CONSUMER PREFERENCE ON USER INTERFACE IN MOBILE APPLICATIONS: CASE STUDY OF ONLINE TRANSPORTATION APPLICATIONS GO-JEK AND GRAB IN BANDUNG

• Main Author: Rahmah Aisyah (19015028), Dania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26360
• Institution: Institut Teknologi Bandung

Today, the Internet is one of the most effective medias that complements <br /> <br /> our daily activities in many sectors. Online transportation is one of a variety of <br /> <br /> service business sectors that utilize internet-based information systems to perform <br /> <br /> operations on a daily basis. As customers are constantly faced with daily issues on <br /> <br /> transportations, startup companies nowadays are able to provide customers with <br /> <br /> adequate services through mobile applications. Mobile applications provide user <br /> <br /> experience which is considered a crucial feature in mobile application development. <br /> <br /> It is necessary for companies using mobile applications as a platform to create a <br /> <br /> fluid user experience (UX) using a user-centered approach development through <br /> <br /> their user interface (UI). Previous research has examined critical success factors <br /> <br /> influencing the quality and effectiveness of designing a mobile application user <br /> <br /> interface. It is found that usability is the main factor to be examined in previous <br /> <br /> studies, however, it is not expected that usability alone is enough to properly explain <br /> <br /> user preferences. Many research tends to strongly focus on aspects of usability <br /> <br /> thereby neglecting further research on design which is frequently examined in <br /> <br /> recent years. Thus, this research will be examining both usability and design that <br /> <br /> will be elaborated into criteria and dimension based on existing studies. Usability <br /> <br /> criteria examined are Navigation, Learnability, Content, Personalization, <br /> <br /> Performance, Privacy and Security, and Memorability. While as for Design, <br /> <br /> dimensions examined are Color, Typography, Graphics, and Layout. As the aim of <br /> <br /> research is to identify user interface preference in mobile applications, this research <br /> <br /> examine factors of user interface through identifying users’ opinions amongst two <br /> <br /> most used online transportation service applications in Indonesia, Go-Jek and Grab, <br /> <br /> towards the factors. The research is conducted and analyzed in qualitative approach <br /> <br /> using semi-structured interview and coding analysis. The results of this study are <br /> <br /> the importance of ‘Navigation’ and ‘Content’ as Usability criteria and ‘Color’ and <br /> <br /> ‘Layout’ as Design dimensions towards user preference. Results also show the <br /> <br /> tendency of users preferring Go-Jek application to Grab application based on their <br /> <br /> excellence in both Usability criteria and Design dimensions.