Payments and transfers have long ceased to be merely a banking function, evolving into a basic habit. Users in Kazakhstan expect instant transactions in one or two clicks, and the choice of a primary app directly depends on the seamlessness of P2P transfers and the convenience of QR payments.
Blockers and barriers to service development:
- Fragmentation of QR codes from different banks creates confusion at checkouts.
- A lack of cross-platform solutions for commission-free transfers between different ecosystems.
- Periodic technical failures during peak loads, which force users to keep "backup" cards.
How to overcome the barriers (Recommendations):
- Implementing end-to-end QR solutions and actively connecting to the unified national instant payment system to eliminate interbank barriers.
- Developing predictive IT infrastructure monitoring to automatically scale capacity during peak loads (for example, on paydays).
Summary: Payment functionality is the entry point to a super app. Applications that cannot provide an ideal and flawless UX at the stage of basic transactions inevitably lose user engagement in more complex products.
These are insights from a study on user behavior in Kazakhstani financial ecosystems by Rocket Tech.