citibank.com for Older Adults

Citibank Website Evaluation

ChickenSoup

Introduction

•  Purpose: Evaluating usability of www.citibank.com for older adults

•  User Group: Adults over the age of 65

•  Need: designers often fail to make websites that make accommodations for the needs of older adults

•  Social Context: lag in technology adoption between younger and older adults

Older Adults and Online Banking

•  Online banking is a relatively common activity: 61% of adult internet users do online banking

•  Services: check account information, deposit slips, pay bills

•  Older adult audience is highly diverse in terms of ability, aptitude, and attitude

Citibank

•  www.citibank.com

•  Founded in 1812

•  Third largest bank

Accessibility Evaluation: •  Used Functional Accessibility Evaluator 1.1, •  Provided a measure of accessibility based on the website’s markup within

the categories below:

•  Navigation and Orientation •  Text Equivalents •  Scripting •  Styling •  HTML Standards

Methodology

Survey:

To identify the parameters that would influence our study: •  the frequency of use of internet among older adults •  the frequency of use of online banking websites •  common issues or misgivings they have about online banking •  problems they usually face while using banking websites.

Focus Group:

•  15 minute focus group session facilitated by a moderator •  Assess participants' experiences,misgivings and biases while using online banking websites •  Assess reactions to the citibank.com home page and contact us page. •  Emphasize on their opinions about the visual layout, colors, text size/density and information organization of the citibank.com pages

Accessibility Evaluation Findings Overall analysis of standards: •  59.07% passed •  25.56% warned •  4.44% failed •  10.93% not applicable

Failures: •  1 subheading element is improperly nested. •  7 subheading elements are empty. •  3 out of 4 form controls do not meet the criteria. •  1 data table (out of 1 total) does not meet the criteria. •  All 5 th elements do not meet the criteria. •  All 88 td elements do not meet the criteria.

Survey Findings:

•  Questionnaires from five participants •  All of the participants have experience using computers and Internet

Survey Findings:

•  Three of them have experience using online banking system •  Three of them have complete trust of online bank •  Two participants prefer face-to-face banking

Survey Findings:

•  Monitoring Banking Activity is most frequently used

FOCUS GROUP FINDINGS split view in the group about online banking

Issues or concerns: •  Trust factor - information is not transparent •  Prefer personal relationship with bank tellers •  Prefer handling physical money •  Excuse to step out of the house

Possible motivation: •  Movement towards digital currency

Suggested Improvements: •  immediate feedback when a transaction is

processed •  site more personalized to their needs •  have direct contact information in the help

page.

Potential Re-design