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Customer expectations are no longer defined by their banking experiences alone. Every seamless digital interaction, personalised recommendation and intuitive journey, from Netflix and YouTube to Amazon and Uber, raises the bar for financial services. So how can institutions design frictionless experiences that meet customer needs and deliver value in the moments that matter?
In this episode of Banking Uncovered, Mark Donahue speaks with Mike West, Vice President of User Experience at Lumin Digital, about the principles behind the best digital banking experiences. Drawing on Lumin's work with banks and credit unions across North America, they explore how behavioural data and continuous feedback can help financial institutions reduce friction, personalise experiences and build digital experiences that evolve with customer needs.
They discuss the importance of balancing innovation with minimal friction, why user experience design should focus on evolution rather than disruption, and how financial institutions can use data to understand customer needs better. Mike also shares his views on onboarding, security, AI-driven experiences and why trust remains the foundation of successful digital banking.
Topics discussed include:
- The design choices that reduce friction and create more intuitive digital journeys
- Why listening to customers is critical throughout the digital design process
- The data that provides the edge in understanding customers and improving experiences
- The principle of ’evolution without disruption’ in UX design and how to introduce innovation without frustrating users
- Best practices for onboarding digital banking customers
- AI's role in creating more personalised and proactive banking experiences
- Why trust, security and human support remain critical in an increasingly digital world
Listen now to hear how financial institutions can rethink digital engagement and respond to rising customer expectations.
