De Montfort University, IMAT5209: Human Interaction Usability Report

This report presents a comprehensive usability evaluation of an e-commerce system, specifically focusing on the Mark and Spencer website. The report begins by defining e-commerce and its benefits, followed by an overview of the chosen system and its users. A use case diagram illustrates the system's functionalities, and usability requirements are discussed, covering accessibility, clarity, learnability, credibility, and relevancy. The evaluation methodology section details the approach taken, emphasizing the importance of the homepage and its features, such as taglines, information organization, search functionality, and link structures. The report also assesses the system based on usability and design principles. The evaluation methodology is further elaborated with the consideration of various factors like usability and design. The report provides a detailed analysis of the system's strengths and weaknesses, offering recommendations for improvement. The report concludes with a summary of the findings, highlighting key areas for enhancement and providing insights into the overall user experience.

Running head: IMAT5209 HUMAN INTERACTION IN SYSTEMS DESIGN
IMAT5209Human Interaction in Systems Design
Name of the student
Name of the University
Author Note:

1IMAT5209HUMAN INTERACTION IN SYSTEM DESIGN
Table of Contents
Part 1 : Interactive System and its User...............................................................................2
Part 2 : Use Case..................................................................................................................3
Part 3: Usability requirements.............................................................................................3
Part 4 : Evaluation Methodology.........................................................................................5
Part 5: Evaluation................................................................................................................7
Part 6: Finding of Evaluation.............................................................................................14
References..........................................................................................................................17

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Part 1: Interactive System and its User
E-commerce also known as electronic business can be defined as simple sale and
purchasing of different goods and services on electronic platform. It merely requires involvement
of electronic transferable data and money in between two or even more parties. E-commerce
website is defined as online portal that facilitate transaction of goods on online platform
(Orfanou, Tselios and Katsanos 2015). M&S is a leading British retailer that bring quality of
great value food and clothing. It is found to be homeware of millions of customer on global
platform. It is known to be as one of the largest retail clothing and food organization. The
headquarter of this firm is based in London. Mark Son Simmon has changed the business from
different outdoor markets of north England to large number of indoor shop.
User can find e-commerce very much attractive where they can convert the ways of their
shopping as they found online shopping much easy and convenient in nature (Peraman, Bhadraya
and Padmanabha Reddy 2015). User are permitted from purchasing any good or service at their
home at any time. There is some plus point for user that is the purchasing benefits which are
rapid and friendly along with capability of online fund transfer. As a result of accessibility,
buyers can easily save most of their time for time and money by looking for goods and buying
things online. E-commerce website provides a platform where they are open up on every day and
every time. This particular features of the website help increasing the overall sales by enhancing
the number of orders (Yousef et al. 2015). Physical marketing is achieved by two things that are
branding and relations. Online marketing is achieved is generally motivated by traffic that is
originated from different search engine. One of the biggest benefit of e-commerce system is that
it has minimum startup cost. Physical stores need to invest around thousands of dollars for
renting store in different location (Hasselbring and Steinacker 2017). With the advent of e-

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commerce system, it has become easy and convenient for user to easily purchase goods and
services that are available on internet platform. This is particular method is quick and all orders
can be placed in minimum time interval. For placing order, user does not need to leave either
home and office (McGlinn et al. 2017). End user can easily purchase any product without need
of physically moving around. Different customers can easily provide information which will
make their shopping experience much better along with enhanced customer service.
In the coming pages of the report, a Use case diagram has been provided with respect to
this ecommerce system (Mark and Spencer). In addition, the usability requirement of the
ecommerce system (Mark and Spencer) has been discussed in brief. The next section of the
report deals with evaluation methodology, evaluation and finding of evaluation has been
discussed in brief.

4IMAT5209HUMAN INTERACTION IN SYSTEM DESIGN
Part 2: Use Case
Fig 1: Use Case Diagram for Mark and Spencer
(Source: Created by Author)
Part 3: Usability requirements
There are five guidelines for evaluation of Usability design of e-commerce website like
Accessibility and Availability: E-commerce website needs to ensure the fact that visitor
gets an error with respect to loading time of the website. There is a need of investing in good

