Webshop usability: evaluation of user experience during searching and navigating

Web upotrebljivost ukazuje na to koliko se korisnici lako snalaze na web stranicama. Ubrzanim razvojem tehnologija i njihovom sve češćom primjenom u svakodnevnom životu, naglasak više nije samo na dobrom izgledu sustava, već na samom korisniku i pozitivnom korisničkom iskustvu te jednostavnosti korištenja. Web trgovine su jedna od najčešće korištenih vrsta sustava. U posljednje vrijeme sve više se koriste zbog pojave pandemije uzrokovane virusom COVID-19. Cilj ovog istraživanja je bio ispitati korisničko iskustvo prilikom korištenja web trgovina u Hrvatskoj, točnije prilikom navigacije i pretraživanja proizvoda. Svrha ovog istraživanja je bila utvrditi koje strategije korisnici koriste za navigaciju i pretraživanja proizvoda te doznati s kojim se problemima upotrebljivosti ispitanici susreću pri pretraživanju i navigaciji unutar web trgovina (ekupi.hr, budicool.hr, bazzar.hr). Koristeći metodu testiranja upotrebljivosti vrednovane su web trgovine i istraženo je korisničko iskustvo prilikom navigacije i pretraživanja. Pet ispitanika, koji nemaju naviku često kupovati proizvode online, samostalno su koristili tri odabrane web trgovine kako bi pronašli željeni proizvod. Istraživanjem se ukazalo na strategije koje korisnici koriste za pronalazak proizvoda te probleme koji se javljaju unutar svakog od zadataka, na temelju čega su predstavljeni prijedlozi za redizajn identificiranih problema te općenite smjernice za dizajn sličnih web trgovina.Web usability shows how easily users find their way on web pages. With accelerated development of technologies and their increasing application in everyday life, the emphasis is no longer solely on the great appearance of the system but on the user themself, on the positive user experience and on the simplicity of using. Web shops are one of the most commonly used types of systems. Recently, it has been used more and more due to the outbreak of a pandemic caused by the COVID-19 virus. The goal of this research was to evaluate user experience during the use of web shops in Croatia, namely during the navigation and the search of products. The purpose of this research was to determine which strategies do users use for navigation and the search of products and to find out which problems of usability do the subjects encounter when searching and navigating web shops (e-kupi.hr, budicool.hr, bazzar.hr). By using the method of usability testing, this research evaluated web usability of web pages for online shopping and user experience during navigation and searching. Five subjects, who do not have the habit of buying products online frequently, used independently three chosen web shops to find wanted product. This research has indicated strategies which are used to find products, and problems which appear during each task, based on which this paper presents propositions for the redesign of identified problems and general guidelines for the design of similar web shops