Communicating Banking Values Through Interactions- Investigating the communicative functions of interaction attributes within the banking sector

Abstract: The present study explores the use of interactions for a communicative purpose, when it comes to communicate banking brand values through a website. By establishing important banking values, trust, sincerity and transparency this study investigates how interaction can be used to communicate those values, through the theory of interaction attributes. Using interaction attributes to communicate emotions as well as brand values has been previously investigated. However, not in the setting of banking. Through designing and exploring interactions this study established some important qualities to consider when designing for banking, with the goal of communicating trust, sincerity and transparency. Attributes consistency, expectedness and apparent are favourable, whilst pliability is found to have a negative effect. In addition to these attributes established by previous work, the findings suggest the importance of a new quality, to design interactions that animate slowly over time, as a way to guide the user through the interaction.