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hosting. Some of the website tools like Ahrefs and screaming frog can easily crawl on the e-
commerce website and find all the broken links. There is a need of making the ecommerce
website responsive so that it can handle different screen sizes and slow connection (Toribio-
Guzmán et al. 2017). Google has now moved to the very first index where it possible for making
index of mobile version of site. A proper mobile site will help the user to get much better search
results. Mark and Spencer website has been designed in such a way that it can attract visitor as it
has no loading time for the website.
Clarity: Visitor mainly reaches a website; they will need to spend much more of their
time. It is their job for helping them to reach the goals as soon as possible (Hwangbo, Kim and
Cha 2018). It is important for managing the visitor who will be pleased and will result in positive
experience. E-commerce system needs to focus on the important aspect if the user does not want
to be distracted (González-Pérez et al. 2017). E-commerce website needs to have proper
feedback which is considered to be an important aspect for interaction. In the beginning phase of
interaction of people with site will highlight either success or failure of their action. There is
need for understanding the mental model and how it structures with the content of the website.
Mark and Spencer comes up with clear idea with respect to website content for its user.
Learnability: It is considered to be an important aspect of usability. The mere goal is all
about developing a website so that it does not require any kind of interaction for long time and
free from error. People are completely familiar with a different kind of concept that is available
on the web (Pérez, Montoya and García-Peñalvo 2016). By making use of these concepts,
developers can easily reach their goals more quickly. If new kind of concepts is available for
design, then the point needs to assure that it can easily handle beginning learning stages.
Developers needs to keep their design simple and visual which will help them in remembering

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some of the concepts. Mark and Spencer has built up a website where developers can easily
achieve their goals quickly.
Creditability: It is considered to be an important aspect of any website. People are
looking for any particular content which is completely worthless. The website can easily cause
their site visitor for being skeptical about this ecommerce website. It is very much important to
have an idea about the real organization and real people in it. Website needs to offer a proper
about us where user can easily have the contact details (Gorski and Iacono 2016). Content aims
to play a key role in having a trustworthiness of website. People need to make sure of the fact
that there are precise and honest details about the content. The content of Mark and Spencer is
found to be simple one that can attract most of the global customers.
Relevancy: It is not enough that the provided website is clear, the content of this website
needs to be clear. It is important for understanding the user and why they have visited the
particular website. It all can be started by defining the users. The second thing is all about
finding their goals at the time of visiting website (Hussain, Mkpojiogu and Kamal 2016). There
is a need for defining the scenario which will highlight the situation where people can visit the
site for finding their content. Any kind of design decision will make it very much user friendly
website for different users. Mark and Spencer understands the need of the customer so that they
have placed their product accordingly.
Part 4: Evaluation Methodology
Homepage of the organization is considered to be face of the world and starting point for
website. There is need for enhancing the homepage multiples and entering the website value.
There is list of guideline for enhancing the usability of homepage along with understanding its

7IMAT5209HUMAN INTERACTION IN SYSTEM DESIGN
worth (Hussain and Mkpojiogu 2016). Homepage is found to be most valuable page in the whole
world. As per Nielsen’s 113 design guidelines, there is needed of understanding a list of things
like Including a single tagline for sentence: The starting page should be tagline which is
needed for summarizing what an organization does (Johnsen et al. 2016). Some of the
organization aim to attract new customers and should highlight that visitor about the
performance of the website. Mark and Spencer comes up with the tagline “The customer is
always and completely right!”.
Collecting all the information in one area: Finding the all information which is being
used in the beginning task. User need to have complete details about the ecommerce website.
There is need of incorporating proper information for this site so that it can support recruiting.
Both investor and PR needs to look for ways by which they can increasing the credibility of the
organization (Jankowski and Grabowski 2015). The “About Us” section is found to be most
suitable way for providing the depth information which is provided on the homepage section. In
the about us section of Mark and Spencer, a list of detail has been provided with respect to the
organization background and history.
Including a search Input box: Search is considered to be an important aspect of any
given website. User can easily look for the search box in the homepage by looking at the search
box (Bevan et al. 2016). The search box of the e-commerce system needs to be designed in such
a way that it can accommodate different ways without any kind of obstruction. Mark and
Spencer has a search box for its products which is available in upper left part of the website.

8IMAT5209HUMAN INTERACTION IN SYSTEM DESIGN
Starting link names with important keywords: User can easily scan down page for
finding the most specific area that will serve the present goal. Links are certain number of
activities which are found on the homepage. Considering the link of each word will help the user
in scanning eyes for differentiation in between links that are available on-page. If there is
violation of guidelines for starting all the links in the organization name (Genc-Nayebi and
Abran 2018). It merely adds up value which can impair the user for finding the thing which is
exactly needed by them. Customer of Mark and spencer can find out their product from the list at
the time of scrolling down. All the features of this website like free delivery, free store collection
and free return are discussed in bottom of the webpage.
Providing an easy access to homepage features: User can easily remember about
articles, promotion and products that are featured prominently on the homepage of website. User
can have all the features for finding the feature on the site. For providing help to user in locating
some of the key items, there is need of finding some of the features on the homepage (Leung et
al. 2018). It can easily achievable for various homepage features. The homepage provides a list
of option for range of products under each of the category that is women, beauty, men, kids,
home and many others.
In addition to above, there is certain number of points which is needed for analyzing the
overall evaluation of framework. The high quality factors for any website are
Usability: It is the ease with each an individual can make use of human-made objects
like tools or devices. Considering software engineering, usability is the degree to which the
software can be used by any customer for achieving the required goals (Wang, Wang and Liu
2016). It is mainly done by considering efficiency, satisfaction, efficiency and satisfaction of the
given context. The e-commerce website can also take a part of sub-quality factors. The e-

