IMAT 5209 Human Factors: E-commerce Website Usability Evaluation

This report presents a usability evaluation of an e-commerce website, focusing on human factors in design. It defines use cases such as browsing the catalog, creating and updating accounts, managing the shopping cart, and processing payments and returns. The evaluation methodology employs a think-aloud protocol and interviews to gather user feedback on various tasks associated with each use case. The report details the evaluation procedure, including task selection, user interaction, opinion recording, and a rating system. Evaluation criteria include user interface, browsing speed, account creation complexity, ease of information updates, account cancellation, shopping cart maintenance, payment options, and help request processing. The study aims to identify areas for improvement in the website's design to enhance user experience and usability. Desklib provides access to similar solved assignments and resources for students.

Running head: HUMAN FACTOR IN DESIGN
HUMAN FACTOR IN DESIGN
Name of the Student
Name of the University
Author note

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HUMAN FACTOR IN DESIGN
Table of Contents
Introduction:...............................................................................................................................2
Use case diagram........................................................................................................................5
Evaluation methodology:...........................................................................................................9
Evaluation procedure:................................................................................................................9
Conclusion:..............................................................................................................................23
References:...............................................................................................................................25

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Introduction:
The interactive website that is considered for this paper is an ecommerce website
(Www. Online shopping.com). The ecommerce website is the modern form of the shopping
that has completely taken the shopping experience to a new level. It do not even require to
visit the market or the shopping mall. All it is require is the internet connection and a
computing device such as mobile, laptop or the personal desktop. The user just need to visit
the E-commerce website and create an account. Although the user is able to view the
products of website without creating the account, similar to the window shopping in the
traditional shopping system. However account creation is necessary for making the purchase.
User can opt for the desired payment mode like cash on delivery or online payment like credit
and debit card. Once the payment mode is selected the user then have to select the address for
the delivery of the product. The product will be delivered to the user on the provided address
on the date that is communicated to the customer after the payment is successful.
Defining the Use cases:
As the ecommerce website creates or simulates the real world shopping environment,
the human factor is an important consideration in the design principle of the website. It
should blend the human aspect of design to the technology that is actually responsible for the
design (Bernaards et al., 2016). As the system will interact with the humans, the system
should be interactive enough so that it increases the interaction of the users and enhance the
usability of the system. In order to understand the usability of the system the use cases of the
website has to be defined first (Abersek 2015). The use case can be thought of a collection or
a series of activities that records or defines the details description of the user interaction with
the system. An ecommerce website consists of several features (Satterfield 2016). A user

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when goes through the system will interact with these features. Now the user case helps to
define the way user will interact with the system while accessing the features and what the
user is likely to do or experience while doing the same (Bellamy, 2015). It is also an effective
way to evaluate the usability of the system as it deals with the actual experience of the user of
the website. An interactive system is effective when it makes the interaction with system
engaging as well as intuitive and simple. The use case helps to investigate this feature with
more details (Mullen and Satterfield 2014). The use cases for the website considered in this
context has been clearly defined in the following section. The description includes the use
case, action it performs or associate with. Another important step of defining proper user case
of the system it is important to identify, who are the actors. An actor is the one who performs
the task against the particular use case. The actor for the website has been described in the
following section along with the use cases considered for the system or the ecommerce
website in this case.
Use cases Deals with Primary actor
1. BROWSE CATALOG How the products
available on the site is
accessed
User
3. creating new account How new account is
created for the website
User
4.account information update The process of adding new
information to the existing
account
User
5.cancelling the registered account The process of removing User

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and deleting the user
account
6. maintaining online shopping cart The process of adding or
removing item to the
shopping cart
User
7. choice for payment The options provided to
the user for making
payment
User
8. online payment execution Actual payment made by
the user while making the
purchase
User
9.payment information navigation How the user avails
payment related
information from the
account
User
10. login/registration The interface provided for
account registration
Users (Customers,
Administrators)
11.return initiation and processing How user request for
return and the request is
processed by the system
Shipping/Receiving
Department, Support Personnel,
Customers, Card Payment
Vendor

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12. help request process How user connect with
customer care executive
for shopping related help
Customers, Support Personnel
Use case diagram
1.1 USE CASE DIAGRAM (HIGH LEVEL)
Figure 1: High Level Use Case Diagram
Explore Catalog
Maintain Account
Maintain Database
Maintain
Shopping
Cart
Process Returns
Customer
Administrator
Customer Support
Process Help
Request
System View
Credit
Institution
Shipping
Service
Manage
Financing Financing
Department
Login
n
<<includes>>
<<includes>>
<<includes>>

