
Improving the Website Design Process for SMEs: A Design Science Perspective Sangeeta Karmokar Faculty of Business and Law Auckland University of Technology A thesis submitted for the degree of Doctor of Philosophy 2013 Table of Contents List of Tables ....................................................................... iv List of Figures ....................................................................... v 1.Introduction ....................................................................... 1 1.1. Research Motivation ............................................................................ 1 1.2. Research Question ................................................................................ 8 1.3. Research Methodology ......................................................................... 8 1.4. Research Aim and Objectives .............................................................. 9 1.5. Contributions of the Study ................................................................ 10 1.6. Structure of the Thesis ...................................................................... 11 2. Literature Review ............................................................ 13 2.1. Interface Design ................................................................................. 13 2.2. Website Design ................................................................................... 15 2.2.1. Human–Computer Interaction (HCI) ............................................. 16 2.2.2. Software Design .............................................................................. 19 2.2.3. Website Design ................................................................................ 23 2.3. Shortcomings of Current Methods for Website Design, HCI Design, and Software Design, ................................................................................ 29 2.3.1. Website Design ................................................................................ 29 2.3.2. Software Design .............................................................................. 33 2.3.3. Human–Computer Interaction (HCI) ............................................. 36 2.3.4. Conclusion ....................................................................................... 38 2.4. Design Science Research .................................................................... 40 2.4.1. Summary ...................................................................................................................................... 53 2.5. User Participation in the Design Process ......................................... 54 2.5.1. Importance of Users in the Design Process ................................................................... 54 2.5.2. Benefits and Costs of User Participation ........................................................................ 55 2.5.3. Importance of User Participation for SMEs ................................................................... 56 2.6. Methods of User Participation ........................................................... 59 2.6.1. Participatory Design ................................................................................................................ 60 i 2.6.2. Collaborative Design ............................................................................................................... 61 2.6.3. User Innovation ......................................................................................................................... 61 2.6.4. User-Centred Design (UCD) ................................................................................................. 63 2.7. Multidisciplinary Interface Design ................................................... 64 2.7.1. Graphic Design (Visual) ......................................................................................................... 67 2.7.2. Personalization and Design .................................................................................................. 67 2.7.3. Design and Trust ....................................................................................................................... 68 2.7.4. Psychology and Design ........................................................................................................... 68 2.7.5. Cognitive Needs and Design ................................................................................................. 69 2.8. Use of Multidisciplinary Principles in Design .................................. 69 2.9. Conclusion .......................................................................................... 71 3.Research Methodology ...................................................... 72 3.1. Choice of Methodology ....................................................................... 72 3.2. Design Science Methodology Applied to the Artefact ....................... 74 3.2.1. Design as an Artefact ............................................................................................................... 75 3.2.2. Problem Relevance .................................................................................................................. 76 3.2.3. Design Evaluation ..................................................................................................................... 77 3.2.4. Research Contribution ............................................................................................................ 78 3.2.5. Research Rigour ........................................................................................................................ 79 3.2.6. Design as a Search Process ................................................................................................... 79 3.2.7. Communication of Research ................................................................................................ 82 3.3. Evaluation of Artefact through a Case Study ................................... 82 3.3.1. Data Collection ........................................................................................................................... 84 3.3.2. Instrument to Collect Data .................................................................................................... 85 3.3.3. Planning for In-depth Interviews ...................................................................................... 87 3.4. Evaluation of the Artefact ................................................................. 88 3.4.1. User Task Analysis – “think aloud” ................................................................................... 89 3.4.2. In-depth Interviews ................................................................................................................. 89 3.4.3. Expert Review Analysis .......................................................................................................... 89 3.5. Conclusion .......................................................................................... 92 4.The Design of the Artefact ................................................ 93 4.1. Design of the New Process ................................................................. 93 4.2. Instantiation of the Multidisciplinary Design Process .................... 97 4.3. Design Process: Round One ............................................................... 98 4.3.1. Results from Round One ..................................................................................................... 101 4.4. Design Process: Round Two ............................................................. 108 4.4.1. Results from Round Two Interviews ............................................................................ 113 4.5. Changes in Design ............................................................................ 121 4.6. Conclusion ........................................................................................ 123 5.Evaluation of the Artefact ................................................ 125 5.1. Evaluation in Design Science Research (DSR) ............................... 125 ii 5.2. Methods Used for Evaluating the Artefact ..................................... 130 5.3. User Task Analysis – Think Aloud ................................................. 132 5.3.1. Results ........................................................................................................................................ 134 5.3.2. Discussion ................................................................................................................................. 145 5.3.3. Summary ................................................................................................................................... 151 5.4. In-depth Interviews .......................................................................... 151 5.4.1. Summary of Interviews ....................................................................................................... 151 5.4.2. Discussion ................................................................................................................................. 152 5.4.3. Summary ................................................................................................................................... 154 5.5. Expert Review Analysis ................................................................... 154 5.5.1. Survey Method ........................................................................................................................ 154 5.5.1.1. Results
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