User experience and software engineering company Praxent has hired 45 employees over the last year to enhance the customer experience and keep up with new product launches.

Tthe Austin, Texas-based company expanded its workforce following the launch of 40 products and software releases aimed at assisting customers in Latin American communities, along with financial institution clients such as Texas-based Austin Capital Bank and San Jose, Calif.-based Meriwest Credit Union.

The new employees are focused specifically on four areas of software engineering: user experience (UX), design, project and program management and quality assurance, according to Praxent founder and Chief Executive Tim Hamilton.

“Typically, when you build software in a system-centered way, it results in a clunky and hard-to-use interface that requires training and is non-intuitive and unfriendly,” Hamilton told Bank Automation News. “Because it’s painful, it doesn’t get adopted and doesn’t generate [a return on investment]. Clients are hiring us to really step back and reevaluate [user experience] and take instead a human-centered approach.”

Focusing on client growth

Meanwhile, as Praxent’s consumer volume grows, the company is also increasing its partnerships with “headless fintechs,” or financial technology products that do not have front ends but run on APIs and add a specific or discreet step during the UX process, Hamilton told BAN.

The company over the last calendar year also has gained 21 new clients, including automation fintech Open Lending, and is focusing on providing enhanced UX for its customers while also creating ease of use for its bank partners’ employees, Hamilton said.

“We’re working with a number of credit unions right now to take a really fresh look at their digital front door, their account opening experiences, their website experiences, [and] their digital and mobile banking experiences,” Hamilton told BAN.

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