Multi-Market User Experience Model Comparing U.S. and Nigerian Customer Journeys in Fintech Platforms

This paper develops a comprehensive multi-market user experience model that compares fintech customer journeys in the United States and Nigeria, two markets representing developed and emerging economies, respectively. Drawing on interdisciplinary theories from human-computer interaction, cross-cultural psychology, and fintech UX research, the study identifies key constructs, trust, usability, accessibility, and support, that shape user experiences across critical fintech journey stages, including onboarding, feature interaction, and customer service. The comparative analysis reveals significant differences influenced by technological infrastructure, cultural norms, regulatory environments, and economic maturity. U.S. users benefit from advanced digital identity verification, sophisticated platform features, and institutional trust mechanisms, while Nigerian users navigate infrastructural constraints through simplified interfaces, social proof, and human-centered support. These insights underscore the necessity for fintech platforms to adopt flexible, context-sensitive UX designs that balance global consistency with local relevance. The proposed model advances theoretical understanding by integrating cross-market variability into fintech UX frameworks and offers practical guidance for developers and policymakers pursuing scalable, inclusive financial services. Future research directions include empirical validation across additional markets and longitudinal studies to capture evolving fintech user dynamics.