Building a Three-Level User Experience (UX) Measurement Framework for Mobile Banking Applications in a Chinese Context: An Analytic Hierarchy Process (AHP) Analysis

Abstract

User experience (UX) has drawn the attention of the banking industry in the past few decades. Although banking systems have a complete service process to ensure financial safety for customers, the mobile banking UX has much potential to be improved. Most research in this field of study relies on existing criteria to describe a user’s experience. However, these criteria are focused more on usability measurement, which neglects to identify the requirements of end-users. Users are asked to give feedback on the provided application, limiting the scope of the user study. Therefore, this study uses mixed methods research and in-depth semi-structured interviews to collect end-user UX requirements to build a UX measurement framework of five main services transfers, including financial management, loans, account openings, and credit cards. This study uses an online survey to validate and revise the framework by applying analytic hierarchy process (AHP) analysis to quantify criteria. We interviewed 17 customers and collected 857 online validation surveys, and 400 customers attended the AHP analysis. As a result, this study proposes a three-level measurement framework for mobile banking applications in a Chinese context. The first-level criteria are scenario requirements (24.03%), data requirements (20.98%), and function requirements (54.99%). We hope that the framework will guide designers and researchers to design better user-friendly user interfaces and improve customer satisfaction rates in the future.