Domain-Oriented Interface Metaphors: Designing Web Interfaces for Effective Customer Interaction

Although interface metaphors are used extensively in user interface design, there is an increasing need to identify and develop more effective metaphors. This need arises from the fact that information technology is being utilized by a wide variety of users (e.g., customers) who interact in a number of different domains (e.g., electronic commerce arena). The literature for this study includes metaphor theory, metaphorical design, interface metaphor usability, and mental model theory. This experimental study consisted of two factors: mode of interface and mental model type. Three types of information retention were measured: textually explicit, graphically explicit, and graphically implicit. The results from the study indicate that a significant difference exists between the two interface types while mental model type did not stimulate a significant difference. Lastly, theoretical contributions and pragmatic implications are