Cognitive aspects of UX in information search : evidence from young users of regional financial institutions

Abstract

PURPOSE: The study takes a cognitive perspective to analyze how interface design affects young users’ information processing, navigation strategies, and decisions in digital environments.

DESIGN/METHODOLOGY/APPROACH: Eye-tracking and interviews reveal that intuitive navigation and clear cFocusing on cooperative bank websites, it investigates how UX elements influence the efficiency of information retrieval and user behavior. ontent structure reduce cognitive effort and improve browsing performance.

FINDINGS: However, young users often navigate in a fragmented, non-linear way, preferring simple, visually engaging interfaces over traditional layouts. The findings suggest that standard UX approaches may not fit youth expectations.

PRACTICAL IMPLICATIONS: The study highlights the need for design solutions aligned with users’ cognitive strategies to support more effective marketing communication by regional financial institutions in particular cooperative banks.

ORIGINALITY/VALUE: Cognitive science is fundamental to User Experience (UX) design as it provides insights into how humans perceive, process, and respond to information, enabling designers to create intuitive, engaging, and user-friendly websites, interfaces, and other digital products.