| Abstract: | Designing products possessing only technical perfectness does not seem to be enough in today's market. New expectations adding value to the product such as product usability and feelings have become more important. Consequently, product usability has become a major focus of manufacturing companies. In this study, touch screen cell phones are examined, and various specifications that affect the usability are researched. Usability tests were carried out with the participation of 15 subjects for four different brands of touch screen phones having the highest market share. The usability factors regarding questionnaires were evaluated by taking into consideration the relationships between them in a three‐stage (strategic, tactical and operational) hierarchical network model. Analytical network process method was used in order to analyse the network for end consumer. The results were evaluated within the general framework of the hierarchy, and the most important factors in respect of usability were calculated. Moreover, the usability levels of four brands were ranked evaluating the usability scores. Copyright © 2013 John Wiley & Sons, Ltd. |
