Etkinlik Bileti Mobil Satış Uygulamalarında Navigasyon Tasarımı Sorunları ve Kullanıcı Deneyimine Etkileri

Öz

Dijitalleşmenin yükselişiyle birlikte kullanıcılar, etkinlik bileti satın alma da dahil olmak üzere, günlük hayattaki birçok işlemi mobil uygulamalar aracılığıyla çevrimiçi olarak gerçekleştirmeyi tercih etmektedir. Mobil uygulamalarda navigasyon tasarımı, kullanıcıların uygulamada gezinim kolaylığı ile ilişki olduğundan kullanıcı deneyimi açısından kritik öneme sahiptir. Bu çalışma kapsamında, Türkiye’nin en popüler mobil etkinlik bileti satış uygulamaları olan Biletinial, Biletix ve Bubilet uygulamaları için, navigasyon tasarımı odağında, kullanıcı deneyimi analiz edilmiştir. Araştırma kapsamında, App Store ve Google Play mağazalarına eklenen kullanıcı yorumları, veri kazıma yöntemiyle elde edilerek nitel içerik analizi ile kategorize edilmiş ve uygulamalarda kullanıcıların en sık gerçekleştirmeyi hedeflediği üç temel işlem belirlenmiştir. Belirlenen bu işlemlerin gerçekleştirilmesi sırasında, kullanıcılar tarafından karşılaşılan navigasyon problemleri, görev modeli ve kullanıcı yolculuğu yöntemleri aracılığıyla analiz edilmiştir. Uygulamalara özgü oluşturulan kullanıcı yolculuklarında yer alan tüm adımlar ve bu adımların ne kadar sezgisel, anlaşılır ve kullanıcı dostu olduğu bilişsel gezinti yöntemi ile değerlendirilmiştir. Elde edilen bulgular, navigasyon tasarımındaki eksikliklerin, kullanıcı deneyimini olumsuz etkilediğini ortaya koymaktadır. Bu bağlamda kullanıcı yorumlarının düzenli analiz edilerek tespit edilen sorunlarla ilgili iyileştirmelerin uygulama güncellemelerine yansıtılmasının, kullanıcı memnuniyeti açısından fayda sağlayacağı görülmektedir. Araştırma kapsamında, gerçek kullanıcı yorumlarından yola çıkılarak, mobil uygulamalardaki navigasyon deneyimi incelenmiş ve bu deneyimin geliştirilmesine yönelik uygulanabilir öneriler sunulmuştur.

Anahtar Kelimeler

• Kullanıcı Deneyimi
• Bilgi Mimarisi Tasarımı
• Navigasyon Tasarımı
• Veri Kazıma
• Mobil Bilet Satış Uygulamaları

Impact of Navigation Design Issues in Event Ticketing Applications on User Experience

Öz

As digitalization grows, users increasingly prefer to perform many daily transactions online, including purchasing event tickets, via mobile applications. Navigation design plays a crucial role in the user experience of mobile applications, as it directly influences how effortlessly users can navigate through the application. This study analyzes user experience with a focus on navigation design, for the Biletinial, Biletix, and Bubilet applications, the most popular mobile event ticketing platforms in Turkey. In this research, user comments added to the App Store and Google Play were collected through data scraping and categorized using qualitative content analysis. The three most common tasks that users aim to perform in the applications were identified. Navigation problems encountered during these tasks were analyzed through task models and user journeys. Each step in the application-specific user journeys was evaluated using the cognitive walkthrough method to assess its intuitiveness, clarity, and user-friendliness. The findings reveal that deficiencies in navigation design negatively impact user experience. Regularly analyzing user reviews and incorporating improvements related to identified issues into application updates would contribute to enhancing user satisfaction. Based on real user comments, the research examined navigation experience in mobile applications and provided practical suggestions for improving it.

Anahtar Kelimeler

• User Experience
• Information Architecture Design
• Navigation Design
• Data Scraping
• Mobile Ticketing Applications

Kaynakça

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