Towards a Conceptual Framework for Design and Functionality of Websites and Smart Device Apps for Startups in Lebanon: Impact on Customer Journey

Abstract

The purpose of this research is to examine the importance of aesthetic design and the design functionality of ecommerce websites and commerce applications among digital start-ups. Based on in-depth literature review, and using the theory of “form and function” (Townsend et al., 2012) and Cebi’s hierarchy of design characteristics (2013) as a theoretical framework, the authors explored the various design and functionality aspects that may affect performance and hence allow e-commerce companies to better recognize what needs improvement. In light of this analysis, a model was developed depicting the relationship between aesthetics and functionality of website/mobile app design on one hand, and the customer journey on the other. The model suggests that aesthetics act like a façade, that either initiate or annihilate the customer journey, and in the case of passable aesthetics, functionality becomes the key player of the journey. The model can be used as a step towards an empirical study that provides analysis of users’ perceptions of websites and mobile apps to identify the factors that would most likely influence the expectations and impressions of both the aesthetic and functional designs. The implications of the study are discussed, and the limitations and recommendations for future research are presented.