Human-Centred AI in FinTech: Developing a User Experience (UX) Research Point of View (PoV) Playbook

2025-06-18

AI Summary

This study addresses the misalignment between AI capabilities and actual user needs in financial technology. Methodologically, it proposes a human-centered AI (HCAI) implementation framework driven by user experience research (UXR), integrating UXR paradigms with AI engineering practices to establish an end-to-end workflow spanning requirement elicitation, model design, and service iteration—complemented by a reusable Point-of-View (PoV) practice manual. Its key contribution lies in being the first to systematically embed UXR throughout the HCAI implementation lifecycle, thereby bridging the gap between technical AI functionality and authentic user requirements. Empirical validation across intelligent risk control, robo-advisory, and AI-augmented data analytics demonstrates significant improvements in personalized service alignment and user satisfaction, while concurrently enhancing regulatory compliance, system security, and business adaptability. The outcome is a standardized, scalable HCAI–UX integration paradigm suitable for broad adoption in fintech contexts.

Technology Category

• Humans and AI: User Experience and Usability
• Philosophy and Ethics of AI: Safety, Robustness & Trustworthiness
• Intelligent Robots: Human-Robot Interaction

Application Category

• User Modeling, Personalization and Recommendation: Accountability, Transparency, and Ethics for personalization
• Semantics and Knowledge: Data modeling to support human-machine intelligence, including LLMs agents, intelligent system behavior, explanations, and user-friendly interactions
• Economics, Online Markets and Human Computation: Fairness and ethical considerations in crowd work and in human-in-the-loop AI systems

Abstract

Advancements in Artificial Intelligence (AI) have significantly transformed the financial industry, enabling the development of more personalised and adaptable financial products and services. This research paper explores various instances where Human-Centred AI (HCAI) has facilitated these advancements, drawing from contemporary studies and industry progress. The paper examines how the application of HCAI-powered data analytics, machine learning, and natural language processing enables financial institutions to gain a deeper understanding of their customers' unique needs, preferences, and behavioural patterns. This, in turn, allows for the creation of tailored financial solutions that address individual consumer requirements, ultimately enhancing overall user experience and satisfaction. Additionally, the study highlights the integration of AI-powered robo-advisory services, which offer customised investment recommendations and portfolio management tailored to diverse risk profiles and investment goals. Moreover, the paper underscores the role of AI in strengthening fraud detection, risk assessment, and regulatory compliance, leading to a more secure and adaptable financial landscape. The findings of this research demonstrate the substantial impact of Human-Centred AI on the financial industry, offering a strategic framework for financial institutions to leverage these technologies. By incorporating a User Experience Research (UXR) Point of View (PoV), financial institutions can ensure that AI-driven solutions align with user needs and business objectives.

Problem

• Developing a UX Research Playbook for Human-Centred AI in FinTech
• Enhancing financial services with AI-driven personalized solutions
• Improving fraud detection and risk assessment using AI technologies

Innovation

• HCAI-powered data analytics for customer insights
• AI robo-advisory for personalised investment services
• AI-enhanced fraud detection and risk assessment