Demography based Automated Teller Machine

Deepti Aggarwal, Himanshu Zade, Anind K. Dey

Presentation Overview

Demography and its impact on usability of ATMs

Issues with ATMs in India

Global solutions unsuitable to Indian demography

Proposed software and hardware design

What is Demography?

Study of population composition

Spatio-temporally dynamic

Study of the size, structure, and distribution of population

Tightly coupled with the culture of that place

Demography: Effect on usability of an artifact

Influences attitude, behavior, actions, values, cognitive structure, social and perceptual skills.

Follows different signs, symbols, and words.

affects the interaction with designs!

Demography: Impact on consumer products

Liril Soap could not attract Global market but India owing to its branding as a herbal product.

Dish washerlow acceptance into Indian market due to different food preferences.

One more consumer product… Automated Teller Machine

Widely used service by to make cash withdrawals, check account balances and many other services.

Began in 1970s in UK.

What is an Automated Teller Machine (ATM) ?

Click icon to add picture

Literacy rate of 74.04%.

Second highest population in the world

1652 languages and their various dialects.

Age Structure: 0-14 years: 31.1% 15-64 years: 63.6% 65-over: 5.3%

Indian Demography

Low technical acquaintance.

Slow adaptation to newer technologies.

Emotional attachment to local terminologies and preferences.

Segmented population results to diverse needs.

Leads to lower usability of ATM.

Indian Demography: Impact on ATM

45000+ ATM installations in India.

Preferred way of financial transaction to 80% Indians.

More than 50% Indians use ATM service at least once a week.

Experts forecast that the growth rate (CAGR) is expected to grow 18 percent up by 2013.ATM:

Significant to Indian market

ATM innovation: From other demography

BBVA Inc. in collaboration with IDEO Inc.

Apple Inc. for iPhone digital signature

Bank of America

… and many more

Evolution of ATM since 1970: Problem statement Man evolved, ATM did not…

1970 2020

Research Methodology

Within group design

Participants: 20 (11 males and 9 females)

Diverse backgrounds

Minimum 2 years of experience with ATM

Subjective assessment to identify issues and evaluate the proposed solutions

ATM: Issues in India

1. H

ard

ware

Issue: N

o

Priv

acy

2. H

ard

ware

Issue: C

ard

Slo

t Trap

3. H

ard

ware

Issue: C

ard

O

rienta

tion

1. Software Issue: No proper feedback

2. Software Issue:ATM card absorption causes automation surprise

3. Software Issue:Interaction non-intuitive

… and more

Proposed Design Solution

Dolphin hardware case

Interactive software design

RFID card

Touch-base screen with 30 degree inclination.

Conclusion

System Usability Score = 79 for the proposed design

Demography drives novelty of an idea and influences user satisfaction

Personalization leads to variable process flows

Customization favors diversity

Trade-off: Localization and Centralization

Logistics

The existing ATMs can be upgraded by involving the suggested interactivity in a touch-based screen.

Giving control to users for ATM magnetic card, provide a swipe-in slot that can replace the push-in pull-out / absorb-in slot.

New ATMs can be built completely as per the proposed design later.

Future workATM for specially-abled people

Extension to UID compatibility

Thank youQuestions?