Bachelors of Science in Computer Science Engineering

October 09, 2022

A Comparative study of analysis of the

Myntra & Ajio E-businesses Websites using
Usability Method to Evaluate

Znana Prasanna Peddinti

Faculty of Computing, Blekinge Institute of Technology, 371 79 Karlskrona, Sweden

 This thesis is submitted to the Faculty of Computing at Blekinge Institute of Technology in partial
fulfillment of the Master of Science in Software Engineering requirements. The thesis is equivalent to
20 weeks of full-time studies.

The authors declare that they are the sole authors of this thesis and have not used any sources other
than those listed in the bibliography and identified as references. They further declare that they have not
submitted this thesis to any other institution to obtain a degree.

Contact Information:
Author(s):
Znana Prasanna Peddinti
E-mail: znpe21@student.bth.se

University advisor:
Dr. Prashant Goswami PhD
Department of Computer Science and Engineering

Internet : www.bth.se
Phone: +46 4553850 00
Fax : +46 455 38 50 57
Faculty of Computing
Blekinge Institute of Technology
SE-371 79 Karlskrona, Sweden
ABSTRACT
Again for the past couple of years, e-business has become a hot topic. This same act of reselling
items through the internet is known as e-businesses. Many e-business sites aim to build
customer loyalty. Various aspects influence the performance of e-business websites,
particularly usability or the simplicity by which users may use the website, which has been
proven to become a key component in online company success. Maybe this research uses a
survey assessment based on Nielsen's usability heuristics to analyze the usability of Myntra and
Ajio e-business websites.

This also evaluates whether e-business websites, such as Myntra and Ajio, provide more useful
features for accomplishing usability procedures in much less time and with ease.

Background: Both Myntra and Ajio are Indian e-business websites. The significance of evaluating the
usability of e-business websites is very well understood, and so this topic has received a lot of research
attention in the previous decade.

Objectives: This same thesis' primary objectives include using a survey questionnaire to evaluate the
usability of Myntra and Ajio e-businesses websites, compare usability using Nielson's usability
heuristics to find much better utilizable e-businesses websites among Myntra and Ajio, and select the
most relevant webpage among Myntra and Ajio to operate effectively in far less time.

Methods: A study was undertaken to assess the usability of the Myntra and Ajio e-businesses websites,
and the results have been used to evaluate the usability of the websites. Participants were given a set of
6 tasks to complete (for example, joining up and purchasing an item from both e-businesses' websites),
as well as the time it took them to complete these tasks was measured. The average amount of time taken
to complete each task on both sites would be examined by comparing which e-businesses website is the
more efficient in completing activities in much less time.

Results: The findings are acquired following the receipt of online survey replies. These findings aren't
standard; they might be considered survey evaluation process observation-based outcomes. As per the
poll results, a comparison of the Myntra and Ajio e-businesses websites was made, with Myntra
emerging as the more usable.

The outcomes are determined by evaluating the amount of time it takes a user to complete tasks on both
e-businesses' websites to determine whether a website has the most valuable features for completing the
activity.

Conclusions: According to the study's findings, Myntra is more useable than Ajio, and Myntra delivers
superior effectiveness in completing activities less than Ajio.

Keywords: Myntra, Ajio, E-businesses, Usability heuristics, Comparison, Survey evaluation

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 ACKNOWLEDGEMENT:
First, we would like to express our gratitude to my supervisor, Dr. Prashant Goswami, for all
of his efforts in giving me unwavering support, wise counsel, and valuable recommendations
throughout this project. We would also like to thank my examiner, Yan Hu, for providing
excellent input on my project proposal. We would like to express our gratitude to our friends
and family members who participated in the survey and assisted us somehow.

Author

Znana Prasanna peddinti

iv
LIST OF FIGURES:
Figure 1: Likert Scale ............................................................................................................................ 11

Figure 2: Pie chart of User’s Responses to Survey question 1 .............................................................. 23

Figure 3: Pie chart of User’s Responses to Survey question 2 .............................................................. 23

Figure 4: Pie chart of User’s Responses to Survey question 3 .............................................................. 24

Figure 5: Pie chart of User’s Responses to Survey question 4 .............................................................. 24

Figure 6: : Pie chart of User’s Responses to Survey question 5 ............................................................ 25

Figure 7: Pie chart of User’s Responses to Survey question 6 .............................................................. 25

Figure 8: Pie chart of User’s Responses to Survey question 7 .............................................................. 26

Figure 9: Pie chart of User’s Responses to Survey question 8 .............................................................. 26

Figure 10: Pie chart of User’s Responses to Survey question 9 ............................................................ 27

Figure 11: Pie chart of User’s Responses to Survey question 10 .......................................................... 27

Figure 12: Pie chart of User’s Responses to Survey question 11 .......................................................... 28

Figure 13: Bar Graph of User’s Responses to Survey question 12 ....................................................... 28

Figure 14: Bar Graph of User’s Responses to Survey question 13 ....................................................... 29

Figure 15: Screenshot of Account setup on Myntra .............................................................................. 31

Figure 16: Screenshot of Account setup on Ajio................................................................................... 32

Figure 17: Screenshot of Signup on Myntra.......................................................................................... 32

Figure 18: Screenshot of Add to wish list option on Myntra ................................................................ 33

Figure 19: Screenshot of Signup on Ajio .............................................................................................. 33

Figure 20: Screenshot of Add to Wishlist option on Ajio ..................................................................... 34

Figure 21: Screenshot of Wishlist on Myntra........................................................................................ 35

Figure 22: Screenshot of Wishlist on Ajio ............................................................................................ 35

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LIST OF TABLES:
Table 1: The Survey Questions and Nielson's Usability Heuristics ...................................................... 12

Table 2: Time spent (in seconds) by the users to complete the Task-1 in Myntra and Ajio ................. 14

Table 3: Time spent (in seconds) by the users to complete the Task-2 in Myntra and Ajio ................. 15

Table 4 Time spent (in seconds) by the users to complete the Task-3 in Myntra and Ajio .................. 17

Table 5: Time spent (in seconds) by the users to complete the Task-4 in Myntra and Ajio ................. 19

