As an increasing number of people are logging on to the internet to do their shopping, it is imperative for a site to be accessible and usable. Nielsen’s heuristic method is one esteemed method that many web site developers use in their design work. One study suggests that online shopping needs most improvement with the heuristics “User control and freedom” where an undo button often is lacking and in ‘Help and Documentation’ where the user may not easily switch between their work and the help. The study, however, has been made on grocery shops alone.The following study adopts the results of the past study as hypotheses and investigates if they hold true for another type of online shopping site – women’s apparel. The results of the study confirm that these two heuristics indeed are the two most troublesome. However, for the biggest usability disaster under each, the results are either inapplicable or only lend weak support. The following results lend more support to a possible generalization for all online sites and better awareness among software developers of online shopping sites. Yet a more consistent base of common usability disasters under these two specific heuristics needs to be developed.
Contents
1. Introduction
1.1 Background
1.2 Purpose
1.3 Purpose development
1.3 Thesis question
1.4 Thesis development
1.5 Limitations
1.5.1 SMS
1.5.2 Mainland China
1.5.3 Risk and Brands
2. Method
2.1 Research perspective
2.2 Frame of reference
2.3 Empiric work and analysis
2.3.1 Selection of interviewees
2.3.2 Interview structure
2.3.3 Presentation of empirical works and analysis
2.4 Validity and Reliability
2.5 Examination of sources
2.5.1 Internet sources
2.5.2 Articles from journals and magazines
2.5.3 Established and scientific works
3. Theory and Conceptual Framework
3.1 Marketing by SMS
3.1.1 Perfect SMS
3.1.2 Beliefs of the consumer
3.1.3 The success factors
3.1.4 Benefits of sms marketing
3.1.5 Drawbacks of sms marketing
3.2 Short-term vs. long-term perspective
3.3 Opt – in
3.4 SMS – marketing techniques by the Push and Pull theory
3.4.1 Push marketing in SMS
3.4.2 Pull marketing in SMS
3.4.3 Blurring the lines
3.5 Chinese Market
3.5.1 Basis for segmentation
3.5.2 Risk and brands
4. Empiric work
4.2 Yuan SuYa
4.2.1 Previous experience
4.2.2 Opting-in
4.2.3 Preferences
4.2.4 Pushing, Pulling and Preferences
4.2 Yang Sandra
Author: Nilsson, Emma
Source: Örebro University
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