HCI: JB Hi-Fi vs Amazon

This report analyzes the user interfaces of JB Hi-Fi and Amazon websites, evaluating them based on Human-Computer Interaction (HCI) design principles. It begins with an introduction outlining the scope of the comparison, focusing on two prominent Australian retailers: JB Hi-Fi, specializing in electronics, and Amazon, a global e-commerce giant. The report then provides an overview of both websites, highlighting their primary features and functionalities. A detailed comparison follows, examining aspects such as data collection, customer information storage, customer appraisal mechanisms, customer service, mobile app availability, and innovative technologies like Amazon Go. The analysis reveals significant differences in their approaches to HCI, with Amazon demonstrating a more advanced and customer-centric design. Finally, the report offers recommendations for improving JB Hi-Fi's website based on Amazon's strengths and best practices in HCI. The conclusion summarizes the key findings and reinforces the importance of considering HCI principles in website design for optimal user experience.

Running head: HUMAN COMPUTER INTERACTION
Human Computer Interaction
Name of the Student
Name of the University
Author’s note

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Table of Contents
1. Introduction................................................................................................................2
2. Overview of both the websites...................................................................................2
3. Primary feature of the Websites.................................................................................2
4. Comparison of the two websites in accordance with the HCI design principles.......3
5. Recommendations on how the websites can be embellished.....................................4
6. Conclusion..................................................................................................................5
7. References..................................................................................................................6

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1. Introduction
JB Hi-Fi and Amazon are the two popular retail store in Australia former being
popular for selling especially electronic goods while the latter focus on multiple goods
ranging from books to groceries and also sell electronic goods. The report will highlight and
contrast the two websites run by JB Hi-Fi and Amazon.
2. Overview of both the websites
JB Hi-Fi is the popular retail store based in Australia and New Zealand. They sell
mainly the electronic goods, CD and DVD, video games and home appliances. Amazon
another renowned global retail brand recently opened their store at Australia (Klaus 2013).
Amazon sells various products ranging from books, CD, DVD, household appliances and
toys.
3. Primary feature of the Websites
The website must be considered on the following parameters- the first and foremost
impression, the homepage pre-tests, site browsing procedures, the task assay and the
execution assay ("Web Design - The Complete Reference: Chapter 5: Evaluating Web Sites -
Introduction" 2017). The home page pre-tests help to know the basic purpose of the website,
whether the website is serving the purpose or not, the navigation pre-test helps to know
whether the hyperlinks within the website are really working. The content of the hyperlinks is
checked and determined whether it is fake or is really relevant. Later during the site
navigation or browsing procedure, the following tasks are considered and measured. The
tasks are- the testing associated with readability- it is the procedure the test whether the texts
are readable, next comes the testing associated with findability- it is the procedure to detect
whether the site contains valid information or not ("Web Design - The Complete Reference:
Chapter 5: Evaluating Web Sites - Introduction" 2017). The interactivity test involves the

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proper filing u a form, the form submission is really working or not is tested and verified via
this test. In case of execution test, the relevancy of the materials on the website, the website is
technically ok or not are measured and taken into consideration.
4. Comparison of the two websites in accordance with the HCI design
principles
JB Hi-Fi is a renowned retail store popular among the Australia and New Zealand
citizens. They sell trustworthy, quality electronic goods along with CDs and DVDs. They are
the music retail retailers in both Australia and New Zealand, whereas Amazon is quite
popular for giving assured customer service all over the world (Floyd et al. 2014). Now they
have opened the store in Australia and they are gaining fame, the two retail stores will be
compared and contrast in terms of the following parameters-
Accumulating customers’ data: With the help of big data and data mining both the
companies collect customers’ data, in this way they predict what the customers are
purchasing, what is their demand and what is their wish list (Isley et al. 2016). JB Hi-Fi is
limited to only electronic goods whereas Amazon is focussing on multiple products like
books, groceries and they are not limited to electronic goods only. Amazon has greater
customer base compared to JB Hi-Fi.
Customers’ personal information storage: Amazon gives customers all the
information related to the products that are when the product will be dispatched when the
product will be shipped and finally when the product will reach the customer. All the
transaction details can be found on their site (Beck and Rygl 2015). The customers can detect
the shops’ quality by means of ratings and feedbacks provided by customers all over the
world. JB Hi-Fi is lagging behind on all these aspects.

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Appraisal for the customers: Amazon provides multiple offers, discounts and also the
facility of flash sale to the customers on a variety of products all throughout the year. JB Hi-
Fi also offers the same but they only limited to electronic goods, and though they provide
attractive offers, the products are really expensive compared to Amazon.
Customer service: In terms of return policy, Amazon is considered the best among all
the retail stores. Amazon is known to return with a full value. Plus, their frequent flash sales
offered on their site are praise-worthy (Gelbrich, Gäthke and Hübner 2017). Overall, they
offer 24x7 customer satisfaction service. JB HI-Fi does not have the customer base and also
they do not provide facilities like Amazon.
Mobile Apps: Amazon customers can enjoy the Amazon services on their mobile apps
too and their customers can conduct online shopping on the go. JB Hi-Fi customers do not
have that luxury.
Amazon Go: Amazon also uses the cloud retail technology and is popularly known as
‘Amazon Go'. The Amazon customers can go to the shop, can pick whatever they want and
can check out (Beck and Rygl 2015). After the checkout, Amazon delivers the bill and the
customers pay the bill online transacting money online.
Considering the facts above it can be clearly stated that Amazon is clearly ahead of JB
Hi-Fi.
5. Recommendations on how the websites can be embellished
JB Hi-Fi needs improvement. They need to consider the parameters mentioned above,
and they also need to take up the cloud technology like Amazon for good. Amazon has
initiated Amazon Go in the USA and is still yet to introduce Amazon Go in Australia, so they
need to provide the Amazon Go facility to Australia citizens as soon as possible.

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6. Conclusion
It can be concluded from the above discourse the mentioned parameters must be
considered for current evaluation of a website. This report also compared and contrast JB Hi-
Fi and Amazon in details.

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7. References
Beck, N. and Rygl, D., 2015. Categorization of multiple channel retailing in Multi-, Cross-,
and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer
Services, 27, pp.170-178.
Floyd, K., Freling, R., Alhoqail, S., Cho, H.Y. and Freling, T., 2014. How online product
reviews affect retail sales: A meta-analysis. Journal of Retailing, 90(2), pp.217-232.
Gelbrich, K., Gäthke, J. and Hübner, A., 2017. Rewarding customers who keep a product:
How reinforcement affects customers' product return decision in online retailing. Psychology
& Marketing, 34(9), pp.853-867.
Isley, S.C., Stern, P.C., Carmichael, S.P., Joseph, K.M. and Arent, D.J., 2016. Online
purchasing creates opportunities to lower the life cycle carbon footprints of consumer
products. Proceedings of the National Academy of Sciences, 113(35), pp.9780-9785.
Klaus, P., 2013. The case of Amazon. com: towards a conceptual framework of online
customer service experience (OCSE) using the emerging consensus technique (ECT). Journal
of Services Marketing, 27(6), pp.443-457.
Webdesignref.com. 2017. Web Design - The Complete Reference: Chapter 5: Evaluating
Web Sites - Introduction. Webdesignref.com. Retrieved 5 September 2017, from
http://webdesignref.com/chapters/ch05.htm