How does the user interface impact user decisions?
Through the study of Suh & Chang (2006), it was noted that complications in online user interfaces, especially in the case of E-commerce platforms) lowered the likelihood of application patronage or even the possibility of a user buying an item online. Evidence of such an impact was noted in the evolution of current E-commerce purchasing platforms wherein the account creation requirement that was usually a standard of such platforms was removed in favor of simply allowing users to use purchase items without creating an account with the online company. Thus, Suh & Chang (2006) explain, greatly increasing online sales for specific companies by 60 to 80 percent results in considerable profit increases. One way of explaining the reason behind why this occurred by simply allowing users to buy an item without registering is in part due to the process of interface simplification. Interface simplification can be defined as the process by which user interfaces are designed with the idea that complications are a type of anathema to users wherein “the simple is better” in terms of allowing them to proceed with a particular process.
Going back to the example of the online E-commerce platforms, Suh & Chang (2006) explain that reducing the number of steps between the users and their end goal with an application (i.e. in this case making an online purchase) creates a greater level of appeal to use and patronize such an application given the decreased level of complication. From the perspective of Viralingam & Ramaiah (2008), a complication in user interfaces is comparable to a Rube Goldberg machine (i.e. an over-engineered and overly complicated machine that accomplishes a simple task in an overly complicated fashion). Viralingam & Ramaiah (2008) state that when it comes to the perception of use, the reverse should be true for user interfaces wherein a simple platform accomplishes a complicated action. This impacts user decisions by making it more likely for them to use such a platform or make an online purchase given the fewer number of steps between what they want and the process they need to accomplish. This is a positive aspect of simplifying the process of online purchases since it allows companies to sell their products to prospective buyers online with very little effort on their part in terms of allocating more space for user info. It should be noted though that the action of “registering” can be considered annoying given the sheer proliferation of advertisements at the present and, as such, factors into the customer decision process as well.
Why is usability important and how can it be improved?
When attempting to examine the sheer proliferation of E-commerce sites on the internet and their ability to attract customers, it becomes evident that the solution is more of a usability issue than it is the content of the site itself. Just as there are hundreds of websites that allow users to perform different types of actions and create content, there are millions if not billions of sites lacking in usability resulting in them being neglected and often going unused. What must be understood is that usability adds some “pizzazz” to a site resulting in a greater likelihood of use (Seffah & Metzker, 2004). There are just far too many sites, too many internet users and internet technology has become too accessible resulting in no possible way to continue online operations if a site simply is not user friendly. To improve usability, it is important to focus on the concept of “best practices” namely standards in the development of online user platforms that follow a specific format in terms of user interface solutions (Seffah & Metzker, 2004). By focusing on industry standards of usability, ensures the development of an online platform follows a format that users are used to and above all prefer as compared to developing a “unique” type of user platform yet one which users cannot use properly and thus would avoid.
Reference List
Seffah, A., & Metzker, E. (2004). The obstacles and myths of usability and software engineering. Communications Of The ACM, 47(12), 71-76.
Suh, K., & Chang, S. (2006). User interfaces and consumer perceptions of online stores: The role of telepresence. Behaviour & Information Technology, 25(2), 99-113.
Viralingam, N., & Ramaiah, C. K. (2008). Comparative Study of HTML and Animated User Interfaces of an Online Exhibition. DESIDOC Journal Of Library & Information Technology, 28(4), 43-54.