User Interface Evaluation by Two Factor Model and Heuristic Evaluation: A Perspective from Ecommerce Industry of Pakistan

Objective: In today’s world buyers have the luxury to purchase products using ecommerce applications from their mobile phone or any other handheld device? This study extends the research on user behavior pertaining to Interface. Methods: The study looks forward to understand a wider audience by analyzing three renowned e-commerce applications in the market, which includes kaymu.pk, daraz.pk and yayvo.com. The focus of the research is on online store applications design factors and their influence on the buying actions of the consumer. For that hygiene–motivation theory is selected , after selecting the theory the variables used in this research are Satisfaction, Dissatisfaction (dependent variables), Navigation, Information Display, Response Time (Hygiene Factors), Screen Complexity, Visual Appearance and User Empowerment (Motivation factors) depicting independent variables. Three different Evaluation methods have been used, namely statistical evaluation, heuristic evaluation and cognitive walkthrough is used. Findings: With the help of statistical finding we are concluding the best application which satisfies the customer most. Application: With help of our analysis we come to conclusion that Daraz is the best interface among all three applications. Keywords: Ecommerce, Evaluation Method, Heuristic Evaluation, User Interface