The wealth management industry has been one of the prime beneficiaries of the digitization
wave, with incessantly growing investment from fintech companies to develop new online
platforms. The current methods of evaluating the effectiveness, usability, and ease of use of
these web platforms are rudimentary and subjective, as they rely largely on traditional
survey measures and may fail to uncover critical usability issues with a platform. When
companies launch such web platforms, early adopter users are usually faced with an array …