Usability Evaluation on structural navigation and link terms of an interactive web application in eBay E-commerce site

1. Usability Evaluation on structural navigation and link terms
of an interactive web application in eBay E-commerce site
Prof.Francesca Rizzo, Mohammand Jannatul Ferdous, Pintu Chandra Shill, Mohammad Iqbal
Mohummud, Lin Liran
Politecnico di Milano
Via Castelnuovo, 7, CO-22100, Como, Italy
rizzo@elect.polimi.it, {ferdous_cs,lpintucskuet,iqbalmahmood2002}@yahoo.com, ullillr@hotmail.com
1. INTRODUCTION
ABSTRACT
The Web application is a navigational system. The
Usability is a quality attribute that assesses how easily
basic user interaction is to click on hypertext links in
user interfaces are to be use which is defined by five
order to move around a huge information space with
quality components, learnability, efficiency,
hundreds of millions of pages. Because the space is so
memorability, errors and satisfaction. Structural
vast, navigation is difficult, and it becomes necessary to
navigation and link terms are the great important role in
provide users with navigational support beyond the
design of graphical user interface of an interactive
simple quot;go-toquot; hyperlinks [1].
application. The eBay site is the ideal example of the
best seller eCommerce site world wide. We therefore
decided to conduct a Heuristic Evaluation by Jacob
Nielsen guideline to find the usability problem of the
current site and provide user a new graphical user
interface to browse the eBay site with more
satisfaction, efficiency and efficient way.
This paper presents the usability testing of an
interactive application eBay E-commerce site in order
to increase the user satisfaction, efficient and
efficiency. We identified some problems by conducting
Heuristic Evaluation and made hypothesis according to
the problems. Then we made a prototype to take the
end-user test, in terms of complexity. The results of the
experiment represents that our implemented prototype
shown less complexity rather than original eBay site in
order to performed specific tasks. Moreover, users feel
more satisfaction using our implemented prototype
rather than using the original eBay site.
General terms Figure 1: Tree structure navigation of sample site
Design, Structural Navigation, Heuristic Evaluation, Structural links are links that systematically point to
Link terms, Experimentation, Hypothesis. other levels of the site structure as well as to siblings or
children in a hierarchy. It is important to have the same
Keywords structural links on all pages so that the user will
World Wide Web, Usability, Experimental Evaluation, understand what structural navigation options to expect
E-Commerce, Electronic Data Interchange. [1].
1

2. The structural navigation bar is becoming a ubiquitous
element on many websites. This experiment tests
whether this type of navigational reference is truly
valuable.
E-Commerce (electronic commerce) is the buying and
selling of goods and services on the Internet, especially
in the World Wide Web. In practice, this term and a
newer term, E-Business, are often used
interchangeably. Electronics Commerce can be
between two business transmitting funds, goods,
services or data or between a business and a customer.
It is also true to say, however, that eCommerce also
includes all inter-company and intra-company functions
(such as sales, marketing, accounts, logistics,
manufacturing, and negotiation) that enable commerce Figure 2: Screen shot of eBay eCommerce Site
and use electronic mail, EDI (Electronic Data
The eBay specialty sites offer you an almost endless
Interchange), file transfer, digital fax, video
choice of items to purchase and many different ways to
conferencing, workflow, or interaction with a remote
shop bid and buy. It contains Express, eBay Stores,
computer. E-Commerce also includes buying and
eBay Motors, eBay Business, Help.com, Apartments on
selling over the World-Wide Web and the Internet,
rent.com, StubHub tickets in the left panel menu box
electronic funds transfer, smart cards, digital cash, and
with heading specialty sites. With The eBay Express
all other methods of completing business transactions
it's faster and easier than ever to breeze through all
over digital networks. Our experimental site eBay is the
shopping. You can find the best deals on everything
ideal example of an eCommerce site.
from designer jeans to a complete home theater system
by few mouse clicks. Everything is in eBay Express
The paper is organized as follows: in Section 2
which is offered at a cheapest price ordered by top
summarizes the functionality. Section 3 describes the
eBay sellers. You can get what you want now without
rationale and the motivation of our experiment. Section
bidding and waiting. You can go to eBay Stores to visit
4 describe and discuss the experimental methodology,
the online storefronts of experienced, high-volume
conditions, equipment and result obtained from the
eBay sellers who provide additional shopping
experiments. Finally, Section 5 & 6 reports research
convenience. All important navigation links are present
problem and introduces the future works.
in the home page especially in the top menu and left
panel.
