Selection and Implementation of Navigation and Information Search Strategies in Bank Web Sites: Turkish Case
One of the major issues in banking is “consumer loan”. Most of the banks allow customers to apply for a “personal” or “generic” loan online. This procedure requires filling out forms with some “familiar data” and calculating the rates and fees for the total cost. Although online banking is a supported feature of banking in general, every system offers a different path for the same experience. This pilot study, which is the first step of a long-term study, focuses on three different bank web sites in Turkey and investigates the “find and search” strategies that users employ in order to apply for a specific amount of loan. For this purpose a qualitative usability test, based on a multi-method approach, was carried out with a sample of 11 Turkish senior year university students who were experienced Internet users and potential new customers. The participants were observed during the task executions and additional data was collected by the “think aloud” procedure, eye-tracking and video recording of the participants. Complementary data on user experience was collected by a final debriefing interview. The findings revealed significant usability problems caused specifically by the user interface features and information architecture of each system and enable to propose guidelines to improve user experience in form design and/or check-out process.
KeywordsUsability Bank Website Online Banking Form Design
Unable to display preview. Download preview PDF.
- 1.Lingam, S.R.: Impact of Web Banking Usability on Community Bank Performance: A Heuristic Evaluation of Community Bank Website Homepages (2013), https://technology.asu.edu/files/documents/tradeshow/Dec06/Rao%20Srinivasa%20ProjectWriteUpV7PostDefenseCorrections.pdf
- 2.Cho, A.: Simplicity and Usability Key in Online Banking. Financial, DataMonitor (2013), http://www.datamonitorfinancial.com/simplicity-and-usability-key-in-online-banking/ Google Scholar
- 3.Nielsen, J., Molich, R., Snyder, C., Farrell, S.: E-Commerce User Experience. Nielsen Norman Group, Fremont (2001)Google Scholar
- 5.Yücel, G., Ertay, T., Özok, A.F.: A Proposed Model for the Evaluation of Internet-banking Interface Design and Investing its Relationship with User Problem. In: 35th International Conference on Computers and Industrial Engineering, Istanbul, Turkey, June 19-22, pp. 2221–2225 (2005)Google Scholar
- 6.Bayles, M.: Online Banking: Why People Are Branching Out, Usability News, vol. 6(2). Wichita University Software Usability Research Laboratory (2004), http://psychology.wichita.edu/surl/usabilitynews/62/online_banking.htm
- 7.Rourke, C.: User Friendly e-Banking, User Vision (2004), http://www.uservision.co.uk/resources/articles/2004/user-friendly-e-banking/
- 8.Sotopia: Online Finance Transaction Sites Usability Test Report: ING Bank (2002), http://www.sotopia.com/case-studies/ING%20Bank-usability-analysis.pdf
- 9.Gerzso, M.: Online Banking Usability, BankFutura (2008), http://www.bankfutura.com/2012/07/online-banking-usability/
- 10.Zollet, R., Back, A.: Website Usability for Internet Banking. In: BLED 2010 Proceedings, Paper 29 (2009), http://aisel.aisnet.org/bled2010/29
- 11.Arad, D.: 3 Ways Your User Experience Team Can Improve A Banking Website, Usability Geek (2009), http://usabilitygeek.com/user-experience-improve-banking-website/
- 12.Norman, D., Nielsen, J.: Gestural Interfaces: A Step Backwards in Usability in Interactions, pp. 46–49 (September / October 2010)Google Scholar
- 13.Nielsen, J.: Banner Blindness: Old and New Findings. Jakob Nielsen’s Alertbox (2007), http://www.useit.com/alertbox/banner-blindness.html