Interface Design Factors that Inhibit the Development of Internet Banking - Research Paper Example

An investigation of interface design factors inhibiting the development of internet-banking (principle design need to be investigated is AFFORDANCE) Copyright © Academia-Research, Inc. 15 September 2006 1. Introduction With respect to Norman’s (1999) essay on use of the term affordance in human-computer interaction, this report affirms the importance of this powerful concept, reinforcing Norman’s distinctions of terminology, and expanding on the usefulness of the concepts in terms of their application to interaction design and affordance of internet-banking. We define and use seven complementary types of affordances in the context of interaction design and affordance: cognitive, functional, perceived, physical, reactive, directive and sensory affordances. The first 3 terms are Norman’s perceived affordances and the next 3 terms are Norman’s real affordances which refer to parallel and equally important usability concepts for interaction web design, to which sensory affordance plays a supporting role. We argue that the concept of affordance (both perceived and real) carries a mandatory component of utility or purposeful action that influence the usability of online banking services particularly in the UK. Finally, we provide the influential guidelines on design and affordance in the growth of online banking services based on how these three kinds of affordances work together naturally in contextualized internet-banking design or evaluation. 2. Objectives of Research The objective of this research is to conduct a critical review of the literature in the field of design and affordance of the Internet banking sites. Part of this investigation is to evaluate the effects of computer self-efficacy on user’s acceptance of Internet banking using TAM (Technology Acceptance Model) as a theoretical framework. The factors that commonly influence customer’s decisions to utilize Internet banking are also critically examined. Finally, an analysis is also carried out to understand the issues affecting the customer’s usage of internet-banking particularly in the UK. 3. Review in the field of design via affordances of internet-banking sites The relevant part of what any dictionary says about to afford is that it means to yield, to give, or to furnish. In design, an affordance gives or provides something that helps a user do something. For example, the internet-banking site on the bank’s website affords a fine view of the available facilities and banking options to choose from. The computer screen presents this fine view. Norman’s stages-of-action model (1988) describes the typical course of interaction between a human user and a computer or any kind of machine. During interaction, a user performs cognitive, physical, and sensory actions and requires affordances to help with each. In the work on the User Action Framework by Andre et al. (2001), Andre et al. (2000) and Hartson et al. (1999), based on Norman’s model, we have also found a need for all four kinds of affordances in the context of interaction design and usability. It is in that context that we can define the definitions of various affordances. A cognitive affordance is a design feature that helps, aids, supports, facilitates, or enables thinking and/or knowing about something. As a simple example, clear and precise words in a button label could be a cognitive affordance enabling users to understand the meaning of the button in terms of the functionality behind the button and the consequences of clicking on it. A physical affordance is a design feature that helps, aids, supports, facilitates, or enables physically doing something. Adequate size and easy-to-access location could be physical affordance features of an interface button design enabling users to click easily on the button. Since physical affordance occurs with physical objects, we can treat active interface objects on the screen, for example, as real physical objects, since they can be on the receiving end of real physical actions by users. As many in the literature have pointed out, it is clear that a button on a screen cannot be pressed. Restricting the discussion to clicking on buttons easily dispatches this difficulty. Another affordance principle that can be used to demonstrate in online banks is directive affordance. Lets first consider some other similar principals, and how they are implemented online. Perceived affordance describes the way in which we suggest to users before they do something, what will happen such as extruded bevels to suggest buttons that can be clicked, or inset bevels to suggest boxes in which text can be edited. Reactive affordance, the button rollover for instance, describes how we can offer immediate feedback to a user, letting them know that they have been successful in communicating with an application. As well as button rollovers, reactive affordance can be achieved using things like cursor changes, tooltips, etc. Something that we can achieve with a non-online banking, that is harder to achieve with a traditional web based application, is Directive Affordance. Directive affordance is a means of managing the users attention, most likely using movement. There are some great examples of how a little movement can capture the users attention for the task in hand. For example, with your two products left on an internet-banking screen, clicking one of the products will draw your attention to the details of the product, as the product details drop down from the top of the application. The simple application of a (custom) effect, leaves the user in no-doubt as to the consequence of their action (clicking on a product) and what they must do next (apply for the product, or cancel their decision). 4. Understanding affordances associated with usage of internet-banking Affordance is a word now in common currency in describing characteristics of the interactive learning process. The word is borrowed from the psychology of perception, where it expresses very well the fact that there is an internal relation between the perceiver and the perceived. What we perceive when we look at objects such as the computer (monitor) screen are their affordances, not their qualities as described by Gibson (1986). An internet-banking web designer may describe the features of an educational medium objectively and accurately learner choice, self-paced, structured index but the internet-banking user may perceive it very differently. Our question is rather: ‘What are its affordances for the target internet-banking user?’ The way it is perceived by the user may be very different from the designer’s expectation. Affordances describe how the interaction between perceiver and perceived works and that is exactly what we need to understand in the development of internet-banking websites. Although the source is psychology of perception, Gibson offers several valuable concepts for describing learner (educational) interactions. One similar example for interaction via internet-banking perception would be: An account user holding a computer mouse affords clicking and exploring an internet-banking side. In this case, the features as perceived by the user create the possibility for a certain kind of interactive behaviour. We may like to think that an e-banking statement on the net affords observation, but the additional affordance of preparing to understand creates the possibility that users focus their attention and content processing in a way that is more productive to comprehend. Different internet-banking sites and media are likely to have different affordances for appreciation of use. 5. Web Affordances and Behaviours Worse than the different navigational structures is the use of different conventions for how internet-banking sites work. One section of the internet-banking site will have buttons with one appearance and behaviour whereas another section, a different set of choices. Affordance is the match between the appearance and the behaviour of things on such web pages, or more broadly, in engineering artefacts in the world. We all base our expectations of how something will work on our experience with similar-looking things. For example, consider the door handle below. You may never have seen a door handle quite like this one before, but based on your experience with the world, you can predict how to use it! Because it’s attached to a door, you know it’s probably lets you open the door. Its lever shape suggests pressing up or down on the thin section. The round area suggests an axis of rotation. Or, you can grab the thin section and pull. Thus, this structure affords turning, pulling, and other actions. Similarly, the visual appearance of controls on an internet-banking web page suggests their behaviour. If users correctly predict the behaviour from the appearance, its good affordance; otherwise, the affordance is poor. Because there are a lot of conventions on the internet-banking web, and because it’s ok to present controls that are a bit unconventional if the affordance is good, software often has some variation in what controls look like, and how they work. But if different parts of the site or application have different conventions, no good will come of it. 6. User’s Acceptance of Internet-banking using Technology Acceptance Model The effects of computer self-efficacy seeks to examine the user’s intention to adopt themselves to internet-banking based on the commonly used theory from Technology Acceptance Theories (TAT) known as Technology Acceptance Model (TAM). Even though internet-banking is well available in the UK market, commercial public banks like Lloyds TSB bank plc are generally facing immense challenges in attracting visitors to their websites. As much of these phenomena were blamed on the traditional brick and mortar type of banking, knowledge and understanding of this challenge can help Lloyds’ bankers to fish in more clients into this new wave of banking. At the same time to stay competitive in the market, Lloyds TSB have to develop a theoretical framework that incorporates latest technological aspects of internet-banking. In user acceptance studies, Davis et al. (1989) highlights that researchers tend to focus on the attitudinal explanations of the use of a specific technology or service. The studies rely largely on the following five concepts: perceived user friendliness, perceived usefulness, attitudes towards use, intention to use and actual use. Of the many TAT theories available, TAM has emerged as the most powerful and parsimonious theory to represent the antecedents of technology usage through belief in two factors that is, perceived usefulness and perceived ease of use of an information system. Davis et al. (1989) also explains that the TAM is specifically tailored for modelling user acceptance of information systems. TAM suggests that social behaviour is motivated by an individuals attitude towards carrying out that behaviour. It also posits that the actual usage of technology can be predicted by users behavioural intention and his/her attitude towards use, which in turn are influenced by the technologys perceived ease of use and perceived usefulness. TAM adopts the well-established causal chain as follows: beliefs → attitude → intention → behaviour. Based on certain beliefs, a person forms an attitude about certain objects, on the basis of which one forms an intention as to how one should behave with respect to that object. The intention to behave is the sole determinant of actual behaviour. Davis et al. (1989) adapted the TAM by developing two key beliefs that specially account for information system usage. The first of these beliefs is perceived usefulness, defined as the degree to which a person believes that using a particular system would enhance his/her job performance. The second is perceived ease of use, defined as the degree to which a person believes that using a particular system would be free of effort. A diagram of the TAM model is presented in Figure A. Researchers, such as Lin et. Al (2002), further modified the TAM and extended its application to the Internet or world-wide web. However, studies related to the usage behaviour within the internet environment is still at an infancy stage. It is not clear how external variables would affect the usage behaviour and intentions. It is hoped that further research would provide greater