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HUMAN FACTOR IN DESIGN
1.2 USE CASE DIAGRAM (LOW LEVEL)
1.2.1 Process Help Request
Place Help
Request
Process ResponseCustomer
Customer Support
Process Help
Request

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HUMAN FACTOR IN DESIGN
1.2.2 Process Returns
1.2.3 Maintain Shopping Cart
Credit Institution (Visa, etc.)
will need to be involved in a
return validation for credit card
purchases.
Place Return
Request
Validate Return
Request
Customer Customer Support
Process Returns
Credit
Institution

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HUMAN FACTOR IN DESIGN
1.2.4 Maintain Account
1.2.5 Explore Catalog
Add New Item to
Catalog
Update Item
Information
Remove Item from
Database
Cancel
Customer
Account
Administrator
Maintain
Database
Add Promo/
Discount
<<includes>><<includes>>
<<includes>>
<<includes>>
<<includes>>
Login
Create New
Account
Update Account
Information
Customer
Maintain Account
Cancel
account
Account
Login
n
<<includes>>
<<includes>>

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HUMAN FACTOR IN DESIGN
1.2.6 Manage Financing
Search Catalogue
Browse CatalogueCustomer
Explore Catalog
Apply for
Financing
Make Online
Payments
Customer
Manage
Financing
Navigate Finance
Information
Financing
Department<<includes>>
<<includes>>
<<includes>>
Login

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HUMAN FACTOR IN DESIGN
Evaluation methodology:
Think allowed protocol and Interview has been selected for the evaluation purpose as
it is an effective approach (De Craemer and Lien 2017). Think allowed protocol involves the
actual users and the users are asked to spend time with the system and explore the various
features that have been selected for the evaluations method and defined in the use cases
(Bellamy et al., 2015). The users use the features and develop an opinion about the system. In
order to record the opinion the next step that is followed is the interview (Boyer and
Thompson, 2014). User are asked questions like how smooth the experience is while
exploring the system, things that they like , things what they did not like and features that
needs improvement (Chastin et al., 2016). It is an effective and time saving evaluation
methodology as it involves the actual user and also help to understand the need and scope of
improvement from the user point of view.
Evaluation procedure:
The procedure that will be followed for the evaluation method will take the following
approach:
 The use case is defined
 Selecting the task to be followed for the use case
 User are made aware of the task and feature that are need to be executed
 User are performing the task that has been communicated to the user
 User develop opinion about the system after they review the system
 The opinion are recorded
 Rating system is developed
 User are asked to provide rating for the features against each of the use case
 The rating is collected for evaluation

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Task that have been considered for the evaluation:
Use cases Evaluation criteria Reason for selecting the
evaluation criteria
1. BROWSE CATALOG User interface
Speed of browsing
Access to catalogue and
cart
The major necessity of user
when they go through the
catalogue is that it should be
user friendly. The evaluation
of the catalogue would be
done based on its speed as
well as effectiveness. The
connectivity of the user is
also an important factor in
this.
2. Creating new account The complexity of finding
the ‘add new account’
option.
The effort required in
creating an account.
Data required in order to
open a new account.
The time consumed in
account creation and then
verification.
When a user creates na
account, it would be analysed
that weather it is easy or
difficult for the user. It is also
analysed weather the account
creation requires too much
data or just the relevant
information. This accessing
should be done for
understanding the usability of
the particular website.
3. Update of account The ease of adding new Every user would want the

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information. data to an account that
already exists.
The time taken by the
website to display the
account with new data.
process to be easy as well as
hassle free. Along with this,
the time consumed to finish
the project is a major factor.
this is very important for
designing the website a
friendly one.
4. Account cancellation Interface that has been
provided for cancelling
the account.
The rate of ease provided
to user for account
cancellation.
Time taken to cancel the
account.
A good website makes the
creation of account as well as
cancellation for the purpose
of this use case, this criteria
has been considered.
5. maintenance of shopping
cart
How easy it is to access
the items already offered
Interface offered for
Updating the cart to add
new item
How accurate the process
is
Interface for Viewing
updated cart and the level
of reliability offered for
Users go for online shopping
because they get more
varieties there and it lets them
to add or delete items in their
cart. These features should be
included with the necessary
amount of reliability as well
as stability. The cart should
update the new items that had
been put into it and deleted

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the same from it.
6. making choice for
payment
The rate of availability of
options.
Range of options present.
Security
Complexity
The payment part should be
easy similar to the other parts
of the task. The security is
also a factor that has to be
considered while designing
the website.
7. online payment making The design created for the
payment procedure
Steps involved
Verification before the
payment process.
Time consumed in the
payment process.
Users like to carry the
payment process without
disputes. The payment
procedure needs to be simple
along with being attractive.
The process should be free of
any hassles as well.
Evaluation includes the
measuring of such features.
8. Navigation of payment
information
An interface should be
created in order to
navigate the data acquired
from payment
information.
The ease to accessibility is
necessary
The payment navigation
process should be simple for
the reliability of users. They
want to view the payment
information while they make
the payment. The evaluation
criteria evaluates the ease of
the user while they avail the
data from website.

