Enhancing UX in Online Shopping : Adaptive Interfaces for Young and Middle-aged Adults in Europe
Welisara, Umani (2025)
2025
Tietotekniikan DI-ohjelma - Master's Programme in Information Technology
Informaatioteknologian ja viestinnän tiedekunta - Faculty of Information Technology and Communication Sciences
Hyväksymispäivämäärä
2025-04-25
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202504244020
https://urn.fi/URN:NBN:fi:tuni-202504244020
Tiivistelmä
Online shopping is an essential part of modern user behavior, yet the user experience (UX) varies across different user groups. This study explores how online shopping websites can be adapted to improve the UX for two age-based digital cultures in Europe: young adults (ages 20–35) and middle-aged adults (ages 36–55). Specifically, the research focuses on the common UX challenges faced by these age groups, examines how their use of digital interfaces differs and overlaps, and identifies design guidelines and features that can be used to improve UX, accessibility, usability, and engagement of online shopping websites. The study applies Hofstede’s cultural dimensions to analyze age-based cultural preferences, bridging theoretical concepts with practical design solutions to support user-friendly, adaptable shopping platforms.
The study used a mixed-methods approach, incorporating both qualitative and quantitative research methods. We conducted semi-structured interviews during the pre-study phase with eight participants to gather qualitative, in-depth insights, while an online questionnaire involving 26 participants was used to collect quantitative data on user challenges, behaviors, and preferences. Thematic analysis was applied to identify key themes, including UX, accessibility, environmental awareness, and cultural influences, using qualitative data. From the quantitative data, we derived descriptive statistics to highlight patterns and trends across the two age groups.
Findings indicate that both age groups face struggles with intrusive advertisements, cluttered web designs, and unclear navigation. Based on the study, young adults prefer advanced filtering options, modern user interface (UI) elements, and personalized recommendations. Middle-aged adults prioritize transparency in pricing, accessibility features, and structured layouts for easier navigation. Both groups value product comparisons, clear descriptions, and distraction-free browsing experiences. Based on these insights, we propose design guidelines to address the unique and shared needs of both user groups. A simplified layout with minimal distractions stands as the recommended design for all users. Age-specific design solutions include advanced filtering for young adults and transparent pricing details with accessibility enhancements for middle-aged adults. Analysis helps to introduce novel features, such as the "Outfit Gallery" for personalized clothing recommendations and "Product Comparison" for side-by-side product evaluation. These guidelines are integrated into adaptive web UI prototypes, showing the impact of personalization on UX. The design process involves rough sketches, low-fidelity, and high-fidelity prototypes. User evaluation involves four participants during the rough sketching phase. Then, the designs are implemented by using JavaScript for demonstration and learning purposes.
The study contributes to UX research by providing a structured Human-Centered Design approach that incorporates user data with cultural analysis to examine age-based personalization in online shopping. It introduces a new perspective on cultural adaptation in web design through Hofstede’s cultural dimensions. The findings provide practical guidelines for online businesses and UX designers, illustrating the importance of designing adaptable interfaces. The study proposes to explore additional age groups, expand mobile usability, conduct more user testing, and investigate secondhand clothing marketplaces to support sustainability. This research highlights the significance of user-centered design in online shopping, providing practical solutions for inclusive, engaging, and efficient online shopping experiences.
The study used a mixed-methods approach, incorporating both qualitative and quantitative research methods. We conducted semi-structured interviews during the pre-study phase with eight participants to gather qualitative, in-depth insights, while an online questionnaire involving 26 participants was used to collect quantitative data on user challenges, behaviors, and preferences. Thematic analysis was applied to identify key themes, including UX, accessibility, environmental awareness, and cultural influences, using qualitative data. From the quantitative data, we derived descriptive statistics to highlight patterns and trends across the two age groups.
Findings indicate that both age groups face struggles with intrusive advertisements, cluttered web designs, and unclear navigation. Based on the study, young adults prefer advanced filtering options, modern user interface (UI) elements, and personalized recommendations. Middle-aged adults prioritize transparency in pricing, accessibility features, and structured layouts for easier navigation. Both groups value product comparisons, clear descriptions, and distraction-free browsing experiences. Based on these insights, we propose design guidelines to address the unique and shared needs of both user groups. A simplified layout with minimal distractions stands as the recommended design for all users. Age-specific design solutions include advanced filtering for young adults and transparent pricing details with accessibility enhancements for middle-aged adults. Analysis helps to introduce novel features, such as the "Outfit Gallery" for personalized clothing recommendations and "Product Comparison" for side-by-side product evaluation. These guidelines are integrated into adaptive web UI prototypes, showing the impact of personalization on UX. The design process involves rough sketches, low-fidelity, and high-fidelity prototypes. User evaluation involves four participants during the rough sketching phase. Then, the designs are implemented by using JavaScript for demonstration and learning purposes.
The study contributes to UX research by providing a structured Human-Centered Design approach that incorporates user data with cultural analysis to examine age-based personalization in online shopping. It introduces a new perspective on cultural adaptation in web design through Hofstede’s cultural dimensions. The findings provide practical guidelines for online businesses and UX designers, illustrating the importance of designing adaptable interfaces. The study proposes to explore additional age groups, expand mobile usability, conduct more user testing, and investigate secondhand clothing marketplaces to support sustainability. This research highlights the significance of user-centered design in online shopping, providing practical solutions for inclusive, engaging, and efficient online shopping experiences.