Research Rapport A research about the interface, user experience, design and ordering process of online printshops.

Research rapport IF 3 and 4 Date of publication:

Name: E.B.A Akwali Student number: 403892Education: Kunst & TechniekEducational institution: Saxion Hogeschool Enschede Mentors:

Index1 Preface........................................................................................................................3

1.1 Reason..................................................................................................................31.2 Problem definition and goals.................................................................................31.3 Research questions...............................................................................................31.4 Hypotheses and research design..........................................................................3

2 Theoretical framework / Literature research................................................................42.1 Key concepts........................................................................................................42.2 Literature..............................................................................................................4

3 Methodology................................................................................................................53.1 Research methods................................................................................................53.2 Data analysing......................................................................................................53.3 Planning................................................................................................................5

1 Preface 1.1 ReasonSince the start-up of Drukwerkstunter.nl in 2009, the turnover and the amount of clientele have decreased over the years. Following a survey conducted by the company in December 2017 and the information that the company has given, it appears the reason for the decrement is the confusing design of the web shop, the poor condition of the ordering process and the declining print market due to digitization. However, Drukwerkstunter.nl does not have the right information / skills to improve the web shop. Improvement is relevant because it enables the company to realize more turnover and clientele, so that growth can be achieved within the company. It is important for the printing industry that these problems are examined because several companies in this sector experience the same difficulties. In addition, it helps the consumer to order easier and efficiently. Within this research the following topics will be discussed: interface, user experience and efficient ordering process.

1.2 Problem definition and goals Employees of Drukwerkstunter.nl do not have the right skills / information to improve the user experience and the design of the web shop, in order to generate more turnover and clientele. The aim of this research is therefore to determine the problem, to subsequently give an advice and make a prototype. So that the company can successfully implement these improvements. Thus, the following main question will be answered:

1.3 Research questions Main question: Which attributes does a printing web shop need in order to guide a consumer easily and efficiently through the ordering process?When the main question is dissected, the following topics are discussed: easy and efficient and ordering process. Easy and efficient refers to how the consumer experiences the web shop. By ordering process (Leegwater , 2015) meant the check-out on the print web shop, so the actual ordering of the printed products and the steps that have to be taken. The intention is that the consumer experiences the printing shop as efficient and easy without compromising the design or causing confusion. Thus, the following sub-questions will be answered:Sub-questions:• What methods are needed to lead a consumer through a web shop? • Which attributes are needed for an efficient ordering process? • How can the design of the website contribute to the experience of the consumer without being confusing.

1.4 Hypotheses and research design Hypotheses: A print shop with a user-friendly design and an efficient and easy ordering process has more turnover and clientele than a print shop without these features.

Research design: Quantitative and qualitative research will be carried out within this research. To find out which theories are needed to improve the web shop, qualitative research is carried out, this will be done by studying theories about ordering processes and user experience. To test which ordering processes and design choices are preferred by the consumer, quantitative research is carried out. This will be done by making prototypes and testing these with the targeted audience.

2 Theoretical framework / Literature research2.1 Key concepts

The following key concepts can be drawn from the main and sub-questions: efficient ordering process, user experience and interface. The concepts of efficient ordering process and the design of a web shop proved to be valuable by the survey that the company itself carried out, as it showed that these factors can be improved. According to (Notté, 2015), user experience is an important factor because it relates to the experience of the consumer. Interface is a core concept because according to (Rouse, 2016) this determines how the website is structured and therefore also what steps the consumer goes through.

