User Interface Design Patterns for Marketplace Mobile Application in Indonesia Based on User Behavior

The number of mobile applications for online marketplace is kept increasing along with the transaction in online shopping. Each marketplace application has its user interface (UI) design pattern. Currently, there is no design pattern preference for marketplace mobile app, especially in Indonesia, which is based on user behavior. This creates a need for a recommendation of UI design patterns to help the designers building the mobile application based on user behavior. Thus, this study aims to propose a recommendation for the design patterns. Mix method was used in this study to collect data from the users of three mobile marketplace applications, which are Shopee, Tokopedia, and Bukalapak. Quantitative data was collected through an online survey, and qualitative data was gathered from interviews with respondents. Throughout the study, information about different segments in terms of personal preference design and pattern of behavior and details related to the design and behavior towards each marketplace was discovered. Those data were then analyzed to generate a collection of design patterns that can be used as reference and consideration for the next related studies and implementations in constructing a marketplace mobile application.