Client: NCR Scotland

Project goals

Evaluate ASAN (low cost ATM) in terms of its usability, aesthetic appeal, cultural identification and willingness to use among target user groups
Research user’s motivation levels related to their previous experiences with technology, general behavior, attitudes and opinions with respect to the usage of ATM’s

Methodology

Evaluation session conducted with 80 participants mainly from the lower economic segments. Each session included:

• Evaluation of perception - Before using the ATMs
• Evaluating time taken, level of success
• Post Evaluation – After using ASAN & P70
• Measuring willingness to use, learn ability, acceptance, subjective comments
• Evaluation of Desired functions

Cultural probe based on ‘rasas’ administered to participants to keep with them for a week.

• Tool Kits
• Photographs
• Open Interviews
• Protocol simulation using ‘Hollywood technique’
• Cultural Probe – ‘emotion ticket’

Analysis

Two step process:
Analysis of the ATM evaluation session.
Deliverables

User profiles and scenarios

• Protocol analysis
• Redesign recommendations

Analysis of the ‘emotion tickets’ based on ‘rasas’
A new probing methodology was created using cultural mnemonics and popular genre to get rich ethnographic data in the context of banking/saving and ATM usage among low penetration areas in India. This new methodology uses ‘Emotion Tickets™’ based on Rasa’s (shades of emotions), inspires by the traditional Indian structure of esthetics, art forms and poetics. Each participant was given an ‘emotion ticket’ booklet and told to keep it always with him/her for a week. They were asked to record any strong emotion that was triggered off by an event associated with ATM usage or financial transaction. The booklet had separate pages for the 9 emotions or ‘rasas’.

Deliverable:
emotion map

Synthesis

Integrating the findings from the protocol analysis and the emotion mapping to generate future direction for ATM design.

Top