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ABSTRACT
Iterative design is usually considered in the context of Color figure 1 shows screendumps of each bank’s home
prototyping, evaluating, and improving a single product. page and a representative subpage for each. We’ll refer to
We had the interesting opportunity to work on three distinct these banks as Bank 1, 2, and 3. Our firm also developed
products which had strong similarities, enabling us to carry various other websites concurrently with these, and that
many lessons over from one project to the next. This paper additional experience has shaped the progression shown
reveals our design experiences and discusses various design here, but we will not be focusing on those influences in
tradeoffs involved in the sequential development of the three this paper. These banking websites also have some
banking websites. We discuss our design rationale, the striking similarities due to some general principles we
elaboration of our design process, and the results of our apply to most website designs. For instance:
evaluations. Our approach with these websites and others • We place text on a white background to maximize
has been to try using new usability techniques with each legibility.
project, and to incorporate successful techniques in every • We raise the font size of body text one notch from
subsequent project. With this general approach, we the default.
improve the design of our websites, develop additional • Each site is organized in a simple hierarchy.
website design guidelines, and improve our design process. • The bank logo is at the top-left of each subpage
Through our experience with banking websites, we've and links to the bank’s homepage.
developed guidelines for interactive graphic elements, • The bottom of each page has text links which
navigation, and embedded multimedia. Our design process duplicate the graphic links at the top.
has also benefited primarily through: 1. providing usability • The page width is set so that all graphics fit on a
training for our salespeople, 2. incorporating more effective small monitor and print effectively on paper.
mechanisms for customer feedback, and 3. conducting user
testing. THE ITERATIVE PROCESS
For each project, it isn’t practical to apply every design and
Keywords evaluation technique that could potentially be useful. Our
World Wide Web, internet, usability testing, multi-media, general approach is to incorporate a new technique for each
animation, prototyping project, evaluate its effectiveness, and repeat techniques in
future projects that prove to be especially useful. By
INTRODUCTION working on 3 websites with quite similar content and
We have been designing banking websites which focus incorporating established principles in systems design [2,4],
primarily on providing customer service information for we were able to draw lessons in both design and process
both new and current bank customers. Each website project from our experiences.
was performed on a tight schedule and a tight budget,
forcing us to be highly selective in the design processes we User testing, process changes, and lessons derived from the
have applied (see [1],[3]). This paper discusses our design development of each website drove the design of each
experiences under the constraints of rapid development and subsequent website. The primary changes in procedure
examines how we improved our designs and our processes between the development of Bank 1’s website and Bank 2’s
across 3 bank websites developed in sequence. website were:
• usability training of our salespeople
© Copyright 1998 IEEE • informal user testing
(Diamond Bullet Design Usability Report U1-98-1) • creating early mockups for client feedback
cite as: The primary additional process added between Bank 2 and
Brinck, T. and Gergle, D. The design of banking websites: lessons from Bank 3 was a controlled user study.
iterative design. In APCHI 98: Asia Pacific Computer Human
Interaction Conference (Kanagawa, Japan, July 1998).
BANK 1 is limited to aspects of the page which are directly linked to
Bank 1 was the first bank website we created. The original the goals of the website.
concept for the site was developed in a meeting between the
bank, our salesperson, and one of our designers. This was a
requirements meeting which established the tone and
functionality of the website and developed an initial outline
of the website contents. The website was then constructed, Audio
a process involving numerous contacts with the clients to Bank 1 has a “welcome” message play out in audio
develop the text for the project and to gather appropriate automatically whenever the home page is visited. We
materials for the graphics. When a first draft was available, avoided auto-play in future audio design because our own
the site was presented to the clients who offered a few experience quickly indicated that:
required changes, the most significant being an • since the audio is usually unexpected, it can be
improvement of the navigation bar. quite loud and disruptive, especially for users in
office settings.
The following are some characteristics of the website which • since users often revisit the home page while
we will be contrasting with our later designs. browsing the site, repeating the audio message
becomes tiresome.
Navigation
The pages of Bank 1 are organized in a hierarchy two levels BANK 2
below the home page. The navigation bar for Bank 1 Usability Training
consists of two rows of buttons: the top row representing In the process of making bids and making sales, our
the top level of choices in the hierarchy, and the bottom salespeople need to develop requirements with clients and
row representing 2nd-level options for the section selected flesh out many details of website content and structure even
in the top row (see figure 1). An initial version was before a sale is finalized and the designers become involved.
confusing to our clients (the hierarchical relationship wasn’t This is necessary because website requirements are critical
apparent), so we developed and tested several versions, and in deciding the scope and therefore the pricing of a website.
chose one with a shadow over the bottom row which clearly Originally, this was problematic since design decisions
indicated the relationship. were being made without the designers and it was difficult
to backpedal from some decisions once the client had made
figure 1 - Navigation System for Bank 1 a commitment.
