviews with internal stakeholders and thematic analysis of 400 user reviews. These findings were supported by the academic literature review and industry best practices to establish a conceptual framework for building the proposal. Expert feedback sessions were conducted to validate the initial proposal and ensure that it is feasible and meets the needs of the organization.
The combination of theoretical and practical insights was combined in building the proposal. The conceptual framework drew on theories related to UX, reliability engineering principles, and multi-layered security strategies. Translated into a detailed proposal, this included a recommendation or plan of simplification of navigation, optimization of back-end infrastructure, and enhancement in biometric authentication systems. The thesis also provided an actionable plan in terms of phased implementation as the rollout for the improvement plan.
The contribution of stakeholders helped in validating the final proposal. Once implemented, this proposal is expected to improve customer satisfaction and the company's reputation for secure and reliable digital banking services. The conclusions form the thesis underline the importance of aligning user-centric design with operational excellence for achieving sustained business impact.
This thesis utilized the Applied action research approach and mainly qualitative data collection methods. It started with a CSA focused on identifying the main weaknesses of the app. Data collection comprised interviews with internal stakeholders and thematic analysis of 400 user reviews. These findings were supported by the academic literature review and industry best practices to establish a conceptual framework for building the proposal. Expert feedback sessions were conducted to validate the initial proposal and ensure that it is feasible and meets the needs of the organization.
The combination of theoretical and practical insights was combined in building the proposal. The conceptual framework drew on theories related to UX, reliability engineering principles, and multi-layered security strategies. Translated into a detailed proposal, this included a recommendation or plan of simplification of navigation, optimization of back-end infrastructure, and enhancement in biometric authentication systems. The thesis also provided an actionable plan in terms of phased implementation as the rollout for the improvement plan.
The contribution of stakeholders helped in validating the final proposal. Once implemented, this proposal is expected to improve customer satisfaction and the company's reputation for secure and reliable digital banking services. The conclusions form the thesis underline the importance of aligning user-centric design with operational excellence for achieving sustained business impact.