understanding of the factors that influence acceptance of new technology like multimedia technology in the banking environment. Bernadette (1996), applying TAM, however showed that there nevertheless was a high degree of correlation between the two positions of intention and usage. The intention to transact online is explained as the customers resolve to engage in an electronic exchange relationship with a banks website, such as sharing customer information, maintaining customer relationships and conducting online banking transactions. Customer-retailer exchange relationships typically involve several activities. The first step may involve basic data exchange from the bank to the customer through browsing, gathering information and making product/service and price (interest) comparisons. The next step usually involves customer providing some private and personal information through registering an e-mail address and other personal information, describing product/service preferences and providing feedback. This step is often supplemented by automatic information exchange that is intentionally or involuntary captured through cookies, log-data, and data mining tools. The final step typically involves provision of private and monetary information such as bank account information, debit/credit card information, actual product/service preferences and finally completion of banking task such as balance inquiry, transfer of funds, request for cheque books and bill payment as stated by Singer et al. (2001). Based upon the description of the online transaction process, online banking acceptance essentially necessitates that customers uses banks websites to receive and provide information and then complete the transactions. In contrast to traditional banking customer behaviour, online banking transactions have some unique dimensions, such as (a) the extensive use of technology for transactions, (b) the distant and impersonal nature of the online environment and (c) the implicit uncertainty of using an open technological infrastructure for transactions. More specifically, customers must first actively engage in extensive technology use through interacting with the banks website. Second, the spatial and temporal separation among customers and multimedia banks increases fears of performing banking transaction with product and identity uncertainty. Third, there is a concern about the reliability of the underlying Internet delivery channel and related infrastructure that banks employ to interface with customers. Overall, these three unique differences reduce customer perceptions of control over their online transactions and increasing their apprehension about adopting online banking. These perceptions result in a greater disparity between intention and usage. Virtually all steps in the proposed online transaction process require customers to interact with websites and essentially use Internet technologies. Since intentions to transact entail technology use, it is justifiable to consider variables to predict intentions to use Internet technology for online transactions. 7. Evaluation interface design of Lloyds TSB bank plc A group of 10 and 15 UK Nationals at ages 20 and 35 years old respectively has evaluated the interface design of the third largest bank in UK: Lloyds TSB bank plc. This evaluation of the TSB website was based on the following questions: 1. Conduct review on Lloyds TSB online banking website in terms of user affordances. 2. Highlight the pros and cons of customer usability in terms of friendliness of usage and site built-in design interface. According to the group’s discussions on the Internet banking site of Lloyds TSB (accessible upon customer log-in at [29]), the current site is not designed as a genuine program and clearly lacks the usability and elegance of the built-in software. The user interface still resembles the browser-based solution and requires too many interactions to perform everyday functions, which are largely hidden behind menus. The navigation between sub-screens is not natural and numerous actions terminate without a path to continue the work flow. The hardware up and down scroll buttons are not supported to maneuver in forms and lists. No data synchronization with the desktop (or laptop) machine is planned and running transactions cannot be stopped. The internet-banking application offers too much functionality, is complex and cumbersome to navigate. There is a great opportunity for a redesigned, more usable e-Banking client. For this 24-hour premium banking service, an easy to use and learn product with a consistent look and feel will be important for its target audience. The challenge is to design an efficient interface with affordances, that deliver a great user experience and reduces the number of clicks to accomplish frequently used tasks. Instead of the menu-centric application model, users should be able to work with almost little menu access, demonstrated by other more established UK banks such as HSBC and Barclays, etc. Lloyds TSB has to think different, think innovative, simple and friendly to use. Sample log-in internet banking websites from Barclays, TSB and HSBC are shown below: 8. Method of group heuristic evaluation In this research, total heuristic evaluation is achieved by group involvement and discussion since human-computer interaction will naturally have many usability problems in a single design interface such as the internet-banking website. Experience has shown during group discussions that different people find different usability problems. This group evaluation is seen as an effective way to significantly improve investigation by involving multiple evaluators. Heuristic evaluation is conducted by having each individual evaluator inspect the TSB interface alone. Only after all evaluations have been completed are the evaluators allowed to communicate and have their findings aggregated. This procedure is important in order to ensure independent and unbiased evaluations from each evaluator. The results of the evaluation are recorded by having the evaluators verbalize their comments to a central observer as they go through the interface. The observer will assist the evaluators in operating the interface