Table 6: Time spent (in seconds) by the users to complete the Task-5 in Myntra and Ajio ................. 20

Table 7: Time spent (in seconds) by the users to complete the Task-6 in Myntra and Ajio ................. 23

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LIST OF ACRONYMS:
Acronym Unfolding

HCI Human Computer Interface

SMS Short Message Service

vii
CONTENTS
ABSTRACT ................................................................................................................................................ III

LIST OF FIGURES: ....................................................................................................................................V

LIST OF TABLES: .................................................................................................................................... VI

LIST OF ACRONYMS: ........................................................................................................................... VII

CONTENTS ............................................................................................................................................. VIII

1 INTRODUCTION ............................................................................................................................... 2

1.1 AIM AND OBJECTIVES .................................................................................................................... 3

1.2 RESEARCH QUESTIONS .................................................................................................................. 3
1.3 BACKGROUND ............................................................................................................................... 3
1.4 SCOPE ............................................................................................................................................ 5
1.5 OUTLINE ........................................................................................................................................ 6

2 RELATED WORK .............................................................................................................................. 7

3 METHOD ............................................................................................................................................. 8

3.1 USERS' TASKS TO BE COMPLETED .................................................................................................. 8

3.2 CALCULATING THE AVERAGE TIME AND COMPARING THE EFFICIENCY.......................................... 9
3.3 AN ASSESSMENT OF A SURVEY....................................................................................................... 9
3.4 SURVEY QUESTIONS ...................................................................................................................... 9
3.5 RELATIONSHIP BETWEEN USABILITY HEURISTICS AND SURVEY QUESTIONS ................................. 11

4 RESULT AND ANALYSIS .............................................................................................................. 13

5 DISCUSSION ..................................................................................................................................... 31

6 CONCLUSION AND FUTURE WORK ......................................................................................... 39

6.1 CONCLUSION ............................................................................................................................... 39

6.2 FUTURE WORK ............................................................................................................................ 40

7 REFERENCES .................................................................................................................................. 41

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1 INTRODUCTION
E-business websites specialize in selling products or services to customers over the internet. They
function much like a traditional brick-and-mortar store. Instead of physically storing products, an e-
business website stores products in a centralized location and allows customers to browse, select, and
purchase products from various stores. Most e-business websites offer multiple products, including
clothing, furniture, electronics, etc. Some e-business websites also sell services, such as home services,
events, and even digital products, such as e-books [1].

Many of us have visited websites that sell products that we couldn’t find anywhere else. Maybe you’ve
even bought something from one of those websites. But have you ever wondered how those websites
stay in business? It’s because of e-business.

Nielson, an expert in web analytics, has written about using the principles of heuristics to build an e-
business website. In his research, he found that the number one heuristic for estimating the value of a
website is the knowledge that consumers have about the business. This is often referred to as the "search
radius" of consumers' knowledge about a company. The closer a business is to consumers' knowledge,
the greater the value to the business. Nielsen’s heuristics are principles that explain how we perceive the
quality of content in e-business websites. The heuristics are also called "gut feelings" or "intuition."
They can often be referred to as "gut reactions." I like to think of heuristics as our fundamental
expectations for a good website [2].

We all know that e-business businesses are the epitome of success. But not all e-business sites are created
equally. In this article, we compare the e-business website Myntra vs. Ajio. Both these sites sell fashion
products [3].

Myntra is an Indian e-business company that offers a large selection of apparel, shoes, and accessories
for men, women, and children. The company was founded in 2011, and it has since expanded to offer
services in several other industries. The Myntra website can be accessed from various devices and
platforms, including smartphones and tablets, and the site is most commonly accessed through a desktop
or laptop computer.

On the Ajio website, there are many products organized in different sections such as home, kids, women,
men, etc. They have also categorized their products in other areas and subsections like home, living,
dining, bedding, etc. This helps the user get the product they are looking for straightforwardly. They
have different options to place the order, such as home delivery, pickup, etc.

Myntra and Ajio both sell a variety of women's fashion products, and Myntra focuses more on Indian
fashion, whereas Ajio sells a variety of international and Indian fashion products. Myntra has a more
extensive product range and better availability, especially during peak seasons. It also offers free
shipping for all products.

The primary intention of this research is to use Nielson's criteria to compare Myntra and Ajio usability
and obtain customers' subjective judgments on usability via survey assessment. An online survey was
conducted to find out what users thought about the usability of both websites. This thesis also determines
which of Myntra and Ajio's e-business websites is the most effective in completing transactions in less
time [4].

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1.1 Aim and Objectives
The main aim of the thesis is to find out the best e-business website between Myntra and Ajio using
usability method. These are used to compare it with using heuristic principles that need to identify the
usability problems and issues between the e-business's websites and make the new version of
suggestions to the Myntra and Ajio websites that provide a better user experience among the websites
and its significance. Furthermore, It also examines which of the e-business’s websites, among Myntra
and Ajio, offer more efficient characteristics for completing the usability operations in less time and
efficiently [5].

Here are the Objectives:

▲ Developing the user activities and comparing both the Myntra and Ajio websites.

▲ Creating research containing survey questioning based on usability heuristics.

▲ Selecting a collection of study participants in search of a survey for such questionnaires.

▲ During the study, the average time spent by users to complete actions over two of the websites was
determined to determine whether the website had more suitable characteristics for performing tasks
faster and more seamlessly.

▲ Gathering and analyzing responses that evaluate whichever e-businesses websites correspond to all
usability evaluation criteria and usability heuristics and offer a useful user expertise.

1.2 Research Questions

The primary intention of this research would be to conduct research by comparing and analyzing the
performance of Myntra and Ajio Indian business websites.

Research Question 1: Which one of the two e-businesses’ websites, Myntra or Ajio, seems to be more
efficient when completing operations with much less time?

Motivation: The research question is to find out that giving better features to do operational processes
in less time is a critical component of webpage usability; the issue stimulates understanding whichever
site, among Myntra or Ajio, gives more efficiency to complete operations in little time and quickly.