BANK 3
Comps
In a continuing attempt to minimize the expense of making
Informal User Testing changes late in a project, the comp stage was slightly
As the project neared completion, our customer liaison modified from Bank 2. For the Bank 3 project we returned
conducted informal user testing among bank employees and to paper comps. We provided the client with four paper
personal friends. The informal testing consisted of asking comps to choose from. After they had made their decision
them to browse the site, find various kinds of information, we produced an on-line version and received more client
and give comments on their experiences. This testing feedback. In addition, screen shots were shown to the client
helped us spot a few functional problems with the website, for approval of last minute design changes before going
but it also caught a significant usability problem that had into production.
slipped by the designers — users could not figure out how
to get back to the home page! While both computer and paper comps help to effectively
envision the design space, recognize important issues early,
We had developed a convention of putting a company’s and explore possible alternatives, there are important trade-
logo at the top-left of every web page and using that logo offs that must be weighed when choosing between the two
as a shortcut to return to the home page. This convention styles (similarly, see [5]). Computer comps allow for
is reasonably common on other websites. Since a “Home” greater flexibility in rearranging elements and making color
link is among the text links at the bottom of every page, changes. They also convey a higher degree of finish and are
we felt we had covered our bases such that nobody could readily available for display on the web. Paper comps are
miss finding their way home. Unfortunately, users seemed fast, can be duplicated easily, allow for quick turnaround and
reiteration, facilitate more fluid illustrations, and retain a the bank’s logo. The selected section is highlighted in a
“sketchy” feel that helps convey to the client that this is black arch with a strong black line below it extending
indeed a mockup and not the finished product. across the page. Secondary pages are listed horizontally in
a line below the primary bar. This design presents a strong
sense of hierarchy between the primary and secondary
navigation bars and gives a strong indication of the user’s
figure 4 - Computer Comp current location within the website. In addition, the
navigation bar for Bank 3 animates the buttons by
highliting them as the user passes the mouse over them,
thus enhancing the perception that these are active sections
that can be clicked. When users hover their mouse over the
top level sections a light gray arch appears behind the icon
(see figure 7). When they hover over the sub level sections
the text changes from white to red. By passing the mouse
over the navigation bar, the animation creates a visual
feedback that the user can use to determine sections that are
available. Like the design for Bank 1, this design remains
fairly inflexible for adding new pages or sections, especially
at the top level of the website.
Animation
Bank 3 also asked for a slideshow on their homepage, and
an animated logo on their website. To keep the idea of
having a slideshow on the homepage unique, the slideshow
was integrated into Bank 3's logo on the homepage. We
chose to use the red background of the logo as a screen for
displaying the animation. The result was to have a duotone
slideshow playing in the background arch of the logo. The
transition between frames is similar to Bank 2 in that each
image dissolves into the next, but the duotone colors
allowed for a smaller color palette making the overall file
size even smaller. The slideshow was also integrated into
the logo, eliminating the rectangular slideshow that is often
Navigation used on websites. This allowed for greater freedom in
For Bank 3 we started out by designing the navigation designing the layout of the homepage.
structure. Two options were prepared in comps for the
client, and the version was chosen which laid out the User Study
primary navigation bar as a horizontal row with the selected We designed a controlled user study of Banks 1 and 2 to
section in a style similar to a folder tab (see figure 6). Each help guide our design for Bank 3. In this study we tested 8
tab includes an icon and title and is in a shape that emulates
users with a set of tasks that were carefully selected to have a separate and very visible home button at the top of
exercise the websites’ functionality. These tasks were every page.
phrased in terms of actual questions users might have while
visiting. Example goals were to find the nearest ATM Bullets
machine or to compute a mortgage payment. Users were Two users clicked on the standard flat round black bullets in
tested with both Banks 1 and 2, in a randomly determined standard bullet lists as if they were links. We had begun
order, and the order of tasks was randomized for each bank. designing some attractive spherical bullets for Bank 3, but
During the tasks, users were encouraged to think aloud, and these were put aside because they look even more like
an evaluator sat behind them taking notes on their path buttons. Instead we entirely avoid using bulleted lists for
through the websites and any problems they were having. Bank 3.
After each task, users were given a response sheet where
they indicated their answers and comments on features of CONCLUSION
the websites. Through a process of iterative design, we've improved the
design of our banking websites and improved our process.
These are some of the key observations we made and the To summarize the primary design changes:
implications for the design of Bank 3’s website: • Navigation was improved in layout, graphic
appeal, and clarity.
Audio • Audio was made less intrusive, and animation flow
Auto-play of audio on Bank 1 was confirmed to be and file size was improved.
inappropriate as 4 users complained about it repeating each • Buttons were made more distinctive from other
time they visited the home page. graphics, and bullets were removed to avoid
confusion with buttons.
Printable forms
Bank 2 has pages with printable forms that are intended to
be printed, filled out, and faxed to the bank. Because the Our primary process improvements included:
bank wants these forms on paper and in a standard format, • Training salespeople in usability.
an interactive on-line form is not provided, but one of the • Using comps more extensively to provide
subjects nevertheless tried (and failed) to fill out the form alternatives to clients early in the design process.
on-line. Thus, these forms need to be even more explicit • Conducting user testing.
about being for printing only, perhaps with a stronger
message at the top of the page.
Our experience in building the Bank 3 website has led us to
Help continue improving our process and design style, and much
All 8 users used the Help pages to find information when of our formal process is described in [1]. Some of the new
procedures we've developed involve the following
nothing else worked (the tasks were mostly search tasks).
documentation:
We hadn’t expected Help to be used frequently, so this
experience encouraged us to devote more effort to the Help • A set of forms which guide salespeople to gather
page. The Help page needs to include more information useful design information from clients, to further
reduce problematic design decisions being made
about what the website contents are, and contain links to
during the sales process.
the appropriate sections.
• Forms for client approval of comps to facilitate
Contacting the bank timely completion of projects and encourage
clients to spend time clarifying design details.
When 3 users were not able to locate information, they
suggested that they would just send email to the bank or • A quality checklist to ensure error-free websites,
phone them asking for the information. Thus we now cross-platform compatibility, conformance to
emphasize links to the bank’s Contact page by including usability standards, and documentation of design
more of them in Bank 3’s website. decisions.