User-Centred Design for QR Store: a Case Study
Authors: Sonia Marino, Gabriella Duca
Abstract: This work describes the user centred design process of one of the first QR stores in Italy. Users related concerns in QR use and m-shopping experience have been surveyed, eliciting users’ expectations and needs for the effective and satisfactory use of the QR store to be designed. This has been achieved combining human factors reference data with studies on consumers behaviour buying in shopping malls and in m-commerce stores. Being the QR shopping a consumer experience happening in a multidimensional environment, multiple aspects of physical shops and environment, as well as of QR store app have been addressed during the design stage of the project, aiming at delivering: a) mobile interface of e-commerce service able to support effective and satisfactory buying tasks in public/crowded spaces, b) exhibition paths that match requirements of safety, security and trust in the m-commerce service and that, at the same time, represent an attraction element in environment, c) billboards for goods displaying, supporting ease of vision and information usability by both generic pedestrian flows and motivated customers. The paper also discusses the usability test in real environment to be conducted once the installation will be completed.
Keywords: Mobile Shopping, Environmental Ergonomics, Retail Spaces, Consumer Behaviour, User Requirements
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