چكيده به لاتين
The history of the user interface in online stores begins when online stores pay attention to the design and optimisation of their user interface to attract customers and provide an easy and attractive shopping experience. In the past decades, with the advancement of information technology and the Internet, online stores have provided an easy and enjoyable shopping experience for their customers by providing diverse and user-friendly interfaces. The first online stores focused more on providing products and services and users were faced with a simple user interface. However, over time and with the growth of this industry, designers and developers sought to optimize and develop the user interface to increase interaction and customer satisfaction. This process has continued continuously till now, online stores have complex and high-quality user interfaces that allow customers to search, choose and buy products easily. This study was conducted to optimize the customer experience and increase sales for sellers, as well as to understand the effect of user interface design and home page design of the studied case. In this regard, in this research, the Switch site is studied as a case, and the opinions of people familiar with e-commerce and online shopping are used. The number of people who participated in this research was forty-five people. In terms of its purpose, this research is practical because its results are used by designers of online store websites. The data analysis of this research is done on two descriptive and inferential levels. At the descriptive level, it was analyzed using statistical characteristics such as frequency, percentage, mean, and standard deviation, and at the level of inferential statistics Cronbach's alpha method was used to determine the validity of the questionnaire, and the data independence test method was used using Chi-square test. SPSS software was used to analyze the research data. To analyze the data obtained from the questionnaire, content analysis Excel software was used. Examining the results of the three indicators of ease, satisfaction and boredom, affirms that there is a correlation between these indicators and the decrease or increase of one variable causes the increase or decrease of another variable, which is logical because if someone feels satisfied with the website, his comfort should increase as much and his boredom should decrease, which shows the correlation between the variables. In this way, due to the dwindling number of visits and the increase of a series of new features, this website was redesigned. According to the studies of considerable articles, user experience and user interface have a series of characteristics, including spending less time to reach the goal. Finally, while redesigning the site, the necessary suggestions are stated.
