金融科技發展帶來許多破壞式創新，改變顧客對於金融服務的期望，並設定更高的使用者體驗基準，遊戲化可做為回應該發展趨勢的解決方案。然而現行國內多數金融產品軟體仍以交易功能為導向，難以養成使用者習慣與吸引年輕化顧客。實務上目前對於金融服務遊戲化，缺乏明確的遊戲化設計流程與設計要素做為參考，且學術上對於金融服務遊戲化設計相關研究仍舊有限。
自2017年起，國內金融業者積極推出機器人理財服務，如何展現差異化，為顧客提供更有參與感的使用者體驗，培養其忠誠度，為金融機構須關注的重點，因此本研究以機器人理財軟體為例，探討遊戲化於金融服務軟體設計要素。
本研究基於ISO 9241-210:2010國際標準，以人為中心設計流程發展對應的遊戲化設計活動，並搭配人物誌、使用者歷程、顧客旅程地圖、遊戲化模式畫布與使用者體研評估模型等工具，提出機器人理財軟體遊戲化設計提案，並透過業界專家訪談與千禧世代使用者訪談了解其意見回饋。
本研究結果建議，金融服務軟體遊戲化設計目標，應以提升使用者參與度與黏著度為基礎，並延伸至其他產品交叉行銷與品牌知名度提升。同時金融服務軟體遊戲化設計應考量金融服務本質，基於滿足使用者體驗，增加遊戲化設計，並考量易使用性、趣味性、可視性、獎勵性、社群性、可分析性等要素進行設計。

The development of financial technology has brought many destructive innovations, changing customers' expectations for financial services, and setting a higher user experience benchmark. Gamification can be used as a solution to the development trend mentioned above. However, most domestic financial product software is still oriented to transaction functions, and it is difficult to develop user habits and attract young customers. In practice, there is currently no ambiguous gamification design process and design elements for gamification of financial services, and academic research on gamification of financial services is still limited.
Since 2017, domestic financial companies have actively launched robo advisor services. How to show the difference to provide customers with a more participatory user experience, to cultivate their loyalty are key points for financial institutions to pay attention to. Therefore, this research takes robo advisor software as an example to explore the gamification design elements of financial service software
Based on the ISO 9241-210:2010 international standard, this research develops the corresponding gamification design activities with human-centered design process, and persona, user lifecycle, customer journey map, gamification mode canvas and user experience evaluation model to propose the gamification design solution of robo advisor software, and through the industry expert interviews and the millennium user interviews to understand their feedback.
The results of this study suggest that the game design objectives of financial services software should be based on improving user participation and adhesion, and extend to other cross product marketing and brand awareness promotion. At the same time, the gamification design of financial services software should consider the essence of financial services, based on the user experience to add on the gamification design, and consider the ease of use, fun, visibility, reward, community and analyzability.

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