DECISION-MAKING IN THE FIELD OF IMPROVING DIGITAL SERVICES BASED ON CUSTOMER EXPERIENCE (UX): ТHE IMPACT OF USING ARTIFICIAL INTELLIGENCE TECHNOLOGY

K. G. Myagkova ()

Strategic decisions and risk management, 2024, vol. 15, issue 2

Abstract: By conducting UX research, you can reduce user churn in digital services, identify areas of growth, and offer solutions to improve the user experience and retention. The main benefit of UX research is to understand the needs and expectations of users. UX research helps you analyse user’s behavior, preferences and problems of users, as well as determine which features and capabilities of the application are important. The introduction of artificial intelligence (AI) has sparked a discussion about how to improve the design processes associated with UX design, leading to the emergence of the concepts of ‘artificial design intelligence (ADI)’ and ‘intelligent design’.In this article, the author's approach to conducting UX/UI research using AI technology is developed. The current customer path of the banking section in the bank’s mobile application is compiled and modelled. In-depth interviews were conducted with 20 respondents, in which respondents compared screen forms with and without the use of AI technology. UI/UX studies are described based on the in-depth interviews conducted, followed by a justification of the need to implement AI technology to personalise the user path in a mobile application.In addition, the results of the UI/UX study confirmed the hypothesis that the introduction of a personalised user experience using AI technology (photorealistic images of cars) in the bank's mobile application will lead to improved customer satisfaction and increased engagement, which in turn will increase the bank’s profitability and competitiveness.The proposed recommendations will optimise the user experience in the mobile application and improve the NPS and MAU metrics by a factor of 2, according to the experts.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:abw:journl:y:2024:id:1109

DOI: 10.17747/2618-947X-2024-2-186-199

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