Mind the Gap: Leveraging User Sensemaking for O2O (Online to Offline) Banking Services
| Autor: | Chou, Yueh Tung, 周玥彤 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 The financial industry has been impacted by the trend of BANK 3.0 and digital economy. People's living patterns and consumption habits have been rapidly changed by technology innovations such as Internet and wearable devices. Users can access to information on the Internet at anytime and anywhere without relying on single source, especially when physical channels have been replaced by digital ones. This research employs persona to examine users’ behaviors in a context of income generation and expenditure control, and explore how users make sense of the existing financial services so as to understand how users’ needs in financial management. This study analyzes the expectation gap between the designer (bank) and the user. A leading banking service provider is used as a case study for this investigation. In the theoretical implication, this research enhances the user innovation theory by pointing out the design principles stemmed from the expectation gap. In the practical implication, this research suggests a mixed method to for offer O2O (Online to Offline) banking services, which provides various ways of service innovation. This study indicates that the source of innovation does come from users; but such an understanding must be grounded in expectation discrepancies between the designer and users. As such, the designer is able to identify the most suitable combination of O2O services for better user experience. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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