The call-to-action process will be quick and easy with only 2 short forms to fill, this will be the personal/contact details form and a bank details form. Once the user has input their mobile number or email address on the first form, they will receive a security code via text or email, they will then be asked to put that code into the website before proceeding to the bank details form. This may be frustrating to the user with them having to switch from the site to their texts/emails, but it provides a sense of security and privacy to their details. Once both forms have been completed, they will be presented with a ‘Purchase Complete’ screen and an option to ‘Return to the Home Screen’.
When using Hick’s Law ‘the more stimuli (or choices) users face, the longer it will take them to make a decision’ (Soegaard, 2021), meaning the process for the call-to-action should remain simple to keep the user engaged in the site, if the user is presented with too many things to put their details into, it increases the risk of them leaving the site and having an uncomplete purchase. It can also leave the user feeling frustrated and stressed which influences the idea of not wanting to go to the event.
Feedback will be used within the website to alert the user of any errors and positive actions. A negative alert will be used when the user has input the incorrect information and an upbeat chime-like sound will be used when the user has completed the purchase or created an account. Within the companion app the same feedback will be there but with added reminder alerts which the user can customize themselves for when they want to be reminded of when certain acts are performing or when their click and collect food order is ready.
Soegaard, M. (2021). Hick’s Law: Making the choice easier for users. [online] The Interaction Design Foundation. Available at: https://www.interaction-design.org/literature/article/hick-s-law-making-the-choice-easier-for-users#:~:text=Hick [Accessed 14 Mar. 2022].