Omnichannel Heuristics for E-commerce

Many organizations are providing their services via web and apps, however, appropriate methods for measuring usability and user experience of a digital ecosystem seem to be largely lacking. E-commerce has become popular in developing countries like Nepal and its usefulness is found to be high for example during emergencies like the pandemic. The purpose of this research is to compare one of the mostly used inspection evaluation method i.e. Nielsen’s heuristics with Omnichannel heuristics method which is developed considering the digital ecosystem in the context of e-commerce in omnichannel media.

The comparative study showed that Omnichannel heuristics detect more usability and UX issues than Nielsen’s heuristics as much as two-third more than the latter. Omnichannel heuristics showed more high-priority issues, compared to Nelsen’s heuristics. Omnichannel heuristics were found to be more effective for usability evaluation of e-commerce, compared to Nielsen’s heuristics.

Content

Author and article information

Contributors

Sameer Kharel

Mikael Fernström

Bal Krishna Bal

Conference

Publication date: July 2021

Publication date (Print): July 2021

Pages: 99-103

Affiliations

[0001]Kathmandu University

Dhulikhel, Nepal

[0002]University of Limerick

Limerick, Ireland

Article

DOI: 10.14236/ewic/HCI2021.9

SO-VID: bb121f01-ef6c-4cd7-88f7-f96ca5511f53

License:

This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: 34th British HCI Conference

Conference acronym: HCI2021

Conference number: 34

Conference location: London, UK

Conference date: 20th - 21st July 2021

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Post-pandemic HCI – Living Digitally

History

Product

1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2021.9

Self URI (journal page): https://ewic.bcs.org/

REFERENCES

B. Aabel and D. Abeywarna, (2018) . Digital Cross-Channel Usability Heuristics: Improving the Digital Health Experience. Journal of Usability Studies, 13(2).
N. Bevan (2001). International standards for HCl and usability. International Journal of Human Computer Studies, 55(4), 533–552. [Cross Ref]
L. Bonastre and T. Granollers, (2014) A set of heuristics for user experience evaluation in e-commerce websites. In 7th International Conference on Advances in Computer-Human Interactions, pp. 27-34, IARIA.
R Harrison, D Flood and D. Duce, (2013) Usability of mobile applications: literature review and rationale for a new usability model, Journal of Interaction Science, 1(1):1-6.
M. Hertzum and N.E. Jacobsen, (2001) The evaluator effect: A chilling fact about usability evaluation methods. International journal of human-computer interaction, 13(4), pp.421-443.
R. Inostroza, C. Rusu, S. Roncagliolo and V Rusu (2013). Usability heuristics for touchscreen-based mobile devices: update. Proceedings of the 2013 Chilean Conference on Human-Computer Interaction,, pp 24-29, ACM.
K Jach and M. Kuliński, (2012) Heuristic Evaluation for e-Commerce Web Pages Usability Assessment, Advances in Usability Evaluation 460.
F. Liu, (2008) Usability evaluation on websites. In Computer-Aided Industrial Design and Conceptual Design, 2008. CAID/CD 2008. 9th International Conference, (pp. 141-144, IEEE.
P. Marti and L. J. Bannon (2009) Exploring user-centred design in practice: Some caveats. Knowledge, technology & policy 22(1): 7-15.
R. Molich and J. Nielsen (1990) Improving a human-computer dialogue. Communications of the ACM 33(3): 338-348.
P. Ngudup, J. C. Chen, and B. Lin (2005) E-commerce in Nepal: a case study of an underdeveloped country. International Journal of Management and Enterprise Development, 2(3-4), pp. 306-324.
J. Nielsen, (1995) 10 Usability Heuristics for User Interface Design, https://www.nngroup.com/articles/ten-usability-heuristics/ (Access 06-03-2018)
M. S. Rosenbaum, M. L. Otalora, & G. C. Ramírez (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. [Cross Ref]
M. Sartzetaki, Y. Psaromiligkos, S. Retalis and P. Avgeriou, (2003) An approach for usability evaluation of e-commerce sites based on design patterns and heuristics criteria. University of Groningen, Johann Bernoulli Institute for Mathematics and Computer Science.
B. Shneiderman, (1998) Designing the User Interface: Strategies for Effective Human-Computer Interaction, Addison-Wesley Publ. Co., Reading, MA.
P.A. Silva, K. Holden and P. Jordan, (2015) Towards a list of heuristics to evaluate smartphone apps targeted at older adults: a study with apps that aim at promoting health and well-being, 48th Hawaii International Conference on System Sciences, pp. 3237-3246, IEEE.
A. Sivaji, A. G. Downe, S.-T. Muhammad Fahmi Mazlan, Soo, & A. Abdullah (2011) Importance of incorporating fundamental usability with social & trust elements for E-Commerce website. 2011 International Conference on Business, Engineering and Industrial Applications, pp 221-226, IEEE.
R. Vaidya (2019). Online Shopping in Nepal: Preferences and Problems. Journal of Nepalese Business Studies, 12(1), pp 71–86.
R. Yáñez Gómez, D. Cascado Caballero and J.L. Sevillano, (2014) Heuristic evaluation on mobile interfaces: A new checklist. The Scientific World Journal.
J Zhang, TR Johnson, VL Patel, DL Paige, T. Kubose, (2003) Using usability heuristics to evaluate patient safety of medical devices, Journal of biomedical informatics, 1;36(1-2):23-30.

