This document discusses how demography impacts the usability of automated teller machines (ATMs) in India. It notes that India has a large population with diverse languages, literacy rates, age distributions, and levels of technical experience. As a result, existing ATM designs from other countries are often unsuitable for the Indian demographic. The document then outlines several hardware and software issues Indian users experience with ATMs. It proposes an updated ATM design with features like a privacy screen, intuitive card slot, touchscreen interface, and localization of the interaction flow. Research found this proposed design improved usability. The conclusion advocates for customizing technologies to diverse demographics.

1. Demography based 
Automated Teller Machine
Deepti Aggarwal, Himanshu Zade, Anind K. Dey

2. Presentation Overview
 Demography and its impact on usability of ATMs
 Issues with ATMs in India
 Global solutions unsuitable to Indian demography
 Proposed software and hardware design

3. What is Demography?
 Study of population composition
 Spatio-temporally dynamic
 Study of the size, structure, and distribution of
population
 Tightly coupled with the culture of that place

4. Demography: Effect on usability of an
artifact
 Influences attitude, behavior, actions, values,
cognitive structure, social and perceptual skills.
 Follows different signs, symbols, and words.
 affects the interaction with designs!

5. Demography: Impact on consumer products
 Liril Soap
could not attract Global market but India owing to
its branding as a herbal product.
 Dish washer
low acceptance into Indian market due to different
food preferences.

6. One more consumer product…
Automated Teller Machine

7.  Widely used service by to make cash
withdrawals, check account balances
and many other services.
 Began in 1970s in UK.
What is an
Automated
Teller Machine
(ATM) ?

8.  Literacy rate of 74.04%.
 Second highest population in the
world
 1652 languages and their various
dialects.
 Age Structure:
 0-14 years: 31.1%
 15-64 years: 63.6%
Indian  65-over: 5.3%
Demography

9.  Low technical acquaintance.
 Slow adaptation to newer
technologies.
 Emotional attachment to local
terminologies and preferences.
 Segmented population results to
diverse needs.
Indian
 Leads to lower usability
Demography:
of ATM.
Impact on
ATM

10.  45000+ ATM installations in India.
 Preferred way of financial transaction to
80% Indians.
 More than 50% Indians use ATM service
at least once a week.
 Experts forecast that the growth rate
(CAGR) is expected to grow 18 percent
ATM: up by 2013.
Significant to
Indian
market

11. Bank of America
BBVA Inc. in collaboration with IDEO Inc.
ATM innovation:
From other
demography
… and many more
Apple Inc. for iPhone digital signature

12. 1970 2020
Evolution of ATM since 1970: Problem statement
Man evolved, ATM did not…

13. Research Methodology
 Within group design
 Participants: 20 (11 males and 9 females)
 Diverse backgrounds
 Minimum 2 years of experience with ATM
 Subjective assessment to identify issues and
evaluate the proposed solutions

14. 
ATM: Issues in India

15. 1. Hardware Issue: No Privacy

16. 2. Hardware Issue: Card Slot Trap

17. 3. Hardware Issue: Card Orientation

18. 1. Software Issue:
No proper feedback

19. 2. Software Issue:
ATM card absorption causes automation surprise

20. 3. Software Issue:
Interaction non-intuitive
… and more

21. Proposed Design Solution
 Dolphin hardware case  RFID card
 Interactive software design  Touch-base screen with 30
degree inclination.

22. Conclusion
 System Usability Score = 79 for the proposed design
 Demography drives novelty of an idea and influences
user satisfaction
 Personalization leads to variable process flows
 Customization favors diversity
 Trade-off: Localization and Centralization

23. Logistics
 The existing ATMs can be upgraded by involving the
suggested interactivity in a touch-based screen.
 Giving control to users for ATM magnetic
card, provide a swipe-in slot that can replace the
push-in pull-out / absorb-in slot.
 New ATMs can be built completely as per the
proposed design later.

24. Future work
ATM for specially-abled people
Extension to UID compatibility

25. 
Thank you
Questions?