The paradox of successful low-fidelity e-commerce trading platforms vs UX/UI design principles : A high intrinsic value perception vs usability factors approach

Abstract

This thesis examines the usability-value paradox in low-fidelity e-commerce platforms, d2jsp.org and g2g.com, within the Diablo II virtual goods ecosystem. It addresses three research questions: (RQ1) What design factors drive their success? (RQ2) How can heuristic usability evaluation assess viability? (RQ3) How do usability and value influence purchase behavior? Using a mixed-methods approach—customized Nielsen-UserFocus heuristic evaluations, cognitive walkthroughs, and scenario-based evaluations—the study found that community-driven trust, minimalist functionality, and social affordances sustain and drive success despite usability flaws (UserFocus Task Orientation scores: d2jsp.org 46.15%, g2g.com 75%) (RQ1). The hybrid heuristic framework effectively assessed navigation barriers and task efficiencies, proving its applicability (RQ2). Value perception (e.g., item scarcity, utility) dominated purchase behavior, mitigating usability issues and supporting the “Value Design For E-commerce Platforms for Virtual Goods Trading” framework (RQ3). The hybrid Nielsen-Userfocus methodology proved effective for viability assessment, offering a novel Human-Technology Interaction (HTI) approach. Findings challenge usability-centric design, suggesting insights and value-driven design principles for virtual goods and blockchain technology platforms. Limitations include reliance on public data, expert evaluations, and scenario-based data, recommending user testing for future research. This study advances Human-Technology Interaction (HTI) by demonstrating customized heuristic applicability, utility, and advocating value-driven design.