The development of a framework to measure the consistency of Online User Experience

• Main Author: Bhatnagar, Parag (Author)
• Other Authors: Tan, Felix (Contributor)
• Format: Others
• Published: Auckland University of Technology, 2010-11-24T03:04:58Z.
• Subjects: Thesis
• Online Access: Get fulltext

 This paper documents the development of a framework for measuring the consistency of online user experience on a large B2C site. The test case is a major airline that provides the sales of airfares and holiday packages via 12 different sites dedicated to different operating markets. To evaluate user-experience, the "Rubinoff's User Experience audit" is modified to break online user experience evaluation into 4 elements; "branding", "usability", "functionality" and "content". Web analytics are installed into the "branding" element only to suffice a thorough evidence-based analysis and to allow repeatability. The framework is then applied to different scenarios and results are analyzed to appraise the consistency of branding. The findings suggest that the B2C site exhibits poor consistency with respect to branding and direct implications in terms of user experience are discussed. This paper attempts to demonstrate how raw web analytic data may be used to intelligently evaluate consistency via a proposed OUE framework. Recommendations for development of the OUE framework are also discussed.