"UI Design Optimization and Analysis on Coupon Platforms for…
"UI Design Optimization and Analysis on Coupon Platforms for Improving Service Quality"
When the user makes a decision whether to buy a coupon, he/she is taking into consideration several factors:
trustworthiness of the site
online product presentation
(the design of the user interface)
"Some of the biggest challenges fore-commerce that need to be overcome are optimization and presentation of every product category, although the user interface is often limited due to the growth of popularity of small screen devices like mobile phones
Shiau and Yeh conducted a case study on Groupon usage in Taiwan in order to determine the effects of website characteristics (information richness and navigation) on shopping value (perceived utilitarian and hedonic value) and on online group buying intention. Research results show that:
assist customers to find the product discount they need in time
graphics in the navigation bar enhance interaction
between the consumer and website as well as consumer intention towards online group buying.
The amount of data that has to be presented to the user is regularly in conflict with the user interface design principles.
Interface design is becoming even more critical in the e- commerce world. Poor interface design may lead users to shift from one site to another and that makes the crucial difference between profit and loss. Website quality has a tremendous effect on
and purchase intentions
the main challenge for the group buying sites is how to present so much information on the users' computer/mobile screen and still be
simple and easy for using.
Usability as a term is derived from the term ‘user- friendly’. According to ISO 9241-11  usability is referred to as the extent to which product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use
The usability principles are one approach for quantifying the usability of one system. They combine the best user interface design practices and help the researchers focus on the crucial parts of the design to avoid and solve the biggest challenges.
Principles of Liang and Lai based on Engel, Kollat & Blackwell model for the purchase decision
According to their principles, the buying process is separated into five phases: For each of these phases, Liang and Lai defined key principles that every e-commerce website should follow.
How to measure the quality of the website? The quality is determined from the usability features it offers.
is a quality attribute that assesses how easy user interfaces are to use. Usability is defined by 5 quality components:
How easy is it for users to accomplish basic tasks the first time they encounter the design?
Once users have learned the design, how quickly can they perform tasks?
When users return to the design after a period of time not using it, how easily can they reestablish proficiency?
How many errors do users make, how severe are these errors, and how easily can they recover from the errors?
How pleasant is it to use the design?
The objective of design and evaluation for usability is to enable users to achieve goals and meet needs in a particular context of use.
User performance is measured by:
the extent to which the intended goals of use are achieved
resources such as time, money or mental effort that have to be expended to achieve the intended goals
is measured by the extent to which the user finds the use of the product acceptable
Each of these evaluation methods is not perfect on its own, and none of these methods can give complete results independently.
In pursuance of getting more accurate results, we separated our research into two parts:
Splitting the research spawned more quantitative and qualitative results from both sides
heuristic evaluation given from experts in the field
On one side we have the experts, UI/UX designers that dedicate their time to creating creative design solutions following the design principles.
test-scenarios given to the end-user which we later analyzed with special software.
On the other side are the users, which are the main target of our research and have to be satisfied with the final usability of the website.
Small design flaws can make the crucial difference in user buying decision.