INTERACTION DESIGN OF MULTIPLE PRODUCTS SEARCH FEATURE IN A STORE ON E-COMMERCE

• Main Author: Ribli, Stella
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74634
• Institution: Institut Teknologi Bandung

According to a survey, the average cart abandon rate in e-commerce is 70%. Among the 10 factors that contributed to the high number, two of them are high extra fees and a complicated checkout process. The current delivery fee system in e-commerce makes users more profitable in terms of costs when transacting several products with a minimal number of stores. However, there is no specific feature to search for several products in one store on current e-commerce in Indonesia, which makes it necessary to go through a repetitive process. This study aims to analyze the interaction design of searching for several products in one store and to design a feature to simplify the searching process. The methodology used for this research is the user-centered design method as it focuses on user needs, according to the research objectives which begin with user problems. The stages in the design of this interaction design are research on design needs, creating specifications of design needs, implementation, and testing and evaluation. In designing the interaction design, the two usability goals to be achieved are efficient to use and easy to learn how to use. The user experience goals to be achieved are helpful. The design begins with the creation of a low-fidelity prototype, and the final result is in the form of a high-fidelity prototype. The goals are measured in usability testing with two iterations, using the Single Ease Questions (SEQ), System Usability Scale (SUS), and Intrinsic Motivation Inventory (IMI) tests. In this test, all user experience goals and usability goals are achieved with a completion rate of 100%, an average median of IMI score for usefulness of 6,8, an average median for SEQ of 7, and an SUS score of 92,5.