An experimental examination of customer preferences on user interface design of mobile services

Park Heejun, Baek Seung

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Designing mobile services is fundamentally different from designing online services. Not only are there differences in underlying technologies, but also in the way people use the services. If these differences are not taken into account, mobile services are likely to fail. However, it is quite difficult to provide a single-layered user interface in a small screen. This study aims at examining how design attributes of user interfaces of mobile services affect customer preferences. In order to explore customer preferences to each design attribute of mobile services, we measure and analyze customer's WTP (Willingness To Pay) toward their different interface designs. Ultimately, throughout the study, we try to answer how to design mobile services in small screen of mobile devices. In addition, we propose an optimal design solution that customers likely prefer.

Original languageEnglish
Title of host publicationHuman Interface and the Management of Information
Subtitle of host publicationMethods, Techniques and Tools in Information Design - Symposium on Human Interface 2007. Held as Part of HCI International 2007, Proceedings
Number of pages9
EditionPART 1
Publication statusPublished - 2007
EventSymposium on Human Interface 2007 - Beijing, China
Duration: 2007 Jul 222007 Jul 27

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
NumberPART 1
Volume4557 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


OtherSymposium on Human Interface 2007

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)


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