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