A fuzzy cognitive map of the quality of user experience determinants in mobile application design

Abstract

The users of mobile phone are exponentially increasing. The applications are developed every day in a variety of domains to enhance the Quality of User Experience (QoUE) along with utility determinants. The design of the mobile application impacts the QoUE. QoUE in mobile applications is a measure that describes the appropriateness of the purpose of the application and the need for user retention. However, the challenge is to identify, understand, focus and interconnect the variety of determinants influencing the QoUE based on mobile application design. These determinants are based on the diversity of users and the related functional needs, user-specific needs, and background functioning of the application. The modelling and analysis help mobile application developers to improve, increase and retain user engagement on the app based on improved QoUE. To do so, a qualitative analytical method is employed in the following steps. The first ever Fuzzy Cognitive Map (FCM) is proposed to show the causal-effect links of the interdependent determinants in mobile applications based on QoUE. In our model, the existence of relationships between determinants relies on a thorough literature review. The weight of these links is estimated by users of different ages and lines of work. This is performed by an empirical study based on a questionnaire filled by experts. The questionnaire is based on the formal utility and perceived QoUE-based topics. Finally, scenario-based analysis on formed FCM based on these inputs is performed. We show that small changes in cases using different direct determinants can be used to enhance QoUE. These changes can be studied before launching an application for the user, thereby limiting the need to rework the improvements based on QoUE and providing useful guidance for the possible increase in user base and behaviour change.