Entrevista: Cajero Automático

How to design effective ATM experiences?

In the world of user research, every project is a window to better understand how people interact with technology. In this context, Jorge Montiel and Montserrat Núñez, from the research agency Puntolab Mexico, share with us an intriguing case with a banking institution derived from a retail store. This non-traditional bank sought to optimize the experience of its "smart tellers" with a special focus on integrating the functionality of coins and bills. How did they face the challenge? They explored a little-traveled terrain in usability research.

What was the research proposal like?

The proposal was not executed with code or systems in use, but through usability testing using paper prototypes. The idea was to replicate an ATM experience as similar as possible, considering that the project was in early design phases. Here, the use of cardboard and simulated "screens" was crucial. A laboratory-controlled environment was created that allowed users to interact and experiment as if they were in front of a real ATM.

What were the key findings?

Usability testing revealed critical aspects that influenced user interaction. Both blockers and motivators were identified. One of the most revealing findings was observing how people dealt with errors in simulated transactions, such as "cut" bills, which reflected potential friction in real life. Understanding, for example, that a crowded or noisy environment could alter the user experience was essential to improving the bank's approach.

What could have been improved in this testing phase?

In retrospect, the researchers realized that they could have taken the experience beyond the lab. Setting it up in a more realistic environment, such as a store or public space, could have added value to the project. This approach would have provided information about user interactions in a less controlled setting, while also addressing aspects such as perceived safety and comfort in using the cashier.

What benefits did the client and the researchers gain?

The research also allowed the client to debunk certain myths about its users. There was a misperception about the level of digitalization of its customers, which was challenged after the experiments. In addition, the bank was provided with a platform to iterate and adjust their business decisions regarding ATMs and plan their future implementation more effectively.

How did this contribute to the success of the project?

Adaptability and the ability to improvise proved to be key factors in the success of the project. The researchers demonstrated that with creativity and innovation, it is possible to generate valuable insights from even the most rudimentary stages of development. Tailoring techniques in a unique way to the needs of the study proved essential to achieve effective results and savings in time and resources.

What lessons can other practitioners draw from this case?

This case is a valuable reminder that it is never too early to test and validate ideas with users. Initiating review processes from conception, even with rudimentary paper prototypes, not only offers a competitive advantage, but also fosters a culture of continuous improvement. It also invites reconsideration of the need to invest large sums of money before being sure that a product will actually meet market expectations.

The case also inspires other researchers to take a more multidimensional and proactive approach, encouraging them to use imagination and ingenuity to overcome the technical limitations of the early design stage. Thus, there is always room for refinement and improvement, and the key is to test and adjust in time to ensure that the end-user experience is not only functional, but also exceptional.