Enhancing usability of e-commerce platforms by utilizing the usability factors : An investigation into user preferences.

Availability of internet to a wide audiences has revolutionized how business is performed. Businesses now use e-commerce to trade products and services. The growth of e-commerce has been dramatically rapid among developed countries. Therefore, the adoption of e-commerce platforms is studied in these countries. Meanwhile less attentions has been given to developing countries. Developing countries can take advantage of lessons learned in the developed countries. One of the major success factors of e-commerce platforms in developed countries is improving the usability of e-commerce platform by considering user’s preferences. User preferences can be defined as feelings and attitudes of users for the interface and functional design of the ecommerce platform. This influences user’s decision and behavior. Considering the users preferences within an e-commerce platform enhances user’s satisfaction and increases user’s loyalty to the platform. To evaluate the user preferences a selection of usability factors are usually studied. Avicenna Research Institute (ARI) is currently considering the development of an e-commerce platform. For this ARI is investigating ways to consider users preferences in the design. This study aims to satisfy this goal. In this study previous research are analyzed, user’s preferences are identified, common used e-commerce platforms are investigated, and ARI’s perspective is included in the analysis. Using these information a set of recommendations on how to improve the usability of an e-commerce platform is given. For this task based approaches are used in form of participatory heuristic evaluation and observations. Interview is used to obtain ARI’s perspective on usability. The study has identified ten usability factors affecting the usability of the e-commerce platform based on user’s preferences. These include consistency, learnability, navigability, simplicity, readability, content relevance, supportability, interactivity, credibility, and telepresence. In addition a set of eighty evaluation criteria are presented to evaluate these factors. Using a qualitative approach, the study has analyzed all these factors in a multiple-case study. The analysis includes input from the users in form of observations, comments and questionnaire. This is combined with input from ARI in form of interviews. Finally the study concludes by providing a path for future research