Research Question 2:While applying usability heuristics, which among the e-businesses websites,
Myntra or Ajio, gives a more user expertise (do offer the user best Nielson’s usability between the
websites)?

Motivation: Although both the usability of the Myntra and Ajio websites may be analyzed and
compared by using Nielsen's usability heuristics principles and indeed the survey evaluating research
technique to determine whether a website gives an excellent usability result.

1.3 Background
E-business websites are designed to enhance the user experience through an easy-to-use interface. E-
business website development helps create a more compelling online shopping experience for shoppers
and reduces the number of steps involved in the sales process.

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E-business websites use various features and functionalities to help shoppers find and purchase the
products they want. E-business websites often feature product catalogs with detailed information about
the products available and online shopping carts that allow shoppers to begin the purchase process
without leaving the website. Many e-business websites also offer additional services, such as product
reviews and shopping tips, to help shoppers find the best products for their needs. E-business websites
are often visually appealing and user-friendly, making them attractive for consumers looking for an easy
way to purchase products online [6].

A heuristic theory is finding solutions to a problem by applying a systematic collection of rules and
techniques. In the context of website design, the website designer can find an answer to the problem of
navigation by using heuristics such as the "top" being the most crucial page o the most visited page.

Myntra is a leading fashion portal and e-business website in India. According to a study conducted by
Yodle, a local online search and advertising company, the company is the second-largest fashion portal
in India, with a market share of 37.2% in online fashion retail. Ajio is a regional clothing and accessories
company that tries to highlight Indians' individuality, attractiveness, and fashion choices. Considering
their shortcomings, they continue to promote their goods and provide offers.

Usability is a property that assesses an interface's ease of use. It is one of the most crucial aspects to
consider while developing and designing a website or application. The user is drawn to the platform
because of the user interface. If a user cannot comprehend the website's homepage, they leave. When
the material is difficult to understand, the user gives up. When the user becomes lost on a website or
quits. The usability component, the usability heuristics, and the HCI design principles are all used to
measure the satisfaction of a user interaction platform [7].

This thesis will examine and contrast the usability of the e-business websites Myntra and Ajio using
usability criteria. Throughout this thesis, Nielsen's usability heuristics evaluate usability and identify
flaws that might lead to a makeover for a better outcome.

Nielsen's usability heuristics are an aid to usability assessment. They are a set of rules that help you
determine whether a particular interface is usable for a specific task [8].

Jakob Nielson’s usability heuristics:

1. Visibility of system status:

The system should always keep users up to date on what's going on by providing timely feedback
promptly.

2. Match between system and the natural world:

Instead of using system-oriented jargon, the system should speak the users' language, using words,
ideas, and concepts known to them. Follow real-world norms to present data in a logical and natural
sequence.

3. User control and freedom:

Users frequently choose system functions by accident, necessitating the presence of a clearly
defined "emergency escape" that allows them to quit the undesirable state without having to go
through a lengthy discussion. Undo and redo are encouraged.

4
4. Consistency and standards:

Users don't have to guess if various phrases, contexts, or behaviors indicate almost the same thing,
following the system's guidelines.

5. Error prevention:

A detailed design that prevents a problem from arising in the first place is much better than effective
error messages. Either remove or check for error-prone circumstances and provide users with a
confirmation option before committing to an activity.

6. Recognition rather than recall:

Make visible items, activities, and alternatives to reduce the user's memory load. When applicable,
system directions should be visible or easily accessible. The user should not have to recall
knowledge from one conversation to the next.

7. Flexibility and efficiency of use:

Accelerators, which are invisible to the beginner user, may frequently speed up the interaction for
the expert user, allowing the system to serve both the rookies and experts alike. Allow users to
customize their routine tasks.

8. Aesthetic and minimalist design:

Information that is unnecessary or only sometimes required should not be included in dialogues.
Every additional piece of information in a conversation contends with the essential elements of
communication, lowering their relative exposure.

9. Help users recognize, diagnose, and recover from errors:

We should write error messages in simple English (no codes), clearly state the problem, and offer
a helpful remedy.

10. Help and documentation:

Although it is preferable if the system can be utilized without documentation, assistance and
supporting documents may be required. Any such material should be simple to find, concentrate on
the user's goal, have a list of clear actions to do, and not be too big.

1.4 Scope
Potential clients are drawn in by a friendly, simple, and easy, engaging online marketplace. Many e-
business companies are now losing customers because their pages are too long. Users will depart if a
home page or any other page doesn't meet their needs. They do not even read anything that they don't
comprehend. If customers confuse on your e-business webpage, they will quit. It's important to note that
the website's content significantly impacts the e-business usability indicator [9].

5
In the context of Jacob Nielson's heuristics, the results of this thesis are not general and may be classified
as empirical. The theory is confined to Myntra and Ajio, two of India's most popular e-business websites.
I used the usability principles of Jacob Nielsen for survey evaluation on Myntra and Ajio.

1.5 Outline
The first chapter provides an outline of the problem. The second chapter describes similar work on the
online usability of e-business websites. The survey assessment technique and the average time spent by
users to complete each task are discussed in Chapter 3. The survey findings are presented in Chapter 4,
and the most efficient website among Myntra is determined by comparing the average time taken to
complete activities on both websites. In Chapter 5, the outcomes are discussed. An interpretation and
conclusion based on the findings are offered in Chapter 6.

6
2 RELATED WORK
Many studies have been conducted on various aspects over the past twenty years. Auger 2005, Welling
and White 2006. It is important to measure is devoted to measuring site performance, and it also looks
at the design and Interactivity in the performance of e-businesses sites [10]. Around 2006, Venkateshet.
al. made a similar suggestion. A digital portal through which consumers could engage with clients.

Surveyors in China, Fangyu Lia and YefeiLiba, examined the usability of business-to-consumer (B2C)
websites in China throughout 2011. The scale developed was collected using two surveys based on the
performance of the operations on these websites and their significance [11].

To assess the system's performance, "thepoplook.com," Abdul Majid and Rogayah (2014) published a
study based on the design provided by academics. Their efforts also aided in identifying issues that users
encountered when using web pages and products. They've also established five main interface qualities
to measure e-business websites: simplicity of use, made-for-medium, passion, information, and
reliability.

