依托信息技术飞速发展，数字化改革浪潮奔涌而来。在各大银行“争奇斗艳”的数字化转型举措下，农村商业银行如何把握自身优势，在竞争激烈的商业银行队列中弯道超车成为如其如今发展的重中之重。当前，各大商业银行的数字化转型路径同质化较为明显，通过过硬技术争夺用户本身的差距并不明显，反之，在“用户第一”的视角下如何于数字化转型过程中提升客户满意度以增加用户粘性成为各大商业银行开辟的又一新兴战场。客户体验好坏将直接影响客户对银行的评价和选择。农村商业银行数字化转型的本质是以客户为中心，提供更加便捷、高效、安全的金融服务。在数字化转型中，农村商业银行需要根据客户需求来开发和推出产品和服务，并确保这些产品和服务能够提供良好的用户体验，从而促进数字化转型的成功。因此本文以关注用户体验为主要出发点，以海口农商银行为例，探讨了其在数字化转型过程中存在的问题和优化路径。

Relying on the rapid development of information technology, the wave of digital reform is surging. Under the digital transformation initiatives of major banks, how rural commercial banks grasp their own advantages and overtaking in the fierce competition in the queue of commercial banks has become the most important thing in their development. At present, the digital transformation path of major commercial banks is more homogeneous, and the gap between competing for users through excellent technology is not obvious. On the contrary, from the perspective of "user first", how to improve customer satisfaction and increase user stickiness in the process of digital transformation has become another emerging battlefield opened up by major commercial banks. The quality of customer experience will directly affect customers' evaluation and choice of banks. The essence of digital transformation of rural commercial banks is to provide more convenient, efficient and secure financial services with customers as the center. In digital transformation, rural commercial banks need to develop and launch products and services according to customer needs, and ensure that these products and services can provide good user experience, so as to promote the success of digital transformation. Therefore, this paper focuses on user experience as the main starting point, and takes Haikou Rural Commercial Bank as an example to discuss the existing problems and optimization paths in the process of digital transformation.