How users experience the usability in e-commerce websites on mobile phones : A study about conventional responsive design and task-oriented design and its effect on usability and information overload

This study examines how users experience the usability of two design techniques, task-orienteddesign and conventional responsive design and how they compare on a mobile e-commerce website. Furthermore, this thesis examines how usersexperience usability in terms of learnability, efficiency, memorability, satisfaction, and information overload on both design techniques. It also examines the advantages and disadvantages of both techniques when it comes to the userexperience and information overload and to what extent the two designs could lead to a successful conversion. Two functional prototypes were created, one with a conventional responsive design and one with a task-oriented design. To collect data we used a repeated usability test, scenarios, a think-aloudmethod and a semi-structured interview. The results showed that there is only a slight difference between the two designs in terms of usability and time needed to complete a task. Overall, there were more positive attitudes towards the task-oriented designelements that were developed. In the conventional responsive design, information overload was experienced more than double the amount of times than in the task-oriented design