2.2 Literatureefficient ordering processSummary of useful information Consumer Decision Making in Online Shopping

Environments: The Effects of Interactive Decision Aids

Interactive Decision Aids hereinafter referred to as: IAD. The main goal of the research of (Häubl & Trifts, 2000) is to find out how much effect IAD have on the consumer when ordering in an online ordering process. IAD are interactive advanced tools that are used to help the consumer during the ordering process. Given the different tasks to be performed in a two-step process, interactive tools that support consumers are particularly valuable in the following subjects: (1) the first set of available products to determine which are worth considering, and (2) the comparison of selected products before the actual purchase decision is made. The research of (Häubl & Trifts, 2000) examines the effects of two decision aids to help consumers perform one of the tasks above. With the first interactive tool, a recommendation agent, consumers can more efficiently screen the large number of products in an online shopping environment. Based on the information from the consumer, the recommendation agent generates a personalized list of recommended alternatives. The second decision aid, a comparative matrix, is designed to help consumers make in-depth comparisons between selected alternatives. With the comparative matrix, consumers can organize product information on multiple products. The results of the research from (Häubl & Trifts, 2000) suggest that interactive tools can have a strong beneficial influence on both the quality and the efficiency of purchasing decisions. Consumers can make much better decisions while making considerably less effort. This suggests that interactive decision tools have the potential to drastically change the way consumers seek product information and purchase decisions.Summary of useful information Targeting shoppers in an online shopping environment The research Targeting shoppers in an online shopping environment of ( Jain & Kothari, 2005) investigates how a web shop algorithm can make recommendations to consumers, by using user profiles of other consumers. The important thing here is that the consumer experiences pressure from the purchases of other users. According to ( Jain & Kothari, 2005) consumer behavior is a social process that is followed by individuals, groups or organizations to select, secure, use products, or ideas to meet the needs. A customer can buy a product based on the influence of neighbors, family members, friends, colleagues, acquaintances, experts, legal opinions, group behavior norms, social norms, and so on.

Figure 1 example of influencing experts ( Jain & Kothari, 2005)

Figure 2 example of influencing consumers ( Jain & Kothari, 2005)

Summary of usefull information A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents

According to (Kima , Ferrinb, & RaghavRaoc, 2008) consumers often act on information that is incomplete and far from perfect. As a result, they are often confronted with at least a certain risk or uncertainty in their purchasing decisions. However, risk is not the only factor that consumers are sensitive to in an online ordering process; the perceived benefit offers consumers an incentive for buying behavior. The combination of risk and perceived benefit, provide a framework that assumes that consumers see products as having both positive and negative attributes, and accordingly consumers make decisions that come from the negative and positive attributes of this product. The framework that (Kima , Ferrinb, & RaghavRaoc, 2008) use is consistent with the theories of ( Lewin, 1943) and (Bilkey, 1953) which offer a theoretical framework for the study of (Kima , Ferrinb, & RaghavRaoc, 2008).

Figure 3 theoretical framework (Kima , Ferrinb, & RaghavRaoc, 2008)

Purchase and intention to buy. (PURCHASE) (INTENTION) Based on the Technology Acceptance Model (Davis, 1989), Theory of Reasoned Action (Fishbein & Ajzen, 1975) and Theory of Planned Behavior (Arzen, 1991), many e-commerce studies have shown that the intentions of consumers to engage in online transactions to be a predictor of actual consumer participation in the online ordering process. The relationship between intention and behavior is based on the assumption that people try to make rational decisions based on the information they have. Based on the intention-behavioral relationship (Kima , Ferrinb, & RaghavRaoc, 2008) state that behavioral intention, or the intention to buy from a particular supplier via the web, is a predictor of the actual behavior of a consumer or a purchase decision.Perceived risk (RISK)(Jacoby & Kaplan, 1972) Identified seven types of risks: financial, performance, physical, psychological, social, time and opportunity costs. In the case of online shopping, according to (Kima , Ferrinb, & RaghavRaoc, 2008) three types of risks are the greatest: financial risk, product risk and information risk (security and privacy). Product risk is associated with the product itself, for example the product may prove to be defective. The financial risk is not related to the product, but to the marketing channel (internet). For example, the online transaction may be duplicated due to a technological error or by unintentionally by double-clicking the purchase button.

Observed benefit (BENEFIT)(Kima , Ferrinb, & RaghavRaoc, 2008) Define perceived benefit (BENEFIT) as a conviction of the consumer about the extent to which he or she will be better off with the online transaction of a particular website. Internet users report that they buy on the internet because they see many benefits (for example, more convenience, cost savings, time savings, a wider variety of products to choose from) compared to the traditional way of shopping. Thus, in contrast to the perceived risk that is a potential obstacle to the online purchase, the perceived benefit of an internet consumer offers an important incentive for buying online. The more consumers perceive benefits related to the online transaction with a particular website, the more likely it is that they conduct online transactions.

