Can gamification improve user experience (UX) of servitization in the financial and construction sector?

S. Khan, V. Charissis*, D.K. Harrison

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution


The monetisation of the provision of consumer services rather than products is advantageous and leads to higher profit margins for the providing companies in comparison to the sole manufacturing of consumer products. This business model has gradually propagated in other areas that could offer customized services to their customers such as consumer electronics and fintech. However, the complexity of these offers could deter the potential customers as it could be difficult to understand and evaluate their benefits. Gamification of these offers is a newly adopted method with limited examples primarily in the manufacturing sector. This work presents the development of a serious game for the explanation of fintech servitization offers for the building construction industry. This work aims to identify the efficiency for improvement of user experience (UX) and behavioural intention of customers towards these offers. The project has been evaluated by ten users representing existing customers. The paper presents the evaluation results and concludes with suggestions for future applications and a tentative plan of work for enhancing the application.
Original languageEnglish
Title of host publicationLecture Notes in Computer Science
Number of pages12
Publication statusAccepted/In press - 20 May 2022

Publication series

NameLecture Notes in Computer Science
ISSN (Print)0302-9743


  • servitization
  • gamification
  • user experience
  • fintech
  • construction industry
  • 3D
  • virtual reality
  • simulation

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Management of Technology and Innovation
  • Business, Management and Accounting (miscellaneous)
  • General Economics,Econometrics and Finance
  • Computer Science Applications


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