Convenience vs. Choice: Why Users Prefer a Cluttered but Functionally Universal App Interface to Other Specialized Apps Using Kaspi as an Example

Abstract

In an increasingly fragmented mobile app ecosystem, users are faced with the challenge of choosing between streamlined, specialized applications and multifunctional but visually overloaded superapps. This paper investigates why users often prefer the latter, using Kaspi.kz in Kazakhstan as a case study. Drawing upon Cognitive Load Theory and the Paradox of Choice, the study explores how superapps minimize extraneous cognitive load and decision fatigue by offering a unified interface for diverse tasks. Despite potential usability concerns, factors such as transactional efficiency, data-driven personalization, and perceived trust play a key role in user preference. A mixed-methods experimental design is proposed to evaluate usability, efficiency, satisfaction, and trust across both app categories. Preliminary findings from the Kaspi.kz case suggest that its design, though complex, successfully mitigates interface clutter through intuitive navigation and responsiveness. Ultimately, this study argues that the appeal of superapps lies in their ability to simplify digital life, turning potential disadvantages into key advantages.