In the year 2016, Bhat, Dr. Shahidet. al discussed the current state of changes in the business
environment. He elucidated crucial aspects that influenced his research's increased use of such platforms
within his study.

Abdul Gaffar Khanin 2016 conducted a report past empirical obtained via articles, scholarly articles,
booklets, and periodicals to assess the obstacles and effectiveness of businesses. The results of a study
done by RSR were revealed in the Retail Systems Research report in 2019. These findings are based on
a review of 80 large retail websites that looked at page speed and shopper experience.

Layla Hasan, Anne Morris, and Steve Probets compared the extent, quantity, and kind of usability
difficulties to evaluate alternative solutions. Assessment and heuristic approaches were used to evaluate
the type of 44 usability matters. The heuristics analysis revealed issues in eight domains, with the most
in three. This research gave us some more information with which to develop questionnaire survey on
certain topics.

Kiran Chaudhary and Suneel Kumar conducted a detailed analysis to determine which factors were the
most important in determining customer happiness. Researchers only utilized secondary information for
the study, therefore it is analytical and was conducted via a questionnaire. The responses of 100 people
aged 18 to 35 were gathered as they're the most frequent visitors to e-businesses websites. As a result,
we have the goal of gathering user feedback from a certain age range.

Daniela Quiones and Cristian Rusu developed 73 paper studies connected to usability heuristics to define
the restrictions necessary for an UI. Those ideas mostly dealt with particular fields and techniques. Other
than usability heuristics, then they also have discovered some crucial elements [12].

7
3 METHOD
Here, it describes how to evaluate Myntra and Ajio e-business websites that use a surveying analysis
methodology and discover productive e-businesses websites within Myntra and Ajio to complete
activities in even a limited period [13]. Using a questionnaire technique, We selected the most popular
e-business sites between Myntra and Ajio. The survey poll is conducted with ten people depending on
the scheduled time limits. In addition, We applied a scientific analysis to identify the most improvement
plan for completing activities in far less time.

The customer gets a set of responsibilities (for example, rating, reviewing, ordering a product, payment
gateway, and lack of human interaction on a pair of e-business websites) [14]. Before completing the
task, participants filled out the questionnaire. All opinions of said customers are gathered, and then
statistics are created. A comparative analysis of the terms of usability of both e-business websites has
been conducted basis on user answers. Along with both websites, We collected the actual time needed
according to each person to complete tasks. The estimated duration taken to complete each activity
through the participants was obtained, which is examined further.

We are developing the user activities and comparing the Myntra and Ajio websites. We are creating
research containing survey questioning based on usability heuristics. We are selecting a collection of
study participants searching for a survey for such questionnaires. During the study, the average time
spent by users to complete actions over two of the websites was determined to determine whether
the website had more suitable characteristics for performing tasks faster and more seamlessly. They are
gathering and analyzing responses that evaluate whichever e-businesses websites correspond to all
usability evaluation criteria and usability heuristics and offer a helpful user expertise.

As per the outcomes, comparative analyses are conducted to determine whether e-business websites
offer increased performance in doing the same procedures but in a shortened stage [15].

3.1 Users' tasks to be completed

The specific activities that the consumer completed on a couple of e-businesses websites to evaluate the
surveys.

Task #1: A consumer must complete the registration form mostly on web pages to build a profile.

Task #2: Consumers shall utilize SMS or e-mail to check in to each website using their respective
necessary identities.

Task #3: Consumers could look again for goods those who require & add them to Favorites or Save
Later, which are two alternatives available to them.

Task #4: Every consumer shall review relevant choices based on items that have already been browsed,
Etc., and alerts and deals with the most popular brands.

Task #5: The consumer should go to their list of wants and add any goods into their shopping bag. They
can browse the site storefronts for brand names that they might enjoy.

8
Task #6: Either the consumer should update confidential info and proceed to the next stage for secure
payment alternatives, during which the consumer must verify product delivery status.

3.2 Calculating the average time and comparing the efficiency

This section will explain how to find the average time it takes to complete those tasks provided to the
customers to determine which e-businesses websites, among Myntra and Ajio, has the most efficient
and valuable characteristics for completing the tasks quickly and effectively [16].

Again the time it took one by one user to complete each of the functions on both e-businesses' websites
was listed, as well as the average time it took each user to complete each of the operations was
determined.

The average amount of time takes to complete a task(m)

ோ
ߑ௣ୀଵ ሺ‫ ݎ݁ݏݑ‬ᇱ ‫݁݉݅ݐ݊݋݅ݐ݈݁݌݉݋ܿ݇ݏܽݐݏ‬ሺ݉ሻܾ‫݌ݎ݁ݏݑݕ‬ሻ
ൌ
ܴ

Where

m = the user's m-th task (task=1, task=2, task=3, task=4, task=5, and task=6)

p = p-th user (user=1, user-2, user=3, user=4........user=p)

R = number of people participating

On both e-business websites, We evaluated the average time it took to complete all tasks.

3.3 An assessment of a survey

This online survey [17] would be a method of testing activity that entails looking for information among
planned participants to gain experience and understand several topics. Some surveying analyses were
carried out utilizing usability principles and comparing results based on the survey performance of both
the various websites. We decided to conduct a survey poll of ten people.

3.4 Survey Questions

Users are asked to answer survey questions in this area.

1st survey question:

Which e-businesses website(s) is equivalent to specific other sites' account opening (like Bing, Yahoo)
when making a personal account on Myntra and Ajio?

2nd survey question:

9
What e-businesses website(s) gave you more valuable tips to avoid problems when opening an account
on Myntra and Ajio?

3rd survey question:

Which e-businesses website(s) gave you decent clear fault messages while registering into the e-
business's websites?

4th survey question:

What e-businesses website(s) offered you the ease of accessibility (such as going to the previous page
or leaving) while carrying out task 3?

5th survey question:

Which other e-businesses website(s) does have the best call-to-action icon (like favorites or save for
later) when adding an item to a Shopping bag?

