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Module number – HS2031

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Module name – Human Computer Interface (HCI)
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Assessment name – Individual Assignment
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 Contents
Introduction................................................................................................................................3

Description of websites..............................................................................................................3

Priceline Website....................................................................................................................3

True links wear Website.........................................................................................................3

Features of website.....................................................................................................................3

Priceline Website....................................................................................................................3

True Lines Wear Website.......................................................................................................4

Usability and HCI Design Principles.........................................................................................4

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Depending upon Usability Principles.....................................................................................4

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Depending upon HCI Design Principles (8 Golden Rules)...................................................5

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Recommendation........................................................................................................................6
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For Priceline Website.............................................................................................................6

For True lines wear Website...................................................................................................7

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Conclusion..................................................................................................................................7
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References..................................................................................................................................8
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 Introduction
In current era of evolving technologies, every organization try to make their own application
or website to improve the sales of their products or services and also for customers from
which they can easily explore the available products or services of an organization [3]. In this
report the critical evaluation and discussion of two websites https://www.priceline.com.au/
and https://truelinkswear.com/ is done on interactive aspects and user interface design,
discussed in the context of this report based on the standard principles of Human Computer
Interaction (HCI). The websites which were selected are based on business model of E-
Commerce, where website https://www.priceline.com.au/ is based on various pharmaceutical,
health and beauty products [1] and https://truelinkswear.com/ is based on golf shoe products
[2].

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Description of websites

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Priceline Website

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This Priceline pharmacy company is public company based on Australia, it is Australia’s
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leading health, beauty and pharmacy store. It is first opened in 1982 and today it has more
than 450 stores nationally. It has over 7-8 million member which makes it Australia’s largest
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beauty and health loyalty program. This website provide various health and beauty related
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products and provide full description of products with price, which makes it more easy for the
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customers to relate between various products and select product which is suitable for them. It
also provides proper interface of customer service for the ease of complaint, feedback or
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enquiry of the customers [1].

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True links wear Website

This company is also E-Commerce company based on Australia and leading manufacturer of
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different varieties of golf shoes. This website also provide access to golf club to those who
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are interested in playing golf. This company was owned by Ryan Moore and it created a
special brand identity. This company mainly focuses on producing the possible highest
quality of their products, make shoe keeping in mind comfort for golfers, try to provide best
experience to the customers with their products [2].

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 Features of website
Priceline Website
User interface of this website is very well created which provide many functions to customers
to explore their products better, all feature of this website includes following [1]:

 This is user friendly website which also provide all required details of product.
 Track your order section shortcut available which makes it easy for users.
 Categories section is also provided which provide facility to users to view required
products.
 Review section for products is available.

True Lines Wear Website

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Features of this website are [2]:

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User-friendly interface.

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
Home page design is attractive.

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 Quick access to customer support provided.
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 Track order section is also available.
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Usability and HCI Design Principles

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Depending upon Usability Principles

S. Usability Priceline Website[1] True lines wear Website [2]
No. Principles
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[4]
1. Accessibility User require to search specific Easily available on web in just
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and name for finding this website. one search. But user interface is
Availability Website is accessible as it not better to make it easy for user
provide easy interface for both to access it. More knowledge is
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mobile and pc but security required to access the website

verification feature before and not any proper description of
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accessing website makes it products provided. But there is

complicated. almost no downtime.
2. Clarity Website interface includes It requires more focus on clarity
proper clarity; user can easily for user, information provided on
understand the interface. Only this website does not clear the
matter which is really required point of user, which may create
is provided. barrier for user to understand.
3. learnability Data was more than picture; Pictures mentioned for products
picture should be improved were more creative and provide
that it provides more details for proper understanding to the user
the products. about the product that how it can
be look real time.

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 4. Credibility Less credibility for the shown Research and innovation and
products, but available reviews their aim is provided in the
of buyers make it credible. website which makes the content
more credible.
5. Relevancy Prioritizing main content on Main categories were highlighted
focus of user which makes it in home page which provide
more relevant but the content more relevancy and the way of
provided in list of products is showing products provide a plus
not as relevant as required. point for relevancy.

Depending upon HCI Design Principles (8 Golden Rules)

S. HCI Design Priceline Website [1] True lines wear Website [2]
No Principles [5]
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1. Strive for This website provides familiar This website is also overall

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Consistency icons, colours, functions which consistent by providing familiar

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makes it overall consistent. menus, icons, etc. but the path

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This provide helps users to actions were not easy for user to

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easily familiar with the familiar with interface.

