Long story short, I’ve been
working on an action research regarding “Importance of UX UI Design in
e-Commerce”. At the same time, I’ve been doing an internship at a
company. The company is an e-commerce company and I’m designing their
website from scratch to increase their traffic and convert it into
sales. In order to do that, I implement UX UI design practices to the
website. I’ve provided an example that you can check to write the paper
and also 4 iterations that you need to follow. Please check the
requirements below.Title Page (1 page separate from other pages)Table of Contents (pages as needed and separate from other pages)List of Tables, Figures and Appendices (pages as needed and separate from other pages)Introduction (pages as needed)A background of the research or sponsoring organization, for the work-integrated learning projects,A description what you intend to do (purpose),A clear description of the situation/problem that you intend to improve with your research,Methodology (pages as needed)Literature Review (pages as needed)Proposal (pages as needed)Four iterations of research (minimum) (pages as needed)Summary of learning (pages as needed)References (minimum of thirteen (13) peer-reviewed, professional references)Appendices (if applicable) (pages as needed and separate from other pages)
1st_iteration.docx
2nd_iteration.doc
3rd_iteration.docx
4th_iteration.docx
action_research_exemplar_2.pdf
Unformatted Attachment Preview
Running head: JOURNAL ACTION RESEARCH
Journal Action Research
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Introduction
Much of the tasks that I performed this week include completing the design and
development of the website and allowing different stakeholders to review and recommend. I
followed data gathered from reviewing the websites and utilized it in developing the site. After
hosting it, I invited the stakeholders to test it and issue their feedback on where to improve. I
included data from research because it formed the foundation of my website and helped me
understand the customer needs. I leveraged the data and improved website features based on the
priority, as pinpointed by many stakeholders. Paying attention to feedback from stakeholders
helped improve the site by identifying areas of importance.
Tasks Performed This Week
This week, I reflected on the first iteration of my action research. It included action,
observation, and reflection after undergoing the planning phase. In the action section, I put into
action the data that I had collected after conducted the research in the previous two weeks. To
support it, I had anticipated that researching similar products would be the first task so that it
would be easier to understand and include all functions that the website would have. I evaluated
websites such as Amazon.com, Zappos.com, Etsy.com, and Bestbuy.com, and understood what
the website needs. Below are some of the critical information that I gathered related to website
design and functionality, and I put it into my website.
First, it must have a way of cataloging/listing the company’s products and their prices.
There was also a brief description of the product, including size, amount, and color, to help the
customer choose the best color and size which suits his/her needs. In addition, there were
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customer reviews and star-rating, as well as the number of consumers who have rated the
product. Clicking on the product’s image, which has a link, it opened a page where the consumer
could see a full description of the product. The customer could then enter the pieces or the
quantity to order and put it in the shopping cart using the ‘add to cart’ button. The links were
visible, and the webpages had the company colors and logo to increase brand awareness. As if to
complete the order, there was a checkout page where the consumer had to fill personal
information as to where the product will be shipped to and the payment/ card or PayPal
information. Akazue & Agusta (2015) depicted that a good shopping website should be
integrative enough to have a checkout page. At the bottom, I added a section of related products.
In case the customer did not like this main product, he/she has the opportunity to choose another
one from the list based on their prices, product description, and customer reviews.
To test device compatibility, I opened the website via my mobile phone and tablet and
observed that they displayed everything just like my laptop. Therefore, for those who would
purchase using their mobile phones, they would not experience any difficulty in doing so.
Without promoting device compatibility, the company would be missing lots of sales because
nowadays many people surf the internet and do online shopping using mobile gadgets.
Normally, retailers promise to ship products in 2 business days. Although they may not
have many physical stores, shipping in 2 days means that they must have goods located in a
warehouse, which is managed to avoid shortages. Shortages may hurt customer trust when a
business fails to deliver goods on time. According to Abdulrazak (2017), online shopping is hurt
by a lack of trust between the customer and the retailer. Therefore, warehouse management
became paramount to quick and on-time delivery. I also used the data from reviews I gathered
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from some competitor websites and discovered that consumers would need better navigation and
easier location of the products they need, something that was pivotal and crucial in my website
design and development. Finally, I purchased a domain name and hosted the website. The IT
personnel and the stakeholders, such as product managers and other key employees, would now
test it live. They gave their opinions as to which parts are splendid and which needed a little bit
of change or improvement.
Data Collection and Analysis
The type of data collected was both qualitative and quantitative. The stakeholders tested
the website and gave their feedback. Moreover, the IT personnel had each tested the site and
gave recommendations. Initially, the data used was from the six major websites, analyzed and
data collected, which involved special features that e-commerce should have. I had checked on
the product listing, product description, and customer reviews, prices, related products, and add
to cart/ buy buttons. I tested the links and overall website navigation.
Each of the stakeholders suggested how the products should be classified for easy access
by the customers. Moreover, they identified minor errors such as broken links that had to be
corrected before the website is released to the public. They also offered their opinion on how to
make the site more engaging, improving SEO, and fostering simplicity. These included
qualitative information based on how each stakeholder evaluated the website. Although the
information mainly came from internal stakeholders, we went ahead and consulted IT
professionals from outside the firm. Some had worked with e-commerce sites and understood the
scope of the site as well as the areas that customers are keen to observe when engaging in a site.
