Analysis of website design components and redesign effects on user experience for airline companies: Example of Turkish Airlines

Today, electronic commerce is widely used in every field. The development of technology and widespread use of smartphones have become an indispensable elements in electronic commerce for people who prefer speed and ease of operation. Online channels have come to the forefront of companies that aim to use technology to improve the development and use of mobile devices to provide competitive advantage in marketing. This has led to the need for companies to develop and enhance their online channels. This study included the analysis of user experience influences of design changes for online stores. Online stores are considered as self-service products and Wwthin the scope of self-service technology, models that provide user control and provide co-production have been examined. Online stores are examined within the airline sector and online stores of global companies operating in the airline sector are examined. Examples of airline companies which restructuring their design elements on online stores are included. The restructuring of online store design elements has been explored through user experience and the perceived ease of use and perceived usefulness concepts in Davis 'Technology Acceptance Model (1989) have been examined to understand the adaptation of users' innovations. The elements of online store design are mentioned as clear content, lucidity, technical sufficiency, responsiveness, interactivity and security. In-depth interviews were conducted in the context of the study and analyzed. The user feedbacks were analyzed and related to online store design elements. The results of the findings were summarized in the analysis section. This study includes an example based on redesign process made on the Turkish Airlines online store, comparing with the old version. As a result of this study, the findings obtained for the designs are explained in the analysis and results section. The academic literature contribution of this study can be summarized as the contribution to the literature of redesign process for online stores. Global airline companies arrangements and changes on their online stores are not easily accessible and this reason can be considered as constraint of this work. In order to increase the reliability level of the analysis results, it may be suggested to repeat the study by conducting in-depth interviews with global airline companies besides the user.