Evaluating age bias in e-commerce

Jennifer McIntosh, Xiaojiao Du, Zexian Wu, Giahuy Truong, Quang Ly, Richard How, Sriram Viswanathan, Tanjila Kanij

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

13 Citations (Scopus)

Abstract

Software should be designed for diverse end users particularly because people of different ages, genders and/or levels of digital literacy use software differently. Understanding the needs of diverse end-users is essential when developing successful software. This article explores how people from different age groups behaved when they used e-commerce applications to inform the development of an age bias evaluation tool. We focused on age because the software industry is dominated by a younger workforce, and currently there are no systematic methods to evaluate age bias in software. We chose the e-commerce domain as the use of e-commerce is increasing rapidly, particularly because of the COVID-19 pandemic lockdown. Following the InclusiveMag methodology, this study aimed to determine if there are specific requirements for different generations. We explored the views of people from different age groups about e-commerce applications using semi-structured interviews and field notes when observing people as they used an e-commerce application. The interviewees were purposively sampled from well recognised generational classifications based on age, including Generation Z (Gen Z) and Generation Y (Gen Y) (combined), Generation X (Gen X), Baby Boomers (BB), and the Silent Generation (SG). Based on four different facets, we built personas to represent the different age groups and performed a cognitive walkthrough with the personas for two e-commerce applications. The results found potential age bias against older people when using e-commerce applications. This will directly inform the development of an age-inclusiveness Magnifier (AgeMag) to help identify age bias within e-commerce applications.

Original languageEnglish
Title of host publicationProceedings - 2021 IEEE/ACM 13th International Workshop on Cooperative and Human Aspects of Software Engineering, CHASE 2021
EditorsSouti Chattopadhyay
Place of PublicationPiscataway NJ USA
PublisherIEEE, Institute of Electrical and Electronics Engineers
Pages31-40
Number of pages10
ISBN (Electronic)9781665414098
ISBN (Print)9781665414104
DOIs
Publication statusPublished - 2021
EventInternational Workshop on Cooperative and Human Aspects of Software Engineering 2021 - Online, Spain
Duration: 20 May 202121 May 2021
Conference number: 13th
https://ieeexplore.ieee.org/xpl/conhome/9463176/proceeding (Proceedings)

Publication series

NameProceedings - 2021 IEEE/ACM 13th International Workshop on Cooperative and Human Aspects of Software Engineering, CHASE 2021
PublisherIEEE, Institute of Electrical and Electronics Engineers
ISSN (Print)2574-1780
ISSN (Electronic)2574-1837

Workshop

WorkshopInternational Workshop on Cooperative and Human Aspects of Software Engineering 2021
Abbreviated titleCHASE 2021
Country/TerritorySpain
Period20/05/2121/05/21
Internet address

Keywords

  • Age
  • Bias
  • Cognitive walkthrough
  • e-commerce
  • Persona

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