Trust (TRUST)(Mayer, Davis, & Schoorman, 1995) Created a model for trust in organizational relationships. If the level of trust in a seller exceeds a threshold value of perceived risk, the relationship of trust will enter into a risky relationship with the seller. According to (Kima , Ferrinb, & RaghavRaoc, 2008) trust can work in two ways to alleviate the effect of risk on online purchasing decisions. Firstly, trust is relevant in situations where risks have to be entered into but there is no control over the outcome. As confidence grows, consumers will therefore probably estimate fewer risks than when confidence is absent. The results of the study by (Kima , Ferrinb, & RaghavRaoc, 2008) show that the confidence of internet consumers and the perceived risk have a strong impact on their purchasing decisions. Trust, reputation, privacy issues, security issues, the information quality of the website and the reputation of the company have a strong effect on the trust of the consumer in the website

Summary useful information Affective Design of E-Commerce: How to Maximise Perceived Trustworthiness

WAYS TO CREATE A FAMILIAR WEB ENVIRONMENT ACCORDING TO (EGGER, 2001) 1. Identification and use of traditional information sources that are trusted by the

consumer2. Identify and use online channels that are trusted by the consumer.3. Use online and offline viral marketing techniques to increase the awareness of the

website

WAYS TO BUILD BRAND EXPERIENCE ACCORDING TO (EGGER, 2001)1. Translate trusted offline brand attributes to the website (color scheme, style guide,

etc.)2. Make sure that the different channels all transmit the same picture3. Integrate offline marketing campaigns into the design of the website4. Meet or exceed people's expectations about the look and feel and functionality of the

website5. Take advantage of the interactivity of the medium for an efficient brand experience6. Invest in brand positioning, UX strategy and implementation7. reference to the investment of the company in its activities and the size of its

customer base8. Pay attention to details, both graphic, textual and navigation9. Ensure that a domain name is consistent with the brand or company name

According to (Egger, 2001) potential customers explore a website first, the ease and efficiency with which they have access to relevant information can influence how much they feel in control of the site. Any function that allows visitors to familiarize themselves with the system or guide them through the store process can also facilitate the interaction between people and computers.

WAYS TO LEAD THE CONSUMER EFFICIENTLY THROUGH THE ORDERING PROCESS ACCORDING TO (EGGER, 2001)

1. Design for cross-platform and cross-browser compatibility2. Avoid the need for plug-ins and downloads on the home page3. Only use plug-ins if they add value to the content4. Structure the site in accordance with the domain model and the expectations of

customers5. Present information in a way that is relevant to the customer, test localized systems

thoroughly6. Minimize click-stream for greater efficiency and satisfaction7. Learn and anticipate the preferences of customers8. Support the surfing behavior of both novice and experienced users9. Inform customers about the procedures required to carry out transactions, overview

of steps10.

Give clear feedback to user actions, ensure easy error management

User experience Summary of useful information the eCommerce Customer Journey: A Model to Assess and

Compare the User Experience of the eCommerce Websites

Figure 4 5 phases model (Mangiaracina, 2017)

4 MAIN PHASES OF THE ECOMMERCE CUSTOMER JOURNEY ACCORDING TO (MANGIARACINA, 2017)

1. Entering and landing the site2. Browse the catalog and discover products3. The product selection and personalization4. The shopping cart management and the checkout process (see Figure 4).5. Order process

According to (Mangiaracina, 2017) The first phase includes all functions that lead the user to the website. An eCommerce website can be landed in different ways: via the search engines, the newsletter of the website, the communication campaign and finally the address in the URL bar. The most important drivers are: "Search engine Positioning", "Newsletter", "Communication" and "Homepage". In the second phase, the user tries to understand how to browse the website and become familiar with the structure and how to start the search process. The approaches can be at least two:

1. In the first, the user knows the product he is looking for and then searches the search engine (if he knows the product name and / or the product code) or scrolls through the menu categories to find what he is looking for.2. In the second, the user only has a rough idea of the product he might be interested in and he has to make a selection within the large assortment on the online store (with a very high potential risk of getting lost in the maze of the website or confused by too many choices).That is why the second approach is the most important, these are the consumers that need help searching the product they are looking for. Without being overwhelmed with information and products.

