INVESTIGATION OF DESIGN ERRORS OF THE HEPSIBURADA PLATFORM ACCORDING TO USER EXPERIENCE AND INTERACTION FACTORS

Year 2023, Volume: 6 Issue: 1, 79 - 95, 15.04.2023

Orkun Yıldız

https://doi.org/10.33439/ergonomi.1143339

Abstract

In this study, the research was conducted for the discovery of design errors of an e-commerce platform company, which is considered as a case study. In this context, the website and mobile application platforms of Hepsiburada company, which is the e-commerce platform site with the highest commercial business volume in Turkey, is considered as a case study. This research is based on factorial dimensions that specify ergonomic design requirements for user experience and user interaction. In this direction, the participants were determined according to the purposeful sampling in accordance with our purpose, and a shopping scenario and a user guide were prepared. According to the shopping scenario, within the framework of the user guide, the participants made their purchases in real time in a laboratory environment. Research method, cognitive walkthrough analysis was preferred. In this context, data were obtained from each participant through different tools such as thinking aloud, observation and note-taking. As a result of the analysis of the data obtained, five design errors on the website and 10 in the mobile application were identified in different categories in terms of user experience and user interaction. It has been found that there are errors on the website in terms of word and visual representation, aesthetic, psychological, behavioral, and perceptual. On the other hand, on the mobile site, it has been determined that there are errors in perceptual, visual representation, physicality, aesthetics, physical objects, functionality, and word character designs. Each of these findings can be said to be errors that may have an impact on customer satisfaction and brand loyalty.

Keywords

Interface design errors, User experience, user interaction, E-commerce platform

KULLANICI DENEYİMi VE ETKİLEŞİM FAKTÖRLERİNE GÖRE HEPSİBURADA PLATFORMUNUN TASARIM HATALARININ İNCELENMESİ

Abstract

Bu çalışmada, örnek olay olarak ele alınan bir e-ticaret platform firmasının tasarım hataları keşfine yönelik bir araştırma gerçekleştirilmiştir. Bu kapsamda, Türkiye’nin en yüksek ticari iş hacmine sahip olan e-ticaret platform sitesi olan Hepsiburada firmasının web sitesi ve mobil uygulama platformları örnek olay olarak ele alınmıştır. Bu araştırma, kullanıcı deneyimi ile kullanıcı etkileşimi için ergonomik bir tasarım gereksinimlerini belirten faktörel boyutlara dayalı bir şekilde gerçekleştirilmiştir. Bu doğrultuda, amacımıza uygun bir şekilde amaçsal örnekleme göre katılımcılar belirlenmiş, bir alışveriş senaryosu ile kullanım rehberi hazırlanmıştır. Alışveriş senaryosuna göre kullanım rehberi çerçevesinde katılımcılar alışverişlerini gerçek zamanlı olarak laboratuvar ortamında gerçekleştirilmiştir. Araştırma metodu, bilişsel izlenecek yol analizi tercih edilmiştir. Bu kapsamda, her bir katılımcıdan sesli düşünme, gözlem ve not alma olmak üzere farklı araçlar aracılığıyla veriler elde edilmiştir. Elde edilen verilerin analizi sonucunda kullanıcı deneyimi ve kullanıcı etkileşimi bakımından farklı kategorilerde web sitesinde beş adet ve mobil uygulamada ise on adet tasarım hatası tespit edilmiştir. Web sitesinde kelime ve görsel temsil, estetik, psikolojik, davranış ve algısallık yönünden hataların olduğu bulgusuna ulaşılmıştır. Diğer yandan, mobil sitede ise, algısallık, görsel temsil, fiziksellik, estetik, fiziksel nesneler, fonksiyonellik, kelime karakter tasarımlarına yönelik hataların olduğu da tespit edilmiştir. Bu bulguların her birisi müşteri kullanım memnuniyeti ve marka sadakati üzerinde etkileri olabilecek hatalar olduğu söylenebilir.

Keywords

Ara yüz tasarım hataları, Kullanıcı deneyimi, Kullanıcı etkileşimi, E-ticaret platformu

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