Eliciting users' demand for interface features

Oded Nov, Han Su

Research output: Chapter in Book/Report/Conference proceedingConference contribution


How valuable are certain interface features to their users? How can users' demand for features be quantified? To address these questions, users' demand curve for the sorting feature was elicited in a controlled experiment, using personal finance as the user context. Users made ten rounds of investment allocation across up to 77 possible funds, thus encountering choice overload, typical of many online environments. Users were rewarded for positive investment returns. To overcome choice overload, users could sort the alternatives based on product attributes (fees, category, fund name, past performance). To elicit their demand for sorting, the experimental design enabled users to forgo 0%-9% of their reward in return for activating the sorting feature. The elicited downward sloping demand curve suggests a curvilinear relationship between sorting use and cost. More broadly, the study offers a way to quantify user demand of UI features, and a basis for comparison between features.

Original languageEnglish (US)
Title of host publicationCHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems
Subtitle of host publicationEngage with CHI
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450356206, 9781450356213
StatePublished - Apr 20 2018
Event2018 CHI Conference on Human Factors in Computing Systems, CHI 2018 - Montreal, Canada
Duration: Apr 21 2018Apr 26 2018

Publication series

NameConference on Human Factors in Computing Systems - Proceedings


Other2018 CHI Conference on Human Factors in Computing Systems, CHI 2018


  • Choice overload
  • Cost-benefit
  • Demand
  • Economics
  • Feature economics
  • Features
  • Revealed preference
  • User interface

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design


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