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interface.
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2. Enable users to Shortcuts like add to cart, new Shortcuts were not provided for
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use shortcuts arrivals section, etc. were the users in this website,
provided for users. improvement is required here.
3. Offering Feedback section for products No feedback section available
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informative is available but no feedback here.

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feedback section for website interface is

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available
4. Design Proper billing and attractive Dialogue provided at closure for
dialogue to message like thank you for users to thanks for shopping their
yield closure shopping with, etc. available product and also proper billing is
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after purchasing of products. provided.

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5. Simple error Provide good interface with Interface with good error
handling low error but extra security handling and FAQ section was
verification after every also provided which makes the
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reloading of websites create shopping more easier for user.

difficulty for user.
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6. Permitting This website provides interface This website is also provide

easy reversal for reversal of action by section to easily revert their
of actions clicking on backward icon, this actions which makes this website
relieves anxiety of users. more user friendly.
7. Support Easy control for user, required Control for user is little hard and
internal locus function could easily be finding required functions in the
of control indicated. website is overall difficult.
8. Reduction of This website does not focus on This website was formed keeping
short term this rule, there are so many in mind of this rule, less
memory load products and services provided information provided at
in home page which makes homepage which makes it more
difficult for user to remember. better for user.

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 Recommendation
For Priceline Website
There are many improvements required in the interface of this website. These are the
following recommendations for improvement of this website:

 Feedback section for their services is required to get the idea of improvement needed
for the ease of customer.
 Search bar of this website needs to be improved to provide proper information or
product to the user.
 Credibility should be improved by providing pictures with celebrities, research or

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findings, etc.

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 Home page design can be improved in way that it contains only specific required

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content and designing in better way to attract customer.

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Instant help with customer support team can also be deployed to make the interface
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more comfortable for users.
 Description of listed products can be improved in a better way which can attract user.
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 User verify section before loading any page should be removed because it creates
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very difficult for users to use the website [6].

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For True lines wear Website

This website also requires many improvements to make the interface user-friendly and better
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support for users. Following are the recommendations for improvements in this website:

 Proper information of products required.

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 Feedback section for their website should be provided and review section of products
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should be improved.
 Search bar should be improved; it should provide proper list of product or information
searched to user.
 Proper information should be provided for join golf club section.
 Menu section should be improved and provide more option.
 Category option should be provided in the website to make it easy for user to explore
the required products.

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  Interface can be change in a better way to make it easy to understand and familiar
with it [6].

Conclusion
Website with good design interface is the key requirement of any organization. In this report
the detailed discussion and evaluation was done in the context of Priceline Website and True
Lines Wear Website. These both companies were based on Australia. Priceline is public
company and Australia’s leading health, beauty and pharmacy store [1]. Whereas True links
wear is leading manufacturer of different varieties of golf shoes [2]. Evaluation is done on
basis of user interface and usability principles and HCI design principles were compare in
between these two websites. After proper analysis, recommendations for improvement in
these websites were given which includes setting up customer support section, proper design

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and clarity of interface, etc.

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References
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[1] “Priceline Pharmacy homepage. “Priceline Pharmacy. https://www.priceline.com.au/

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(Accessed May 12, 2021).

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[2] “True linkswear homepage. “True linkswear. https://truelinkswear.com/ (Accessed May

12, 2021).
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[3] Loren Hickman-Mabin, and Jenni Murphy-Scanlon, "The importance of values and vision
in a growing organisation." 2018.
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[4] Sukhpuneet Kaur, Kulwant Kaur, and Parminder Kaur, "Analysis of website usability
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evaluation methods." In 2016 3rd International Conference on Computing for Sustainable

Global Development (INDIACom), pp. 1043-1046. IEEE, 2016.

[5] Jeanne Coetzer, "Application of HCI design principles in overcoming information

illiteracy: case of a m-health application for a rural community in South Africa." In 2018
International Conference on Intelligent and Innovative Computing Applications (Iconic), pp.
1-7. IEEE, 2018.

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 [6] APOSTOLOS S. Sarlis, I. C. Drivas, and D. P. Sakas. "Implementation and dynamic
simulation modeling of search engine optimization processes. Improvement of website
ranking." In Strategic Innovative Marketing, pp. 437-443. Springer, Cham, 2017.

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