Project Snapshot

As the bank expands its suite of digital products, many customers express uncertainty about how their data is used and protected. This lack of clarity creates hesitation to adopt new features and limits engagement across digital channels. We needed to understand how customers perceive data sharing and identify opportunities to build trust through clearer communication, design transparency, and security reassurance.

How might we help customers feel confident and in control of their data so they can fully engage with the bank’s digital products and features?

To understand seller needs and validate the concept of an in-app Seller Wallet, I used a two-phase research approach.

Phase 1: User Interviews
I conducted in-depth interviews with 12 digital banking customers to explore how they perceive data sharing and security within the bank’s products. The goal was to uncover users’ mental models around data privacy, trust, and control, along with the emotional triggers that influence their comfort level with digital tools. The interviews were semi-structured, allowing participants to share both their expectations and concerns about how their data is used and protected.

Phase 2: Follow-Up Survey
Building on themes from the interviews, I designed a survey to quantify trust levels and identify which aspects of data sharing most influence user confidence. The survey asked participants to rate their comfort with specific data scenarios, rank the factors that build or erode trust, and indicate how these perceptions affect their willingness to use new features. Over 150 customers responded, providing both validation and measurable benchmarks for perceived security and transparency.

This two-phase approach combined deep qualitative insight with quantitative validation, giving the team a clear understanding of why trust gaps exist and how to address them through communication and design.

1. Transparency drives trust
   Users consistently expressed that understanding how their data is used is more important than the amount of data collected. 68% of survey respondents said they would be more likely to use new digital features if the bank clearly explained why specific data was needed.
2. Unclear language fuels hesitation
   Interviewees often described security and privacy language as “vague” or “legalistic.” Many skipped reading disclosures altogether. 57% of participants reported feeling unsure whether the bank protects their personal information differently than competitors.
3. Competitor messaging shapes perception
   Several participants mentioned that other financial apps “sound safer” because they highlight user control and proactive protection. This suggests an opportunity to strengthen the bank’s messaging around security and transparency to stay competitive.
4. Trust is built through visibility and choice
   Users wanted reassurance through visible controls, like customizable data permissions or clear opt-in options. 74% of survey respondents said having the ability to review and manage shared data would make them feel more secure.
5. Confidence increases engagement
   Participants who rated their trust in data security as “high” were twice as likely to use three or more digital features regularly. This reinforces the connection between perceived safety and product adoption.

The research directly informed the design and communication strategy for building trust in data sharing across the bank’s digital products. Key outcomes included:

Validated product direction: Confirmed a strong user desire for greater transparency and control over personal data, giving the team confidence to prioritize trust-building features.

Improved messaging clarity: Insights shaped clearer, user-centered security messaging that improved comprehension of data practices by 40% during concept testing.

Enhanced user confidence: Prototype testing of revised data settings and transparency flows showed a 28% increase in reported comfort with data sharing.

Competitive differentiation: Findings highlighted opportunities to better position the bank’s security features against competitors by emphasizing user empowerment and proactive protection.

Cross-team alignment: The insights and journey map became reference points for design, marketing, and compliance teams, creating a unified strategy grounded in user perception and trust.

The research ensured that design and communication decisions were backed by real user insight, reducing risk and increasing confidence in both feature adoption and brand credibility.

his project reinforced several important lessons as a UX researcher:

Pairing qualitative and quantitative insights creates clarity:
Interviews revealed the why behind users’ trust concerns, while the survey quantified how widespread those perceptions were, helping the team focus on the highest-impact opportunities.

Language shapes trust as much as design:
Even well-secured systems can feel unsafe if the language around them is unclear. Framing and tone proved critical in building user confidence and comprehension.

Transparency must be actionable:
Users wanted not just to know how their data is used, but to control it. Designing for visibility and choice turned abstract trust into tangible interaction.

Cross-functional alignment strengthens credibility:
Collaborating closely with marketing, compliance, and product teams ensured that trust messaging and feature design reinforced each other, creating a consistent and believable user experience.

Iterative testing builds confidence:
By validating early hypotheses through both concept testing and surveys, the team refined its approach and reduced risk before launch.