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Optimizing Urban e-Commerce Experiences: A Cross-Cultural Interface Design Approach for Enhanced Connectivity and Consumer Engagement

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Human-Computer Interaction (HCII 2024)

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Abstract

This research paper presents an in-depth analysis of the Canton Fair’s B2B e-commerce platform, with a focus on optimizing user experience in the context of urban e-commerce environments. The study employs a multi-method approach, incorporating heuristic evaluations, usability testing, and user interviews, to identify key areas for improvement in the platform’s design. Central findings highlight significant issues with navigation complexity, limited search functionality, and the platform’s lack of mobile optimization—elements that are critical for success in fast-paced urban markets. In response to these challenges, the paper proposes a set of comprehensive interface design guidelines. These guidelines emphasize a user-centric design philosophy, enhanced search capabilities, streamlined checkout processes, and the integration of advanced technologies such as AI for personalization. The research also underscores the importance of culturally and linguistically inclusive design to cater to the diverse urban user base. The paper concludes with strategic recommendations for the Canton Fair, aiming to transform its platform into a more efficient, accessible, and user-friendly e-commerce environment. This study contributes to the field of electronic commerce by offering insights and practical approaches for adapting traditional trade platforms to meet the evolving demands of the urban digital marketplace.

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Acknowledgments

This work was supported by Philosophy and Social Sciences Fund in Guangdong Province (GD22CYS17), Educational Science Planning Project (Higher Education Special) in Guangdong Province (2022GXJK230), Educational Science Planning Project (Higher Education Special) in Guangdong Province (2023GXJK343).

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Authors and Affiliations

  1. Guangzhou Academy of Fine Arts, No. 168, Waihuan West Road, Panyu District, Guangzhou, China

    Wenhua Li

  2. Guangdong University of Technology, Yuexiu District, No. 729, Dongfeng East Road, Guangzhou, China

    Jia Xin Xiao

  3. Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau, China

    Meng Ting Zhang

Authors
  1. Wenhua Li
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  2. Jia Xin Xiao
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  3. Meng Ting Zhang
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Correspondence to Meng Ting Zhang .

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Editors and Affiliations

  1. The Open University of Japan, Chiba, Japan

    Masaaki Kurosu

  2. Hosei University, Tokyo, Japan

    Ayako Hashizume

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Li, W., Xiao, J.X., Zhang, M.T. (2024). Optimizing Urban e-Commerce Experiences: A Cross-Cultural Interface Design Approach for Enhanced Connectivity and Consumer Engagement. In: Kurosu, M., Hashizume, A. (eds) Human-Computer Interaction. HCII 2024. Lecture Notes in Computer Science, vol 14687. Springer, Cham. https://doi.org/10.1007/978-3-031-60441-6_15

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  • DOI: https://doi.org/10.1007/978-3-031-60441-6_15

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-60440-9

  • Online ISBN: 978-3-031-60441-6

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