ICICI Bank Website has the Best User Experience for Online Customers

ICICI Bank Website has the Best User Experience for Online Customers PR Newswire MUMBAI, November 26, 2012 MUMBAI, November 26, 2012 /PRNewswire/ -- - User Experience Leaders are ICICI Bank, Tata Capital, HDFC Bank, Axis Bank and State Bank of Hyderabad - On Many Other Websites, Online Customers are Neither Engaged nor Converted due to Poor User Experience In the first-ever syndicated user experience research report in India, Kern, a global user experience company, benchmarked the user experience of 32 prominent banks and financial institutions' websites in India. The research report 'Acquiring Car Loan Customers Online' throws shocking insights about the user experience of banking websites in India. User experience (UX) is a specialized field dedicated to 'ease of use' of online products and services. In the recently thconcluded 6 Economic Times Banking Technology Conclave, RBI's Executive Director G. Padmanabhan, during the keynote address, highlighted the importance of user experience in online banking, "Banks need to examine how they can make electronic transactions safe and secure while providing customers equal or more ease, comfort and convenience compared to branch banking." According to Ripul Kumar, Director of Research at Kern, "Western banks reap good customer engagement and conversions online as many have embraced good user experience practices over the past two decades.