Comments

Comment on this article

[1] B. Aabel and D. Abeywarna, (2018) . Digital Cross-Channel Usability Heuristics: Improving the Digital Health Experience. Journal of Usability Studies, 13(2).

[2] N. Bevan (2001). International standards for HCl and usability. International Journal of Human Computer Studies, 55(4), 533–552. [Cross Ref]

[3] L. Bonastre and T. Granollers, (2014) A set of heuristics for user experience evaluation in e-commerce websites. In 7th International Conference on Advances in Computer-Human Interactions, pp. 27-34, IARIA.

[4] R Harrison, D Flood and D. Duce, (2013) Usability of mobile applications: literature review and rationale for a new usability model, Journal of Interaction Science, 1(1):1-6.

[5] M. Hertzum and N.E. Jacobsen, (2001) The evaluator effect: A chilling fact about usability evaluation methods. International journal of human-computer interaction, 13(4), pp.421-443.

[6] R. Inostroza, C. Rusu, S. Roncagliolo and V Rusu (2013). Usability heuristics for touchscreen-based mobile devices: update. Proceedings of the 2013 Chilean Conference on Human-Computer Interaction,, pp 24-29, ACM.

[7] K Jach and M. Kuliński, (2012) Heuristic Evaluation for e-Commerce Web Pages Usability Assessment, Advances in Usability Evaluation 460.

[8] F. Liu, (2008) Usability evaluation on websites. In Computer-Aided Industrial Design and Conceptual Design, 2008. CAID/CD 2008. 9th International Conference, (pp. 141-144, IEEE.

[9] P. Marti and L. J. Bannon (2009) Exploring user-centred design in practice: Some caveats. Knowledge, technology & policy 22(1): 7-15.

[10] R. Molich and J. Nielsen (1990) Improving a human-computer dialogue. Communications of the ACM 33(3): 338-348.

[11] P. Ngudup, J. C. Chen, and B. Lin (2005) E-commerce in Nepal: a case study of an underdeveloped country. International Journal of Management and Enterprise Development, 2(3-4), pp. 306-324.

[12] J. Nielsen, (1995) 10 Usability Heuristics for User Interface Design, https://www.nngroup.com/articles/ten-usability-heuristics/ (Access 06-03-2018)

[13] M. S. Rosenbaum, M. L. Otalora, & G. C. Ramírez (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150. [Cross Ref]

[14] M. Sartzetaki, Y. Psaromiligkos, S. Retalis and P. Avgeriou, (2003) An approach for usability evaluation of e-commerce sites based on design patterns and heuristics criteria. University of Groningen, Johann Bernoulli Institute for Mathematics and Computer Science.

[15] B. Shneiderman, (1998) Designing the User Interface: Strategies for Effective Human-Computer Interaction, Addison-Wesley Publ. Co., Reading, MA.

[16] P.A. Silva, K. Holden and P. Jordan, (2015) Towards a list of heuristics to evaluate smartphone apps targeted at older adults: a study with apps that aim at promoting health and well-being, 48th Hawaii International Conference on System Sciences, pp. 3237-3246, IEEE.

[17] A. Sivaji, A. G. Downe, S.-T. Muhammad Fahmi Mazlan, Soo, & A. Abdullah (2011) Importance of incorporating fundamental usability with social & trust elements for E-Commerce website. 2011 International Conference on Business, Engineering and Industrial Applications, pp 221-226, IEEE.

[18] R. Vaidya (2019). Online Shopping in Nepal: Preferences and Problems. Journal of Nepalese Business Studies, 12(1), pp 71–86.

[19] R. Yáñez Gómez, D. Cascado Caballero and J.L. Sevillano, (2014) Heuristic evaluation on mobile interfaces: A new checklist. The Scientific World Journal.

[20] J Zhang, TR Johnson, VL Patel, DL Paige, T. Kubose, (2003) Using usability heuristics to evaluate patient safety of medical devices, Journal of biomedical informatics, 1;36(1-2):23-30.

Studying business & IT? Drive your professional career forwards with BCS books - for a 20% discount click here: shop.bcs.org