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The Impact of the Arrangement of User Interface Elements on Customer Satisfaction in the Configuration Process Paul Blazek, Klaus Pilsl MCPC 2014
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The Impact of the Arrangement of User Interface Elements on Customer Satisfaction in the Configuration Process
Paul Blazek, Klaus PilslMCPC 2014
Background
Different configurators
Different user interfaces
Different ways to find the right product
A user interface of web-based configurators is a key success criterion for the customer’s satisfaction.
Guiding the user through the labyrinth of possible choices
,
Research Aims
Whether or not standards concerning the structure of a
configurator as the position of web elements (e.g. toolbox, product
image, process navigation bar etc.) have any influence on the
user’s process satisfaction.
• Handling: Is the structure of the configurator clear and easy to use?
• Orientation: Is the user able to find everything necessary in order to complete the task?
• Duration: How long does the user need to fulfill the task with each configurator?
• Ranking: Which of the configurators is considered to be the easiest to use? Which configurator is preferred in terms of joy in handling?
,
Method & Setting
Task: “Create a polo T-shirt in size medium with an
image of an ice and your name on it.”
• Qualitative Analysis with 6 test users
• 4 user interface structures of T-shirt configurators
• ‘Thinking Aloud’-Approach
• Configurators presented in a different order
Structure of the T-Shirt Configurators
User Interface 1 Fixed step-by-sep process navigation with labeled horizontal steps and toolboxes on the right side
User Interface 2Flexible process navigation with toolboxes as accordion on the left side
Structure of the T-Shirt Configurators
User Interface 3Flexible process navigation with opened toolboxes on the right side and at the bottom
User Interface 4Fixed step-by-step process navigation with unlabeled tabs and toolboxes at the bottom
“The steps are helpful in the
process.”
“It is clear what to expect, because
the steps are labeled.”
“Switching back and forth is easy.”
“ The product is in the centre of the configurator and
presented big enough.”
“It is annoying to run to all steps
again when changing one
step.”
“The accordion should stay opened.”
“All tools can be apply directly.”
“ The product is always in the
centre.”
“Structure is good, because all
toolboxes are on one side of the configurator.”
“Images of models are too small.”
“Good, that all toolboxes are
opened.”“Everything is configurable
simultaneously.”
“Good overview of all options.”
“Everything looks a little narrow.”
“Images of models are too small.”
“It is inconvenient to switch back and
forth.”
“Lack of overview.”
“It is not clear which steps exist as they are not
labeled.”
“The separated steps limit creativity
and experimental joy .”
“Add to basket button on the right side is irritating.”
Duration of Fulfilling the Given Task
Duration of completing the given task with the four user interfaces
Learning Effects: The duration of the configuration got shorter, no matter what configurator has been presented first.
User 1 User 2 User 3 User 4 User 5 User 60
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40
50
60
70
80
90
100
Duration of Fulfilling the Given Task
Average duration of completing the given task per user interface
Duration difference between the user interfaces is marginal
UI 1 UI 2 UI 3 UI 40
10
20
30
40
50
60
Ranking
Which UI did the test users like the most?
1 (best) 3 (bad)
2 (good) 4 (worst)
How Combeenation works
Powerful Product Designer
1. Create account2. Consctruct product3. Define rules & graphics4. Build form5. Embed in website
Impressive Shop
Users can immediately: inform about the product, buy the product, and share it via social media
System for any type of products
