Enhancing Mobile Banking: A Study on Customer Analytics and UX/UI Design in SBI's YONO

This research paper deals with customer analytics of different factors related to user experience and user interface design in mobile banking context. The paper delves into the details of how factors such as User-Friendliness, Safety and Security of transactions affect user gratification and subsequently add to the strategic effectiveness SBI YONO. The study uses a structured questionnaire with different dimensions to collect primary data. Relevant secondary data is collected from the sources available. The Indian state of Kerala was chosen for this study due to its high financial literacy, robust digital infrastructure, and diverse population that actively engages with mobile banking platforms like SBI’s YONO app. Kerala’s mix of urban and rural users and its tech-savvy demographic make it an ideal setting to explore customer analytics and the impact of UX/UI design in enhancing mobile banking experiences. Stratified Proportionate Random Sampling is used to collect 500 samples of the whole population. Statistical tests used are MANOVA, Multivariate Regression analysis and Structural Equation Modeling. Researcher has leveraged Python and relevant libraries associated with it for these analyses. The study can be of great use for UX/UI design process so that the app can be customized to the user preferences.