The purpose of this study is to identify why customers choose to cancel their purchases in an e-commerce checkout process and then develop a solution to the problem, which is presented in a prototype. The survey methods that are used to find the functional weaknesses is a usability test with think aloud and an interview. The collected data is categorized and grouped to obtain a result of what affects the customer to abandon the checkout. The most important aspects of why the customers choose to leave is that effectiveness, learnability and accommodation of the checkout is not fulfilled, which is a part of the checkout usability. The customers' user experiences should also be in focus in a checkout process, as their feelings about a difficult moment make them leave the checkout. The result indicated that customers prefer a checkout that has more prominent steps and fewer actions, and that sensitive data should not be repeated more than once. When these customizations are made for the target audience, the usability and user experience are increased, which leads to a higher trust for the company. These actions can lead to customers completing their purchases.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-12895 |
| Date | January 2017 |
| Creators | Parisi, Christina, Westergren, Frida |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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