Rajinesh Ravendran PhD Candidate Computer Science Discipline Queensland University of Technology...

Rajinesh Ravendran

PhD CandidateComputer Science DisciplineQueensland University of Technology

INTERACT 2011 Doctoral Consortium

Online Banking Customization: Exploring a Tag-Based Approach

Outline

Introduction

Methodology

Analysis

Outcome

Website Customization

“the ability for a website to be shaped in a way that better fulfils the wants of individual users” (Rahim et al., 2009)

MotivationLack of customization in Online Banking

FocusWebsite interaction customization

SignificanceGreater user satisfaction

Types of Customization

Remembering

Comprehension

Associative

Less Interesting

More complex

Remembering-type

“the ability to provide customization through simple remembering of a user’s information..” (Fung, 2008)

Fig 1. Bill payment: Initial view Fig 2. Bill payment: Customized view

Comprehension-type

“the ability to recognize user’s behaviors and provide assistance towards fulfilling the user’s needs” (Fung, 2008)

Fig 3. Internal fund transfer Fig 4. External fund transfer

Associative-type

“the ability to provide customization through association of user’s behavior with other individuals..” (Fung, 2008)

Fig 5. Tag recommendation (Auto-suggest)

Fig 6. Tag recommendation (Popular tags)

Outline

Introduction

Methodology

Analysis

Outcome

• Pretest-posttest control group experiment– 5 group design (1 control + 4 treatment)– Pretest questionnaire (25 items on

familiarity with Web and online banking)– Posttest questionnaire (16 items on utility

and usability + 4 items on design)

Prototyping + Experimentation• Software prototyping

– Iterative approach (3 iterations)– Incorporate feedback from experiment– Incrementally improve prototype

Experiment Design• Scenario

– Bill payment via XBank Online Banking Website

• Activities1. Without tag assignment (normal)2. With tag assignment3. With a particular customization introduced

• Treatment Group

G2G1 G3 G4

C1 C2 C3Group 1-4

Customization1-3

Outline

Introduction

Methodology

Analysis

Outcome

Analysis and Interpretation

• Hypothesis - Tags-based interaction improves utility and usability of online banking

• Variance Analysis (ANOVA) - Fixed and Random model

• Customization Impact - Individually and collectively

Outline

Introduction

Methodology

Analysis

Outcome

• A set of guidelines for design & implementation– Online banking providers– System designers

Outcome

• Suitability of the approach and its significance towards user satisfaction

Rajinesh Ravendran

PhD CandidateComputer Science DisciplineQueensland University of Technology

E: r.ravendran@qut.edu.au

INTERACT 2011 Doctoral Consortium

Thank you!

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