Customer understanding with the interactionist's lens: Exploring the experience of the Chinese Millennial Generation for banking service design

This thesis explores the Chinese Millennial Generation’s banking experience in their daily context. The research starts by bringing up the facts that Chinese Millennials are the growing cohort that is increasingly impact the world consuming marketing. The author collaborated with ANZ Banking Group to study one facet of the Chinese Millennials lives – the daily banking attitude and behaviour. By qualitative research, the author has found insightful results to lead to design principles for this market. The research methods also inform an overarching framework to plan and implement design research from a social interaction perspective.