Designing, Developing and Evaluating a Sustainable Shariah-Compliant E-Commerce Fashion Prototype

Abstract

This paper describes the full process of design, development and evaluation of a Shariah-compliant e-commerce fashion prototype. The prototype was designed and developed based on Fogg’s (2003) Persuasive Technology principles, namely, the principle of suggestion, principle of similarity and principle of trustworthiness which are able to persuade consumers to visit and eventually purchase products from this site. User Experience Testing was conducted to evaluate user experience in terms of screen layout, features and functionality of the site. Findings of the study indicate that the information offered is useful and the website is well-designed. In addition, the suggestions on size and clothes based on users’ body measurement are helpful when choosing suitable clothes based on one’s body type. Therefore, it can be concluded that Shariah-compliant fashion on this e-commerce site is interesting, useful and user friendly, and thus, can be a sustainable go-to site of e-commerce for Muslim women.