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Designing The BOC Bank App Using Kansei
Engineering 2022
Vinsura BAK1, Sanja HAA2, Geethanjana JKDT3, Ekanayake EMUH4, Weerakoon DSS5, Hansika
HS6, Pothuwila PB7
Abstract –This paper presents how Kansei Engineering can be applied for mobile banking in-order to
increase usability, user experience, emotional and psychological visualization on the user interfaces. The
methods on how to apply Kansei techniques when designing the interfaces and how to design each interface
that covers the user's needs were discussed with the aid of Kansei Engineering techniques such as Correlation
Coefficient Analysis, Factor Analysis, and Partial Least Square Analysis. The process has been conducted
using a collection of Kansei words and implementing each design considering each category such as simple,
user friendly and moderate. Accordingly, Users in various age groups with various needs can interact with
the mobile application much more comfortably when doing day-to-day transactions. Five popular mobile
banking applications were used as specimens in KE evaluation. The results of this study were able to
determine that KE was one of the important tools that was skilled with the ability to choose design elements
and change them with respect to different coexisting key factors.
Keywords – Bank of Ceylon (BOC), Mobile User-Interface, Kansei Engineering (KE)
Introduction
Application development is often described as the
process of planning, designing, building, and
implementing software applications into the usage
that’s beneficial for the user. It not only outlines
the steps involved in creating as application but
also often adheres to a set approach. The process
of developing an application is influenced by
numerous functions that a business needs.[1]
Application assists organization in automating
procedures and boosting productivity of the
employees with tasks like calculating monthly
sales and salary, taking out loans which are the
same processes and task considered while creating
an app: gathering requirements, creating
prototypes, testing, implementation and
integration.
Among the processes of developing an application
UX/UI design are considered as
crucial elements of the product. With the market
for software applications and the industry to build
them increase with the time and complexities;
users, critics are more focused on emotional and
the visual satisfaction of the application. This
expectations on satisfaction builds up with the
name and the reputation of the developed teams
and their past experiences yet unfortunately, most
times product developers and designers tend to
ignore the methodological ways of reaching the
user expectations and follow their intuition of what
the product should be.
[2] And one of the key reasons why most of the
applications lose their users at first glance is
because of their experience and the looks, colors,
shapes not appealing to the users. Therefore, in
order to affect a user’s decision-making,
perception, attention, performance and cognition,
all applications must integrate emotion and ease of
usage into the design of the product. While
emphasizing usability and functioning with the
incorporation of emotion into the application.
Mobile banking apps have overcome many
difficulties and have reached new heights with
features like mobile check deposits. Once users
have considered the cutting edge of the application
has put the users up to expectations on sky high
that they now anticipate that kind of functionality,
coupled with quick money transfers, bill payments,
ATM locators and many more features.
The research objectives that have been brought up
in the study are (i) Increasing the user experience
in app functions (ii) Make the app more appealing
to the user. These objectives will be evaluated and
implemented later on throughout the study using
Kansei Engineering comprehensively.
BOC is one of the leading banks in Sri Lanka.
Most people of Sri Lanka already have an account
on BOC bank and engaging transactions in many
ways. BOC has introduced a Mobile App for their
users which can be used to deal with most of the
day-to-day transactions that they have used to do
with the bank, Including Viewing current balance,
Making Transactions between accounts, managing
the current account, and many other operations.
Since BOC has various types of users very
important to have friendly and more interactive
Mobile user interfaces. When considering the
users who have used the BOC Banking App, their
opinions about the Mobile application cannot be
considered other banking applications. Most users
have commented about the Mobile user Interface
of the current application as they have found it less
user-friendly and not easy to deal with. Because of
this, most users prefer other banking applications
over the BOC banking application. To overcome
this problem, Redesigning the Mobile interface on
the current application can be considered.
[3] This study uses the Kansei Engineering
techniques to evaluate the banking app of the Bank
of Ceylon to increase user experience, user appeal
and the functioning that goes along with it.
Kansei Engineering Techniques
[4] The product's functionality and design improve
along with its overall quality. In-depth user
interviews, the development of questionnaire
questions, and market trend research can all be
used to clearly convert customer happiness into
design parameters for products. To raise sales and
product value in order to boost profitability,
several analytical techniques have been created in
the product design field and can be used when
developing the Mobile application of BOC Bank.
Among them are Kansei Engineering, Conjoint
Analysis, Voice of the Customer (VoC), and
Quality Function Deployment (QFD) (KE).
