Can Gamification Improve User Experience (UX) of Servitization in the Financial and Construction Sector?

Khan, Mohammed Soheeb; Charissis, Vassilis; Harrison, David K.

Abstract

The monetisation of the provision of consumer services rather than products is advantageous and leads to higher profit margins for the providing companies in comparison to the sole manufacturing of consumer products. This business model has gradually propagated in other areas that could offer customized services to their customers such as consumer electronics and fintech. However, the complexity of these offers could deter the potential customers as it could be difficult to understand and evaluate their benefits. Gamification of these offers is a newly adopted method with limited examples primarily in the manufacturing sector. This work presents the development of a serious game for the explanation of fintech servitization offers for the building construction industry. This work aims to identify the efficiency for improvement of user experience (UX) and behavioural intention of customers towards these offers. The project has been evaluated by ten users representing existing customers. The paper presents the evaluation results and concludes with suggestions for future applications and a tentative plan of work for enhancing the application.

Citation

Khan, M. S., Charissis, V., & Harrison, D. K. (2022, June). Can Gamification Improve User Experience (UX) of Servitization in the Financial and Construction Sector?. Presented at International Conference on Human-Computer Interaction, Online

• Presentation Conference Type: Conference Paper (published)
• Conference Name: International Conference on Human-Computer Interaction
• Start Date: Jun 26, 2022
• End Date: Jul 1, 2022
• Online Publication Date: Nov 25, 2022
• Publication Date: 2022
• Deposit Date: Apr 3, 2023
• Publicly Available Date: Nov 26, 2023
• Publisher: Springer
• Pages: 592-603
• Series Title: Lecture Notes in Computer Science
• Series Number: 13517
• Series ISSN: 1611-3349
• Book Title: HCI International 2022 - Late Breaking Papers. Interaction in New Media, Learning and Games
• ISBN: 978-3-031-22130-9
• DOI: https://doi.org/10.1007/978-3-031-22131-6_44
• Keywords: Servitization; Gamification; User experience; Fintech; Construction industry; 3D; Virtual reality; Simulation
• Public URL: http://researchrepository.napier.ac.uk/Output/3057672
• Publisher URL: https://link.springer.com/chapter/10.1007/978-3-031-22131-6_44