Conversational Interaction Design for shopping apps: Situational awareness theory
Authors: Fusheng Jia, Xinyu Chen, Renke He
Abstract: Conversational interaction is crucial to the development of e-commerce. In order to meet the needs of users, more and more enterprises begin to build chatbots based on conversational interaction. Conversational chatbots are becoming more and more popular, gradually becoming the preferred way for users to communicate with enterprises. Chatbots can provide users with personalized experience and high-quality services. However, there is no complete and systematic design principle to guide the design of its new conversational interface interaction. Many designers have borrowed the methods of social chat software for their design, which is lack of pertinence and difficult to ensure the rationality of interaction. The academic research on the shopping behavior of chatbots is relatively few. Even the Taobao APP, which is frequently used at present, has not formed a good user experience in the design of conversational interaction. How to improve the experience of conversational interaction is an urgent research topic. From the perspective of user experience, the behavior mode, information expression and thinking mode displayed by conversational chatbots should conform to the thinking and behavior characteristics of users. The design of conversational interaction should pay special attention to user experience in addition to technical competition. The social shortcomings of e-commerce sites are a major obstacle to the growth of companies' online businesses, and there is a lot of distrust among users of such technologies. With the disappearance of the structure and formality of the session, the difficulty of maintaining a good user experience increases and the system loses control of the human-computer interaction experience. In most studies, the focus is on the usability of conversational interactions and the ability to identify user queries.This paper mainly discusses the application of context awareness theory in conversational interaction of shopping APP, proposes a conversational interaction design process of shopping APP based on context awareness model and KANO-AHP model, and explores and summarizes the user experience-oriented conversational interaction design strategy of shopping APP by obtaining user needs qualitatively and quantitatively. On the basis of the context awareness theory, the user's experience demand set of four dimensions of conversational interaction vision, interaction, function and emotion of shopping APP is obtained based on the context awareness model from three aspects of user context factors, product context factors and environmental context factors. The KANO model is used to screen and classify the obtained demand set. The hierarchical structure of conversational interactive user needs of shopping APP is obtained. Then combined with the analytic hierarchy process (AHP) to calculate the weight of each demand and order the importance, finally put forward the design strategy. Based on the situation perception theory and KANO-AHP model to analyze user needs, the design strategies and suggestions of conversational interactive experience of shopping APP are proposed from four aspects of user visual interface experience, functional experience, interactive experience and emotional experience. In particular, some strategies such as personality characteristics, high-context conversation mechanism and the same emotional feedback mechanism are proposed to improve the user experience and satisfaction of conversational interaction of shopping APP. However, this paper only conducts in-depth research on the user side of conversational interaction of shopping APP, and obtains various experience design principles based on users. However, in the process of shopping, it is usually the transaction between merchants and users, and the subsequent research should be carried out in combination with the experience needs of merchants, so as to balance users and merchants in terms of experience.
Keywords: Situational Awareness, KANO-AHP Model, Conversational Interaction, Shopping APP
Cite this paper: