At the 2012 Face of Finance Conference, at Bentley University, in Waltham, MA, Meena Kothandaraman (Bentley University) gave a presentation on financial customers during the "UX Financial Research" session.

1. User Research: What do financial customers
really do when faced with a decision?
What motivates financial customers to
proceed forward to a decision state?
Number of people What makes them convert with confidence?
customer consulted while
working towards a decision
(this can be through
financial networks, social
media, etc.)
Reach a
decision
Time customer takes to make a decision
(Time financial institution has to build trust)
User Research Analytics
User Research: studies that Business Value: empowering customers Challenge: understanding what
inform on user rationale for to make financial decisions more efficiently people really do in private, when
making financial decisions (in and with high confidence in the financial faced with financial decisions, and
person, remote, analytics) institution (in a manner that suits them) enabling that behavior
Kothandaraman