1. Rajinesh Ravendran PhD Candidate Computer Science Discipline Queensland University of Technology INTERACT 2011 Doctoral Consortium Online Banking Customization: Exploring a Tag-Based Approach

2. Outline Introduction Methodology Analysis Outcome

3. 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) Motivation Lack of customization in Online Banking Focus Website interaction customization Significance Greater user satisfaction

4. Types of Customization Remembering ComprehensionAssociative Less Interesting More complex

5. Remembering-type “the ability to provide customization through simple remembering of a user’s information..” (Fung, 2008) Fig 1. Bill payment: Initial viewFig 2. Bill payment: Customized view

6. Comprehension-type “the ability to recognize user’s behaviors and provide assistance towards fulfilling the user’s needs” (Fung, 2008) Fig 3. Internal fund transferFig 4. External fund transfer

7. 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)

8. Outline Introduction Methodology Analysis Outcome

9. 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

10. Experiment Design Scenario – Bill payment via XBank Online Banking Website Activities 1.Without tag assignment (normal) 2.With tag assignment 3.With a particular customization introduced Treatment Group G2G1G3G4 C1C2C3 Group 1-4 Customization 1-3

11. Outline Introduction Methodology Analysis Outcome

12. 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

13. Outline Introduction Methodology Analysis Outcome

14. A set of guidelines for design & implementation – Online banking providers – System designers Outcome Suitability of the approach and its significance towards user satisfaction

15. Rajinesh Ravendran PhD Candidate Computer Science Discipline Queensland University of Technology E: r.ravendran@qut.edu.aur.ravendran@qut.edu.au INTERACT 2011 Doctoral Consortium Thank you! Comments and Questions