USER INTERFACE DESIGN BY PERSONALITY TRAITS FOR E-COMMERCE WEBSITES

Abstract

Designing the user interface that suits the users' behavior is a challenging issue in software design. Based on a literature review on e-commerce and Big Five Personality Traits, which include Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism, these personality traits correlate with different buying behaviors. This research aims to study and design user interface for e-commerce websites which is aligned with users' buying behaviors based on their personality traits. The research considers not only the five individual personality traits but also the combination of two personality traits. Hence, the total of 15 personality traits are considered. Once the user interface design concept for each personality trait is established, the screens are designed as a user interface prototype for each personality trait and evaluated by experts to ensure compliance with Nielsen's usability heuristics. After that, a user experience evaluation on the user interface prototypes is conducted with a sample group of users with each personality trait. The overall results of the evaluation show that, designing user interface based on personality traits can contribute to a satisfying user experience with e-commerce websites.