Experience Report on Innovation in E-commerce: Research and Design of an Assisted Remote Sales Application
Resumo
An e-commerce system aims to support buying and selling over the internet. Despite the strong appeal of self-service provided by e-commerce, assisted sales (both in-person and remotely) and sales influenced by social networks have proven to be strategic for many retail companies. This paper presents an experience report from a designers team developing new functionalities for a remote sales application, as part of a partnership program between a university and a Brazilian company VTEX specialized in administrative and sales solutions for e-commerce businesses. This application was initially intended for sales in physical store settings. However, with the growing change in consumer behavior, VTEX identified the opportunity to invest in the remote sales scenario, leveraging its existing physical store sales solution. To develop the new functionalities, various Human-Computer Interaction (HCI) and User Experience (UX) techniques were applied within the Double Diamond design process, such as the CSD matrix, field research, benchmarking, support ticket analysis, interaction diagrams with MoLIC, and high-fidelity prototypes. In this paper, we report how each technique was applied and present the results obtained from them. The research findings revealed numerous opportunities for the design team to capitalize on when modeling the solution. Some lessons learned from this case study included: placing significant emphasis on the briefing document, objectively describing the problems to be addressed by the project team; utilizing the company’s internal tickets as a research source about the users; creating opportunity banks based on research findings to help demonstrate the value of the research to stakeholders and serve as a knowledgesharing tool among teams; and developing solutions that leverage the existing structures of the current solution can assist the product team in defending the ideas of the developed products. Finally, the collaboration between industry and academia in this experience report proved to be highly beneficial.
Palavras-chave:
e-commerce, social selling, remote sales, double diamond, design process
Referências
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Marios Belk, Panagiotis Germanakos, Stavros Asimakopoulos, Panayiotis Andreou, Constantinos Mourlas, George Spanoudis, and George Samaras. 2014. An Individual Differences Approach in Adaptive Waving of User Checkout Process in Retail eCommerce. Vol. 8527. 451–460. DOI: 10.1007/978-3-319-07293-7_44
Elaine Mandotti de Oliveira Britto. 2016. Formação de preços: uma investigação sobre os atributos envolvidos na definição de preços de produtos de vestuário. Ph. D. Dissertation. Universidade de São Paulo.
Yan Cao, Weimin Zhai, and Weiren Zhai. 2023. The Impact of Gender and Visual Presentation of Advertising on User Experience in Mobile Shopping Apps. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 353–364.
ndrew Chak. 2003. Submit now: Designing persuasive Web sites. New Riders.
Yu-Jing Chiu, Hsi-His Chen, and Chin-Yi Chen. 2023. Key Successful Factors of Ecommerce Platform Operations. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 150–169.
Hsi-Liang Chu, Yi-Shin Deng, and Ming-Chuen Chuang. 2014. Persuasive Web Design in e-Commerce. Vol. 8527. 482–491. DOI: 10.1007/978-3-31907293-7_47
George Moreno de Oliveira, Andrine Nascimento Carvalho, Beatriz Sgobi Lamego, Ingrid Teixeira Monteiro, Enyo José Tavares Gonçalves, and Alyson Fernandes Basilio. 2022. Reporting the Application of User Experience Tools and Proxy Users in an Industrial Process Based on Double Diamond. In Design, User Experience, and Usability: UX Research, Design, and Assessment, Marcelo M. Soares, Elizabeth Rosenzweig, and Aaron Marcus (Eds.). Springer International Publishing, Cham, 57–74.
Soussan Djamasbi, Dan McAuliffe, Wilmann Gomez, Georgi Kardzhaliyski, Wan Liu, and Frank Oglesby. 2014. Designing for Success: Creating Business Value with Mobile User Experience (UX). Vol. 8527. 299–306. DOI: 10.1007/978-3-319-07293-7_29
Gabriela Bassa. 2019. Nuggets: como democratizar pesquisas de design. [link].
Gabriela Porto. 2021. O que é social selling? [link].
M Nick Hajli. 2014. The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change 87 (2014), 17–27.
Cui Hangrui. 2023. Research on the Optimization Design of Mobile Vending Cart Service Process. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 202–218.
Cecília Henriques, Denise Pilar, and Elizete Ignácio. 2022. UX Research com sotaque brasileiro: ou sobre comonteiro fazer pesquisas com usuários no Brasil sem apegos acadêmicos ou erros do mercado. Casa do Código.
Pei-Fang Hsu, Tuan Kellan Nguyen, Chen-Ya Wang, and Pei-Ju Huang. 2023. Chatbot commerce—How contextual factors affect Chatbot effectiveness. Electronic Markets 33, 1 (2023), 1–22.
