Relationship Between Online Shopping Sites’ Design and User Experience Using A Survey

The functionality of a product’s design should always be prioritized. A good design in a product will affect the experience of users and their emotions simultaneously. It is well-known that a good design will influence users with positive emotions (calmness, happiness, satisfaction), while a bad design will influence users with negative emotions (anxiousness, fear, unsatisfied). The emotions felt by users may also impact their decisions and thus, affect the shopping site’s business at the same time. It has been said by many psychological scientists that emotions influence one’s life decisions. Even in human-computer interaction, users’ experience could trigger a human emotional response caused by certain factors which lead to their decision to use. Therefore, this research is conducted to examine how negative emotions may influence users' experience in another domain, online shopping sites and assess the possibility of a correlation between the online shopping sites’ design and the human emotional response. An experimental research technique is used. A survey was conducted on 31 respondents to gain insight into the effectiveness of this research to evaluate the user’s Key Performance Index (KPI) of their shopping process and improve the design of online shopping sites; after a thorough analysis of the completed survey results in negative emotions on users as they shop on online shopping sites. Two analytical techniques, Descriptive Statistics Analysis (Frequencies) and Pearson’s r and Scatter Plots, were then used as metric measurements to analyze the user’s feelings data obtained from the respondents. Three prominent feelings, such as engagement, boredom, and frustration, were selected as user’s KPI data level for Descriptive Statistics Analysis (Frequencies). The other analytical technique is Pearson’s r and Scatter Plots to evaluate the correlation strength between the six scales' feelings response toward the design. Results show that the existing online shopping sites have somehow mildly triggered the KPI index of boredom and frustration among the respondents involved. Even so, the KPI index of engagement is still on the positive side, and according to the six scales’ feelings results, certain design components correlate with user’s feelings and some are not correlated. Thus, to levitate the positive emotion is to consider giving more attention to the design component.