User interface (UI) is the interaction between a user and software running on a web site. The user interface allows the user to communicate with the operating system by navigating on the websites.
Every designer wants to build high-quality interfaces by providing quality features such as usability and usefulness. These goals are achieved by considerate planning, sensitivity to user needs, devotion to requirements analysis and diligent testing.
Usability Measures;
- Time to Learn: How long does it take users to learn how to use the actions relevant to a set of tasks.
- Speed of Performance: How long does it take to complete the tasks?
- Rate of Errors by Users: How many and what kind of errors do people make in carrying out the tasks?
- Retention Over Time: How well do users maintain their knowledge after an hour, a day or week?
- Subjective Satisfaction: How much did users like using varies aspect of the interface?
Source: (Shneiderman et al., 2014)
These measures help designers to consider errors in earlier stages because there may be errors in every step. To make the user interface as efficient as possible the errors need to be revaluated and retested to get the best possible outcomes.
The desktop applications that once served the needs of professionals are now enabling broad communities of users to prepare user-generated content that can be shared with millions of World Wide Web users. Now, the web-based social networking and social media applications that were once available only to desktop users are accessible through billions of cell phones and other devices. These dramatic shifts are possible because researchers and user-interface designers have harnessed the advancing technologies to serve human needs (Shneiderman et al., 2014).
Relation between User Interface & E-commerce
Electronic commerce/E-commerce, is the ”buying and selling of goods and services on the Internet. Other than buying and selling, many people use Internet as a source of information” according to Khan (2016). When customers go into a web retailer the first impression they get is of the website interface and how it is presented on the screen.
Below is an example of Asos’s homepage, it shows and tells about the new season collections as well as gives a promotional code offer, which instantly highlights the key features on what the main page is communicating to the user.
Usability measures can be linked in this process. Firstly, users need to know how to navigate throughout the site to be able to find the product they are searching for. Secondly, how long will it take them to find or complete the specific task. Thirdly, what kind of errors are being made when completing the task which is monitored. Fourthly, when users re-use the site again it is also being monitored on how well they can use the site this time around and 1-4 steps are repeated and finally, getting customer feedback on the website interface by conducting primary and/or secondary interviewing processes.
Source: (ASOS, 2018)
How does TRUST impact upon UI & E-commerce?
Trust is important and is a major factor for online retailers as they have to maintain that relationship by putting solid encryptions security in place when there is a transaction. A consumer also needs to trust the site before making a purchase this is done by;
- Propensity: Characterises an individual’s general predisposition and desire to be trusting in relationships with others. Propensity depends mainly on past experience, personality and culture (Hofstede, 2011).
- Ability: Refers to the competencies and characteristics of the seller) organization that permits it to have a certain influence and authority in a specific area.
- Benevolence: Is related to the willingness to establish mutually satisfying exchanges rather than to simply seek profit maximization.
- Integrity: Depends on the principles applied by the organisation such as maintaining confidentiality of information.
Source: (Christine Roy, Dewit and Aubert, 2001)
Trust is also a dynamic concept, as it evolves through time. Individuals will form initial perceptions of the seller and change their perceptions with further information or experience. Website interface is the initial trust which is critical in E-commmerce. If trust is established and the transaction is conducted successfully, trust then is reinforced, and future transactions will be conducted with a higher level of trust (Christine Roy, Dewit and Aubert, 2001).
To Know More Watch This Short Clip.
References
ASOS. (2018). ASOS | Online Shopping for the Latest Clothes & Fashion. [online] Available at: http://www.asos.com [Accessed 1 Apr. 2018].
Christine Roy, M., Dewit, O. and Aubert, B. (2001). The impact of interface usability on trust in Web retailers. Internet Research, [online] 11(5), pp.388-398. Available at: https://www-emeraldinsight-com.ezproxy.brighton.ac.uk/doi/pdfplus/10.1108/10662240110410165.
Hofstede, G. (2011). Dimensionalising Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, [online] 2(1). Available at: https://scholarworks.gvsu.edu/cgi/viewcontent.cgi?article=1014&context=orpc.
Khan, A. (2016). Electronic Commerce: A Study on Benefits and Challenges in an Emerging Economy. Global Journals Inc. (USA), [online] 16(1), pp.19-21. Available at:https://pdfs.semanticscholar.org/ccfd/b3fed633c338362da7e0032256ff369936bf.pdf [Accessed 1 Apr. 2018].
Shneiderman, B., Plaisant, C., Cohen, M. and Jacobs, S. (2014). Designing the user interface. 5th ed. Pearson, pp.4-14.