ONLINE SHOPPING EXPERIENCE: EXPLORATIONS FROM DESIGN THINKING

Abstract

This study deals with improving the online shopping experience through the process of design thinking, by identifying and presenting a solution to one of the main pain points identified in this medium, which is the lack of physical proof of clothing products. Considering behavioral aspects, essential for the user experience thinking, the research pointed that the experimenting of the clothing products increases the confidence for the purchase and decreases the risk of product exchange. The identification of the pain and construction of the solution included a set of steps carried out within the design thinking approach, which were: a systematic literature review; benchmarking and secondary data analysis; in-depth interviews with users; use of design tools such the creation of personas, empathy map, user journey and point of view; and development and test of prototypes. It was identified that visual aspects, such as quality and variety of images and the availability of information; and a size recommendation system contribute to the improvement of the online shopping experience and can be used in a complementary way.