An experimental examination of customer preferences on user interface design of mobile services

Abstract

Designing mobile services is fundamentally different from designing online services. Not only are there differences in underlying technologies, but also in the way people use the services. If these differences are not taken into account, mobile services are likely to fail. However, it is quite difficult to provide a single-layered user interface in a small screen. This study aims at examining how design attributes of user interfaces of mobile services affect customer preferences. In order to explore customer preferences to each design attribute of mobile services, we measure and analyze customer's WTP (Willingness To Pay) toward their different interface designs. Ultimately, throughout the study, we try to answer how to design mobile services in small screen of mobile devices. In addition, we propose an optimal design solution that customers likely prefer. ? Springer-Verlag Berlin Heidelberg 2007.