Interface feature prioritization for web services: Case of online flight reservations

Acceptance, utility, and usability of system designs have become a focal interest in human–computer interaction (HCI) research, yet at present there is a lack detailed understandings of which system design features influence them. The purpose of the study is to examine the effects of five product design features; customization, adaptive behavior, memory load, content density, and speed on user preference through an experimental study by using conjoint analysis. In experimental study, instead of classical conjoint cards, prototypes were generated for products. Besides, desirability and market segments of product prototypes were identified. In line with the results, among the five product design features, speed is the most and customization is the least important features that affect user preference. Contrary to the expectations, customization has a relatively small importance value in this research. Subsequent design features that influence user preference after speed are minimal memory load, adaptive behavior, and content density, respectively. According to findings, interfaces that have high-speed, minimal memory load, adaptive behavior, low content density, and customization features are more preferable than those that do not.