2. FUNCTIONALITY
We describe about eBay website which is the large The eBay Motors is a special area of eBay that makes it
online trading company. EBay is the world’s online easy to buy and sell vehicles and parts of all types: cars,
marketing place which place for buyers and seller to trucks, SUVs, vans, motorcycles, boats, airplanes, and
come together and trade almost anything. Its original related accessories by navigating categories. User can
American website, Now its established in several buy books, CDs, video games, and much more at set
countries Australia, Austria, Belgium, Canada, China, prices. Sellers set prices ahead of time, so you know
France, Germany, Hong Kong, India, Ireland, Italy, exactly what you'll pay before you buy.
Netherlands, New Zealand, Poland, Philippines,
Singapore, South Korea, Spain, Sweden, Switzerland,
Half.com sellers are individuals and small businesses
Taiwan and United Kingdom.
who sell directly to you, keeping prices low.Rent.com
is the only transaction-based Internet listing website in
There are some groups of link in the main page of eBay
the apartment and rental housing industry. Its unique
website such that specialty sites, categories, more eBay
business model has made it the number one third-party
sites, global site etc.
producer of verified lease transactions in the nation
2

3. online and offline. The Rent.com service is available to following figure is showing the complete conceptual
renters and property owners and managers in most eBay architecture.
American cities, including the nation's top fifty
metropolitan markets. So, eBay Motors, Half.com and
Rent.com all special sites are inside the left panel group
box and only eBay Motors, Express, Stores are in the
Top menu with the catagories . Body contains the
advertisements in the home page and list of items in the
others pages. The following figures is showing the
basic structural layout of eBay site.
Figure 4: Architectural view of eBay
3. THE RATIONALE AND MOTIVATION
Our aim was to do usability evaluation on an interactive
application. We have choosen the web application as
interative application because web is changing our life
style and make faster everyday. E-commerce is one of
the most important factor in respect to change our life
style. E-commerce is continued to be a driving force
behind future economic growth worldwide, and
important for developing countries. It plays an
important role in economic growth for developing
countries. It helps countries improve trade efficiency
and facilitates the integration of developing countries
Figure 3: General site layout of eBay into the global economy. Electronic commerce only
provides all information to the users using E-commerce
The main eBay site and most of the special eBay site
website.
layout are left align like above figure. Only few special
sites (i.e. eBay Motors & Express) are centered align.
User interaction with the website depends on the
flexible, efficient satisfaction use of the website. These
The eBay site is developed in distributed architecture. It
usability dimensions depend on the Structural
has several web servers with distributed database. For
navigation, link consistency, link terms make sense and
example, www.ebay.it is for the Italian user and
image have alternate text. So, we motivated to work
www.ebay.com for the American and global user but
with link terms and mainly structural navigation of the
all sites are using the same database schema from the
eBay site application which would be the best for the
distributed database. There are lot of database are
eBay designer, manager to make their applications
placed around the world but all are synchronized with
more usable for the end-user.
each other. User first hit the site by putting the site
address in the address bar of explorer and connects to
the nearest web server. Web server connects to the
distributed database to retrieve the list of possible items
or others things such as Italian web server will connect
to the Italian DB server or nearest DB server. Here the
3

4. 4. EBAY USABILITY EVOLUATION Principle Violation Ranking
THROUGH A CONTROLLED little bit 1
EXPERIMENTATION Little-bit more 2
Average 3
4.1 Experiment More than Average 4
We have ranked the violation level which violates the
Extreme 5
usability principles. The table 1 shows the violation
ranking. Then we found six problems which violets rule Table 1: Principle violation ranking
of Jacob Nielsen principles. The table 2 shows the six
problem including violation level, principal &
suggestions.
