Market User Interface Design

Despite the pervasiveness of markets in our lives, little is known about the role of user interfaces (UIs)

in promoting good decisions in market domains. How does the way we display market information to end

users, and the set of choices we offer, influence users’ decisions? In this paper, we introduce a new research

agenda on “market user interface design.” Our goal is to find the optimal market UI, taking into account

that users incur cognitive costs and are boundedly rational. Via lab experiments we systematically explore

the market UI design space, and we study the automatic optimization of market UIs given a behavioral

(quantal response) model of user behavior. Surprisingly, we find that the behaviorally-optimized UI performs

worse than the standard UI, suggesting that the quantal response model did not predict user behavior well.

Subsequently, we identify important behavioral factors that are missing from the user model, including loss

aversion and position effects, whichmotivates follow-up studies. Furthermore, we find significant differences

between individual users in terms of rationality. This suggests future research on personalized UI designs,

with interfaces that are tailored towards each individual user’s needs, capabilities, and preferences.

p898-seuken.pdf
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Publisher  ACM Electronic Commerce

Details

TypeProceedings
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