6th survey question:

Which of the e-business's website(s) presented users more better-personalized information based on
your prior actions when you reviewed the recommendations?

7th survey question:

Which of the e-business's website(s) correctly alerted users after placing an item in your shopping
trolley?

8th survey question:

In both e-businesses, which website(s) offered you the proper assistance and knowledge to achieve a
goal?

9th survey question:

Which of the e-business's website(s) conveyed the info you had previously given at the time of account
set up well when checking for personal details?

10th survey question:

Which one of the e-business's website(s) allowed you to update your info while verifying it?

Users have four types of options for the survey questions listed above:

a) Myntra
b) Ajio
c) Neither A nor B
d) None of the above

11th survey question:

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Which one of the e-business's websites' material is clear at the initial look while signing into the Myntra
and Ajio?

12th survey question:

Once you've completed all of the tasks, rate Myntra on a scale of 1 to 5.

13th survey question:

Once you've completed all of the tasks, rate Ajio on a scale of 1 to 5.

Figure 1: Likert Scale

Figure 1 illustrates the 5-point Likert scale for the above survey questions 11,12, and 13.

3.5 Relationship between usability heuristics and survey

questions

This section lists the usability criteria developed by Nielson for survey questions.

Usability heuristics by Nielsen questions for a survey

Visibility of system status Survey question 7

Match between system and the natural world Survey question 1

User control and freedom Survey question 4

Consistency and standards Survey question 5

Error prevention Survey question 2

Recognition rather than recall Survey question 6

Flexibility and efficiency of use Survey question 9,10

Aesthetic and minimalist design Survey question 11

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Help users recognize, diagnose, and recover
Survey question 3
from errors

Help and documentation Survey question 8

Table 1: The Survey Questions and Nielson's Usability Heuristics

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4 RESULT AND ANALYSIS
The overall average every user can take to complete actions is calculated in this area, and the
survey assessment is performed. And the time spent to complete the tasks based on the time
required to complete in total six tasks the e-businesses websites is based on the internet. Most of
the users I’ve taken were students so the internet is reliable to every user.

The equation described in section 3.2 is used to obtain the average time required by participants
to complete a job.

Task-1: A consumer must complete the registration form mostly on web pages to build a profile.

Time spent to complete task-1 in Time spent to complete task-1

Users
Myntra(in secs) in Ajio(in secs)

User-1 180 150

User-2 150 230

User-3 190 200

User-4 170 190

User-5 195 170

User-6 200 190

User-7 150 195

User-8 170 210

User-9 180 220

User-10 190 170

User-11 110 180

User-12 130 150

User-13 210 190

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 User-14 190 170

User-15 130 195

User-16 170 200

User-17 195 150

User-18 200 170

User-19 185 180

User-20 210 190

User-21 155 110

User-22 160 130

Table 2: Time spent (in seconds) by the users to complete the Task-1 in Myntra and Ajio

On Myntra, the average time it takes to complete task-1 is 173.6

On Ajio, the average time it takes to complete task-1 is 179.05

According to the given data, Myntra users require less time to complete task-1 than Ajio users. As a
result, Myntra has more efficient characteristics than Ajio in completing task-1 quicker and more
smoothly.

Task-2: Consumers shall utilize SMS or e-mail to check in to each website using their respective
necessary identities.

Time spent to complete task-2 Time spent to complete task-2

Users
in Myntra(in secs) in Ajio(in secs)

User-1 100 125

User-2 90 140

User-3 96 107

User-4 130 140

14
 User-5 112 106

User-6 114 116

User-7 86 126

User-8 95 140

User-9 102 135

User-10 110 114

User-11 150 125

User-12 169 140

User-13 100 106

User-14 90 116

User-15 96 107

User-16 130 140

User-17 112 116

User-18 114 126

User-19 86 169

User-20 95 150

User-21 102 102

User-22 110 130

Table 3: Time spent (in seconds) by the users to complete the Task-2 in Myntra and Ajio

On Myntra, the average time it takes to complete the task- 2 is 108.5

On Ajio, the average time it takes to complete task-2 is 126.6

According to the given data, Myntra users require less time to complete task-2 than Ajio users. As a
result, Myntra has more efficient characteristics than Ajio for completing task-2 quicker and more
smoothly.

15
Task-3: Consumers could look again for goods those who require & add them to Favorites or Save Later,
which are two alternatives available to them.

Time spent to complete task-3 Time spent to complete task-3

Users
in Myntra(in secs) in Ajio(in secs)

User-1 160 190

User-2 140 149

User-3 187 167

User-4 151 190

User-5 160 160

User-6 140 183

User-7 159 160

User-8 151 157

User-9 177 152

User-10 187 183

User-11 150 122

User-12 195 187

User-13 159 159

User-14 160 160

User-15 187 187

User-16 177 151

User-17 183 160

User-18 157 140

User-19 183 177

User-20 190 190

User-21 122 122

16
 User-22 102 187

Table 4 Time spent (in seconds) by the users to complete the Task-3 in Myntra and Ajio

On Myntra, the average time it takes to complete task-3 is 162.5

On Ajio, the average time it takes to complete task-3 is 165.1

According to the given data, Myntra users require less time to complete task-3 than Ajio users. As a
result, Myntra has more efficient characteristics than Ajio for completing task-3 quicker and more
smoothly.

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Task-4: Every consumer shall review relevant choices based on items that have already been browsed,
Etc., and alerts and deals with the most popular brands.

Time spent to complete task-4

Time spent to complete task-4
Users
in Myntra(in secs)
In Ajio(in secs)

User-1 60 70

User-2 75 70

User-3 78 65

User-4 70 75

User-5 85 78

User-6 80 89

User-7 90 90

User-8 98 95

User-9 78 77

User-10 67 65

User-11 110 98

User-12 88 75

User-13 90 100

User-14 95 95

User-15 96 105

User-16 66 70

User-17 68 65

User-18 115 75

User-19 100 78

User-20 75 88

User-21 86 86

18
 User-22 97 90

Table 5: Time spent (in seconds) by the users to complete the Task-4 in Myntra and Ajio

On Myntra, the average time it takes to complete task-4 is 84.8

On Ajio, the average time it takes to complete task-4 is 81.7

According to the given data, Myntra users require less time to complete task-2 than Ajio users. As a
result, Myntra has more efficient characteristics than Ajio for completing task-2 quicker and more
smoothly.

