Research On Service Design Of VTM System Based On Scene Visualization

With the digital age coming,out of consideration of enhancing user experience,prolonging business hour,increasing number of branch network,improving the efficient of counter and other reasons,many banks launch Video Teller Machine(VTM)based on bank characteristics,which can take the place of traditional bank counter service.Due to short development time and novel service of VTM,there are still many people cannot experience the VTM service.For academic field,there are few researches on VTM and no relevant theory or modes can be followed.By summarizing the characteristics of VTM system and analysis for scope,process,stakeholders of VTM system service based on theory of service design,this thesis put forward the analytic method of scene visualization.Scene visualization is a scenario-based approach that the scenario-based design principle,which is concluded from stimulation and analysis of scene by visualization,instructs specific design practice.In order to more intuitively and concisely understand the relationship among spatial environment,VTM,business and users,six personas were created to know the services of consulting,opening an account,investment,accounts management and corporate business based on observation and interview of duty manager,remote video teller and customer.Their user behavior path was depicted in case of assistance,self-service and appointment and aggregated into a spatial pattern of the same branch,which aims for seeking the relationship among banking environment,VTM machine and customer.Five design principles of scenariobased VTM service system were established.According to design principles,24 design points of VTM service system were extracted,such as focusing on the phone booking conditions,enhance the usability of the interface.The point of penetration and point of departure for design of VTM service system was established by in-depth research of design opportunities based on scene visualization technology,which in order to define design strategy for the function of every service touch point,as well as design practice was spread out under the instruction of design strategy.Finally,online service was evaluated by design principles of VTM service system and design points,in order to verify efficiency of scene visualization method.Such a research constitutes a cycle of design and evaluation.The service process of VTM system was reprogrammed by the scene visualization method,which allows every touch point to be elaborately designed since users generate demand for financial services,especially the new interface of VTM system.The results demonstrate that scene visualization method not only instruct to VTM service design,but evaluate the VTM service experience.