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UX Maturity in Financial Services:
Taking Customer-Centricity Seriously

HFI white paper – A conversation with April McGee

In this white paper, April McGee, VP – User Experience Strategy at HFI, talks about the value of establishing a mature user experience practice. She uses stats and examples from the financial services sector, but the methods and process can be universally applied. She discusses:

  • The Mobile Bandwagon
  • Gamification in the Financial Sector
  • Big Data vs Information

The markers for gauging how serious an organization is about UX, including:

  • Is there a documented UX strategy?
  • How is UX managed?
  • Are you getting optimal value from your UX assets?

“It starts by putting an infrastructure in place that’ll advance your UX maturity and ultimately your customer centricity: UX strategy, a managed UX practice, and shared UX assets are the fundamental components.”

April McGee is Chief of Technical Staff – USA at HFI and has over 25 years of expertise in user experience (UX). She is passionate about helping clients advance their level of UX maturity, and with it, their impact within their organizations and their standing against their competitors. She manages top-performing global teams delivering highly successful UX solutions that align business vision and customer needs. UX is the client’s “face” to their customers, so April’s goal is to make it shine. April works with clients from various domains, but especially financial services: online banking, investment services, customer support, and call centers. April is a member of the User Experience Professionals Association (UXPA) and has presented at multiple World Usability Day events.

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