2. 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
3. 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
4. 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!
5. Demography: Impact on consumer products
Liril Soap
could not attract Global market but India owing to
its branding as a herbal product.
Dish washer
low acceptance into Indian market due to different
food preferences.
7. 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) ?
8. Literacy rate of 74.04%.
Second highest population in the
world
1652 languages and their various
dialects.
Age Structure:
Indian
Demography
0-14 years: 31.1%
15-64 years: 63.6%
65-over: 5.3%
9. Low technical acquaintance.
Slow adaptation to newer
technologies.
Emotional attachment to local
terminologies and preferences.
Segmented population results to
diverse needs.
Indian
Demography:
Impact on
ATM
Leads to lower usability
of ATM.
10. 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
ATM:
Significant to
Indian
market
(CAGR) is expected to grow 18 percent
up by 2013.
11. Bank of America
BBVA Inc. in collaboration with IDEO Inc.
ATM innovation:
From other
demography
… and many more
Apple Inc. for iPhone digital signature
13. 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
21. Proposed Design Solution
Dolphin hardware case
RFID card
Interactive software design
Touch-base screen with 30
degree inclination.
22. 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
23. 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.