Problem Level Principle Suggestion
P1: In the buying pages, there is no back navigation Flexibility and There should be back
3
link when the users want to buy any product. Efficiency of navigation link in the buying
use. page.
P2: Top structural navigation contains only some Consistency Top structural navigation
2
links of left structural navigation. Few of them are and Standards should be consistent with the
simple items links of specific domain. i.e. “eBay left structural navigation.
Motors” is the item link of Special Site Domain of
left panel.
P3: Left structural navigation, special sites domain Flexibility and All special sites should be
3
contains different structural design of each Efficiency of consistent.
navigation link. For example “eBay Express” is use
centered layout but other sites are not.
Cell Phones & PDAs > Bluetooth Wireless
P4: There is no difference between Handsets- Visibility of
4 Accessories > Headsets - Wireless >
Wireless and Motorola in the following link though System Status Motorola
user is visiting Motorola products. Motorola link should be little
bit highlighted so that user can
Cell Phones & PDAs > Bluetooth Wireless Accessories > Headsets -
understand that they are
Wireless > Motorola
visiting Motorola products.
P5: Each item page of categories does not maintain Consistency Follow the standard of the
4
the left panel layout. and standards three panel layout.
Cameras & Photo > Bags, Cases & Straps > For Cameras > Pro,
Aluminum, Hard Cases
P6: The meaning of eBay Motors makes the users Visibility of Change the name or make
3
confused, since actually it is used to only sell second System Status some meaningful text
hand cars. explanation.
Table 2: Problems of the experiment
4

5. Figure 5: Difference of current site and prototype (P2 & P6)
4.1.1 The Hypothesis
Problem Null Hypothesis Alternative Hypothesis
P1: In the buying pages, there is There is no problem to back There is no way to back home with
no back navigation link when the home page from the each item respect to the original eBay site from
users want to buy any product. category of any module for the the each item category of any module
user. for the user. Our implemented
prototype improves the user
performance. We expect the better
performance of the implemented
prototype with respect to the original
eBay site.
P2: Top structural navigation Users easily recognize that it is Users can not recognize that it is the
contains only some links of left the most important navigation most important navigation domain of
structural navigation. Few of domain of the left structure and the left structure with respect to the
them are simple items links of there is no significant original eBay site and there is a
specific domain. i.e. “eBay difference between original significant difference between original
Motors” is the item link of eBay sites and our eBay site and our implemented
Special Site Domain of left panel. implemented prototype. prototype.
5

6. P3: Left structural navigation, There is no problem for the It is not feasible & efficient for the
special sites domain contains user to access different user to access different structural
different structural design of each structural layout of different
layout of different domain of special
navigation link. For example domain of special sites. sites and there is a significant
“eBay Express” is centered layout difference between original eBay site
but other sites are not. and our implemented prototype.
P4: There is no difference There is no problem to Users can not understand easily status
between Handsets-Wireless and understand the status of the of the Motorola product page to see
Motorola in the following link Motorola product page by the the content. We accept the better
though user is visiting Motorola user. performance of our implemented
products. prototype with respect to the original
Cell Phones & PDAs > Bluetooth Wireless
eBay stie.
Accessories > Headsets - Wireless > Motorola
P5: Each item page of categories User do not need left panel to Users can not access if they want to
does not maintain the left panel access for the others link. navigate from left panel of each item
layout. and there is a significant difference
Cameras & Photo > Bags, Cases & Straps >
between original eBay site and our
For Cameras > Pro, Aluminum, Hard Cases
implemented prototype.
