Neo banks are pure digital banking banks utilizing advanced technologies and AI to extend frictionless financial services without having actual branches. In this study, user adoption, use and recommendation of neo banks were assessed using the UTAUT III framework, putting strong emphasis on user interface design that is focused on the users. A relational and descriptive research design was used with data gathering from 276 respondents who know about Neo Banking through proper tests of reliability and validity. Therefore, purposive sampling technique was employed. PLS-SEM through WRAP PLS was used in the study to examine major adoption factors, and it was found that performance expectancy (PE) and personal innovativeness (PI) have a significant impact on adoption intention. The results provide actionable recommendations for app developers to improve user experience through intuitive design, AI-based personalization, and accessibility features. Banks can enhance adoption by adopting trust-building strategies such as transparent security protocols and targeted awareness campaigns. By integrating interface design with UTAUT principles, neo banks can achieve long-term engagement and customer loyalty. These findings help to maximize digital banking platforms toward a more inclusive and seamless financial ecosystem.

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User-Centric Interface Design for Enhancing Use and Adoption of Neo Banking: Analysis Using PLS-SEM

  • M. Kirupa Priyadarsini,
  • R. GohulRam,
  • K. Manoj

摘要

Neo banks are pure digital banking banks utilizing advanced technologies and AI to extend frictionless financial services without having actual branches. In this study, user adoption, use and recommendation of neo banks were assessed using the UTAUT III framework, putting strong emphasis on user interface design that is focused on the users. A relational and descriptive research design was used with data gathering from 276 respondents who know about Neo Banking through proper tests of reliability and validity. Therefore, purposive sampling technique was employed. PLS-SEM through WRAP PLS was used in the study to examine major adoption factors, and it was found that performance expectancy (PE) and personal innovativeness (PI) have a significant impact on adoption intention. The results provide actionable recommendations for app developers to improve user experience through intuitive design, AI-based personalization, and accessibility features. Banks can enhance adoption by adopting trust-building strategies such as transparent security protocols and targeted awareness campaigns. By integrating interface design with UTAUT principles, neo banks can achieve long-term engagement and customer loyalty. These findings help to maximize digital banking platforms toward a more inclusive and seamless financial ecosystem.