in case of problems, such as an unstable prototype, and help if the evaluators have limited domain expertise and need to have certain aspects of the interface explained. In a user test situation, the observer has the responsibility of interpreting the users actions in order to infer how these actions are related to the usability issues in the design of the interface. This makes it possible to conduct user testing even if the users do not know anything about user interface design. In contrast, the responsibility for analyzing the user interface is placed with the evaluator in a heuristic evaluation session, so a possible observer only needs to record the evaluators comments about the interface, but does not need to interpret the evaluators actions. Typically, a heuristic evaluation session for an individual evaluator lasts one or two hours. During the evaluation session, the evaluator goes through the TSB interface several times and inspects the various dialogue elements and compares them with a list of recognized usability principles (the heuristics). These heuristics are general rules that seem to describe common properties of usable friendly interfaces based on affordances. In addition to the checklist of general heuristics to be considered for all dialogue elements, the evaluator obviously is also allowed to consider any additional usability principles or results that come to mind that may be relevant for any specific dialogue element. In principle, the evaluators decide on their own how they want to proceed with evaluating the interface. The output from using the heuristic evaluation method is a list of usability problems in the interface with references to those usability principles that were violated by the design in each case in the opinion of the evaluator. Heuristic evaluation does not provide a systematic way to generate fixes to the usability problems or a way to assess the probable quality of any redesigns. However, because heuristic evaluation aims at explaining each observed usability problem with reference to established usability principles, it will often be fairly easy to generate a revised design according to the guidelines provided by the violated principle for good interactive systems. Also, many usability problems have fairly obvious fixes as soon as they have been identified. Heuristic evaluation is explicitly intended as a discount usability engineering method. The benefits from heuristic evaluation are mainly due to the finding of usability problems, though some continuing education benefits may be realized to the extent that the evaluators increase their understanding of usability by comparing their own evaluation reports with those of other evaluators. 9. Influential factors affecting customer’s decisions to utilize internet-banking According to Chang (2002), internet-banking (or electronic banking) is termed when the information technologies combine with functions of banks and financial institutions. Internet-banking technologies have led banks and financial institutions to improve effectiveness of distribution channels through reducing the transaction cost and increasing the speed of service. From the customers’ perspective analysed by Anguelov et al. (2004), internet-banking technologies allow customers easier access to financial services, lower bill-paying, and time saving in managing their finances. Due to the advantages for both suppliers and customers in the financial market, electronic banking services have rapidly grown in the UK. Among various banking technologies, internet-banking, which is the act of conducting financial intermediation on the Internet is the latest banking technology and the most rapidly diffused banking technology in the UK. Investigation on internet-banking by Daniel et al. (1997) and Mols (2000) has led to the advantages for banks to maintain competition, to save costs, to enhance mass customization, marketing and communication activities, and to maintain and attract customers. The primary advantage of internet-banking is to save time and cost. Lee and Lee (2001) indicated that internet-banking allows customers easier access to their bank accounts, lower service charges, and time saving. Moreover, Chang (2002) showed that internet-banking had a low transaction cost and a high speed of service when compared to other banking services. Generally, customers view internet-banking as the latest banking technology which has advantages of saving time and cost. Internet-banking can be regarded as one of the inputs for a money transaction. Customers will tend to have different responses to internet-banking because they have different ability, opportunity cost of time and attitude towards internet-banking. 10. Investigations into affecting customer’s usage of internet-banking in UK Although customers have had an interest in advanced internet-banking services and tended to have various financial sources or tools for money transactions, they have not quickly changed their main propensity to use banking services or goods that they are already familiar with. For example, new internet-banking goods or services have not quickly substituted for traditional ones and non-electronic banking goods or services. Although various electronic banking services have emerged since the ATM was introduced 30 years ago, a lot of customers still use checks as a primary source for money transactions, and banks still have a lot of bricks and mortar branches in the market. In spite of the emergence of a series of advanced internet-banking services, both customers and banks still regard non-electronic banking as one of the important sources for money transaction. Internet-banking has not yet become mainstream according to Kolodinsky (2004). This means that both marketers in banks and financial institutions, and customer educators still need to make an effort to understand the factors which lead to the adoption of internet-banking. Although researchers such as Bradley et al. (2002) and Jun et al. (2001) have investigated customers’ adoption behaviour for internet-banking, the literature on the adoption of internet-banking in the marketing field has largely focused on motivation factors. When we think that the primary