Práticas e contribuições da usabilidade em canais eletrônicos pela ótica da empresa: estudo de caso de um banco brasileiro
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Data
2013-11-25
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Urdan, André Torres
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Resumo
The technological advancement in the Brazilian banking sector not only brought increasing sophistication, flexibility and complexity of products and services, but also made possible the existence of new distribution channels, the called electronic channels. On the one hand, these channels have changed the way people communicate and relate. On the other hand, brought challenges for marketing managers, who need to provide different users to access and interact with these channels, efficiently, effectively and satisfactorily, in other words, with usability . Through an descriptive case study , this dissertation aims to identify and understand the real contributions of usability in projects developed in a bank. We investigated the vision, practices, attributes, obstacles and level of usability in the organizational context. As a result , twelve contributions of usability were identified in projects from the perspective of their own managers. Based on this set of contributions, it could be concluded that the bank is making efforts to build complete systems to allow their different user profiles to understand, learn and remember how to use it, not only obtaining accurate and reliable results, but also producing feelings of pleasure and prompting interest, with no need for customers to spend a lot of time and to strive hard to use them.