Memorability: How different design choices effect the user ́s effectivity regarding their memorability

Sammanfattning: This thesis investigates if a memorability-influenced design could improve the effectivity of a user when navigating through a pharmacy webshop. This was measured by calculating the error ratio, completion time, and number of clicks when solving a task. To arrive at a definitive conclusion within the context of this thesis, one prototype with a memorability-influenced design was created, and another prototype with a design influenced by an already existing pharmacy webshop. The design that incorporated memorability was informed by an exploration of mental models and other design attributes aimed at augmenting memorability. These prototypes underwent evaluation through an A/B testing methodology. A total of ten participants, equally divided into two groups of five, were involved in this A/B test. All participants were adults aged over 18, possessing prior experience in procuring products and prescriptions from a physical pharmacy store. The results after analyzing the data from the A/B testing shows no significant difference between the prototypes when it comes to effectivity, which leaves the result inconclusive. Hence the appliance of memorability-influenced design traits did not lead to any difference in the A/B test. Even though this study could not find any correlation between memorability enhanced design and user’s effectivity, we found other aspects of the result that were interesting and helpful when it comes to user experience. From the survey that each person took after finishing the A/B test, it was discovered that prototype A, the one with memorability design traits, was experienced more positively than the other prototype without the amplified memorability design traits. The users described prototype A as easy and smooth while prototype B was described as cluttered and confusing. The results from the survey conclude that prototype A, which was designed with memorability design traits, enhanced the user experience in a positive way.