P6: The meaning of eBay Motors Users can easily identify that Users can not identify that the eBay
makes the users confused, since the eBay motor sells only the motors sell only the second hand cars
actually it is used to only sell second hand cars. by the eBay Motors navigation.
second hand cars.
Table 3: Null and alternative hypothesis of problems
Figure 6: Difference of current site and prototype (P4 & P5)
6

7. subjects were recruited and allotted in to two different
4.1.2 Factor and Block
groups. Each group contained 12 users, 6 users were
from computer Engineering and 6 users were from
4.1.2.1 Experimental Factor
Management engineering. The two experimental
In our project, Graphical representation (i.e. efficient
groups did not differ in relation to the expertise on the
design of Graphical user interface) can influence the
task domain, they had to perform and their expertise
user performance. For this reason Graphical user
on the use of Web browsers.
interface (GUI) is the independent variable of our
project and user performance is the dependent
In our experiment we assigned same subjects in all
variable of our project.
experimental condition.
4.1.2.2 Blocks
4.1.4 Experimental Condition
Subject/Education Masters
Group Experimental Condition
Computer Engineering CM group
CM group Condition 1: Subjects use
original eBay site.
Management Engineering MM Group
MM Group Condition 2: Subjects use
original eBay site.
CM group Condition 3: Subjects use
4.1.3 Subjects
our implemented prototype.
Subjects were selected among the Masters students of
MM group Condition 4: Subjects use
the computer Engineering and Management
our implemented prototype.
Engineering at politecnico di Milano, Italy. 12
Figure 7: Difference of current site and prototype (P3)
7

8. 3. Do you feel any problem to access information from
4.1.5 Materials
different structural layout according to experimental
One prototype was implemented for the six problems
application (i.e. In the current application “eBay
in order to get the user test.
Express” and “eBay Motors” special sites different
structural layout but our implemented prototype is
4.1.6 Testing Method same layout for different sites.)?
We recruited a convenience sample of 12 test
participants made up of students at the politecnico di A. Very difficult B. difficult C. little difficult
Milano. Twelve participants were female and two D. no difficult E. N/A
were male. All had access to the Internet at university
4. Can you easily identify the Motorola product items
for study purpose, buying and work.
page to see the link: Cell Phones & PDAs > Bluetooth
The participants were asked to perform a set of Wireless Accessories > Headsets - Wireless > Motorola
questions at the eBay Web site: www.eBay.com . with respect to the link Cell Phones & PDAs > Bluetooth
Wireless Accessories > Headsets - Wireless > Motorola
In order to verify the significant differences in
performance to perform some specific tasks using our A. Very difficult B. difficult C. little difficult
implemented prototype and the original eBay site. The D. no difficult E. N/A
CM group was asked to use the original eBay site and
5. Do you feel any difficulties to access if you want to
MM group was asked to use the original eBay site.
navigate from left panel of each item?
CM group was asked to use our implemented
prototype and MM group was asked to use our
A. Very difficult B. difficult C. little difficult
implemented prototype.
D. no difficult E. N/A
6. Can you understand easily that eBay motor only sell
the second hand car by the respective link text?
A. Very difficult B. difficult C. little difficult
D. no difficult E. N/A
We uploaded our survey questionnaires in online
http://www.surveymonkey.com site to take the user
test result.
Figure 8: Structure of operative stages of the
experiment
Questionnaires:
Read the following statement carefully. What do you
feel about that statement? Give your answer according
to your thinking just testing each of them separately:
1. Do you feel any difficulties to back from buying page
when you want buy any product items?
A. Very difficult B. difficult C. little difficult
D. no difficult E. N/A
2. Top menu contains special sites links. Do you feel any
problem to navigate other special site from the top
menu which is available in the left panel?
A. Very difficult B. difficult C. little difficult
Figure 9: Screen shot of online survey questionnaire
D. no difficult E. N/A
8

9. We have taken the answer value according to the
4.1.8 Preparation
following table to analyze result.
