Website Design Using Pythagorean Fuzzy Axiomatic Design

Abstract

Competition has been significantly increasing in all the fields of business due to globalization. As the internet has become one of the preferred information and communication technologies, presence of companies on the internet has become increasingly important. In particular, web presence for banking industry is extremely significant. Although website usability for banking industry has been commonly examined, there are no studies comparing design performance of banking websites with respect to functional requirements which must be satisfied. For this purpose, axiomatic design method is used to analyze design characteristics of banking websites. Axiomatic design differs from the other multi-criteria decision making techniques in such a way that it takes both what designers want to achieve and what the system can offer into account to evaluate the probability of success of a design. The main advantage of utilizing Pythagorean fuzzy sets is that it enables decision makers to have more freedom for assigning membership and non-membership values. Therefore, Pythagorean fuzzy sets extension of axiomatic design is utilized in this study. In the application section, the website designs of Turkey’s leading banks is analysed. This study shows that none of them, except for the second alternative, satisfy all functional requirements.