Their input was also helpful in enriching the website to become customer-oriented.
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Data from all the stakeholders had to be analyzed to discover the areas whose need for
improvement was identified much. Ideas that received a high number of responses were noted to
be crucial and in urgent need of addressing. Simplicity and ease of use were voted the best
components of a good website, and thus, I had to revisit the site and improve based on their
feedback.
Why I Included Data from Research
When I was designing the website, I included data which I had gathered from my
research. Data from the website reviews served as a better starting point. When I completed the
website and hosted it, more data came from the stakeholders as they tried to make the site ‘a
better place to shop.’ Without that data, I could not have identified the areas of change or
improvement. As Todorovi et al. (2015) suggest, project evaluation is helpful because it
identifies areas of improvement. Moreover, data becomes crucial in making better analysis and
trends and anticipating what a customer may need in the future. Although the data was not
collected from the potential customers themselves, it came from people who have interacted with
customers through prior websites. Thus, they had an idea of what customers value and appreciate
as far as online shopping is concerned. By the time we were to launch the website, we would not
expect much feedback from the customers that address areas of change, and even if there were,
they would be few.
Patterns That Emerged
When analyzing the data I gathered from the stakeholders, and I observed that there were
patterns that emerged. The feedback I received from the stakeholders coincided with those form
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IT professionals from outside the company. For instance, the overall response from all of them
was positive. In addition, they suggested simplicity, easy navigation, and customer engagement,
which I had to address once more. They pinpointed the areas that I have to improve and how to
do it. By improving these areas, I also felt that the site was better than ever before.
Improvements Made
The improvements made in this paper included the depth of analysis of the week’s
activities. Right from website design and development to review and evaluation, all have been
well expressed. Moreover, I introduced the analysis of data from different stakeholders and other
professionals in a bid to put their expertise in use. Without evaluation and feedback, projects
might take a single perspective instead of considering other views. Equally important, this paper
added insight into the data gathered in developing the website. A website where customers view
the company’s products and make purchase decisions must have some features that support
product selection, ordering, checkout, and payment via the same platform. Such information was
indispensable as far as the Journal Action Research is concerned.
Undeniably, the tasks performed in the week were integral in developing the site with
simplicity, usability, and ease of use. After developing and hosting the website, different
stakeholders reviewed it and gave their feedback. Their recommendations specified the need to
address what customers need. Incorporating internal stakeholders and external tech professionals
provided a wide range of views, and when their data was analyzed, I was able to discover the
areas that require change. The areas that almost everyone located were given a priority. By
paying attention to their feedback, I was able to improve the site by improving the specific areas
of importance as well as the overall website.
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References
Abdulrazak, A. (2017). Importance of consumer trust in e-commerce. Middle East Journal of
Business, vol. 12(3): 20-24
Akazue, G., and Agusta, A. (2015). Identification of cloned payment page in an eCommerce
transaction. International Management Review, vol. 11(2): 70-76
Todorović et al. (2015). Project success analysis framework: A knowledge-based approach in
project management. International Journal of Project Management, 33(4), 772-783.
Running head: JOURNAL ACTION RESEARCH
Journal Action Research
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Journal Action Research
According to Farooq & O’Brien (2015), data collection and analysis is critical in any
project. Data collection forms the foundation of the website development project. It helps the
website builders or designers to make informed decisions. The data collected is incorporated to
design the website and the products that will be posted. It allows the decide how the website will
interact with the users. This week, some of the tasks that were performed include completing the
website design, developing the website, allowing different stakeholders to review and make
recommendations based on what they have encountered. This process is essential as it ensures
that the website remains consistent with the customers’ needs. The data collected from website
reviews are usually in the development of the website. In this case, the data was collected in
three phases, analyzed and integrated into the website process. While developing the company
website, different stakeholders, which include customers, website designers, among others, are
allowed to review the website and make relevant suggestions. It is essential to pay attention to
the feedback from the different stakeholders improves the success of the website as it allows an
individual to identify the areas of interest (De Brún, Reilly-de Brún, O’Donnell, & MacFarlane,
2016).
Tasks Performed This Week
This week, I reflected on the second iteration of my action research. The main steps of
the second iteration stage include action, observation, and reflection after undertaking the first
iteration. The second iteration focused more on the feedback that was collected from critical
stakeholders and friends who were allowed to access the website developed at the end of the first
iteration. In the action section, I focused on the data or the feedback that I received from the
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critical stakeholders and the friends that were allowed to access the website. In this case, I
analyzed the feedback that I received from them and identified the key areas that were needed to
be included or changed. This process was critical in developing the research problem based on
the response brought up by the critical stakeholders and friends whom I allowed to use the
website the first time the action was created. An example of the research problem that was I
developed in this stage is the complicated display on the website, which made it difficult for the
customers to select the products they would choose to buy. The second research problem is the
use of vague typefaces, colors, images, and themes which not related to each other. To ascertain
what I was doing right, I also evaluated websites such as BestBuy.Com, Walmart. Com and
Amazon. Com to understand the exact features of the company website. Some of the
information collected about improving the functionality and design of the work website is as
follows. First, the company website should have the right theme that relates to the font,
typefaces, and colors. The website should list the products that are offered and their prices. The
products should be correctly being categorized into different groups. This makes it easier for the
costumers to select the products they prefer.
