| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 106 === The development of financial technology has brought many destructive innovations, changing customers' expectations for financial services, and setting a higher user experience benchmark. Gamification can be used as a solution to the development trend mentioned above. However, most domestic financial product software is still oriented to transaction functions, and it is difficult to develop user habits and attract young customers. In practice, there is currently no ambiguous gamification design process and design elements for gamification of financial services, and academic research on gamification of financial services is still limited.
Since 2017, domestic financial companies have actively launched robo advisor services. How to show the difference to provide customers with a more participatory user experience, to cultivate their loyalty are key points for financial institutions to pay attention to. Therefore, this research takes robo advisor software as an example to explore the gamification design elements of financial service software
Based on the ISO 9241-210:2010 international standard, this research develops the corresponding gamification design activities with human-centered design process, and persona, user lifecycle, customer journey map, gamification mode canvas and user experience evaluation model to propose the gamification design solution of robo advisor software, and through the industry expert interviews and the millennium user interviews to understand their feedback.
The results of this study suggest that the game design objectives of financial services software should be based on improving user participation and adhesion, and extend to other cross product marketing and brand awareness promotion. At the same time, the gamification design of financial services software should consider the essence of financial services, based on the user experience to add on the gamification design, and consider the ease of use, fun, visibility, reward, community and analyzability.
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