Key Stages in the Evolution of Mobile Banking Applications in Russia: From a Transactional Service to an Emotionally Clear Investment Interface

This article examines the evolution of mobile banking applications in Russia from information services to ecosystems with investment functions, from 2010 to the present, amidst the accelerated digital transformation of the financial sector. The scientific significance of this study lies in its new approach to analyzing the evolution of mobile banking applications, taking into account the increasing cognitive and emotional load on users and drawing on insights from behavioral economics and neuromarketing. The practical value of this work lies in its recommendations for designing investment banking interfaces aimed at reducing cognitive overload and effectively managing clients' emotional reactions in highrisk environments. Based on an analysis of theoretical approaches (behavioral economics, cognitive load, emotional design, and neuromarketing), a classification of four stages of development is proposed, focusing on the increasing complexity of the cognitive and emotional decision-making environment. The authors pay special attention to investment banking applications as the highest stage of financial app evolution, where an emotionally responsive service is a key factor in building trust and protecting users from risks. The scientific novelty of this study lies in its systematization of the stages of mobile banking development in Russia through the lens of user experience and its substantiation of the need for an emotionally responsive investment interface.

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