Designing mobile services is fundamentally different than designing online services. Not only are there differences in underlying technologies, but also in the way people use services. If these differences are not taken into account, mobile services are likely to fail. If mobile services do not deliver what people want, these services will fail no matter how excellent the underlying technology is. The user interface design that is commonly used in mobile services is based on multi-layered approach, which is not very user friendly. So a well designed single layered user interface will be more user friendly than the conventional one and it will be having edge over others. However, it is quite difficult to provide a single layered user interface in a small screen. This study aims at examining how user interface design attributes of mobile services affect customer preferences. In order to explore customer preferences to each design attribute, we measure customer’s WTP (Willingness To Pay) toward different interface designs.
Baek, Seung; Kang, Jinwoo; and Hong, Woosuk, "Exploring Customer Preferences on Mobile Services" (2005). ICEB 2005 Proceedings (Hong Kong, SAR China). 92.