Our subjects are the 12 students of Politecnico di
Milano in the department of Computer Engineering
Users Answer Complexity
and Engineering Management. We prepared our
Very difficult 5(A) participants to give the experimental product i.e eBay
Difficult 4(B) websites and its wed address is www.eBay.com. At
first our participants browse this eBay website if they
Little difficult 3(C)
are not familiar to this website. We gave our
No difficult 2(D) implemented prototype and original eBay website and
N/A 1(E) collect data from the participants using online
questionnaires.
Table 4: Users Answer Complexity
4.1.9 The Results
We have sent the online questionnaires link Our experimental hypothesis was verified using the
(http://www.surveymonkey.com/s.aspx?sm=0TVgq collected data from the four groups.
n1Y5RFADvBV5tr_2fgA_3d_3d) to 12 users by
email and collect response from the summery section. User/Problem P1 P2 P3 P4 P5 P6
We also collect it for the individual user result in the Anup Singh A CDBDA
table.
Shah Reza C CCDDA
Sun jin B BCDCA
Jinagi taw A BBCCA
Fuyin liang C CCCDA
Liang B ABCDA
Total 24 22 19 17 14 30
Complexity
Average 4 3.7 3.1 2.8 2.3 5
Complexity
Table 5: User test complexity Result of the Original
eBay site (MM Group)
User/Problem P1 P2 P3 P4 P5 P6
Anup Singh DDDADD
Shah Reza DDDADD
Sun jin DDDBDD
Jinagi taw CDCBDD
Figure 10: Screen shot of survey response summery Fuyin liang DDDACD
Liang DDCDDD
4.1.7 The Procedure Total 13 12 14 25 13 12
The experiment was performed on the manipulation Complexity
of the independent variable (Design criteria i.e. Average 2.2 2 2.3 4.2 2.2 2
Graphical user interface) and on the measurement of Complexity
the dependent variable values (user satisfaction). We
Table 6: User test complexity Result of the Our
assigned our implemented prototype and original
Proposed Prototype (MM group)
eBay site to each participant and ask to perform a
some specific task and participant performance is
evaluated using some questionnaires.
9

10. User/Problem P1 P2 P3 P4 P5 P6 Difference of average difficulties between original and
prototype eBay
Yucing ACDDDA 5
4.5
Nazrul B CDE DA Original
4 Prototype
Anna AB E C BA 3.5
Difficulty
3
Balajit ABDC C B 2.5
Mohammad ABBB CA 2
1.5
Sumon B BDDCD 1
Total 28 22 13 15 17 26 0.5
0
Complexity Prob-1 Prob-2 Prob-3 Prob-4 Prob-5 Prob-6
Average 4.7 3.7 2.2 2.5 2.8 4.3 Problem
Complexity
Figure 11: Graphical chart of average complexity
Table 7: User test complexity Result of the Original
eBay site (CM group)
Statistical Analysis:
Problem 1:
User/Problem P1 P2 P3 P4 P5 P6 In MM group tcalc(4.5675) > ttab(2.22814). The
mean of Group One minus Group Two equals 1.83.
Yucing DDDAD B
95% confidence interval of this difference: From 0.94
Nazrul CCDED B to 2.73. For this reason we reject the NULL
Anna DDDDC D hypothesis and accept the alternative hypothesis.
Balajit DCEDD D
In CM group, tcalc(9.3026) > ttab(2.22814). The
Mohammad DDDDD D
mean of Group One minus Group Two equals 2.50
Sumon DBDDC D
95% confidence interval of this difference: From
Total 13 16 11 14 14 16 1.90 to 3.10. For this reason we accept the
Complexity
experimental hypothesis and reject the NULL
Average 2.2 2.7 1.8 2.3 2.3 2.7 hypothesis.
