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Using HCI techniques to evaluate Electronic Commerce sites

According to Dix et al [1998] human-computer interaction (HCI) involves the design, implementation and evaluation of interactive systems in the context of the user's task and work. This paper will focus on the HCI evaluation techniques used in the design and implementation of interactive systems with the emphasis on electronic commerce sites. Electronic commerce is according to Turban et al [1999] the process of buying and selling or exchanging of products, services and information via computer networks, which includes the Internet. Books on electronic commerce seldom, if ever focus on the evaluation of web sites [Turban et al, 1999; Kalakota & Whinston, 1996; Dahl & Lesnick, 1996]. The fundamental question that needs answering is whether we can apply the existing HCI evaluation techniques to evaluate electronic commerce sites or do we need more than that or totally different techniques. Existing evaluation techniques that will be discussed with a view of applying them to evaluate electronic commerce sites are cognitive walkthroughs, heuristic evaluation, review-based evaluation, model-based evaluation, observational techniques and usability testing. In order to answer the question the paper will apply some of these HCI evaluation techniques to a number of South African electronic commerce sites. Proposals for the extension of these techniques to make them more applicable for electronic commerce, as well as the possibility of new evaluation techniques, will be discussed.