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Task-5: The consumer should go to their list of wants and add any goods into their shopping bag. They
can browse the site storefronts for brand names that they might enjoy.

Time spent to complete task-5 in Time Spent to complete in

Users
Myntra(in secs) Ajio(in secs)

User-1 100 110

User-2 110 97

User-3 120 115

User-4 90 100

User-5 88 75

User-6 95 98

User-7 96 100

User-8 90 86

User-9 98 90

User-10 88 80

User-11 80 87

User-12 90 114

User-13 95 110

User-14 97 115

User-15 100 97

User-16 110 100

User-17 120 80

User-19 90 87

User-20 114 86

User-21 118 98

User-22 78 87

Table 6: Time spent (in seconds) by the users to complete the Task-5 in Myntra and Ajio

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On Myntra, the average time it takes to complete task-5 is 93.9

On Ajio, the average time it takes to complete task-5 is 91.4

According to the given data, Myntra users require less time to complete task-2 than Ajio users. As a
result, Myntra has more efficient characteristics than Ajio for completing task-2 quicker and more
smoothly.

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Task-6: Either the consumer should update confidential info and proceed to the next stage for secure
payment alternatives, during which the consumer must verify product delivery status.

Time spent to complete task-6 in Time spent to complete in

Users
Myntra(in secs) Ajio(in secs)

User-1 185 170

User-2 180 178

User-3 190 185

User-4 177 176

User-5 189 182

User-6 165 170

User-7 156 160

User-8 150 174

User-9 153 157

User-10 177 179

User-11 180 187

User-12 195 175

User-13 178 182

User-14 150 161

User-15 180 170

User-16 185 178

User-17 180 185

User-18 190 176

User-19 177 182

User-20 189 199

User-21 165 161

User-22 156 187

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 Table 7: Time spent (in seconds) by the users to complete the Task-6 in Myntra and Ajio

On Myntra, the average time it takes to complete task-6 is 174.8

On Ajio, the average time it takes to complete task-6 is 176.09

According to the given data, Myntra users require less time to complete task-2 than Ajio users. As a
result, Myntra has more efficient characteristics than Ajio for completing task-2 quicker and more
smoothly.

Figure 2: Pie chart of User’s Responses to Survey question 1

In Figure 2, 44.2% chose their opinion as Myntra in account opening, and the other 36.5% chose
Ajio, 17.3% chose and none.

Figure 3: Pie chart of User’s Responses to Survey question 2

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 In Figure 3, 44.2% chose their opinion as Ajio in Useful tips to avoid problems, 40.4% chose
Myntra, 13.5% chose none.

Figure 4: Pie chart of User’s Responses to Survey question 3

In Figure 4, 42.3% chose their opinion as Myntra for clear fault messages in the websites register,
40.4% chose Ajio, and 17.3% chose none.

Figure 5: Pie chart of User’s Responses to Survey question 4

In Figure 5, 46.2% chose their opinion as Myntra in terms of ease of accessibility ( previous page
or leaving), 40.4% chose Ajio, and 9.6% chose none.

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 Figure 6: : Pie chart of User’s Responses to Survey question 5

In Figure 6, 48.1% chose their opinion as Myntra the best call-to-action icon, Others 38.5%
chose Ajio.

Figure 7: Pie chart of User’s Responses to Survey question 6

In Figure 7, 53.8% chose their opinion as Myntra in better-personalized information, and Other 30.8%
chose Ajio.

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 Figure 8: Pie chart of User’s Responses to Survey question 7

In Figure 8, 48.1% chose their opinion as Ajio in Placing an item in a shopping trolley, and
Others chose 42.3% of Myntra.

Figure 9: Pie chart of User’s Responses to Survey question 8

In Figure 9, 46.2% chose their opinion as Ajio in proper assistance and Knowledge, Others chose
42.3% Myntra, and 9.6% chose none.

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 Figure 10: Pie chart of User’s Responses to Survey question 9

In Figure 10, 48.1% chose their opinion as Myntra in Account setup for personal details, 36.5% chose
Ajio, and 11.5% none.

Figure 11: Pie chart of User’s Responses to Survey question 10

In Figure 11, 46.4% chose their opinion as Myntra and 34.8% chose Ajio in updating your info in
verifying; others chose 15.2% none.

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 Figure 12: Pie chart of User’s Responses to Survey question 11

In Figure 12, 48.1% chose their opinion as Ajio in the clear at initial work while signing, and
Others chose 46.2% Myntra.

Figure 13: Bar Graph of User’s Responses to Survey question 12

From the above responses and by calculating the average, Myntra received a 3.7 out of 5 ratings.

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 Figure 14: Bar Graph of User’s Responses to Survey question 13

From the above responses and by calculating the average Ajio received a 3.9 out of 5 rating.

From the Survey question 1, “Match between the system and the natural world” Myntra got 44.2% in
account opening, and Ajio got 36.5%. So Myntra won this question.

From the Survey question 2, “Error Prevention” Ajio got 44.2% in Useful tips to avoid problems,
Myntra got 40.4%. So, Ajio won this question.

From the Survey question 3, “Help users recognize, diagnose, and recover from errors” Myntra got
42.3% for clear fault messages in the websites register, Ajio got 40.4%. So, Myntra won this question.

From the Survey question 4, “User control and freedom” Myntra got 46.2% chose their opinion in terms
of ease of accessibility ( previous page or leaving), Ajio got 40.4%. So, Myntra won this question.

From the Survey question 5, “Consistency and standards” Myntra got 48.1% best call-to-action icon,
Ajio got 38.5%. So, Myntra won this question.

From the Survey question 6, “Recognition rather than recall” Myntra got 53.8% in better-personalized
information, and Ajio got 30.8%. So, Myntra won this question.

