HCI: JB Hi-Fi vs Amazon

This report compares the user interfaces of JB Hi-Fi and Amazon's websites using Human Computer Interaction (HCI) principles. It analyzes various aspects, including first impressions, homepage design, navigation, task analysis, and execution analysis. The report contrasts the two websites' features, such as data collection, personal information storage, customer recommendations, customer service, and mobile apps. Amazon is presented as more advanced in several areas, particularly in customer service and technological integration (e.g., Amazon Go). Recommendations for improvement are provided for both websites, suggesting that JB Hi-Fi should adopt cloud technology and Amazon should implement an on-spot product replacement policy.

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

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Executive Summary
JB Hi-Fi is the famous one in Australia and New Zealand while Amazon being the famous
retail store all over the world has recently opened a store in Australia and is gaining fame.
The specific analysis should be made of first impression, homepage pre tests, site navigation
procedures, the task analysis and the execution analysis. The report also highlighted the JB
Hi-Fi and Amazon online shopping site elaborately. The HCI design principles between the
duo have been a contrast in this report as well. The further recommendations for the two
websites have been stated in detail in the report.

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Table of Contents
1. Introduction............................................................................................................................3
2. Overview of the nominated websites.....................................................................................3
3. Main features of website........................................................................................................4
4. Comparison of the two websites in accordance to the HCI design principles.......................5
5. Recommendations on how the websites can be enhanced.....................................................9
6. Conclusion..............................................................................................................................9
7. References............................................................................................................................10

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1. Introduction
JB Hi-Fi is the famous one in Australia and New Zealand while Amazon being the
famous retail store all over the world has recently opened a store in Australia and is gaining
fame. This report will highlight all the aspects of both the shopping sites and also the
difference between the two.
2. Overview of the nominated websites
JB Hi-Fi is the populous consumer retail store located in Australia and New Zealand.
The retail store generally sells household appliances, video games, Blu-ray, CD and DVD.
Amazon, another retail giant open stores all around the world, has opened stores all around
the world, they have even opened the retail stores in Australia as well (Fisher, Gallino and Li
2017). The company started its business selling books online later they focused selling other
items such as CDs, DVDs, toys, home appliances.
Fig 1: JB Hi-Fi Store
(Source: "JB Hi-Fi | JB Hi-Fi - Australia's Largest Home Entertainment Retailer", 2017)

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Fig 2: Amazon Store
(Source: "Online Shopping: Shop Online for Mobiles, Books, Watches, Shoes and More -
Amazon.in", 2017)
3. Main features of website
There are various features involved that must be carefully evaluated and examined to
increase the SEO and SMO of the site, however, during the evaluation, one must keep in
mind the following key features- first impression, homepage pre tests, site navigation
techniques, the task analysis, the execution analysis. The organisations while hosting a
website should keep in mind the following features. The homepage pre tests help to recognise
what purpose the website is going to serve, the identity pretest helps to recognise what the
website is all about, the identity pretest help to know the details of the website, the customer

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will have to look whether they are getting the details they want on this site ("Web Design -
The Complete Reference: Chapter 5: Evaluating Web Sites - Introduction" 2017).
Next, comes the navigation pretext, it assists in the validity of the website, the website
is checked whether the hyperlinks of the sites are working or not, whether the hyperlinks
have the relevant information or not. The hyperlinks do not work sometimes due to improper
colour usages like usage of blue colours for the logos and the labels. Next, it must be
analysed if the texts images are properly formatted or not, then the subpage pre tests must be
checked whether they are sub pages are relevant or not. After all the pre tests analysis, the
site navigation should be tested, whether the links within the sites are working well or not, the
search facility is properly implemented or not ("Web Design - The Complete Reference:
Chapter 5: Evaluating Web Sites - Introduction" 2017).
After that, site navigation testing analysis should be performed, it includes the below
task- testing of readability-the texts within are readable or not, testing of findability- the site
contain the relevant information or not, the interactivity is tested and deals with filling out a
form and this test is conducted to check the form is properly working or properly
coordinating with the database or not.
Lastly, in case of execution analysis, the contents execution is analysed to check the
relevance of contents, the visual execution is analysed to check the feel and look of the
website, the technical execution is to check whether the site is technically fine, whether the
links are working or not.
4. Comparison of the two websites in accordance with the HCI design
principles
JB Hi-Fi is known to provide quality electronic goods to Australia and New Zealand.
They are the first music retailers in Australia and they are quite popular in both the countries.

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Amazon has the reputation of providing excellent service to the customers along with
excellent products (Seetharaman et al. 2017). They have taken significant initiatives to reach
to the customers and that is why they become customer friendly. They are a popular brand
not only to Australia but also to the whole world. They basically focus on the data collection,
personal data storage, excellent customer support, recommendations to the customers on top
of that the Kindle Marketplace.
Customers’ Data Collection: Both the JB Hi-Fi and the Amazon accumulated data of
their customers to know the customers’ demands, customers' wish list, the products the
customers are buying, in this way both the companies can predict what they are preferring,
based on that they provide discounts on the products they are purchasing (Brynjolfsson, Hu
and Rahman 2013). Amazon is way ahead of JB Hi-Fi as the latter company is only limited to
electronic goods whereas Amazon sells all kinds of products including the electronic goods.
Therefore, Amazon is close to the customers.
Storing Personal Information: The personal data information can be stored in case of
Amazon like address, phone numbers, bank account details which assist the customer for
future shopping (Schulz, Grant and Fernie 2014). JB Hi-Fi also offers the same, however like
Amazon they do not show the exact tracking and notifications of the products like when the
product got ready for dispatch, when the product got dispatched and when the product will be
delivered in details along with tracking number and tracking image. Amazon also shows the
shops which sell products via Amazon, so the customers can get a glimpse of the shops and
can judge the shop’s quality by ratings and feedbacks the customers provided (Verma,
Sharma, and Sheth 2016). JB Hi-Fi is not as competitive as Amazon in this scenario.
Recommendations to the customers: Whenever the customers logged in Amazon or
JB Hi-Fi shows the products customers wish to buy, also show what customers have bought

