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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
INTERACT 2011 Doctoral Consortium
Thank you!
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