QFD is a systematic method for translating user
needs into a product's design functionally. Three
key goals were established for the application of
this system when it was created by Akao (1990),
namely:
• Prioritize the needs and wants of both
spoken and unspoken consumers. Most
likely checking balance, transactions,
making transactions between accounts etc.
• Translating those needs into
specifications and technical
characteristics.
• Build and deliver a quality product or
service with customer satisfaction.
Develop a more user friendly and easy
way to deal with those tasks.
VoC is a word used in the corporate world to refer
to thorough procedures intended to learn about and
comprehend customers' expectations, preferences,
and dislikes of the offered goods or services. VoC
really belongs to market research methodologies
that present information on customers' wants and
needs in a hierarchical structure. The report's
points are then ranked in order of relevance for
clients and businesses, or priority.
hidden VoC characteristics, mainly the
psychological aspects of users. Product
development methods based on these factors are
supplemented by KE.
Through the use of the software interface, this
analysis aims to explain the general definition of
KE methods in product development, not just for
industrial items but also for other fields of human
computer interaction
Kansei Engineering is a technology that combines
Kansei into the world of engineering in realizing
products that suit the needs and desires of
consumers. Or in other words Kansei Engineering
is a technology in the field of customer-oriented
ergonomics for product development (Lokman and
Noor, 2006). Until now Kansei Engineering has
been developed in several analytical techniques,
namely:
• Category Classification
• Kansei Engineering System
• Kansei Engineering Hybrid
• Kansei Collaborative Designing
• Virtual Kansei Engineering
Choice of Participant Groups
Participants in the group may be chosen from a
variety of people with similar behavior when using
a particular product. Due to the KE's requirement
for homogeneous themes, to perform the
implementation, the company or industry
professionals who have researched market
segmentation can get the information on this
criterion. Participants can be included all the users
who have used or never used the app already and
This knowledge is collected outside of the KE
context, yet it can be used at any moment as KE
input. Participants can also be categorized into
groups considering their ages. Since each age
group has many different needs compared with
other groups.
Collection of Kansei Words
[3] Kansei Words are a collection of words that
characterize a product's attributes. These terms
typically have an adjective or grammatical form. It
can be gathered from any reputable sources,
including books, periodicals, specialists, user
guides, and studies linked to Kansei. The Kansei
Words should be gathered in groups of 50 to 600
words until no new words are produced; this
necessitates dictionary verification. By giving few
questionaries to each age group and will end up
with different word set.
In order to get a complete selection of words all
available sources have to be used, even if the
emerging words seem to be similar or the same.
Suitable sources can be:
• Other competitive Applications, other
banking applications
• Experts
• Experienced Users
• Relating to Kansei Studies
• Ideas, visions
Data reduction methods
Reducing the amount of Kansei words helps
determine the right number of words since too
many words could have poor quality due to
participant error or be inappropriate for the
number of participants. The validity test and factor
analysis are two empirical tests that are frequently
used for data reduction to address this issue. The
factor analysis comes from semantic differential
evaluation that measures how the Kansei Words
correspond to the product, while the validity test
comes from questions about the degree of design
importance.
Rating-scale Types used
Visual Analogue Scale (VAS) and Likert scale are
the two forms of rating-scale types that are
frequently used in KE. The Likert scale is simpler
and more widely used. Five-Likert scales, seven-
Likert scales, and nine-Likert scales are its three
different scale kinds.
Connecting the Kansei Words to product
properties
Being able to produce product attributes from
every Kansei Word makes this the most crucial
stage of Kansei Engineering. The Kansei Words
are linked to product attributes either qualitatively
or statistically. The qualitative method, which is
frequently employed in Kansei Engineering Type
1, conducts the Kansei Words connection based on
intuition that cannot be readily conveyed as it is
done in Quality Function Deployment (QFD).
While the quantitative approach makes use of
statistical techniques like fuzzy logic, neural
networks algorithm, rough set analysis, and other
tools.
Procedures
[5] This descriptive study was done on the User
Interface of BOC Online Banking Application of
Bank of Ceylon (A Leading bank in Sri Lanka). In
order to improve and determine the Kansei Words,
interviewing methods were used to speak with as
many as 36 respondents (Most of them are
university students and the reason for their
selection is that almost every university in Sri
Lanka has a respective BOC branch). Testing for
validity and reliability was done on the collected
Kansei Words. The Kansei words were clustered
and then further processed to create the product
concept.
Five current mobile banking applications were
chosen as samples for the Kansei evaluation
session in the first stage of this research based on
their ability to create a mobile online banking
environment. The psychological reactions that
users experience to the specimens are then
represented by fifteen Kansei Words that describe
psychological aspects of systems. In this study, 15
words that express the emotions of consumers
were chosen as Kansei Words.
