PRODUCT DETAIL PAGE COMPARISON FEATURE INTERACTION DESIGN IN E-COMMERCE MOBILE APPLICATION

• Main Author: Jori Saputro, Yonatan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65933
• Institution: Institut Teknologi Bandung

One of the main activities of users in the buying products in e-commerce is comparing the products they want to buy. In the process of product comparison in mobile e-commerce applications, previously, users had to carry out an iterative and inefficient process. The process is carried out by opening the product list page, followed by opening the product detail page (PDP) of a product, returning to the product list, opening the product detail page of another product, and the process is carried out repeatedly until a product is selected. This final project intends to design an interaction design with a user-centered design (UCD) method that can solve these problems. The UCD stages that are done include Understanding and Specifying The Context of Use, Specifying The User Requirements, Producing Design Solutions, and Evaluating The Design. Data collection was carried out using a questionnaire method to 320 respondents. By analyzing the collected data, there are various problems, behaviors, needs, and goals of users, as well as functionality that are defined and can answer the aforementioned problems. Required functionality includes Comparison, Start Comparing, Product Recommendation, Choose Specification, Recommendation Settings, External References, Click to Action, Share Result, and Change Product. These various functionalities were then designed and tested three times: one iteration of low fidelity prototype and two iterations of high fidelity. The test was carried out by measuring overall usability as well as measuring the fulfilment of defined goals, namely effective to use and efficient to use (usability goals) as well as helpful (user experience goal). The final result of the test shows that the proposed interaction design solution can fulfil all these aspects. This is proven by the achievement of a system usability scale score of 93, a 100% completion rate, a 100% user approval rate for the achievement of the solution objective, a reduction in the number of clicks as much as 32.57%, the number of page transitions as much as 46.25%, and the amount of time as much as 57. 29% compared to the existing system, and the minimum frequency of user confusion and difficulty in using the proposed interaction design solution. Thus, it can be concluded that the proposed PDP comparison feature interaction design has met the user's needs by fulfilling all aspects of the test.