Fintech firm XTB combines quantitative behavioral analytics with qualitative user interviews to understand customer needs and inform product strategy.
Investment firm XTB considers user research foundational to its business strategy, focusing on enhancing user financial security, building trust, and supporting complex investment decisions. This approach is critical as digital experiences increasingly define financial service interactions, according to a mexc.co report.
What We Know So Far
- Fintech companies are reportedly reinventing banking experiences, according to a separate mexc.co report.
- XTB combines quantitative analytics, using tools like Hotjar, Google Analytics, UXCAM, and Survicate, with qualitative research to understand both 'what' users do and 'why' they do it.
- User research is described by XTB as foundational to its business strategy and key to understanding human nature in investing; its Head of UX Research emphasizes the goal to help users become better investors and ensure portfolio security (xtb.com).
How XTB Leverages UX Research for Customer Insights
XTB employs a hybrid model for understanding customer needs, integrating quantitative data captured at scale. The company uses established analytics tools—Hotjar, Google Analytics, UXCAM, and Survicate—to gather data on user actions within its platform, identifying patterns, tracking user flows, and measuring engagement with specific features to provide a broad view of user behavior.
The second component is qualitative research, designed to uncover the motivations behind those actions. XTB reports conducting hundreds of interviews with traders each year to gather direct feedback and context. The company's research framework prioritizes open-ended questions to understand user sentiment and decision-making processes. According to its materials, typical questions include, "Tell me more about...," "What prompted you to...," and "How did you feel when...?" This method aims to provide the 'why' that quantitative data alone cannot explain.
