Abstract

Abstract
This paper addresses the problem of interaction design for service provision to customers in a multi-platform environment. It is based on a qualitative and quantitative study of a Portuguese multi-channel retail bank, and shows that, as most of the financial operations are functionally available across the different service platforms, experience requirements become increasingly influential in customers' usage of the different channels. Different financial services generate different interaction needs, and the fit between experience requirements and channel performance in satisfying those needs has a strong impact on customer channel choices. Based on these findings, essential use cases are applied and extended to capture experience requirements for the different financial operations in a technology independent way. With this approach, interaction designers can identify which platforms are best suited to provide the different services available, improving the multi-channel service as a whole. On the other hand, it also enables the identification of areas of interaction experience that need improvement in each platform, if services offered are likely to be effectively used.

Abstract
This article presents the results of a qualitative study of a multi-channel bank. It aims at developing new methods of gathering user requirements for web interfaces, joining HCI and Marketing perspectives. The results obtained so far indicate that, as most of financial operations are functionally available in the different service channels, experience requirements become increasingly important. In this context, essential use cases are particularly valuable in improving the process of gathering customer requirements. As they allow the analysis of users' interaction needs in a channel-independent way, their use can improve decisions on what services are best suited to each channel, to effectively address customer needs across different interaction modes, and make an efficient allocation of resources among channels.

Abstract
The commercial use of the Internet for service provision has deeply changed the environment where human-computer interaction takes place. Web interfaces are now integrated in overall service provision, and are designed for a huge and diversified set of potential users, in an uncontrolled context. With the aim of understanding customer interaction needs and improving the methods of requirements elicitation in the web context, a qualitative study of a multi-channel Portuguese bank was made. The results obtained so far indicate that Interaction Design and Services Marketing have strong complementarities. The Marketing perspective is especially useful with regard to the study of customer experience requirements, which are increasingly influential in customer decisions to adopt Internet services. Essential use cases are also very useful in the multiple platform service context, as they allow the elicitation of experience requirements in a technology-independent way, and therefore allow an integrated management of the different interaction channels.

Abstract
Designers aspire to create engaging and desirable experiences. To that end they study users, aiming to better understand their preferences, ways of thinking and desired outcomes. In the service sector this task is more intricate as experiences encompass the whole customer journey, or the sequence of moments of interaction between customer and company. In services, one poorly designed interaction can severely compromise the overall experience. Despite experience holistic nature, current methods address its components separately, failing to provide an overall systematized picture. This paper presents Customer Experience Modeling, a novel multidisciplinary approach to systematize, represent and evaluate customer experiences to guide service and interaction design efforts. We illustrate this method with an application to a multimedia service provider built upon 17 interviews with service users.

Abstract
Purpose - Customer experience has become increasingly important for service organizations that see it as a source of sustainable competitive advantage, and for service designers, who consider it fundamental to any service design project. Design/methodology/approach - Integrating contributions from different fields, CEM was conceptually developed to represent the different aspects of customer experience in a holistic diagrammatic representation. CEM was further developed with an application to a multimedia service. To further develop and build CEM's models, 17 customers of a multimedia service provider were interviewed and the data were analyzed using Grounded Theory methodology. Findings - Combining multidisciplinary contributions to represent customer experience elements enables the systematization of its complex information. The application to a multimedia service highlights how CEM can facilitate the work of multidisciplinary design teams by providing more insightful inputs to service design. Originality/value - CEM supports the holistic nature of customer experience, providing a systematic portrayal of its context and shifting the focus from single experience elements to their orchestration.