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9. login Ease of the login
Ease of the logout
Users want to use the e
commerce website that makes
login as well as logout very
easy. If users find it difficult
to login and logout they
would find it less user
friendly. This acts as a major
factor in evaluating the
website.
10. processing of returns Ease of making return
request
Approval of return
request
Information regarding
refund.
Users switch to online
shopping not just because it
provides a wide range of
products but also makes the
process of return very easy.
The products are collected
from the user’s doorstep. This
feature is very important for
every e commerce website.
11. processing of the request
for help
The ease to ask for help
related to delivery,
payment, and many other
queries related to
shopping.
Along with numerous
advantages, e commerce also
poses various threats for
people. The problem might be
in delivery, payment or
quality of product. As a
result, the website should be

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HUMAN FACTOR IN DESIGN
easy to handle and the
customers should be allowed
to connect with the customer
care team.
Actual task that User did against each of the user case:
In order to describe the actual list of task that has been selected for the evaluation
process, the tasks have been categorized in terms of the use cases. For each of the use cases
the basic flow in the task has been described. It will not only help to identify the tasks better,
but also will be helpful to assess the system with a detailed approach
USE CASE 1: BROWSE CATALOG
Basic flow:
1. preferred web browser chosen, website URL is typed and enter button is clicked
2. Web site launched.
3. Product link clicked for ‘Product’ list navigation
4. ‘Category Screen’ displayed and product shown
5. ‘Products for this Category’ link is selected by the user
6. ‘Product Screen’ displayed. It shows the exact products user chose in the step 5
7. The link ‘Items for this Product’ list is clicked by the user
8. System displays ‘Item Screen’
USE CASE 2: creation of New Account
Basic flow:
1. 'create new Account link' link is clicked

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2. Account Information screen showed
3. User enters following details
Contact Information:
 First Name
 Last Name
 Street Address
 City
 State of Province
 Country
 Postal Code
 Telephone Number
 E-Mail Credit Card Information
 Card Number
 Card Type
 Card Expiry Date
4. Update link selected
5. “Sign in” page displayed.
6. User put new Username and Password
7. “update information” button clicked
8. information stored and validated
9. New account created
USE CASE 3: Account Information update
Basic flow:
1. User at first clicks Sign in Link

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2. sign In screen displayed
3. Username , Password provided
4. “Account Information” Page displayed
5. ''update Account'' link provided
6. account information edited
7. confirmation message “Account Information is updated” displayed
USE CASE 4: Cancel Account Information
Basic flow:
1. “Sign in” Link clicked.
2. “Sign In” screen shown.
3. Username with the Password provided
4. Account Information Page presented.
5. ''Cancel Account'' link shown.
6. Confirmation message “Account deleted” shown
7. Confirmation email regarding the same sent to the user to the registered email
USE CASE 5: Shopping Cart maintenance
Basic Flow:
1. User selects item
2. User add item to cart
3. The product cart is accessed for viewing the item that has been added
4. Cart shows price according to the items added
5. “Update cart” or “remove item option is provided to the user for the convenience of
adding or deleted item
6. The cart value is adjusted according to the item added or deleted very time

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HUMAN FACTOR IN DESIGN
USE CASE 6: making choice for payment
Basic flow:
1. “Payment link” option clicked.
2. “payment” main page shown
3. payment options is shown
4. choice for payment mode is made
USE CASE 7: making online payment
Basic flow:
1. “Online payment” option clicked
2. “Online payment” main page revealed.
3. ‘Make Payments’ link clicked
4. ‘Payment Screen’ is presented.
5. User provide following information.
Applicant Information:
 First Name
 Last Name
 Mode of Payment
 If mode of payment debit/credit card
 Credit card number
 Credit expiry Date
 Card Type

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HUMAN FACTOR IN DESIGN
 If mode of payment is cheque
 Cheque Number
 Routing Number
 Bank Name
 Account Number
6. ‘Submit’ button clicked
7. ‘Confirm the payment information again’ message shown
8. ‘Confirm’ button clicked.
9. Confirmation email is sent about the status of the payment
USE CASE 8: navigating the payment information
Basic flow:
1. Users at first login to their registered account
2. Then the user moves to the page where orders can be placed.
3. Users choose product or products to choose.
4. The system provides a page to the user that would help him to track the order.
5. The user is then redirected to a payment details page.
6. This page shows various data such as payment data, mode of payment, amount to be
paid, product to be paid for and many more.
USE CASE 9: Login/Registration
Basic flow:
1. User opens “sign in” page
2. Username , password asked
3. required information is given from the user side
4. account information provided

