InsightUser behavior in banking is becoming increasingly digital - as confirmed by recent studies, also in an industry comparison. As a result, the importance of online banking as a key digital touchpoint for the customer experience continues to grow. In this article, we therefore take a closer look at the question of how banks and fintechs can design this touchpoint intelligently and effectively. In doing so, we focus on two areas: the needs of customers and the requirements with regard to the bank's own IT infrastructure.