| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.72 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O estudo ressalta a importância da experiência do usuário na comunicação digital e a
necessidade de adaptação das empresas ao ambiente digital para atender às expectativas dos
clientes. Analisou-se o aplicativo mobile de uma instituição financeira com uma abordagem
centrada no usuário, considerando aspectos técnicos, emocionais e comportamentais. A
metodologia adotada envolveu pesquisa bibliográfica, questionários e entrevistas com
gestores da instituição. Neste âmbito, foi realizado um estudo de caso detalhado para analisar
a experiência do usuário no aplicativo mobile da Instituição Financeira Alpha. Os resultados
obtidos, de uma forma geral, identificaram falhas na utilização do app e foram propostas
modificações para melhorar a experiência, a usabilidade e a satisfação do consumidor. De
forma mais específica, a pesquisa destacou a importância do serviço PIX como solução de
pagamentos instantâneos e a necessidade de compreender a experiência dos usuários ao
utilizar esse serviço. Também foi identificado que os participantes têm preocupações com a
segurança e a estabilidade, porém não deixam de utilizar os meios on-line de comunicação
com a instituição e o aplicativo mobile. Ao longo da apresentação dos resultados, foram feitas
recomendações de melhoria, muitas delas apontadas pelos próprios usuários, com base nas
expectativas e experiências dos clientes reais. É aconselhado que a instituição financeira leve
em consideração as sugestões dos usuários para melhorar o aplicativo, oferecer suporte
efetivo e ampliar as funcionalidades. Aprimorar a experiência do usuário, fornecer
informações claras e melhorar a segurança digital são pontos-chave para aumentar a
satisfação e confiança dos usuários. Desta forma, ficou evidenciada a importância da
experiência do usuário e da usabilidade na comunicação digital, gerando fidelização e
satisfação em relação à marca ou serviço.
The study emphasizes the significance of user experience in digital communication and the need for companies to adapt to the digital environment in order to meet customer expectations. The mobile application of a financial institution was analyzed, with a usercentered approach, considering technical, emotional, and behavioral aspects. The adopted methodology involved literature review, questionnaires, and interviews with the institution’s managers. In this context, detailed case study was conducted to analyze user experience in the mobile application of Alpha Financial Institution. The results, in general, identified flaws and suggested modifications to improve usability and consumer satisfaction. More specifically, the research underscored the importance of PIX, an instant payment solution, and the need to understand users' experience on this platform. It was also identified that the participants have concerns about security and stability, but they do not stop using the online means of communication with the institution and the mobile application. Throughout the presentation of the results, recommendations for improvement were made, many of them pointed out by the users themselves, based on the expectations and experiences of real customers. It is recommended that the financial institution take into account user suggestions to enhance the application, provide effective support, and expand functionalities. Enhancing user experience, providing clear information, and improving digital security are key factors in increasing user satisfaction and trust. In this way, the importance of user experience and usability in digital communication was evident, generating loyalty and satisfaction in relation to the brand or service.
The study emphasizes the significance of user experience in digital communication and the need for companies to adapt to the digital environment in order to meet customer expectations. The mobile application of a financial institution was analyzed, with a usercentered approach, considering technical, emotional, and behavioral aspects. The adopted methodology involved literature review, questionnaires, and interviews with the institution’s managers. In this context, detailed case study was conducted to analyze user experience in the mobile application of Alpha Financial Institution. The results, in general, identified flaws and suggested modifications to improve usability and consumer satisfaction. More specifically, the research underscored the importance of PIX, an instant payment solution, and the need to understand users' experience on this platform. It was also identified that the participants have concerns about security and stability, but they do not stop using the online means of communication with the institution and the mobile application. Throughout the presentation of the results, recommendations for improvement were made, many of them pointed out by the users themselves, based on the expectations and experiences of real customers. It is recommended that the financial institution take into account user suggestions to enhance the application, provide effective support, and expand functionalities. Enhancing user experience, providing clear information, and improving digital security are key factors in increasing user satisfaction and trust. In this way, the importance of user experience and usability in digital communication was evident, generating loyalty and satisfaction in relation to the brand or service.
Description
Keywords
Marketing digital Comunicação digital Experiência do usuário (UX) Usabilidade Aplicativos mobile Digital marketing Digital communication User experience (UX) Usability Mobile app