증권사 모바일 서비스의 사용자 경험에 영향을 미치는 게이미피케이션 요소에 관한 연구

Abstract

The purpose of this study is to present gamification elements that affect user experience in building securities company mobile service for MZ generation, which is emerging as the next-generation major customer of securities companies. To this end, we conducted a workshop that applied the service design methodology, the double diamond process. First, MZ generation characteristic keyword, Pain point, Persona were derived, and based on this, service concept and service content were derived. Next, we created a prototype by applying gamification elements to service content. Finally, the MZ generation participated in the prototype verification, and After the in-depth interview, qualitative analysis and quantitative analysis were conducted. Through this analysis, the main gamification elements affecting the user experience of MZ generation are the fun elements of social interaction, reward, and Altruism, and the game mechanism elements of social engagement loop, Virtual goods, and Gifts and charity.