Throughout our experience as UX researchers in the financial sector, we’ve run tests in many different places, each with its own particularities and challenges. The most rewarding part of these tests has been interacting directly with users. Countless older customers have expressed their frustration with using technology and with all the changes they’re forced to adapt to, sharing details that were fundamental to understanding the real pain points people of their generation experience when facing new digital tools. These interactions show the importance of designing with empathy, making sure technology isn’t only accessible, but also inclusive for every demographic segment.
That’s how we’ve come to see that every branch is a world of distinct behaviors and needs. In urban branches, we watched younger people quickly navigate new features, suggesting improvements to make them more intuitive. This feedback is valuable for optimizing the user experience, focusing on simplifying complex processes and anticipating the expectations of users who are more familiar with technology. Demand in these settings tends to lean toward greater personalization and speed in digital transactions.
In contrast, in a branch far from the capital, behavior toward the same system can be significantly different. In these contexts, technology adoption may be shaped by factors such as limited connectivity, geographic location, age range, education, the security and trust of seeing a face, and even, in some cases, resistance to using technology or less exposure to it in everyday life. Users in more remote places tend to prioritize trust in branch staff and greatly value being able to contact their account managers at any time. Aware of the social role they play in these places, the account managers regularly travel to more remote parts of the country, where distance and a lack of road connections make access difficult, using different means of transport to reach them and so maintain the working relationship and trust over time.
Imagine a small town far from any city, where Don Pedro and Mrs. Valdés live, and where getting paperwork done is complicated by the lack of roads. Every month, Don Manuel, the trusted account manager, travels there to bring the “branch” to the neighbors. In the town square, Don Manuel helps Mrs. Valdés open her savings account and Pedro arrange a loan. Thanks to these visits, the people of this remote village feel that, despite the distance, they have access to opportunities and support to improve their lives.
These observations suggest that solutions designed for this kind of user should take a hybrid approach that combines the digital with human support. In addition, advanced features could be perceived as complex or unnecessary, so interfaces must be clear and accessible, focusing on simplicity and close support throughout the digitization process.
All the experiences and anecdotes we’ve heard underline the importance of considering context and the diversity of our users’ technological skills, making sure our solutions are adaptable and relevant in different settings.
The life stories we collect in the field are invaluable. During these test sessions, we come across a variety of realities, personalities, interests and relationships with technology. These experiences not only enrich our designs, but also remind us that behind every interaction there’s a person with a unique story and needs.
These hands-on experiences give us insights that go beyond what we could get in a controlled office setting. They let us understand firsthand how different contextual variables influence interaction with our products, which is essential for creating solutions that truly resonate with our users.
Finally, these real-world interactions not only strengthen our understanding of the user, but also reinforce the need for a human-centered design approach. They push us to keep researching and refining our solutions, reminding us that technology must adapt to people, not the other way around.
Credits
More than 10 years in UX research and design, combining in-depth research, qualitative and quantitative analysis, and data storytelling. I'm driven by understanding users, innovating on methods, and designing experiences that connect with what people really need.
Hi! I'm a designer focused on human-centered research. As a UX researcher, I turn real findings into purposeful design decisions. I believe in design as a tool to understand, question, and build better solutions.
