Redesign of Indonesia E-commerce Online Review using User Information Behavior and Build-Learn-Measure Approaches

Online review is a critical feature in e-commerce to increase users' decisions to buy products. This research found that an e-commerce platform in Indonesia lacked design aspects in its online review and recommender system results that should be improved. This research combined user information behavior (UIB) with a lean startup approach (build-measure-learn). To achieve the expected user goals, designing an online review in e-commerce must consider how users interact with the online review and recommender system. It also should consider the e-commerce users' and owners' perspectives. This research improved and evaluated the design of the existing e-commerce in Indonesia. Firstly, it adopted the UIB approach to detail the design of the e-commerce online review and recommender system's results related to the review features. Then, it performed the initial usability testing to get rapid feedback from ten study participants using the maze tools to measure a usability task and heatmap tracing. Lastly, this research followed up and evaluated the results of the initial usability testing using the build-measure-learn approach. The results revealed that UIB implementation for designing the online review and recommender system results as follows. The redesign had better misclick rate (31.7% compared to original design 41.7%), better average success (46.2% compared to original design 33.3%), easier to use (4.3 in 5 likert scale compared to original design 3.7) and all participants chosen the multiple filter feature compared to single filter in original design and participants chosen to the addition of like and dislike feature in the proposed design. These results were captured from the participants study through rapid feedback based on the user information behavior when using the online review. From a design perspective, it can help an e-commerce designer to improve other aspects of the e-commerce features.