Usability evaluation on B2C e-Commerce website from user's perspective : a case study of thepoplook.com / Nurul 'Asyida Abdul Jabar

The main challenges of e-Commerce website are to attract customers to their website and maintain relationship with customers. Therefore, the most crucial part to succeed in this highly competitive environment is for the merchant to design a good and usable e-Commerce website. The objectives of this study are to identify the usability elements for B2C e-Commerce website, to evaluate the usability of B2C e-Commerce website by using combination of usability evaluation method of think-aloud and co-discovery method. This study also aims to recommend design recommendation to improve the usability interface of B2C e-Commerce website. The target e-Commerce website for this study is thepoplook.com, which is one of Malaysia local B2C website. The usability assessment results by this study can be used as a reference for future interface design for e-Commerce website especially in the Malaysian context. A framework for evaluating thepoplook.com was formulated for this study. User need to complete a number on tasks on the websites by using combination usability evaluation method (think-aloud and co-discovery protocol) and complemented by pre-test questionnaire. Results shows a number of usability problem encountered by the participants throughout the evaluation session which can be categorized into five usability attributes of Ease of Use, Made-to-Medium, Emotion, Content and Security. Hence, from these findings, e-Commerce developers and designers may look at the issues seriously before designing their e-Commerce website.