At this point, a brief description of the product should be included, which will include the
size, color, amount, materials, and model that should be included to allow the customers to select
what he or she wants based on the information that is presented in the website. After reviewing
the feedback, the second step was creating the plan which u will use to address the issues. At
this step, I integrated the views from other stakeholders on how to user interface and the user
experience can be improved on the website to meet the needs of the users. In the third stage, the
changes were made as per the feedback that was collected from the small group of people who
were allowed to use the website after it has been developed. The following were the adjustment
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that was the steps that were made to improve the user experience and user interface for the
company website. First, the high-quality images were included. Furthermore, it included the
finer details like size, color, model, and amount of the product the company offers. Secondly, I
made adjustments in the navigation bar which made items on the website appear more visible,
clear as well as easy for the users to explore. Thirdly, I included the links in the website to direct
the users where they would wish to travel next. This made it easier for the users to select the
product they would wish to buy and make an order. Also, I intended to make it easy for users
who wanted to rate our company or even ask questions or make suggestions (Rosskam, 2018).
Types of The Data Collected
In this project, both qualitative and quantitative data were collected and was analyzed to
make critical decisions about the company website. Data was collected from the stakeholders,
and another small group of people were allowed to use the website immediately and developed.
After using the website, the participants were supposed to answer a closed-ended questionnaire.
Also, I made an observation on other websites on how a good website should be. I went through
some websites like Amazon. Com, Alibaba.com, BestBuy. Com, and so on. In such websites, I
checked several important features of an e-commerce website, and some often feature that I
found include product descriptions, product listings, prices, navigation, call for action, add to cart,
and other related purchases.
How Data Was Analyzed
Varied responses were captured from different stakeholders who were allowed to test the
website before it was released to the public. Some of the errors that were identified by them
include redundant product descriptions, technical SEO errors, complicated shopping carts, and
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complex navigation. Based on the reviews that the website got, I received varied responses from
different stakeholders on how to improve the user experience and user interface of the ecommerce system. The data from the stakeholders were analyzed to discover the areas that
needed improvement. The areas that were highlighted by most of the stakeholders were included
in the final website.
Ways of Including and Excluding the Data from The Research
In the process of designing the company e-commerce website, the data that I had
gathered from my research was included. The data that I had collected from the analytics
website acted as a good foundation for website development. After completing the website, I
allowed critical stakeholders and some friends within the company to review that website. The
data that was collected from these internal stakeholders were included, which was used to
improve the design and functionality of the website. The data were integrated to enhance the
user experience with the company website. Basically, it could be difficult to improve the
website without the data that was received from the internal review. Therefore, this signifies
how project evaluation is a crucial stage in the project development process (Kebritchi, McCaslin,
& Rominger, 2019). The data collected from the analytical websites and from the other critical
stakeholders was essential in aligning with the customers’ needs as well as focusing on the
dynamics of marketing. To ensure that the customers’ needs were well taken care of, the
marketing team was allowed to review the website and give their feedback. The marketing team
was closely linked with the customers’ needs. Similarly, the data was also gathered from the IT
consultants and other IT professionals outside the company. This ensured that the critical
features that the customers were identified and addressed well. The information that did not
focus on the customers’ needs were not included in the final improvement of the website.
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After the collection and analysis of the data, I identified the pattern that needed to be
addressed. Indeed, the data collected from the internal stakeholders who reviewed the website
coincided with data gathered from the IT consultant. The data identified that the website needed
improvement in the user experience and user interface. I believed that by focusing on the areas
that were pinpointed by both internal and external stakeholders, the website would serve the
customers’ needs.
Improvements That Were Made in This Article
Based on the suggestions on the responses received from both the internal and external
stakeholders, I made several improvements on the website to complement the customers’ needs.
This article has added more insights into the data collection, data analysis, and improvement on
the made on the websites. The article has addressed how the feedback that was received from the
iteration one was integrated into the project. The article addresses several adjustments that were
made to improve the website. Some of the added improvements include; first, the high-quality
images were included. Furthermore, it included the finer details like size, color, model, and
amount of the product the company offers. Secondly, I made adjustments in the navigation bar
which made items on the website appear more visible, clear as well as easy for the users to
explore. Thirdly, I included the links in the website to direct the users where they would wish to
travel next.
Conclusion
Data collection and analysis forms the foundation of the website development in this
assignment. It has helped me to make informed decisions on how an excellent website should
look like. The data collected is incorporated to design the website and the products that will be
JOURNAL ACTION RESEARCH
posted. It allows a designer to decide on how the website will interact with the users. In this
assignment, several improvements have been addressed, which are intended to ensure that the
website complements the customers’ current and futu …
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