Chapter One — 1.1 Background to the Study

User Story Mapping has increasingly attracted the attention of researchers, regulators, and practitioners concerned with user retention in digital products. This growing interest reflects the recognition that user story mapping does not operate in isolation, but interacts with a wider set of institutional and market conditions found within Selected Deposit Money Banks in Nigeria.

Within the context of Selected Deposit Money Banks in Nigeria, this relationship carries particular significance. Organizations in this setting operate under a distinct combination of economic, regulatory, and market conditions that may amplify or dampen the effect of user story mapping on user retention in digital products, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

Despite a growing body of literature on user story mapping, there remains limited consensus on the precise nature of its relationship with user retention in digital products, particularly within Selected Deposit Money Banks in Nigeria. Many organizations continue to make decisions about user story mapping without a clear, evidence-based understanding of how those decisions ultimately affect user retention in digital products. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of User Story Mapping on user retention in digital products in Selected Deposit Money Banks in Nigeria.
2. To assess the extent to which user story mapping influences user retention in digital products within the study area.
3. To identify the challenges associated with user story mapping in relation to user retention in digital products.
4. To recommend strategies for optimizing user story mapping in order to improve user retention in digital products.

1.4 Research Questions

1. What is the effect of user story mapping on user retention in digital products in Selected Deposit Money Banks in Nigeria?
2. To what extent does user story mapping influence user retention in digital products within the study area?
3. What challenges are associated with user story mapping in relation to user retention in digital products?
4. What strategies can be adopted to optimize user story mapping in order to improve user retention in digital products?

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around user retention in digital products. For managers and practitioners within Selected Deposit Money Banks in Nigeria, the study provides practical insight into how user story mapping can be better managed. Finally, it contributes to the academic literature on product management by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

In terms of scope, this BSc study confines itself to Selected Deposit Money Banks in Nigeria, focusing specifically on how user story mapping relates to user retention in digital products within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.