Designing interaction experiences for multi-platform service provision with essential use cases

ABSTRACT

This paper addresses the problem of interaction design for service provision to customers in a multi-platform environment. It is based on a qualitative and quantitative study of a Portuguese multi-channel retail bank, and shows that, as most of the financial operations are functionally available across the different service platforms, experience requirements become increasingly influential in customers' usage of the different channels. Different financial services generate different interaction needs, and the fit between experience requirements and channel performance in satisfying those needs has a strong impact on customer channel choices. Based on these findings, essential use cases are applied and extended to capture experience requirements for the different financial operations in a technology independent way. With this approach, interaction designers can identify which platforms are best suited to provide the different services available, improving the multi-channel service as a whole. On the other hand, it also enables the identification of areas of interaction experience that need improvement in each platform, if services offered are likely to be effectively used.

REFERENCES

• 1: Larry L. Constantine , Lucy A. D. Lockwood, Structure and style in use cases for user interface design, Object modeling and user interface design: designing interactive systems, Addison-Wesley Longman Publishing Co., Inc., Boston, MA, 2001
• 2: Gupta, S. and Vajic, M., The Contextual and Dialectical Nature of Experiences. In: Fitzimmons, J. A. and Fitzimmons, M. J. (eds.): New Service Development: Creating Memorable Experiences, Sage Publications, Thousand Oaks, 2000, 33--51.
• 3: Norman, D. A.: Progress Report: Emotional Design: Why We Love (or Hate) Everyday Things, available at http://www.jnd.org/books.html#E&Dbook_notes 2003.
• 4: Patrício, L., Cunha, J. F., Fisk, R. F., and Nunes N. J.: Addressing Marketing Requirements in User Interface Design for Multiple Platforms, in Proceedings of DSV -- IS'2003 (Madeira, Portugal, June 2003), LNCS, Springer Verlag.
• 5: Patrício, L., Cunha, J. F., Fisk, R. F., and Nunes N. J.: Using Essential Use Cases for Multi-Platform Service Design, http://foruse.com/publications/index.htm, 2003.
• 6: Jennifer Preece , Jenny Preece , Yvonne Rogers , Helen Sharp, Beyond Interaction Design: Beyond Human-Computer Interaction, John Wiley & Sons, Inc., New York, NY, 2001

INDEX TERMS

Primary Classification:
  H. Information Systems
  H.1 MODELS AND PRINCIPLES
      H.1.2 User/Machine Systems
          Subjects: Human factors

Additional Classification:
  H. Information Systems
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.2 User Interfaces (D.2.2, H.1.2, I.3.6)
          Subjects: Evaluation/methodology; Theory and methods; User-centered design

  I. Computing Methodologies
  I.6 SIMULATION AND MODELING
      I.6.5 Model Development
          Subjects: Modeling methodologies

General Terms:
Design, Human Factors, Management, Performance

Keywords:
essential use cases, interaction experiences, service experiences