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Evaluating the Visual Design of Graphical User Interfaces on Mobile Devices: A Family of Experiments

Dubois, Zoé
(2022)

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Details

Supervisors
Vanderdonckt, Jean ; Burny, Nicolas
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
The growing expansion of e-commerce practices has challenged traditional companies in the retail industry. In order to increase or capture new market parts, companies have been encouraged to strengthen their online presence. Therefore, the visual platforms for user interaction, called Graphical User Interfaces (GUIs) benefit from a particular attention from companies. Indeed, the aesthetics and the visual complexity of these interfaces significantly impact the users and represent a mean to establish a competitive advantage. Our research focuses on the measures of visual design on mobile devices, as this kind of device has become increasingly popular. Moreover, few discussions exist in the literature regarding this subject and stay poorly developed. On the one hand, this thesis aims to cover the gap that exists in the literature. On the other hand, it aims to find measures in order to assess the aesthetics and visual complexity of mobile devices through a Systematic Literature Review (SLR) and a family of experiments. We found that the most promising model of prediction captures 68% of the beauty ratings variability through eight measures presented by Aalto Interface Metrics (AIM). Furthermore, no significant aesthetic difference was observed among the popular and less popular websites. We also observed that four variables possess a higher mean among the e-commerce websites category compared to the other categories.