The research created a Semantic Differential (SD)
Scale for each Kansei Word that ranged from 0 to
5 points to be utilized as a measurement tool
during the Kansei evaluation session. For the
purpose of providing their Kansei answers to the
specimens into the Kansei measuring apparatus,
thirty-six consumers were chosen at random as
participants. All participants were asked to rate
their feelings in response to each specimen after
they had examined it, and to add the scores for
each Kansei Word to the Kansei Checklist.
The use case diagram in Fig. 2 illustrates the
specifications for the online mobile banking
application that will be chosen and used as a
sample in this study. There are numerous mobile
banking applications already available. However,
based on this criterion, five well-known mobile
banking applications were arbitrarily chosen as
research items or specimens. Flash, FriMi, PKO
Bank Polski (Poland), Capital One (USA) and JP
Morgan Chase (USA) are included with them.
So, after speaking with the dependable source
(company), the technical specifications for the
seats could be determined. The suggested User
Interface design was finally visualized.
Results and Discussion
The analysis and synthetization the study has
provided regarding the observations carried
throughout the study were used to go through all
aspects of the mobile banking app interfaces using
the concepts and methodologies used in Kansei
Engineering. Kansei Engineering has put on the
groundwork for the customer-oriented experience
for the interfaces we have come up with as a result
of this study.
[6] As a result of the average data shown in the
table, I was analyzed using correlation coefficient
analysis, factor analysis and partial least square
analysis which will be briefly described within
next few sections below.
A. Correlation coefficient analysis
The data that has been obtained via correlation
coefficient analysis is displayed by table II. There
were emotional attachments that go with
comfortability, dynamic, passion and unique with
values of 0.981, 0.945, 0.923 respectively. With
the values of –0.552, -0.563, and –0.123
respectively involved with other emotions where
rigid identification of specimens and Kensei
words, Kensei evaluation, factor analysis, partial
least square, analysis interface design,
recommendation and dynamic, childish and
dynamic.
Table 1 : Relationship Among Emotions
Dynamic
Futuristic
Informative
smooth
...
Dynamic
1
0.024
0.848
0.947
Futuristic
0.495
1
0.289
-0.381
Informative
-0.624
0.747
1
0.289
Smooth
-0.851
0.165
0.756
1
Glamour
0.957
-0.624
-0.851
0.024
Balanced
-0.152
0.805
0.708
0.646
Comfortable
-0.103
0.334
0.839
0.944
Rigid
0.127
0.641
-0.822
-0.553
Simple
0.832
0.328
0.575
-0.224
Unique
0.311
0.528
-0.426
0.901
Passion
0.950
0.512
0.331
-0.106
Childish
-0.083
-0.564
-0.408
-0.422
Colorful
0.264
0.563
-0.088
-0.568
Cuteness
-0.105
-0.124
-0.267
0.091
Cool
0.248
0.911
0.802
0.592
B. Factor Analysis
Factor analysis was proceeded at first order or
process in this study for the purpose of finding the
biggest emotions that have an impact on the
interaction between user interfaces and the
consumer experiences on the application interfaces
greatly. XLStat software was used in order to
process the average score of each participant that
has participated in this research study and the
results are displayed in table III.
Table III: Results of the Factor Analysis
Factor 1
Factor 2
Variability (%)
49.416
27.381
Cumulative (%)
49.416
76.797
Table III evident the factors that have been
produced by Factor Analysis with the use of
Varimax Rotation. Throughout the process of
Factor Analysis, the Varimax Rotation was
utilized to come up with more accurate analysis
reasonings.
The total of the cumulative values of two factors
chosen was 76.797% (the standard minimum value
of cumulative value to be accepted is 70 percent).
This finding has suggested that the emotions that
have motivated in the creation of the intended
product (Kensei product) were sufficient to
determine them. This result made it possible to
move on to the next stage of evaluation which is
analyzing emotions using 15 Kensei words that
had a significant impact on the user interface
design with regard to the customer-oriented
perception.
6 emotions with values greater than 0.9 were
identified by the evidence in table III, including
“cool”, “unique”, “passion”, “comfortable”,
“dynamic”, and “glamour”. These 6 emotions have
the greatest emotional impact on the interfaces
since the results indicated that they were the
strongest among others in impact on consumers’
demand for an appropriate mobile interface in the
mobile banking application. “dynamic” was
chosen with the evidence of the results in table III
as the most intense feeling. With that being noted
here, it has been evident that when we create the
end result, we need to pay attention to these six
emotions that greatly play in the consumer-
oriented use application that needs to be translated
into elements of dynamic design. And aiding the
consumers having options to change interfaces
from one interface to another, these 6
emotions(bolded) have granted the desire and
appealing to the user interfaces.