Summary of useful information the New Ecommerce User Experience: Changes in Users’

Expectations

6 MAIN THEMES IN USER EXPERIENCE ACCORDING TO (FLAHERTY & KALEY, 2018)

CONVENIENCE Flexible shopping experience, shopping when and where the consumer wants, physical and online worlds that merge seamlessly with each other, can be regularly re-ordered, delivered at home.

SPEED Fast shipping, a supplier that responds quickly if there are problems, order with a mouse click,

SECURITY Privacy and security guaranteeACCURACY Consumers want accurate information about order status, pick-up

times pricesOPTIONS The consumer wants more options in the payment process and the

website EXPERIENCE Good customer experience ensures that consumers return

Interface Summary of useful information user interface design

THE INTERFACE OF A WEBSITE CAN BE DIFFICULT TO USE FOR VARIOUS REASONS (CLARK STANFORD , 2005)1. Selectable element are too small2. Links are difficult to distinguish 3. Using images without function, consumers can click on the image instead of on the

link

Summary of useful information of the book Designing the User Interface

FIVE GOALS OF (SHNEIDERMAN, 1998) FOR USER-INTERFACE DESIGN1. Time to learn, how long does it take an inexperienced consumer to understand

the system2. Speed of performance, how long does it take before the web shop responds3. Rate of errors by users, how many and what kind of errors consumers

experience during use4. Retention over time, how well do consumers remember the steps after an hour,

a day or a week5. Subjective satisfaction, what do consumers think of the interface of the website

eight golden rules of interface design by (Shneiderman, 1998)

1. Ensure consistency Make sure that the entire web shop is consistent both with the menu and with the banner. Think of colors, font and background.

2. Enable frequent users to use shortcutsThe more often the consumer visits the web shop, the more the consumer wants to go through the steps faster. Therefore, make sure you have short cuts and special keys that the consumer can use

3. Provide informative feedbackFor every step the consumer takes, there must be feedback from the system. This can be done through very small visuals. Think of a button that changes color when it is pressed. This way the consumer knows that the system reacts.

4. Design dialogues to realize closureThe process within the web shop must be organized in different steps. It has a beginning, a middle and an end. At the end of the process, it must be made clear by means of informative feedback to the customer that the process is closed. Consider: Your order has been placed successfully, thank you for your order

5. Provide good error processingEnsure that consumers can make as few mistakes as possible.For example, by ensuring that it is not possible to enter letters at numeric entry fields. Also, errors must be quickly picked up by system management

6. Allow reversing of actionsEnsure that consumers can always return to previous steps in order to avoid mistakes

7. Provide a control formatEnsure that all technical operations can be handled by the operator at one place

8. Consider the short-term memory of the consumerKeep displays simple, minimize movements on the page, give the consumer enough time to complete steps

3 Methodology 3.2 Research methods To find out which theories are needed to improve the web shop, theories in the theoretical framework regarding ordering processes, web shop design and user experience are investigated. To test which ordering processes and design choices are preferred by the consumer, quantitative research is carried out. This will be done through target group surveys, surveys and observations of consumer behavior.The following key concepts are investigated in the theoretical framework to find out which theories / methods are needed to improve the website:

- Efficient ordering process- User experience- Interface

Target group studiesResearch in which the target group of Drukwerkstunter.nl is determined. This is done on the basis of target group segmentation on a general level (geographic, socio-economic, psychographic) and domain-specific level. (Floor, 2015) The customer data of Drukwerkstunter.nl will also contribute to determining the target group.SurveyThe survey is made up of 6 closed questions and 4 open questions and will be filled out by the target group from the target group survey and the customer database. The survey will be distributed via mail. Example of survey

3.3 Data analyzing 3.4Planning

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