Cognitive Analysis Between Amazon and Walmart

The report contains about the cognitive analysis of two websites Amazon and Walmart. Amazon is one of the leading brands in the world whereas Walmart is the largest private employer in the world. Amazons serves several services along with e-commerce whereas Walmart serves its customers with e-commerce services along with retail store service. Some case studies are made for both the companies on the basis of heuristic evaluation. The hierarchical diagram represents the organizational structure at the highest level of functioning for both the websites. In the conclusion it says about the comparison case study among Amazon and Walmart along with the technological development to be implemented on both the e-business companies.

Running head: COGNITIVE ANALYSIS BETWEEN AMAZON AND WLAMART
COGNITIVE ANALYSIS BETWEEN AMAZON AND WLAMART
Name of the Student
Name of the University
Author Note

1COGNITIVE ANALYSIS BETWEEN AMAZON AND WLAMART
Executive summary
The report contains about the cognitive analysis of two websites Amazon and Walmart.
Amazon is one of the leading brands in the world whereas Walmart is the largest private
employer in the world. Amazons serves several services along with e-commerce whereas
Walmart serves its customers with e-commerce services along with retail store service. Some
case studies are made for both the companies on the basis of heuristic evaluation. The
hierarchical diagram represents the organizational structure at the highest level of functioning
for both the websites. In the conclusion it says about the comparison case study among
Amazon and Walmart along with the technological development to be implemented on both
the e-business companies.

2COGNITIVE ANALYSIS BETWEEN AMAZON AND WLAMART
Table of Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Methods of usability testing.......................................................................................................3
Results........................................................................................................................................5
Heuristic evaluation on Amazon............................................................................................5
Heuristic evaluation on Walmart...........................................................................................6
Discussion..................................................................................................................................7
Amazon..................................................................................................................................7
Walmart..................................................................................................................................8
Comparison of Amazon and Walmart....................................................................................8
Suggestion..............................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

3COGNITIVE ANALYSIS BETWEEN AMAZON AND WLAMART
Introduction
This report discusses about the cognitive analysis among two e-commerce business
website Amazon and Walmart. The objective of this report is to carry out the testing analysis
between two websites and usefulness on the basis of heuristic evaluation (Pant, 2015).
The background study of the two websites says both of the company has the largest
revenue in the world. The first Wal-Mart store was opened on July 2, 1962 (Barber, 2018).
Wal-Mart is the largest employer in the United States of America. In 2007 Walmart.com
launches its online e-commerce site, enabling customers to make purchase the merchandise
online and pick up from the stores. In 1994 Amazon Corporation was incorporated. Amazon
is the second largest employer in USA. In 2002 the Amazon Corporation started its online
web services.
Methods of usability testing
In order to determine the usability testing using the criteria of heuristic evaluation of a
website certain parameters needed to be keep in the place of determination (Koole &
Siegmund, 2016). The parameters to test the usability are
i) Compatibility with browser: The website should be compatible with most of the commonly
used web browsers, the user need to make sure they are using an updated and latest version of
the browser (Xu & Zeng, 2015). If the website is not compatible with a browser it will not
open and redirect it to another website.
ii) Compatibility with devices: The website should be compatible with all the devices used
for accessing internet as every user is not using the latest devices and developed system.

4COGNITIVE ANALYSIS BETWEEN AMAZON AND WLAMART
iii) Website speed: The opening up of a website should not take much time, not even should
delays while changing the web pages. As user be impatience of website loading.
iv) Navigation of the site: The navigation of the website should be simple enough while
changing the pages from one to another (Hasan, 2016). The navigation should be user
friendly and self explanatory.
v) Legibility of the text: The text on the website should be readable by the user irrespective of
any display size of the device (Miraz, Ali & Excell, 2017). This is because some texts are too
small to legible on small display.
vi) Suitable color: The color combination of the website should be aesthetically appealing to
the user and it should be ensured that it does not cause any visibility issue to the user with
color blindness (Seckler, Opwis & Tuch, 2015). At the same time it should be kept on the
mind of the website designer that color combination should not cause any obstruction to the
user by reducing the clarity.
vii) Font type: The website must not contain any stylish font which may arise difficulties in
the readability.
viii) User interface: The user interface should be designed in such a way that the user can
perform their task on it rather than considering the organization structure (Cai et al., 2018). In
e-commerce websites only the steps should be considered while making any purchase by the
user or the customer.
ix) Content of the website: The content provided in the website should be relevant to the
search made by the user.

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Results
Heuristic evaluation on Amazon
i) Compatibility with browser: Amazon website is compatible with most of the commonly
used web browsers, the user need to make sure they are using an updated and latest version of
the browser. The compatible web browsers with Amazon are Apple Safari, Google Chrome,
Microsoft Internet Explorer, Microsoft Edge, Mozilla Firefox and Opera.
ii) Compatibility with devices: Amazon supports almost every devices which has the access
to the internet connection.
iii) Website speed: The average total page size is 1.60MB, the average fully loaded time is
6 .2s and the page speed score is 72% and YSlow score is 67% on the basis of several website
speed test parameters.
iv) Navigation of the site: The navigation is easier while changing the pages and it is user
friendly.
v) Legibility of the text: The texts are easily readable and understandable.
vi) Suitable color: Appropriate color combination is used for the visibility.
vii) Font type: Appropriate font type is used for reading the contents. The most used fonts in
Amazon are Arial and Sans-Serif
viii) User interface: The user interface is simple and easier for making any purchase over the
website.
ix) Content of the website: Amazon is multinational technological company. It focuses
mainly on the e-commerce business, cloud computing, digital streaming and artificial
intelligence.

