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Rajinesh Ravendran PhD Candidate Computer Science Discipline Queensland University of Technology INTERACT 2011 Doctoral Consortium Online Banking Customization:

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Presentation on theme: "Rajinesh Ravendran PhD Candidate Computer Science Discipline Queensland University of Technology INTERACT 2011 Doctoral Consortium Online Banking Customization:"— Presentation transcript:

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: INTERACT 2011 Doctoral Consortium Thank you! Comments and Questions


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