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Reducing gap between customers perception of the product online and the product in real
KTH, School of Electrical Engineering and Computer Science (EECS).
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Customer buying a product online creates a perception of that product in mind. If the product received in reality does not match their perception, it results in returning of that product. Small scale companies selling products online suffer if their return rates are high. Rabta is one such company who is facing this issue and want to minimize it through their product page design. It is interesting to study how a product must be displayed online such that it reduces this perception gap.

In this thesis a double diamond approach is used. Data was collected through interviews, observation and videos. Results show that pliable interactive display can solve this issue to some extent. A prototype was designed with easy to integrate functionalities. Feedback from prototype testing reveals that sense of touch, sound and vision combined together can help in perceiving material and color of the product. If these two properties are judged correctly by the user, it can reduce the gap of perception.

Abstract [sv]

Kunder som köper en produkt online skapar en uppfattning om den produkten i åtanke. Om den produkten inte stämmer överens med deras uppfattning, resulterar den i att produkten returneras. Småskaliga företag som säljer produkter online lider om deras returer är högre än försäljningen. Rabta är ett sådant företag som står inför den här frågan och vill minimera det genom deras produktsidesdesign. Det är intressant att studera hur en produkt måste visas online så att den minskar uppfattningsgapet. I denna rapport används en dubbel diamantmetod. Data samlades in genom intervjuer, observationer och video. Resultaten visar att (pliable) interaktiv skärm kan lösa problemet i viss utsträckning. En prototyp designades/utvecklades, med enkla integrerade funktionaliteter. Återkoppling från testet av prototyper indikerar att känslan av touch/rörelse, ljud och syn kombinerat tillsammans kan hjälpa till att uppfatta material och färg på produkten. Om dessa två egenskaper bedöms korrekt av användaren kan det minska uppfattningsgapet.

Place, publisher, year, edition, pages
2019. , p. 13
Series
TRITA-EECS-EX ; 2019:770
National Category
Computer and Information Sciences
Identifiers
URN: urn:nbn:se:kth:diva-271179OAI: oai:DiVA.org:kth-271179DiVA, id: diva2:1415896
Subject / course
Computer Science
Educational program
Master of Science - Human-Computer Interaction
Supervisors
Examiners
Available from: 2020-03-20 Created: 2020-03-20 Last updated: 2020-03-20Bibliographically approved

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