From the Survey question 7, “Visibility of system status” Ajio got 48.1% chose in Placing an item in a
shopping trolley, and Myntra got 42.3%.So, Ajio won this question.

From the Survey question 8, “Help and documentation” Ajio got 46.2% chose in proper assistance and
Knowledge, Myntra got 42.3%. So, Ajio won this question.

From the Survey question 9, “Flexibility and efficiency of use” Myntra got 48.1% in setup for personal
details, and Ajio got 36.5%. So, Myntra won this question.

From the Survey question 10, “Flexibility and efficiency of use ” Myntra got 46.4% in updating your
info in verifying, and Ajio got 34.8% So, Myntra won this question.

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From the Survey question 11, “Aesthetic and minimalist design” Ajio got 48.1% chose their opinion as
Ajio in clear at initial work while signing, Others chose 46.2% Myntra. So, Ajio won this question.

The summary of the survey is Myntra is more efficient than Ajio.

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5 DISCUSSION
The research questions from section 1.2 are explored in-depth in this section. The average waiting
time by users to complete each job would answer the first question. In addition, the findings of a
poll will be used to answer the follow-up question.

Research Question 1: Which one of the two e-businesses’ websites, Myntra or Ajio, seems to be
more efficient when completing operations with much less time?

The researchers devised six activities for users to determine which e-business website among
Myntra and Ajio delivers a superior efficiency in doing operations in less time and more
effectively. We chose the average time taken to complete each activity by users.

Figure 15: Screenshot of Account setup on Myntra

Myntra consumers waited longer on average to join up than Ajio users, and Ajio users said the
registration process was more familiar. When registering an account on Myntra, most consumers
were perplexed since the company asked for their contact number first, followed by their details.

Figure 15 shows Myntra’s account creation method, similar to that of many other websites, but
Figure 16 shows Ajio’s request for a cellphone number, which is unusual for many other websites.
Users took much longer to set up an account on Ajio than on Myntra.

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 Figure 16: Screenshot of Account setup on Ajio

Users that logged into Ajio discovered that they were not given any ideas or assistance, as seen in
Figure 19. As illustrated in Figure 17, Myntra expressly provides a support option to consumers.
As a result, individuals who used the assistance option spent less time to connect into Myntra.

Figure 17: Screenshot of Signup on Myntra

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 Figure 19: Screenshot of Signup on Ajio

Figure 18: Screenshot of Add to wish list option on Myntra

33
 Figure 20: Screenshot of Add to Wishlist option on Ajio

As shown in Figure 18, Myntra provides an "Add to wish list" button. Users complained that
adding merchandise to a wish list on Ajio was difficult since the company did not give an obvious
"Add to wish list" function, instead opting for a love symbol in the upper corner, as illustrated in
Figure 20. As a result, Myntra users spent less time than Ajio users.

34
 Figure 21: Screenshot of Wishlist on Myntra

Users mentioned that it is simple to check the recommendations in Myntra because it guides users
on the main page from which users can easily select the desired products. In contrast, Ajio showed
advertisements not previously checked by users and provided recommendations at the bottom of
the page. As a result, people spent more time searching for suggestions on Ajio.

Figure 22: Screenshot of Wishlist on Ajio

Task-1, Task-2, Task-3, and Task-6 performed better on Myntra, while Task-4 and Task-5
performed better on Ajio. This demonstrates that Ajio was more efficient in completing activities
in less time than Myntra.

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Research Question 2: While applying usability heuristics, which among the e-
businesses websites, Myntra or Ajio, gives a more user expertise(do offer the user best Nielson’s
usability between the websites)?

To assess whether an e-business website delivers a superior usability experience, a survey

evaluation based on Nielsen's usability criteria may be used to compare the usability of the
Ajio and Myntra websites.

The author developed six activities and a survey questionnaire for consumers based on Nielson's
usability criteria to see which e-business website, among Ajio and Myntra, gives a superior
usability experience. Users responded to the survey after performing work on e-business websites.

Question 1 of the survey is based on Nielsen's usability heuristic, which compares the system to
the actual world.

This question aims to determine whether an e-business website's method for making an account
is more applicable to other online platforms. When a user can relate to something they've done
before, it's easier for them and provides a better usability experience. According to user responses,
36.5% linked Ajio to other online platforms, 44.2% linked Myntra to other platform account
creation, and 17.3% opted for none. In this regard, most customers may simply adapt to the Myntra
account creation process.

Nielsen's usability heuristic error avoidance is used in survey question 2. This question aims to
see if the user is given valuable tips to avoid making mistakes so that the user can quickly fill out
the essential information in the account creation form without becoming confused, making the
website more user-friendly. According to user replies, 44.2% of consumers believe Ajio gave
superior task choices. While 40.4% said, Myntra gave great recommendations, and 13.5% said
none. In this regard, the majority of consumers believe Ajio gave excellent ideas.

Question 3 of the survey is based on Nielsen's usability heuristic, which helps users detect,
identify, and remediate mistakes. This question aims to determine which e-business website
offered consumers helpful error notifications, allowing them to quickly locate and remedy their
errors. Users responded that Myntra provided good error messages to diagnose and recover from
mistakes, while Ajio supplied better error messages for 40.4%, and 17.3% chose None. Myntra
delivered better error notices, according to the majority of users.

User independence and control. This inquiry aims to see if the user may browse wherever he wants
and quit freely. Question 4 of the survey is based on Nielsen's usability heuristic.

While entering into the web pages, Myntra offered customers adequate navigation buttons.
According to user replies, 46.2% of the users believe Myntra provides greater navigation freedom,
40.4 % believe Ajio provides better navigation freedom, and 9.6% believe in none. In this regard,
most consumers agreed that Myntra offered more navigational flexibility.

Nielsen's usability heuristic consistency and standards are used in survey question 5. This question
aims to determine if an e-business website adhered to standards and surface (for example,
consistently giving the same size and color buttons that users can readily recognize). According
to user comments, 48.1% said Myntra helped them with excellent standards and consistency in

36
design, 38.5% said Ajio helped them with consistent standards, and the rest said none. In this
regard, most customers said Myntra provided higher design standards and consistency.

