چکیده (انگلیسی):

The gamification software development gave emphasis to the role played by the users to test and improve the software. This study presents a framework for software gamified in e-banking, taking a users' groups and a qualitative research approach, to check the users' design preferences in five cases of banking software gamified (Futebank, Dreams, Galaxy, Olympics, and Warrants). After software presentation, and usage experience, 53 participants, responses to a survey with six open questions. The data were analyzed through a text semantic software, to detect and classify lexical items in, accordance, with standard of software quality characteristics and user experiences. Two primary categories were identified, as well five dimensions in each element and characteristic categories. The results show five characteristic dimensions (design, appearance, functionality, rules, and objectives) and five element dimension (game, product, security, process, and information). These findings provide a framework for web designers and e-business, highlighting the most important software features when dealing with serious applications with game design. It adds value to the current literature on understanding the customer relationship with the game and the financial product, identifying new dimensions (game and product) on the approach of thinking and design gamification in e-banking. Our finding contributes to a better understanding of key elements and characteristics in e-banking software design and has important practical implications for software development and marketing practices. Thoughts on the users' software design preferences identified, should propel increase adoption and attractiveness of online banking.