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

• Main Author: Rahmah Aisyah, Dania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72251
• Institution: Institut Teknologi Bandung

Online transportation is one of a variety of service business sectors that utilize internetbased information systems to perform operations on a daily basis. Mobile applications provide user experience which is considered a crucial feature in mobile application development. It is necessary for companies using mobile applications as a platform to create a fluid user experience (UX) using a user-centered approach development through their user interface (UI). Previous research has examined critical success criteria influencing the quality and effectiveness of designing a mobile application user interface and found that usability is the main factor to be examined, however, it is not expected that usability alone is enough to properly explain consumer preferences. Many research tends to strongly focus on aspects of usability thereby neglecting further research on design which is frequently examined in recent years. Thus, this research will be examining both usability and design that will be elaborated into criteria based on existing studies. Usability criteria examined are Navigation, Learnability, and Content. While as for Design, criteria examined are Color, Typography, Graphics, and Layout. To examine usability and design, this research will identify users’ opinions amongst two most used online transportation service applications in Indonesia, Go-Jek and Grab using qualitative approach. Method used for this research is in-depth interview collected with semi-structured interview in order to allow users’ to be able to express opinions through open ended questions. Results of coding show the appearance of additional criteria of usability including Performance, Personalization, Privacy and Security, and Memorability. However, it is concluded that ‘Navigation’ and ‘Content’ as usability criteria and ‘Layout’ and ‘Color’ as design criteria has the most influence towards consumer preference. Navigation suggest that flows of ordering service to be structural with direct gestures. Content suggest that it is important for applications to provide users with current and timely information through the right model of notification system. Layout suggests applications to organize contents neatly to effectively provide users with information needed. While Color are expected to be able to intrigued users appeal through choosing visually attractive colors of user interface. Results also show the tendency of users preferring Go-Jek application to Grab application based on their excellence in both usability and design criteria.