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commerce website of Mark and Spencer is very much easy to useful for range of global
customers.
Design: The overall presentation quality of website aims to highlight how it is present to
a different user. New technology needs to be applied to the website so that it can be attractive in
nature (Hwangbo, Kim and Cha 2018). It comprises of a certain number of sub-factors like
design, technology and multi-media attractiveness. The design of website needs to be improved
as it lacks certain aspects for customer retention. There are many ecommerce websites on global
platform whose design are much better than Mark and Spencer.
Performance: Web performance is generally referred to the speed at which the given
web pages are downloaded and displayed to user. Web performance optimization is the domain
of knowledge that is enhancing its performance (Chen et al. 2015). Reliability is all about
understanding the performance of the website that starts with whether the website is quick at the
time. The overall performance of Mark and Spencer is found to be good as the website has
minimum loading time.
Functionality: It highlights the capabilities where product capabilities can be performed
on the basis of implied need of user. Functionality of the website is considered to be an
interactive part of any ecommerce website (Scholz et al. 2017). It merely allows the visitor to
make response in some particular way. It will turn down the visitor into a proper customer. All
the aspect of the website are function and visitor can click on desired link for getting access to
the product.
Content: It the required information which is provided on the website. Most of the
author indicate the overall importance of characteristic and their notion is to provide the best

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content (Singhal, Sinha and Pant 2017). The main aspect of website is all about providing web
application which is found to be combination of number of factors like information,
functionalities and services. The content of Mark and spencer is up to the mark and there are
many advertisements with attractive content for attracting customers.
Part 5: Evaluation
The main issues of e-commerce websites are all about fulfilling customer needs. A poor
web can easily weaken the position of an organization. Website does not provide any kind
positive experience which will result in the customer to visit physical store (Lopes and Roy
2015). E-commerce is considered to be a point of interaction in between various business actors,
sectors, client and stakeholders. Website quality merely it valuable so there is need of proper
measurement criteria for evaluation of some points that are in use. The paper provides a
framework a proper framework which is needed for evaluation of the quality of ecommerce
website. It is achieved by study of current website evaluation structure other related factors
(Shiang et al. 2016). Considering the new framework of different e-commerce website can be
easily taken into account.
Website development is found to be a fast-growing domain along with wide range of
objectives in different domains like education, health and entertainment. E-commerce is
developing at a rapid rate around the globe. There is need of increasing the overall turnover for
e-commerce in different world-wide points (Vanderveld et al. 2016). It has a huge amount of
research for e-commerce website evaluation, solution design and assuring overall quality. The
quality of a website makes it very much profitable, user friendly and accessible in nature. In
addition, it aims to provide useful and reliable information that helps in designing and visual
experiences for meeting the user experience and expectation (Wang, Wang and Liu 2016). It is

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generally measured by the help of website criteria. In addition, there is need of design of
particular structure that is needed for evaluation of e-commerce website.
Website evaluation is a well-known factor for measuring the website. Their dependency
on web services is increasing and there is a need for accessing the characteristics of website
quality and success factors (Leung et al. 2018). Website characteristic is considered to be an
important aspect for concern of research in various domain. There is mainly three method of
website evaluation which is needed for analyzing the website similar to information website like
information website. E-commerce website is considered like information system and second
approach is all about evaluation of distribution and advertising channel. The last approach is all
about evaluation of e-commerce website by retail channels (Oliveira et al. 2017). Quality
evaluation model for the e-commerce website is needed to be taken into account. There are
important aspects that are identified like easy use, security assurance, help in real time. There is
comparison of different kind of e-commerce that is done by making use of different elements and
quality of evaluation model. In this, there is a separation in between two that is real and virtual
environment. Quality evaluation is generally used for evaluation of virtual environment that
comprises of virtual environment in two that is upper level and developer level. The success of
an e-commerce website is highlighted by designed factors which is needed for analyzing the
success of the website (Vanderveld et al. 2016). It merely put emphasizes on the idea of overall
success of website design. In addition, there are certain factors which affect the overall usability
of website that improves the level of user satisfaction. There are large number of methods which
is needed for evaluation of methodology of e-commerce website. For the evaluation of
performance of website, an individual website needs to be compared with the other website by
addressing two objectives. It is achieved by developing a framework and criteria for evaluation