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recently, but Amazon additionally introduce the concept of flash sales, in which they offer
heavy discounts on the products and the flash sale is very profitable to the customers. JB Hi-
Fi is lagging behind, their products are relatively expensive (Farah and Ramadan 2017).
Excellent customer service: The customer service offered by Amazon is simply too
good, the customers can buy products, can sell products, even can return products. In return
policy, they are considered the best among all the online shopping retail shops (Acimovic and
Graves 2017). They refund with full value. Amazon is significantly better than JB HI-Fi.
Moreover, they can chat with the Amazon representatives.
Apps: JB Hi-Fi has only the music app in the market, while Amazon has an app with
full features, in this way Amazon customers can stay connected with Amazon all the time,
can even chat with the company’s representatives whenever required. The customers can buy
products on the go simply using their smartphone.
Kindle: Amazon with its Kindle feature can significantly assist the customers, the
customers can read books in the form of soft copy and on the tab specially designed by
Amazon to read soft copies of books (Schulz, Grant and Fernie 2014).
Amazon Go: This is cloud retail technology provided by Amazon. Amazon provides
‘checkout-free’ service to the customers. The customers go to the store, pick up the products
according to their wish and simply check out from the store, immediately after check out,
Amazon sends the purchase bill to the respective customers (Brynjolfsson, Hu and Rahman
2013). The customers pay the bill.

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Fig 3: Amazon Go and the associated technology
(Source: Amazon.com: Amazon Go", 2017)
Amazon is clearly way ahead of JB Hi-Fi in terms of customers’ service and
customers’ satisfaction.
5. Recommendations on how the websites can be enhanced

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JB Hi-Fi needs to improve a lot, to compete with Amazon they have to follow the
footsteps, they have to adopt the cloud technology. Amazon already is the owner the Amazon
AWS cloud platform.
In case of Amazon, they can initiate on-spot replacement policy, where the customers
can return the product at the time of receipt if the customer does not like the product. The
customers should return the product and should enter the details of returning product digitally
via their website so that Amazon can keep the return receipt with them in digital form. Also,
the customers should get the money at that instance in the form of cash. This on-spot
replacement approach can certainly help them to provide better customer service.
6. Conclusion
It can be concluded from the above discourse that specific analysis should be made of
first impression, homepage pre tests, site navigation procedures, the task analysis and the
execution analysis. The report also highlighted the JB Hi-Fi and Amazon online shopping site
elaborately. The HCI design principles between the duo have been a contrast in this report as
well. The further recommendations for the two websites have been stated in detail in the
report.

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7. References
Acimovic, J. and Graves, S.C., 2017. Mitigating spillover in online retailing via
replenishment. Manufacturing & Service Operations Management, 19(3), pp.419-436.
Amazon Go. 2017. Amazon.com: Amazon.com. Retrieved 5 September 2017, from
https://www.amazon.com/b?node=16008589011
Brynjolfsson, E., Hu, Y.J. and Rahman, M.S., 2013. Competing in the age of omnichannel
retailing. mIt sloan management Review, 54(4), p.23.
Farah, M.F. and Ramadan, Z.B., 2017. Disruptions versus more disruptions: How the
Amazon dash button is altering consumer buying patterns. Journal of Retailing and
Consumer Services, 39, pp.54-61.
Fisher, M., Gallino, S. and Li, J., 2017. Competition-based dynamic pricing in online
retailing: A methodology validated with field experiments. Management Science.
Jbhifi.com.au. 2017. JB Hi-Fi | JB Hi-Fi - Australia's Largest Home Entertainment
RetailerJbhifi.com.au. Retrieved 5 September 2017, from https://www.jbhifi.com.au/
Schulz, B., Grant, D. and Fernie, J., 2014. Exploring Success Factors and Constraints in
German Online Food Retailing. Les actes des 10èmes Rencontres Internationales de la
Recherche en Supply Chain et Logistique (RIRL).
Seetharaman, A., Niranjan, I., Saravanan, A.S. and Balaji, D., 2017. A Study of the Moderate
Growth of Online Retailing (Ecommerce) In the UAE. The Journal of Developing
Areas, 51(4), pp.397-412.
Verma, V., Sharma, D. and Sheth, J., 2016. Does relationship marketing matter in online
retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44(2),
pp.206-217.

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Webdesignref.com. 2017. Web Design - The Complete Reference: Chapter 5: Evaluating Web
Sites - Introduction. (2017)Webdesignref.com. Retrieved 5 September 2017, from
http://webdesignref.com/chapters/ch05.htm