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Heuristic evaluation on Walmart
i) Compatibility with browser: It has been observed that Walmart website is not compatible
with Apple Safari and Mozilla Firefox. However, it supports rest of the web browsers.
ii) Compatibility with devices: Walmart supports almost every devices which has the access
to the internet connection.
iii) Website speed: The average total page size is 3.30MB, the average fully loaded time is
4.4s and the page speed score is 72% and YSlow score is 54% on the basis of several website
speed test parameters. According to Google Chrome user experience reports the page has a
slow speed as compare to other pages.
iv) Navigation of the site: The navigation is easier while changing the pages and it is user
friendly but comparatively complex than Amazon.
v) Legibility of the text: The texts are easily readable and understandable.
vi) Suitable color: Appropriate color combination is used for the visibility.
vii) Font type: Appropriate font type is used for reading the contents. The most used fonts in
Walmart are Roboto, Arial, Helvetica and Sans-Serif.
viii) User interface: The user interface is simple and easier for making any purchase over the
website.
ix) Content of the website: Walmart focuses mainly on the e-commerce business as well as
the business associated with the departmental stores.

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Discussion
Amazon
a) The usability parameters associated with Amazon.com portraits about the degree of
its effective use over the several platforms like Amazon e-commerce site, Amazon cloud
computing, Amazon prime video and many more.
b) The usefulness is of Amazon is that it provides unlimited photo storage for prime
members, ad-free videos for prime members and hassle free e-shopping interface for
customers and many more to explore.
Figure 1: Hierarchical diagram for Amazon
Source: (Created by author)

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Walmart
a) The usability parameters associated with walmart.com portraits about the degree of
its effective use over the purchase of grocery items and others shopping items online.
b) The usefulness is of Walmart is that it is a online based store for grocery items and
other items related to shopping of fashion and other items.
Figure 2: Hierarchical diagram for Walmart
Source: (Created by author)
Comparison of Amazon and Walmart
According to the survey report it can be said Amazon is based on technological as
well as e-commerce service based business. However, Walmart is only based on e-commerce
business though it has outlets stores.
Suggestion
Amazon can implement voice search option for searching items in its search box
section.

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Walmart should increase its bit sent per second over its bandwidth so that webpage
speeds up.
Conclusion
Therefore, it can be concluded that both Amazon and Walmart are the leading
companies in global business. Walmart is the private company largest employer in the world.
However, the business of Walmart is only based on retail stores and e-commerce whereas
Amazon’s business is based over multiple aspects like technological support and e-
commerce. Amazon provides several services to its customers like cloud computing,
unlimited photo storage, online video streaming along with e-commerce service. The
hierarchical diagram represents the high level task of function of both the websites. Walmart
should incorporate certain development in its website to increase website speed, develop its
user interface and compatibility with reputed web browsers. However, both can develop their
business in certain fields like increasing website speed and adding extra features like voice
search and it can be said as a whole Amazon holds better business market than Walmart.

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References
Barber, D. A. (2018). Rule of Logistics: Walmart and the Architecture of Fullfillment by
Jesse LeCavalier. Technology and Culture, 59(4), 995-997.
Cai, L., He, X., Dai, Y., & Zhu, K. (2018, September). Research on B2B2C E-commerce
Website Design Based on User Experience. In Journal of Physics: Conference
Series(Vol. 1087, No. 6, p. 062043). IOP Publishing.
Hasan, B. (2016). Perceived irritation in online shopping: The impact of website design
characteristics. Computers in Human Behavior, 54, 224-230.
Koole, M., & Siegmund, P. (2016, April). Evaluating the quality and usability of
crowdsourced weather data. In EGU General Assembly Conference Abstracts (Vol.
18).
Miraz, M. H., Ali, M., & Excell, P. (2017). Multilingual website usability analysis based on
an International user survey. arXiv preprint arXiv:1708.05085.
Pant, A. (2015). Usability evaluation of an academic library website: experience with the
Central Science Library, University of Delhi. The Electronic Library, 33(5), 896-915.
Seckler, M., Opwis, K., & Tuch, A. N. (2015). Linking objective design factors with
subjective aesthetics: An experimental study on how structure and color of websites
affect the facets of users’ visual aesthetic perception. Computers in Human
Behavior, 49, 375-389.
Xu, S., & Zeng, H. (2015, July). Static analysis technique of cross-browser compatibility
detecting. In 2015 3rd International Conference on Applied Computing and

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Information Technology/2nd International Conference on Computational Science and
Intelligence (pp. 103-107). IEEE.