Complexity
In the problem1 we actually accept the experimental
Table 8: User test complexity Result of the our
implemented prototype (CM group) hypothesis for CM and MM group and there is a
significant difference between original eBay site and
our implemented prototype. From the users point of
Result Analysis
view and our hypothesis test that our implemented
We have analyzed the user test data by using
prototype is superior to the original eBay site.
statistical test (t-test). In t-test, our calculated result is
tcalc and tabulated result is ttab and we compared the
And then we combine the user test of CM group and
tcalc and ttab in order to decide acceptance and reject
MM group and test the statistical hypothesis. In the
the NULL hypothesis.
combination of CM and MM group the tcalc(8.6232)
> ttab(2.81876). The mean of Group One minus
Numerical Analysis:
Group Two equals 2.17. 95% confidence interval of
Fig.11 shows the average complexity when subjects
this difference: From 1.65 to 2.69. for this reason this
browse the original eBay site and our implemented
difference is considered to be extremely statistically
prototype with respect to the specific problem. For
significant.
example, In problem1 original eBay site browsing
complexity is 4.4 and our implemented prototype
From our statistical Analysis we finalize that we
complexity is 2.2 which shows that our implemented
accept the experimental hypothesis and reject the null
prototype given better performance rather than the
hypothesis that our implemented prototype shown the
original eBay site.
better performance rather than the original eBay site.
10

11. ttab(1.321237). The mean of Group One minus Group
Problem 2:
In MM group tcalc(5.0000) > ttab(3.16927). The Two equals 0.58. 95% confidence interval of this
mean of Group One minus Group Two equals 1.67. difference: From -0.08 to 1.25. For this reason there is
95% confidence interval of this difference: From 0.92 significant difference between the original eBay site
to 2.41. For this reason we reject the NULL and our implemented prototype.
hypothesis and accept the alternative hypothesis.
Finally, statistical analysis and complexity analysis
In CM group, tcalc(2.5355) > ttab(2.22814) The mean we shown that our implemented prototype is little bit
of Group One minus Group Two equals 1.00. 95% better than the original eBay site.
confidence interval of this difference: From 0.12 to
1.88. For this reason we accept the experimental Problem 4:
hypothesis and reject the NULL hypothesis that there In MM group tcalc(2.3489) > ttab(1.812461). The
is a significant difference between the original eBay mean of Group One minus Group Two equals -1.33
site and our implemented prototype. 95% confidence interval of this difference: From -
2.60 to -0.07 For this reason we reject the NULL
For problem2, we combine the user test of CM group hypothesis and accept the alternative hypothesis.
and MM group and test the statistical hypothesis. In
the combination of CM and MM group the tcalc In CM group tcalc(0.2370) > ttab(0.130185). The
(5.0143) > ttab(3.16927). The mean of Group One mean of Group One minus Group Two equals
minus Group Two equals 1.33. 95% confidence 0.17. 95% confidence interval of this difference:
interval of this difference: From 0.78 to 1.88 and the From -1.40 to 1.73. For this reason we reject the null
standard error of difference = 0.266 with df = 22. For hypothesis and accept the alternative hypothesis.
this reason there is significant difference between the
original eBay site and our implemented prototype. We combined the user test of CM group and MM
group and test the statistical hypothesis. In the
Finally for problem2 we accept the experimental combination of CM and MM group the tcalc(1.1342)
hypothesis and reject the NULL hypothesis that our > ttab(0.685805). The mean of Group One minus
implemented prototype shown the better performance Group Two equals -0.58. 95% confidence interval of
rather than the original eBay site. this difference: From -1.65 to 0.48 for this reason this
difference is considered to be extremely statistically
Problem 3: significant.
In MM group tcalc(2.2361) > ttab(1.812461). The mean
of Group One minus Group Two equals 0.83 Finally we performed that our implemented prototype
95% confidence interval of this difference: From shown the better performance rather than the original
0.00 to 1.66. For this reason we reject the null eBay site.
hypothesis and accept the alternative hypothesis.
