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DESIGN RESEARCH METHODOLOGY RES60604

Colour and User Engagement in E-Commerce Mobile Application

Presentation by Chin Tze Wei (0357423)

28 July, 2024

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TABLE OF CONTENTS

Research Proposal

01

Critical Review

02

Research Methodology

03

Data Analysis

04

Conclusion

05

Reference list

06

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Research Proposal

01

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RESEARCH PROPOSAL

Research Problem

To investigate the influence of varying levels of colour on user engagement in E-Commerce mobile applications.

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Research Questions

    • How does colour in E-Commerce mobile application interfaces impact user engagement and overall user experience?
    • What are the effects of different colour schemes and levels on user perception and readability in the context of E-Commerce mobile applications?

Research Objectives

    • To explore the impact of colour on user engagement and overall user experience in E-Commerce mobile applications.
    • To analyse the impact of different colour schemes and levels on user engagement and retention in E-Commerce mobile applications.

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Critical Review

02

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CRITICAL REVIEW 1

Nordin, H., Singh, D., & Mansor, Z. (2021). Interface Design for E-Learning: Investigating Design Characteristics of Colour and Graphic Elements for Generation Z. KSII Transactions on Internet & Information Systems, 15(9).

https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=b2bc3a4e0392bc4f023df0f22144ea1d54ab7125

Summary

The article by Nordin et al. (2021) explores the preferences of Generation Z students regarding e-learning interfaces. Key findings indicate that these students prefer bright and pastel color combinations and varied graphic elements that are relevant and clear. The study highlights the importance of aligning e-learning design with these preferences to enhance engagement and learning outcomes. However, the research is limited by its focus on a specific demographic in Malaysia, potential sampling bias, and reliance on self-reported data. Future studies could benefit from a more comprehensive approach and longitudinal perspective.

Strengths

    • Targeted Focus: The article is specifically tailored to the needs of Generation Z, providing relevant and actionable insights for E-Learning developers.
    • Gathering Factual Information: Utilizes purposive sampling and surveys to gather data from Generation Z students, ensuring findings are based on real-world feedback, strengthening validity and reliability.
    • Actionable Recommendations: Offers clear, actionable recommendations for E-Learning developers, including specific color combinations and graphic elements that appeal to Generation Z, providing practical guidelines for improving E-Learning interfaces.

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CRITICAL REVIEW 2

Kuo, L., Chang, T., & Chen, L. (2022). Affective psychology and colour display of interactive website design. Displays, 71, 102134.

https://doi.org/10.1016/j.displa.2021.102134

Summary

The article by Kuo et al (2022) explores how visual design and colour influence users' emotional responses and perceptions of interactive web pages using HTML5, CSS, and JavaScript for psychological experiments.

Strengths

    • Comprehensive Approach: The article focuses on visual design elements and color display fitness, providing a holistic view of how various aspects of web design affect user experience, leading to robust and well-rounded conclusions.
    • Methodological Rigour: Utilizes the semantic differential technique, a reliable method for measuring emotional responses, capturing subtle nuances in user emotions for precise and insightful findings.

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CRITICAL REVIEW 3

Chen, Y., Yu, L., Westland, S., & Cheung, V. (2021). Investigation of designers' colour selection process. Color Research & Application, 46(3), 557-565.

https://eprints.whiterose.ac.uk/171016/1/Chen_Yu_Westland_Cheung_CRA%20final%20version.pdf

Summary

The article by Chen et al (2021) delves into the colour selection methods employed by designers in their creative processes. It highlights that while many design theories exist, actual practices are often individualised, influenced by personal preference, experience, and education.

Strengths

    • Diverse Methodology: A comprehensive and inclusive methodology increases the reliability and validity of the findings, reflecting a broad spectrum of experiences and perspectives.
    • Global Relevance: Reaching a broad audience enhances the influence and usefulness of the research, ensuring it can be applied to improve design practices globally.
    • Innovative Insights: Focusing on color association offers new insights into the psychological aspects of design, enriching the existing body of knowledge and opening avenues for further research.

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Methodology

03

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METHODOLOGY- SURVEY

What

A specific query posed to respondents in order to gather information, opinions, or feedback on a particular topic.

Why use survey for this study

    • To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RQ1)
    • To investigate the appropriate colour scheme for E-commerce mobile application interfaces to examine how different colour schemes and levels affect user engagement and retention in E-Commerce mobile applications. (RQ2)

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Why is survey suitable for this study

Surveys enable the collection of both quantitative and qualitative information from large cohorts, offering greater statistical power and the ability to gather extensive data using validated models (Jones, 2013). This method can statistically analyze how color schemes and levels affect user experience, engagement, and retention in E-Commerce mobile applications.

Who

People who are active users of E-Commerce mobile applications of all ages.

Where

This survey link will be distributed through social media (e.g., Instagram) and WhatsApp.

