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E-Ticaret platformlari, insan-bilgisayar etkilesiminin hizli buyuyen alanlarindan biridir. Artan sayida platform ve etkilesim firsatlariyla E-ticaret platformlari gunluk yasamimizda onemli bir yer tutuyor. Geleneksel ticarette oldugu gibi, e-ticaret platformlari da hedef musterilerinin ihtiyaclarina gore olusturulmaktadir. Kitlesel kullanim icin faarkli platformlar var, ancak cesitli kullanici gruplari icin ozel platformlar da var. Turkiye’de belirli cinsiyetlere adanmis bu tur platformlar oldukca populerdir, ancak yine de kullanicilarin cogu toplu e-ticaret platformlarini tercih etmektedir. Bu projede; Bir oge satin alirken arama surecinde cinsiyetlerin farkli ihtiyaclarini anlamak icin, platformlardan bagimsiz olarak cinsiyetlerin e-ticaret kullanimi arastirildi.

User experience (UX) research has attracted increasing attention especially in the last decade as the demand for online shopping has increased by 30.7% from 2014 to 2015 in Turkey. The traditional methods including surveys/questionnaires, think-aloud procedures, and in-depth interviews have contributed greatly for understanding the problems during the use of shopping internet sites. On the other hand, the use of neuroscientific methods, such as biometrics and neurometrics, has also grabbed attention with the exciting idea of providing an objective means of understanding cognitive and affective processes during the user experience during online shopping. Despite significant/strong limitations, many researchers are interested in exploring actively its potential use in the field.

Customer journey mapping is a continuous process that demands end-to-end innovation through qualitative and quantitative user research. It helps to identify key points where service or communication breakdown is most likely and where they are mostly valued. Buyer journey mapping study of Gittigidiyor (Ebay Turkey) revealed the fact that the frequency of the repeat purchase was significantly limited although a high traffic and average visit time were observed. This finding pointed to the need to improve the pre-purchase experience in the web site towards motivating the users to visit more and inspiring them to buy more items. Relying on solid quantitative and qualitative research, this paper presents the action set taken for the realization of this goal. In this context the main action of the process is to renew the category structure through a focus on compatibility, which subsequently enabled the integration of a set of effective improvements. Firstly, this approach led to the improvement of a new listing creation process for the sellers by implementing an innovative and error-free experience. It also enabled to improve the search usability by presenting more relevant results, which was supported with a new smart auto suggestion feature in the search engine box and with smart compatibility filters in search results. The new compatible structure between vertical and horizontal categories brought the implementation of some persuasive features. It provided the increase in count of payment (COP) per item and average selling price (ASP) through cross-selling and up-selling features. Finally, the pre-purchase experience was supported by the integration of product rating/review mechanisms and targeted e-mailing based on previous purchase history of the customers.

Social media has a significant impact in our daily social lives, which challenges the traditional face-to-face interaction and/or other conventional media. Most of the social media platforms provide unique and effective web sites that enable the users to connect and interact with one another yet they also update their sites with Web 2.0 improvements and innovative ways of interaction. Twitter and Facebook have launched their own applications that became really popular among users. However, there are also third-party applications, which enable the use of diverse social networking sites through one platform. These platforms are within the reach of everyone and can be accessed directly from desktop without any browser needed. This research focuses on the usability of these third-party management applications. In this context, it will explore whether the desktop versions (third-party software) of those platforms enhance the interaction capabilities and improve user experience. In this regard the focus will be on an application that enables the use of multiple social media sites simultaneously through a single graphical user interface, ‘Yoono’. The user interaction with multiple accounts and social media services at the same time presents the ability to show the information in one screen rather than having separate tabs like has been done in typical browser view. Also it might be possible to have an estimate about if the user prefers to have separate tabs or just one tab to show all of the information regarding the social media that he/she is using. In order to understand this, a qualitative usability test, based on multi-method approach, was carried out with a sample of 8 participants who were experienced mobile social network site (SNS) users. Tests were conducted on a desktop computer with Yoono. After a background questionnaire, the participants were observed during the task executions and additional data was collected through eye-tracking. After the session, participants were asked to fill out a post-test form while having a small debriefing interview to gain a detailed insight into their experience. Findings support the notion that the usability problems might shroud the new and innovative capabilities of Yoono and prevents it to become an application that users would chose to use instead of browser interaction and needs further development in order to be an alternative to browsing.