Rather than recollection, survey question 6 is based on Nielsen's usability heuristic Recognition.
This inquiry aims to determine if an e-business website provides a system for showing customized
items to consumers that they can readily recall. Users responded that Myntra supplied
personalized material 53.8%, and Ajio provided customized content 30.8%.

Question 7 of the survey is based on Nielsen's usability criteria for system visibility. This inquiry
aims to determine if an e-business website provides status notifications. According to user replies,
42.3% believed Myntra provided better notifications, and 48.1% believed Ajio provided better
notifications.

Question 8 of the survey is based on Nielsen's usability heuristics and documentation. This
question aims to determine if e-business websites provide adequate assistance and documentation
to consumers to achieve their objectives whenever necessary. Users said Ajio provided better help
and documentation 46.2%, Myntra provided better documentation 42.3% of the time, and 9.6%
said none.

Question 9 of the survey is based on Nielsen's usability heuristic. Usability flexibility and
efficiency The purpose of this question is to determine if e-business websites retain efficiency by
showing information (such as name and e-mail address) that has already been entered by the user
in other forms (like in account creation form). According to user comments, 48.1% believe
Myntra is more efficient, 36.5% believe Ajio is more efficient, and 11.5% believe none are
efficient. Most individuals think Myntra is more efficient and adaptable in this regard.

Usability, flexibility, and efficiency The purpose of this inquiry is to see if e-business websites
allow users to modify their personal information. Question 10 of the survey is based on Nielsen's
usability heuristic. According to user replies, 34.8% said Ajio gave them the flexibility to alter
their data, 46.4% said Myntra gave them the freedom to edit their personal information, and 15.2%
said none.

Question 11 of the survey is based on Nielsen's usability heuristic aesthetic. This inquiry aims to
determine whether users can comprehend e-business websites and whether they have decent
aesthetics. 46.2% of the users said Myntra’s website is clear, whereas 48.1% said Ajio. In this
regard, most consumers agreed that Ajio had superior aesthetics and design.

Question 12 of the survey asks about the user's overall Myntra usability experience on a scale of
1 to 5. According to customer feedback, Myntra received a 3.7 rating on average.

Question 13 of the survey is about the user's overall usability experience with Ajio on a scale of
1 to 5. Ajio received an average rating of 3.9 based on user feedback.

According to the study results, Myntra received more positive comments in the areas of the
system-to-real-world match, mistake avoidance, aesthetic and minimalist design, user control and
freedom, consistency and standards, flexibility and efficiency of use, and overall rating.
According to survey findings, Ajio provides users with superior usability.

The findings of the above survey evaluation were based on Nielson's usability heuristics;
therefore, they are not general, and we chose Nielson's usability heuristics to address the specific

37
concerns, approaching easier directly. However, there is a potential for labeling fears that are not
usability issues based on heuristics.

38
6 CONCLUSION AND FUTURE WORK
6.1 Conclusion
A survey was conducted to compare the usability of Myntra and Ajio. The websites of Myntra
and Ajio are assessed using Nielsen's heuristic criteria[18]. Most customers believe that Myntra
is the most excellent website, having a superior UI (User Interface) over the other two. Myntra
received a higher score, as well as the majority of customers prioritized Myntra in most areas.

In the below Nielsen usability criteria, the Myntra website UI outperformed Ajio.

Visibility of system status, Match between system and the natural world, User control,
Consistency and standards, Error prevention, Flexibility and Efficiency of use, Aesthetic
and minimalist design, Help and Documentation

1. Visibility of system status : The degree to which the service's condition is

communicated towards its consumers is referred to as the visibility of system status.
In a perfect world, systems would provide users with timely, regular response that
would remain them notified regarding whatever is happening is provided by Myntra.

2. Match between system and the natural world: Instead of using terms exclusive to
the system, systems should employ simple words, ideas, and conceptions that are
recognizable to the consumers provided by Myntra.

3. User control and freedom: Simple mistakes and shifting opinions are common
among consumers. Give users the option to stop a stream, revert to the system's
original state, or cancel their most recent efforts are done by Myntra.

4. Consistency and standards: By Simply keeping, a method or a service should

not cause confusion among viewers by expressing the same idea through multiple
words, deeds, designs, or circumstances are done by Myntra.

5. Error prevention: Preventing faults or any circumstance that could influence a

consumer to choose incorrectly or in an undesired way is the fundamental definition
are chosen by Myntra.

6. Flexibility and efficiency of use: Simply it says, the system needs to be created such
that both expert and beginner people may utilize it provided by Myntra.

7. Aesthetic and minimalist design: Only necessary and pertinent content needs to be
given to a consumer; additional unnecessary content devalues the value of a needed
data. Words, pictures, graphic components, and videos can all be used to
communicate ideas are provided by Myntra.

8. Help and documentation: Regardless of whether the service or method was made to
be the simplest to operate without assistance, then we really must still offer consumers
support and instructions are done by Myntra.

39
 It doesn't imply Ajio is awful at these criteria, but according to the survey poll findings, Myntra
is better than Ajio. The above heuristics yielded good results for Ajio.

1. Recognition rather than recall: A consumer must have access to all information,
including light stimuli, alternatives, tasks, and commands, in order to reduce cognitive
burden and prevent decision-making that is susceptible to mistakes done by Ajio.

2. Help users recognize, diagnose, and recover from errors: Create failure warnings
in vocabulary that is understandable to humans and provide guidance and instructions
about ways to fix or eventually recovering through them done by Ajio.

6.2 Future Work

We may expand our efforts by conducting better-detailed surveys with more complex tasks and
questions.

In future attempts, developers can continue the following to improve:

x More difficult Tasks can be applied to get a better understanding on how complex
they actually are and what can be done in order to prevent it.

x Additional users will be surveyed as increasing the number of users responses

increases the accuracy of the results.

x This research may be carried out on several platforms, including Android, iOS and
windows as they can be tested for the compatibility among other devices [19].

x Many other design principles can be used to make the websites better. Combination
of various design principles can also make the websites better other than HCI
principles.

40
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