Implementing a similar feature set and user interface across your web and mobile offerings is often regarded as a fundamental element of good UX. It eliminates confusion, reduces users' cognitive loads, and keeps things simple and straightforward.
But with studies showing most Americans prefer mobile apps over other digital banking channels — and no evidence they switch between channels while completing a task — is cross-channel UX consistency actually as important as it's made out to be?
In fact, is it even a realistic goal to aim for?
To find out, we evaluated 11 leading US banks' and challengers' web and mobile offerings using our digital banking research platform FinTech Insights.
Here's what we learned.