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Catwalk på webben: En studie om en produktorienterad användarupplevelse
University West, Department of Economics and IT, Division of Media and Design.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Catwalk on the web (English)
Abstract [en]

The cost of returns is a big problem for a webshop. The purpose of this studie was to examine a user-experience related function on a webshop with clothes, additional to regular product pictures. It takes a closer look at a function called catwalk, which is a video where a model shows off clothes in movement. This studie was created with the purpose to see if this function could have any impact on the consumers positive experiences within searching for a specific product, in this case clothes. It also observes if the function provides a safer feeling for the consumer when it comes to evaluate a potential item for purchase. This, to see if the amount of return products eventually could be reduced. Six girls in the age span of 20-35 years old was observed when they searched for clothes, and afterwards they was interviewed about their thoughts of the catwalk-function. Results ars showing that the participants was given a safer feeling when it came to choosing the right product, and was given more help in the search progress. By experiences like these, the consumers desire to return a product reduces. The function was used mainly in the ending process of selecting a product, and could be compared to a changing room in a physical clothing store. This function is a distinct indication of user-experience (UX).

Abstract [sv]

Returer är ett stort problem kostnadsmässigt för en webbshop. Syftet med denna studien var att undersöka ifall extra funktioner utöver produktbilder hos en webbshop hade någon inverkan på konsumenternas positiva upplevelser av sökandet efter kläder, samt om funktionen påverkar deras trygghet i deras handlandet. Detta för att se om antalet returer rent teoretiskt skulle kunna minska. Funktionen som undersöktes heter catwalk, och är en videofilm där en modell visar upp ett klädesplagg i rörelse. Sex stycken tjejer i åldern 20-35 år observerades då de sökte efter kläder, samt intervjuades angående de-ras upplevelser av catwalk-funktionen som webbshopen erbjuder. Resultatet visar på att deltagarna upplevde sig få större hjälp att bedöma en produkt innan ett köp, och en större trygghet i deras handlande på webshoppen. Genom upplevelser som dessa så kan konsumenternas lust att returnera varor minska. Funktionen i fråga användes som mest frekvent i slutskedet av ett produktval, och kunde liknas vid ett provrum i en klädbutik. Funktionen är ett tydligt tecken på User experience (UX).

Place, publisher, year, edition, pages
2016. , 33 p.
Keyword [en]
Product display functions, consumer behavior, UX-design
Keyword [sv]
Funktioner utöver produktbilder, Köpbeteende, UX-design
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hv:diva-9940Local ID: EXC509OAI: oai:DiVA.org:hv-9940DiVA: diva2:974699
Subject / course
Media informatics
Educational program
Digitala media
Supervisors
Examiners
Available from: 2016-09-27 Created: 2016-09-27 Last updated: 2016-09-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf