A Importância da experiência do usuário em aplicativos mobile
: estudo de caso de um aplicativo financeiro

  • Lucile de Almeida Melo Bastos (Student)

Student thesis: Master's Thesis

Abstract

The study emphasizes the significance of user experience in digital communication andthe need for companies to adapt to the digital environment in order to meet customerexpectations. The mobile application of a financial institution was analyzed, with a usercentered approach, considering technical, emotional, and behavioral aspects. The adoptedmethodology involved literature review, questionnaires, and interviews with the institution’smanagers. In this context, detailed case study was conducted to analyze user experience in themobile application of Alpha Financial Institution. The results, in general, identified flaws andsuggested modifications to improve usability and consumer satisfaction. More specifically,the research underscored the importance of PIX, an instant payment solution, and the need tounderstand users' experience on this platform. It was also identified that the participants haveconcerns about security and stability, but they do not stop using the online means ofcommunication with the institution and the mobile application. Throughout the presentationof the results, recommendations for improvement were made, many of them pointed out bythe users themselves, based on the expectations and experiences of real customers. It isrecommended that the financial institution take into account user suggestions to enhance theapplication, provide effective support, and expand functionalities. Enhancing user experience,providing clear information, and improving digital security are key factors in increasing usersatisfaction and trust. In this way, the importance of user experience and usability in digitalcommunication was evident, generating loyalty and satisfaction in relation to the brand orservice.
Date of Award19 Sept 2023
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorEmília Simão (Supervisor)

Keywords

  • Digital marketing
  • Digital communication
  • User experience (UX)
  • Usability
  • Mobile app

Designation

  • Mestrado em Comunicação Digital

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