Abstract
Despite the widespread adoption of Internet banking there are no validated guidelines on the functionality the younger, techno-savvy Generation-Y customer segment (18-35 year age bracket) expect from Internet banking websites. This research investigated the functionality the Generation-Y customer segment require from South-African Internet banking websites. The User Centred Design (UCD) philosophy with a mixed method research design was utilised. Generation-Y technological characteristics and preferences abstracted from the literature were aligned with functionality trends of future Internet banking websites to formulate an initial list of Generation-Y aligned Internet banking functionality guidelines. These were evaluated during interviews with representative Generation-Y customers and also used in the heuristic evaluation of the Internet banking platforms of five South African banks. The findings were integrated towards synthesizing functionality guidelines. A visual representation of these functionality guidelines was constructed as a wireframe prototype for evaluation by Generation-Y users. The main contribution of the study is the validated list of Internet banking functionality guidelines for Generation-Y banking customers.
Chapter PDF
References
Muller, R.: What South Africans do online, http://mybroadband.co.za/news/internet/26873-what-south-africans-do-online.html
Smith, R., Cha, V.: Understanding Generation Y and their perception of e-Government, http://www.egl.sg/downloads/Gen_Y_and_their_Perception_of_e-Government.pdf
Temkin, B.D., Popoff-Walker, R.: The Gen Y design guide. Forrester Research Inc., Massachusetts (2007)
Oracle Financial Services: Are banks ready for the next generation customer? http://www.oracle.com/us/industries/financial-services/gen-y-survey-report-165297.pdf
Wannemacher, P.: 2011 US Bank Secure Website Rankings. Forrester Research Inc., Massachusetts (2011)
Ravendran, R.: Website Customization: Exploring a Tag-Based Approach in the Australian Banking Context. In: Campos, P., Graham, N., Jorge, J., Nunes, N., Palanque, P., Winckler, M. (eds.) INTERACT 2011, Part IV. LNCS, vol. 6949, pp. 434–437. Springer, Heidelberg (2011)
Green, S., van Belle, J.: Customer expectations of Internet banking in South Africa, http://www.commerce.uct.ac.za/informationsystems/staff/personalpages/jvbelle/pubs/f-VanBelleJeanPaul2.pdf
Rubinnof, R.: How to quantify the User Experience, http://blogs.sitepoint.com/quantify-user-experience/
Creswell, J.: Research Design – Qualitative, Quantitative and Mixed Methods Approaches. Sage Publications, Los Angeles (2009)
Tullis, T., Albert, B.: Measuring the User Experience – Collecting, Analyzing and Presenting Usability Metrics. Elsevier, Massachusetts (2008)
Rogowski, R., Manning, H., Stone, A.: Improve your digital customer experience. Executive overview: The digital customer experience improvement playbook. Forrester Research Inc., Massachusetts (2011)
Patterson, G.: Marketing to Gen X and Gen Y, http://www.yr.com/sites/vmldev.com/files/Gen%20X%20%26%20Y%5B3%5D.pdf
McCrindle.: Understanding Generation Y, http://ec-web.elthamcollege.vic.edu.au/principal/pdf/Understanding%20Generation%20Y.pdf
Temkin, B.D., Mclnnes, A., Zinser, R.: Engage Gen Y online with immediacy. Forrester Research Inc., Massachusetts (2008)
Boiko, B.: Functionality is content too, http://206.253.219.101/biblev1/Whitepapers/Boiko_Whitepaper_WPCh4.pdf
Goldstuck, A.: Customer self-service strategies in South Africa 2010. World Wide Worx (PTY) Ltd & Consology (PTY) Ltd., South Africa (2010)
Niemeyer, V.: Case Study: How Barclaycard helps customers manage their spending. Forrester Research Inc., Massachusetts (2011)
Kissoyan, V.: To App or not to App? Why responsive design is key to your mobile strategy, http://www.lokion.com/lokion/to-app-or-not-to-app-why-responsive-design-is-key-to-your-mobile-strategy/
Hesse, A.: Next-generation digital financial services - Make it simple, ubiquitous, personal, empowering, and reassuring. Forrester Research Inc., Massachusetts (2011)
Ensor, B., Poltermann, S.: Using video to drive online financial services sales. Forrester Research Inc., Massachusetts (2011)
Montez, T.: Case study: Hapoalim Injects a human touch into digital banking. Forrester Research Inc., Massachusetts (2012)
Naidu, P.: Social media and its application within the banking industry. MSc Thesis, University of Pretoria (2010)
Examples of functionality innovation demonstrated by early-adopter banks, http://osprey.unisa.ac.za/TechnicalReports/Eg_func_innov_banks.pdf
Initial list of thirty Internet banking functionality guidelines, http://osprey.unisa.ac.za/TechnicalReports/init_30_func_guide.pdf
Example of participant interview questionnaire, http://osprey.unisa.ac.za/TechnicalReports/eg_interv_question.pdf
Standard Bank of South Africa, http://standardbank.co.za
FNB (First National Bank), http://fnb.co.za
ABSA, http://absa.co.za
Nedbank, http://nedbank.co.za
Capitec bank, http://capitecbank.co.za
10 usability heuristics for user interface design, http://www.nngroup.com/articles/ten-usability-heuristics/
Pinelle, D., Wong, N., Stach, T.: Heuristic evaluation for games: Usability principles for video game design. In: ACM CHI Conference on Human Factors in Computing Systems, Italy, pp. 1453–1462 (2008)
Heuristic evaluation guidelines, http://osprey.unisa.ac.za/TechnicalReports/heu_eval_guide.pdf
Glen: Website wireframes: Samples and examples, http://www.fatpurple.com/2010/03/04/web-site-wireframes-samples-examples/
Techno Bank semi-functional HTML prototype, http://share.axure.com/BRQ8Y6/
Prototype functionality evaluation tasks, http://osprey.unisa.ac.za/TechnicalReports/func_valid_tasks.pdf
Final list of Internet banking functionality guidelines for Generation-Y users, http://osprey.unisa.ac.za/TechnicalReports/final_func_guide.pdf
Smith, C.: Black to the future - South Africa’s Gen-Y, http://www.tomorrowtoday.co.za/2010/03/02/“black-to-the-future”-south-africa’s-gen-y/
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Mtimkulu, S., van Biljon, J., van Dyk, T. (2013). Designing for the Functionality South African Internet Banking Websites Should Provide to Address the Needs of Generation-Y Users. In: Kotzé, P., Marsden, G., Lindgaard, G., Wesson, J., Winckler, M. (eds) Human-Computer Interaction – INTERACT 2013. INTERACT 2013. Lecture Notes in Computer Science, vol 8120. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-40498-6_29
Download citation
DOI: https://doi.org/10.1007/978-3-642-40498-6_29
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-40497-9
Online ISBN: 978-3-642-40498-6
eBook Packages: Computer ScienceComputer Science (R0)