Optimizacija korisničkog iskustva na web prodavaonicama putem 10 Nielsenovih heuristika upotrebljivosti

master's thesis

• Title (english): Optimization of e-commerce user experience based on 10 Nielsen usability heuristics
• Author: Martina Kuzmić
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U diplomskom radu se istražuje važnost upotrebljivosti kao sastavnog dijela korisničkog
iskustva (UX) za informatičke web prodavaonica. Cilj rada je pokazati ključnu ulogu
upotrebljivosti pri dizajniranju internetskih prodavaonica kako bi se korisnicima osigurala što
lakša navigacija i kupnja proizvoda te osiguralo potpuno zadovoljstvo i stvorila želja za
ponavljanjem procesa u budućnosti. Također, cilj diplomskog rada je dati konkretne smjernice
za poboljšanje iskustva korisnika na odabranim web stranicama.
Za postizanje željenih ciljeva ovog diplomskog rada provedeno je istraživanje kroz koncept
heurističke analize. Heuristička analiza koristi se od strane stručnjaka za korisničko iskustvo
na način da se web stranica analizira na temelju važećih standarda i smjernica, a konačna
ocjena je rezultat prosudbe istraživača koji je proveo evaluaciju. Za ovu je metodu odabrana
analiza putem 10 Nielsenovih heuristika upotrebljivosti. Svaka heuristika čini jednu cjelinu s
nizom pitanja koja ulaze u njene detalje dajući jasniji pregled analiziranih elemenata. Kao
uzorak odabrane su informatičke web prodavaonice radi kompleksnosti proizvoda koji se
prodaju te visoke razine informiranosti i povjerenja koju je potrebno ostvariti prije donošenja
odluke o kupnji. Nakon analize obje analizirane stranice, Newegga i PC shopa, izračunati su
rezultati za svaku heuristiku i ukupna ocjena prema važnosti i razini pridržavanja kriterijima.
Newegg se pridržavao većine pitanja unutar heuristika i pratio najbolje prakse u industriji te
ostvario visoku ocjenu od 96,13%, dok je kod PC shopa vidljiv minimalno uloženi napor u
optimizaciju upotrebljivosti ostvarivši ocjenu 54,51%. Na temelju analize napravljen je raspis
glavnih problema i rješenja upotrebljivosti potrebnih za povećanje ukupne ocjene.

Abstract (english)

The master thesis "Optimization of user experience of web stores through 10 Nielsen usability
heuristics" investigates the importance of usability as an integral part of user experience (UX)
for IT web stores. The goal of the work is to show the key role of usability when designing
online stores in order to provide users with the easiest possible navigation and purchase of
products, as well as ensure complete satisfaction and to create a desire to repeat the process in
the future. Also, the aim of the thesis is to provide concrete guidelines for improving the user
experience on selected websites.
In order to achieve the desired goals of this thesis, reconnaissance research was carried out
through the concept of heuristic analysis. Heuristic analysis is used by user experience experts
in a way that the website is analyzed based on valid standards and guidelines, and the final
rating is the result of the judgment of the researcher who conducted the evaluation. For this
method, analysis through Nielsen's 10 usability heuristics was chosen. Each heuristic forms a
whole with a series of questions that go into its details, giving a clearer overview of the
analyzed elements. IT web stores were selected as a sample due to the complexity of the
products that are sold and the high level of information and trust that must be achieved before
making a purchase decision. After the analysis of both sites, Newegg and PC shop, the results
for each heuristic and the overall rating according to the importance and level of adherence to
the criteria were calculated. Newegg adhered to most of the questions within the heuristics
and followed the best practices in the industry and achieved a high score of 96.13%, while PC
shop showed minimal effort in usability optimization, achieving a score of 54.51%. Based on
the analysis, a list of main problems and usability solutions necessary to increase the overall
rating was made.

• Keywords: upotrebljivost; korisničko iskustvo; Nielsenove heuristike; web trgovina; optimizacija
• Keywords (english): usability; user experience; Nielsen heuristics; web store; optimization
• Language: croatian
• URN:NBN: urn:nbn:hr:148:857807
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-07-19 09:58:39