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5. the information is checked and validated
6. if match, access granted
7. if information not matched the information need to put again
8. error message is shown if system does not recognise the account information
9. In some cases when repeated wrong information is provided, the account gets
suspended for some time. Only the administrator has the access for activating the
account again
USE CASE 10: processing of returns
Basic flow:
1. User login to system
2. System provides access
3. “main menu” section navigated
4. “return item” option clicked
5. items that will be returned needs to be selected
6. return request initiated
7. Return request once processed, user are made aware through email and SMS. The
email is sent to make the user know when the item will be picked up for return.
USE CASE 11: processing of help request
Basic flow:
1. User clicks “contact now” option
2. Contact information displayed
3. Call is initiate for the customer care executive

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4. Once the call is connected the customer care executive asks for the order id for
making the process effective and faster. It also ensures that the exact information is
provided to the user
5. Queries if not resolved, user need to wait for some time. This information will be
communicated to the user for further reference
The user rating:
Use cases Usability rating (1 to 5) Things user said after using
the system
1. BROWSE CATALOG 3 Most of the users experiences
that the speed during the
accessing of the system is not
good. Users also recommended
in making improvements in
these fields.
2. creating new account 4 Users have actually liked the
process of creating an account
in the most user friendly way.
The steps are easy to carry out
and does not consume much
time. As a result this feature has
been recommended.
3. updating account information 4 When users came across the
page of account information,
they were quite impressed. The
users were allowed to access the

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data really fast along with being
simple.
4. cancellation of account 3 Some of the users were satisfied
with the process of cancelling
the account whereas some of
them found it less user friendly
and felt that it should have been
easier. Users said that they
found the delete option was
found in main menu and it was
not simple.
5. maintenance of shopping cart 2.5 Synchronization of price in the
cart items has been a problem
for customers. In some cases the
cart of the users did not show
the updated items. It has been
recommended that this process
should be changed.
6. making choice for payment 3 Most of the users found it easy
to select choices while paying
for their products. There were
many choices available for the
users. The interface is needed to
be improved.
7. online payment 4 This feature was good

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according to the customer
reviews.
8. navigating the payment
information
2.5 The data about the payment was
not available very easily. Many
users found this process quite
complicated because there were
numerous steps involved in it.
9. login/registration 3 The process of logging in was
quite simple and easy to follow.
Users were concerned regarding
the people logging in from
various devices. According to
most of the users this feature
creates security issues.
The process of login was very
easy to follow. As a result users
were quite happy using it. The
only thing that users were
tensed about was that the
system allowed users to login
from different devices at the
same time. This according to
them raised various security
issues.
10. processing of returns 3.5 The total response about this

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HUMAN FACTOR IN DESIGN
was good. Most of the users
were happy with the process of
returning products.
11 processing of help request 3 The communication channel
between customers and
customer executive is not clear.
They suggested that they should
introduce chat support that
would make it easy for the
customers.
Conclusion:
From the above report it can be concluded that the system that is taken into
consideration is analysed using the user case termination point. The entire project was
performed in the same way that the report suggests. The execution of the project will be taken
into consideration and the entire business is performed with the help of the methodologies
that are stated in the project. The project is very efficiently maintained due to the fact that the
project was initially planned and this includes the fact that the processing of the project is
completed as per the scheduled terminology. This is the main reason that the processing of
business management will be performed with utmost efficiency. Decision making has been
made using the terminologies that are present in the website. After rating the websites, a
rating has been generated, leading to the fact that data that are important in the processing of
the data management is made and the data processing will be made as per the protocol that is
generated in the processing of the data management. The review that is provided by the user
will be used for processing of the data management. New account creation is made and the

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data are collected are used for updating the processes that are present in the course of the data
management system. The major fact that makes the website praiseworthy is that the website
is very simple and surfing of the project gets easier in nature, leading to the fact that the
business management with the help of the website gets easier. Despite the simple nature of
the website, complexities are present in the website, leading to the fact that in course of
complexity mitigation can be done with the help of the data that is generated by the survey
that was initially conducted.

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O’Donoghue, G., Holdsworth, M. and Owen, N., 2016. The importance of user experience
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Flogie, A. and Aberšek, B., 2015.interactive approach of science, technology, engineering. A
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