Table 2 : Factor Analysis
C. Pearl Least Square
The most critical evaluation that’s essential to
determine the key design components based upon
the findings of Factor Analysis was brought
through the Pearl Least Square Analysis. In order
to determine the result on this, there were 3 types
of data that were required for the analysis which
were the average data for every participant (Table
I), and the list of specimens and their constituent
parts as depicted in Fig. 3.
Figure 3: Dummy Elements of Specimens
The generated results from the Pearl Least Square
algorithm were shown in Tables number V and VI.
NS means “Not significant” whereas, the
developer will focus on the key elements devoid of
NS. Factor 1 indicates that the most “Dynamic”
key component was the design and the interface
elements included a black background, a blue
header and the right search icon. “Glamour” was a
crucial design component so that the interface
Kansei Words
Factor 1
Kansei Words
Factor 2
Childish
-0.583
Smooth
-0.937
Rigid
-0.581
Rigid
-0.803
Cuteness
-0.076
Informative
-0.686
Glamour
0.073
Cuteness
-0.289
Smooth
0.161
Comfortable
-0.185
Colorful
0.222
Balanced
-0.124
Simple
0.393
Childish
-0.037
Informative
0.725
Dynamic
-0.028
Balanced
0.765
Cool
0.125
Futuristic
0.852
Unique
0.211
Cool
0.944
Passion
0.265
Unique
0.956
Colorful
0.365
Passion
0.959
Futuristic
0.485
Comfortable
0.982
Simple
0.724
Dynamic
0.996
Glamour
0.975
component had a black background and a header.
Black with a right facing search icon and other
components with values that fall outside of the
typical range are likewise regarded as it was
preferrable to choose items with the optional
highest number inside each range.
Table 3 : Elements of Dynamic Concept Design
Table 4 : Elements of Glamour Concept Design
Element
Range
Design Concept
Background Color
0.490
Black
Product Info
0.046
NS
Category
0.048
NS
Category Reference
0.053
NS
Image Size
0.087
NS
Header Color
0.625
Black
Menu
0.005
NS
Logo
0.026
NS
Logo Size
0.008
NS
Logo Position
0.033
NS
Search Icon
0.312
Right
Settings Icon
0.004
NS
[2]The result that was given at the end of this
study was a minimalist design that entirely focus
on the functionality and the user experience
throughout the application usage by avoiding the
confusion of elements and visual alignments that’s
been included in the old interfaces. The prototype
we have built up was focused on increasing the
clarity, visualization of only relevant elements that
has a purpose by eliminating every other element
that was included for minor relevancy to the main
cause and fill the interface with unnecessary
crowd-ness. And then decreasing the elements in
size to the size that’s necessarily aids the user with
the facility to accurately select them, and placing
them where they can be easily acquired. The
prototype has spared the extra space to highlight
the existing features and functionalities that are
mandatory when it comes to a mobile banking app
and give them all enough space to breathe through
the interfaces.
Conclusion
In this study, Kansei Engineering has been used to
examine and evaluate the emotional and
experience-oriented user aspects associated with
mobile banking applications. In this research
emotional variables were demonstrated through
Kansei words and translated into user-centric
design concepts for the aid of user interfaces
designed in the mobile application. Among other
facts that’s been discussed throughout the
research, users’ psychological needs and desires in
interface design were discussed thoroughly.
The study discovered that the term “dynamic” in
Kansei Engineering was the most significant factor
that have a great impact on mobile interface
design; using the 3 analysis techniques in Kensei
engineering which are Coefficient Correlation
Analysis, Factor Analysis, and Pearl Least Square
Algorithm. Furthermore, there were few other
crucial components of the design aspects when it
comes to mobile banking user interfaces in design.
Furthermore, in this research it has been suggested
to observe the user and examine user’s preferences
based on a larger population and different
methodologies in order to produce more
specialized interface design. It has been proven
that it’s crucial to integrate several two or
additional analytic techniques to enhance interface
Element
Range
Design Concept
Background Color
0.456
Black
Product Info
0.056
NS
Category
0.065
NS
Category Reference
0.075
NS
Image Size
0.122
NS
Header Color
0.578
Blue
Menu
0.000
NS
Logo
0.057
NS
Logo Size
0.037
NS
Logo Position
0.029
NS
Search Icon
0.318
Right
Settings Icon
0.02
NS
analysis based on the psychological preferences of
the users’ design aspects.
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