Problem 5:
In CM group, tcalc(0.7670) > ttab(0.260185) The mean In MM group tcalc(0.6202) > ttab(0.260185). The
of Group One minus Group Two equals 0.33 mean of Group One minus Group Two equals 0.17.
95% confidence interval of this difference: From - 95% confidence interval of this difference: From -
0.64 to 1.30. For this reason we accept the 0.43 to 0.77 .For this reason we reject the NULL
experimental hypothesis and reject the NULL hypothesis and accept the alternative hypothesis.
hypothesis that there is a significant difference
between the original eBay site and our implemented In CM group tcalc(1.3416) > ttab(0.699812). The mean
prototype. But user complexity analysis of this of Group One minus Group Two equals 0.50. 95%
problem, there is little bit better performance shown confidence interval of this difference: From -0.33 to
in our implemented prototype with respect to the 1.33. For this reason we reject the NULL hypothesis
original eBay site. and accept the alternative hypothesis.
We combine the user test of CM and MM group and
performed statistical analysis that tcalc(1.8184) >
11

12. We combined the user test of CM group and MM To analyze the heuristic evaluation using the link
group and test the statistical hypothesis. In the terms make sense and the images alternate text.
combination of CM and MM group the tcalc(1.4306) Future step can also have to compare internal site
> ttab(1.372184). The mean of Group One minus structural navigation for usability testing.
Group Two equals 0.33. 95% confidence interval of
this difference: From -0.15 to 0.82. For this reason 7. CONCLUSION
this difference is considered to be extremely The original eBay website does not provide user
statistically significant. satisfaction, efficient user browsing functionalities
according to our experiment and result analysis. Our
Problem 6: implemented prototype improves the user satisfaction,
In MM group, we can not analyze the perfect browsing functionalities by correcting and adding
statistical test. Our implemented prototype complexity some user friendly functionalities with respect to the
is 2 and the original prototype complexity is 5. For original eBay website and our experimental result
this reason, we performed that our implemented have shown that our implemented prototype is better
prototype shown the better performance rather than than the original eBay website. Finally, our
the original eBay site. implemented prototype removes some usability
problems of the original site and improves user
In CM group tcalc(2.5649) > ttab(2.22814). The mean interfaces which would be the example for the eBay
of Group One minus Group Two equals 1.67. 95% designer.
confidence interval of this difference: From 0.22 to
3.11. For this reason we reject the NULL hypothesis
8. REFERENCES
and accept the alternative hypothesis.
[1] http://www.mariosalexandrou.com
/definition/ecommerce.asp
The result of statistical test of combined CM and MM
group: tcalc(6.8461) > ttab(3.16927). The mean of [2] http://mashable.com/2006/04/26/ebay-express-ebay-
Group One minus Group Two equals 2.33. 95% made-easy
confidence interval of this difference: From 1.63 to
[3] http://www.ebay.com
3.04 for this reason this difference is considered to be
extremely statistically significant.
[4] http://www.wdvl.com/ Authoring/ Design/ Usability/
use3_1.html
Finally, we analyzed that our implemented prototype
shown the better performance rather than the original
[5] http://www.otal.umd.edu/SHORE2000/webnav/
eBay site. introduction.html
5. RESEARCH PROBLEM [6] Noah Lazar and Michael Eisenbrey °Website
Structural Navigation°, Department of Computer
We faced the following problems when we take our
Science, University of Maryland, 2000.
experiment:
Some users were unknown to use eBay website.
[7] Angela Colter, Kathryn Summers, Cheri Smith,
Most of the user did not understand the questions
“Exploring User Mental Models of Breadcrumbs in
properly to find difficulties.
Web Navigation, University of Baltimore,
User felt confused about the very difficult and School of Infrmation Arts and Technologies.
difficult context of the research methodologies
[8] http://www.graphpad.com/quickcalcs /ttest1.cfm
questionnaires.
6. FUTURE STEPS
In this report, we have analyzed the heuristic
evaluation using Nielsen principles on Structural
Navigation mainly. We think that future steps would
be
12