Literature Review
Before starting the project, I researched the psychology of queuing to understand customer behavior and dissatisfaction. In short, satisfaction depends on the gap between expected and actual wait times—when the wait is longer than expected, dissatisfaction increases. Since waiting is unavoidable in retail banking, managing customer expectations is key to maintaining satisfaction.
User Interview
User interview is used to collect qualitative data about user’s experience of queueing in bank branch and bank technology, to identify users’ need in a queueing management application. The interview is around 15-30 mins, conducted physically or virtually depends on interviewees’ geography locations. The research have recruited 11 interviewees in total.
Result
Who is our user?
The interview results showed that most participants are purposeful bank customers—they visit the bank with clear, specific goals and aim to complete their tasks efficiently. Additionally, the majority prefer online banking over in-person visits, viewing physical branches as a last resort. This suggests that requiring them to visit a branch may already trigger a negative emotional response.
What is the pain points?
1. Interviewees believe queuing in bank physically is time wasting.
2. Uncertainty in queueing caused frustration.
3. Branches’ operations lack transparency.
How user feel about current bank technology?
Most of the interviewees reflected that they are familiar with bank technology, especially mobile banking applications and various payment methods. The most valued aspect of technology is security, ease of use and efficiency.
What is users' expectation?
Most interviewees prefer remote ticketing more than physical ticketing. The rationales include saving time, reducing waiting time, helping to schedule daily agenda more efficiently, which relates to time efficiency. Interviewees also expressed their concern and limitation about appointment system, such as appointment system may restrict flexibility and providing inaccurate arrival time by not considering real situation of the branch.
The most suggested feature is live estimated waiting time, suggesting how long-time customers should arrive at the branch avoid waiting physically.
