An analysis of online attraction and user experience on an e-commerce website
Forsström, Patrik (2019)
Forsström, Patrik
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201904296410
https://urn.fi/URN:NBN:fi:amk-201904296410
Tiivistelmä
The purpose of this study was to use an eye-tracking device alongside respondent interviews to explore the user experience and visual attention of Finnish consumers on the redesigned e-commerce website Byggmax.fi. Based on the authors own involvement in pre-launch testing of the website and discussions with several key person in the management of Byggmax three research questions were raised. To assess the user experience and usability of the site the frameworks of the FFF model and The UX Pyramid was reviewed, described, referred to and used. In terms of data collection, tasked eye-tracking sessions were used alongside post-session respondent interviews; background information and demographics of the respondents were collected by a brief online survey. The results of the study showed that regarding visual attention, most of it was focused on natural elements in accordance with the performed tasks; like search field, category menus, product listings, etc. Remarkable was that not much attention or mouse clicks was focused on the site’s biggest element, the home page banner, even if it communicated a message directly correlating with the need in the task of the respondents. Regarding the user experience and usability of the site it occurred from watching gaze replays and analyzing postsession respondent comments that the site overall is perceived usable and nicely designed even if it does contain some issues and things to further develop. Breaking the results down, it can be said that the single largest finding concerned a trust issue within the payment phase in the websites checkout; the respondents got confused and experienced negative feelings when the checkout asked for their social security number in a way they were not accustomed to; beyond this finding also several other minor issues and insights were discovered regarding the usability. Making changes to the flow of the checkout would most certainly according to this study be in the best interest of both Byggmax and its customers.