SunTrust Banks' Vitale says mobile customers still want a little bit of friction
| by David Jones

Andy Vitale has a somewhat different perspective — and a different look — than most banking executives, as it’s his job to oversee the way the physical interaction and functionality of how the bank functions with its customers.

Vitale, as the head of user experience design at SunTrust, helps the bank make sure that all the customer touch points match up properly with customer needs and help the customer better able to get their banking experience done in most efficient and effective way possible. 

SunTrust has built a new mobile application for its business customers that’s still in pilot, but has not been released yet due to its merger with BB&T.  

He said in banking customers have a different perspective than pure ecommerce. He said that in banking customers actually do want a little bit of friction. 

“In banking you don’t want to let all of that friction go,” Vitale said. “You hear a lot about frictionless experiences, but there are some times that you have to provide friction for people to feel safe. You don’t just want to click a button and approve a $10,000 transfer, you want a secondary screen to pop up. 

A lot of times the interesting thing people don’t know what they don’t know,” he said. “They can’t articulate what they can’t imagine. So far its about putting things in front of them to react to so they can start to imagine.”

He said that customers won’t necessarily admit when they don’t want something, but you can see it in their face when they react to a certain set of functionalities. 



Topics: Bank Customer Experience Summit, Mobile Banking, Technology Providers

David Jones

David Jones is a veteran business and technology journalist, with three decades of experience writing about business travel, real estate and technology.

Since 2015 he covered a range of technology stories for the ECT News Network, which includes the E-Commerce Times, TechNewsWorld, LinuxInsider and CRM Buyer, writing about cybersecurity, artificial intelligence, machine learning, open source computing and privacy issues among others,. He recently covered FinTech issues for

He worked as a staff writer for Bloomberg Business News and an online reporter for Crain’s New York Business. He has written for numerous media organizations, including Reuters, The New York Times, The Real Deal, Continental, City Limits and The Nation.

He was previously awarded the George Washington Williams Fellowship for Journalists of Color by the Independent Press Association.

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