advantage of internet-banking is to save time and cost, investigating adoption of internet-banking based on time and cost might be more appropriate. These factors might be more directly related to adoption of internet-banking than attitude or perception factors. At the same time, adopting internet-banking can be costly in terms of the time spent on learning to use a new technology. If an individual thinks that a choice of internet-banking is more costly and less beneficial, he/she might not adopt internet-banking even though he/she has a positive attitude toward internet-banking. Internet-banking is based on computer technology and the internet, so individuals need to learn the basic tools before they use the service. Therefore, individuals should invest time and money to learn to adopt internet-banking. Some people are ready to use internet-banking since they are familiar with the technology, while others are not. Therefore, we need to study adoption of internet-banking based on benefit and cost. Stoneman et al. (1993) may well expect that there exist interconnections between technologies such that the diffusion of any technology is not independent of the diffusion of another technology. Internet-banking is one of the technologies, that is quite dependent on computer networks. Also, it is an advanced technology over previous banking technologies. Bayus (1987) noted that a customer’s willingness to adopt a new technology is affected by his or her prior pattern of adopting related technologies, and the influence of one technology on the next generation of that innovation is expected to be positive especially when the relationship between two technologies is complementary. Karjaluoto et al. (2002) indicated that prior computer experience such as Internet, e-mail, and e-payment had the most significant impact on online banking usage, and also technology experience, such as ATM, e-ID, teletext, and automats, was a significant factor for attitude toward online banking among bank customers. Prior experience of technologies, especially prior experience of computers based on Levin et al. (1989), had impact on customer beliefs and attitudes towards related systems and technology. Lee and Lee (2001) indicated that heavy usage of banking service was the most significant factor in the adoption of internet-banking among non-adopters, and prior internet purchase behaviour was also a significant factor, but not as much as the usage of related banking technologies. Lee and Lee (2001) employed the use of banking service as a proxy variable indicating customers’ need for banking service, and they indicated that heavy users of banking services might adopt internet-banking as a convenient option that can save time and effort. However, if customers have no experience of previous banking technologies, they might find it hard to adopt recent banking technology. They might not be comfortable and lack the confidence to use internet-banking, even though they think internet-banking is necessary. Therefore, in order to investigate the relationship between banking technologies, it is more appropriate to study the effect of the use of related banking technologies such as ATM, debit cards and direct payments instead the use of banking service. Customers who have more ability to use banking technologies and computer software for managing money than others might more easily adopt internet-banking. Their ability might improve their efficiency in the use of Internet-banking. Specifically, they might invest less time and money to learn use internet-banking, so they might be able to save more time and cost than others and that would affect their attitude towards internet-banking. In addition to the past experience in the use of computer software and of other banking technologies, the demographics factors should effect the adoption of internet-banking. Age affects the attitude of individuals towards Internet-banking and their ability to learn how to invest. We expect to find that customers in the young age group are more likely to invest the time to learn to use internet-banking because young customers can create more benefits through time saving. 11. Conclusion We can agree to some extent that the term affordance has been used with more enthusiasm than knowledge in the development of internet-banking in the UK. Perhaps the concepts associated with affordance are so natural and so necessary that users either couldn’t resist implicit, undeclared extensions or they may have believed that the kind of extensions that the designer’s of internet-banking propose were already accepted usage. They have proposed and explored the use of the various affordances to refer to the corresponding concepts in interaction analysis and design. For example, they may think an independent concept of cognitive affordance is equally important as the concept of physical affordance. It is a good match and a parallel to physical affordance and is essential to interaction analysis and design, as Norman (1988, 1999) himself has pointed out many times. In addition, they also think that sensory affordance is necessary to support cognitive and physical affordance throughout the user’s interaction cycle. We hope that the investigation here will bridge the gap between literatures on affordances would relate to concerns about misuse of affordance terminology and the needs of designers (or practitioners) to use the concepts in a practical way. Now usability researchers and designers can refer unambiguously to all types of affordance in the context of interaction design and analysis. We have explored the relationship between the affordance types associated with observed usability problems. Designers can apply usability case data to identify where affordance issues are involved in flawed internet designs and produce case studies of how increased attention to affordances can improve interaction design with banking customers. REFERENCES [1] Levin, T., & Gordon, C. (1989). Effect of gender and computer experience on attitudes towards computers. Journal of Educational Computing Research, 5(1), 69-88. [2] Andre, T., Hartson, H. R., Belz, S., & McCreary, F. (2001). 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