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