Advantages

    • Faster medium to reach the target audience
    • Real-Time analysis
    • Minimum margin-of-error
    • Saves researchers’s time
    • Respondents are more truthful

Disadvantages

    • Respondent cooperation issues
    • Questionable data reliability
    • Limited access to certain sections of a population
    • Repetition of answering the questionnaire

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Data Analysis

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RESULTS

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RQ1)

Frequency of E-Commerce App Usage

    • Majority using E-Commerce Applications either daily or monthly.
    • Users prefer the convenience and accessibility of shopping via mobile applications.

Survey (47 responses)

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RESULTS

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RQ1)

Rating of Shopee’s Visual Appeal

    • Most surveyed users generally like Shopee’s colour scheme, with the majority giving it above-average ratings.
    • The colour scheme is a significant positive aspect of the application, contributing to a visually pleasant user experience.

Survey (47 responses)

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RESULTS

To analyse the impact of different colour schemes and levels on user engagement and retention in E-Commerce mobile applications. (RO2)

Impact of colour scheme on time spent

    • Most of the respondents understand the importance of colour schemes in improving their interaction with mobile apps, but a larger group is uncertain about its impact.
    • Visually appealing colour schemes could improve user retention for a significant portion of the audience.

Survey (47 responses)

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RESULTS

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RO1)

Engaging colour scheme when using Shopee.

    • Respondents overwhelmingly prefer the Vibrant colour scheme, with almost half finding it the most engaging.
    • This emphasises the importance of using striking visuals to enhance user engagement.

Survey (47 responses)

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RESULTS

To analyse the impact of different colour schemes and levels on user engagement and retention in E-Commerce mobile applications. (RO2)

Text readability with background colours

    • Application 2 has the highest percentage of users rating its text readability as excellent, followed by Application 3.
    • It emphasise the importance of background colour in ensuring text clarity and the need for careful design considerations to optimise readability in E-Commerce applications.

Survey (47 responses)

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RESULTS

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RO1)

Emotional response to colour schemes

    • The chart shows that colour schemes have a significant impact on user emotions when using an app.
    • Bright colours are mostly linked to positive feelings of energy and happiness, but they can also overwhelm some users.
    • These findings emphasise the importance of thoughtful colour selection in app design to improve user experience and accommodate different emotional reactions.

Survey (47 responses)

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RESULTS

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RO1)

Preferred colour combinations for navigation

    • The data shows that Red and White is the most popular colour combination for navigation elements in e-commerce mobile apps, followed by Blue and White.
    • This highlights the importance of visibility and contrast in designing effective navigation elements.

Survey (47 responses)

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RESULTS

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RO1)

Enhancing user experience with colour schemes

    • The data shows a strong preference for white, red, black, vibrant and high-contrast colour schemes in e-commerce mobile apps.
    • Users are drawn to engaging and visually appealing interfaces that make the shopping experience enjoyable.
    • High contrast colours are favoured for readability and clarity, contributing to a better user experience. Accessibility and personal preferences also play a significant role in determining ideal colour schemes.

Survey (47 responses)

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RESULTS

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RQ1)

Distracting colour schemes

    • The analysis of 47 responses shows a strong preference against neon and overly bright colours, dark and dull colour schemes, and high contrast combinations in e-commerce mobile applications.
    • These colour schemes are considered visually straining, depressing, or difficult to read, which detracts from the overall user experience.

Survey (47 responses)

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RESULTS

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RQ1)

Customising E-Commerce app colours

    • The data shows diverse colour scheme preferences for customising e-commerce mobile apps, with some users preferring pastel and soft colours for a calming effect, others opting for minimalist and neutral tones for simplicity, and a smaller group favouring vibrant and bold colours for a dynamic interface. These preferences
    • highlight the importance of providing customizable options to cater to different aesthetic sensibilities.

Survey (47 responses)

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RECOMENDATIONS FOR IMPROVEMENT

Survey (47 responses)

Respondent

Recomendations

A

Colourblindness friendly version of the applications

B

Add AI (Artificial Intelligence) system to the applications

C

Customization of colour scheme / Change of theme / Dark mode

E

Contrast between background colour and text

D

Don’t put many text into one box

Responses:

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Coclusion

05

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CONCLUSION

To collect opinions of people about how they prefer the E-Commerce mobile application on colour schemes and level to investigate the impact of colour on user experience and user engagement in E-Commerce mobile applications. (RQ1)

    • Most users use E-Commerce applications daily or monthly.
    • Users rate Shopees colour scheme highly.
    • Nearly half prefer vibrant colour schemes.
    • Most of respondent prefer red and white for navigation buttons.
    • Most of them disliked neon, overly bright, dark and dull colours.
    • Users prefer customizable options with pastel, nuetral, and vibrant colours.

To analyse the impact of different colour schemes and levels on user engagement and retention in E-Commerce mobile applications. (RQ2)

    • Background colour does impact user engagement.
    • User see colour scheme as important but uncertain.
    • Appealing designs boost retention, but functionality matters.

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Reference List

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REFERENCE LIST

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DESIGN RESEARCH METHODOLOGY RES60604

Thank you!

Presentation by Chin Tze Wei (0357423) ς(>‿<.)

28 July, 2024