Investigating Procedures for Intuitive GUI design of Indian E-Commerce shopping sites
Megharani Patil, Madhuri Rao · IOSR Journal of Computer Engineering · 2016
This work is all about finding procedures to design intuitive e-commerce shopping websites in India by mapping existing GUI with end user's mental model and behavioral pattern to improve website structure, navigation and interaction.We considered 7 factors, viz.simplicity, readability, learnability, navigability, interactivity, supportability and acceptability for the same.The first three are related to web structure, navigability is related to website navigation and the last three are related to website interaction.Considering these factors, a questionnaire of 27 questions and 10 tasks are designed.Here we have captured the data by conducting a survey of 318 participants.Participants' Demographic data is analyzed and they are categorized into three groups, viz.Beginners, intermediates and experts.We found 66 beginners, 179 intermediates and 73 experts.Mental model for all these groups are formed by referring results of survey in which various statistical measures are applied on Likert score of survey.Task based user testing is done while 10 tasks were being performed by 9 participants and behavioral patterns were recorded.These mental models and behavioral patterns are mapped with GUI of existing e-commerce shopping websites to get findings which helped further to form procedures or design guidelines.These procedures can be used to design intuitive GUI for Indian ecommerce websites.