Designing the best possible shopping experience for ecommerce : focus on the fashion vertical
Salminen, Rosanna (2016)
Tampereen ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016053111121
https://urn.fi/URN:NBN:fi:amk-2016053111121
Tiivistelmä
This thesis forms a hypothesis and defines the methods for creating the best possible shopping experience for ecommerce. The focus on the fashion vertical was selected to enable a more compact entity and unified example cases. In the practical part, the theory was utilized in creating marketing materials to visualise the power of a company offering personalisation solutions for online stores. The main objective was to create a comprehensive guide offering valuable insight into the world of ecommerce. The research problem was to find and specify the most important attributes that have an effect on the shopping experience. The research was conducted by examining professional literature in the fields of user experience, web design, marketing and ecommerce as well as blog posts, articles and expert interviews with some of the key experts of the commissioning company.
The solution to the problem was identifying the key components affecting the user’s shopping experience and selecting the three main points of focus: the user, the device and the content. By examining and analysing each of these focal points, it is possible to form a solid hypothesis on how to build an online store optimised for the user.
The first conclusion was that the user of the online store must be studied thoroughly by creating a user persona that takes into consideration the needs, desires and obstacles of a person belonging to the target group. The behavioural data captured when visiting the online store together with an array of previously published studies on consumer behaviour provide a broad foundation for designing an ecommerce company. Secondly, it is essential to understand the possibilities and restrictions of responsive web design and make sure that the usability is optimised for each device that can be used for browsing the store. The last discovery was that it is becoming increasingly important for the online stores to plan and produce quality content that will both attract new customers and retain the existing customer relationships. The research project introduced at the end of the thesis will show a way to visualise the optimisation of the entire customer journey.
The solution to the problem was identifying the key components affecting the user’s shopping experience and selecting the three main points of focus: the user, the device and the content. By examining and analysing each of these focal points, it is possible to form a solid hypothesis on how to build an online store optimised for the user.
The first conclusion was that the user of the online store must be studied thoroughly by creating a user persona that takes into consideration the needs, desires and obstacles of a person belonging to the target group. The behavioural data captured when visiting the online store together with an array of previously published studies on consumer behaviour provide a broad foundation for designing an ecommerce company. Secondly, it is essential to understand the possibilities and restrictions of responsive web design and make sure that the usability is optimised for each device that can be used for browsing the store. The last discovery was that it is becoming increasingly important for the online stores to plan and produce quality content that will both attract new customers and retain the existing customer relationships. The research project introduced at the end of the thesis will show a way to visualise the optimisation of the entire customer journey.