12th Annual International Conference on Industrial Engineering and Operations Management

A Usability Study on the Online Retail Platform of Local Pharmacies in the Philippines

0 Paper Citations
Track: Design and Analysis

Technology advancements have also turned pharmacies in developing their digital strategies. The usability and user interface are vital to establishing a more robust end-to-end service with the customers. This study assessed the e-commerce platform of one of the leading pharmacies in the Philippines. The assessment was made on the context of usability to determine whether the pharmacy's website contains the preferred features of the consumers. A total of 156 respondents evaluated the website of an online pharmacy through an online survey questionnaire. The study utilized the multiple regression analysis to determine which among the key features from the usability test based on Neilsen's Heuristics has a significant impact on the pharmaceutical website. The results showed that the critical elements of a pharmaceutical website are a user-friendly interface, simple and recognizable interface, prevention of errors, and ease of transaction. The findings of the evaluation specified that most of the users were not generally satisfied with the pharmacy's current website design because it was too complex and cannot be easily identified as a pharmaceutical e-commerce website. The study also proposes a new website design that has a simplified feature to identify and navigate the website easily and removal of unessential features including adjustment of the font colors and background. The improvement on the pharmacy’s website design will help attract more customers, build trust, and influence customer loyalty.

Published in: 12th Annual International Conference on Industrial Engineering and Operations Management, Istanbul, Turkey

Publisher: IEOM Society International
Date of Conference: March 7-10, 2022

ISBN: 978-1-7923-6131-9
ISSN/E-ISSN: 2169-8767