Timonteirothy Hughes. 2022. Social selling: techniques to influence buyers and changemakers. Kogan Page Publishers.
Ng Xin Jie and Intan Farahana Binti Kamsin. 2021. Self-Checkout Service with RFID Technology in Supermarket. In 3rd International Conference on Integrated Intelligent Computing Communication & Security (ICIIC 2021). Atlantis Press, 495–502.
Colleen Jones. 2011. Clout: The Role of Content in Persuasive Experience. In Design, User Experience, and Usability. Theory, Methods, Tools and Practice, Aaron Marcus (Ed.). Springer Berlin Heidelberg, Berlin, Heidelberg, 582–587.
Zainab Mehdi Hussain Khan and Norman Shaw. 2019. Adding ‘Social’ to Commerce to Influence Purchasing Behaviour. In HCI in Business, Government and Organizations. eCommerce and Consumer Behavior, Fiona Fui-Hoon Nah and Keng Siau (Eds.). Springer International Publishing, Cham, 257–273.
Chris Lazaris and Adam Vrechopoulos. 2014. Human-Computer vs. Consumer Store Interaction in a Multichannel Retail Environment: Some Multidisciplinary Research Directions. Vol. 8527. 339–349. DOI: 10.1007/978-3-319-07293-7_33
Siyi Liang, Nurzat Alimu, Hanchi Si, Hong Li, and Chuanmin Mi. 2023. Influence of Artificial Intelligence Recommendation on Consumers’ Purchase Intention Under the Information Cocoon Effect. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 249–259.
Carlos Alberto Fróes Lima, Leonardo Duarte Oliveira, and Carlos Eduardo Ferreira Silva. [n. d.]. Posto Avançado de Atendimento ao Consumidor por Videoconferência. ([n. d.]).
Linqia. 2021. The State of Influencer Marketing 2021. [link].
LiveWork. 2023. LiveWork Studio Design Thinking, Innovation, and Service Design. [link].
Stanley Loh. 2014. 31 tipos de sistemas de informação 31 maneiras de a tecnologia da informação ajudar as organizações.
Fauze Najib Mattar. 2011. Administração de varejo. Elsevier Brasil.
Andreas Meier and Henrik Stormer. 2009. eBusiness & eCommerce: managing the digital value chain. Springer Science & Business Media.
Pâmela Terres Mendes. 2024. Economia comportamental e as decisões do consumidor: elementos sobre a influência das redes sociais nas compras impulsivas. (2024).
MJV Team. 2021. Desk Research: o que é e como elaborar uma pesquisa secundária. [link]
Ingrid Monteiro and Enyo Gonçalves. 2021. Experiência com a MoLIC na indústria: ensino e aplicação em um projeto para o comércio eletrônico. Anais Estendidos do XX Simpósio Brasileiro de Fatores Humanos em Sistemas Computacionais (IHC 2021), 64–72. [link]
Robert J Nathan and Paul HP Yeow. 2011. Crucial web usability factors of 36 industries for students: a large-scale empirical study. Electronic Commerce Research 11 (2011), 151–180.
Sajjad Nazir, Arsalan Tayyab, Aziz Sajid, Haroon ur Rashid, and Irum Javed. 2012. How online shopping is affecting consumers buying behavior in Pakistan? International Journal of Computer Science Issues (IJCSI) 9, 3 (2012), 486.
New Accenture Study Finds. 2022. Shopping on Social Media Platforms Expected to Reach $1.2 Trillion Globally by 2025, New Accenture Study Finds. [link]
Gabriele Obermeier and Andreas Auinger. 2019. Human-Computer Interaction in Physical Retail Environments and the Impact on Customer Experience: Systematic Literature Review and Research Agenda. Vol. 11588. Springer International Publishing, 51–66. [link]
Fatma Demirci Orel and Ali Kara. 2014. Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer services 21, 2 (2014), 118–129.
Valeria Orso, Maria Luisa Campanini, Leonardo Pierobon, Giovanni Portello, Merylin Monaro, Alice Bettelli, and Luciano Gamberini. 2023. Exploiting 3D Web to Enhance Online Shopping: Toward an Update of Usability Heuristics. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 450–460.
Mary Anne Patton and Audun Jøsang. 2004. Technologies for trust in electronic commerce. Electronic Commerce Research 4 (2004), 9–21.
A.V. Pazmino. 2015. Comonteiro se cria: 40 métodos para design de produtos. Blucher. [link]
Pearl Pu, Li Chen, and Pratyush Kumar. 2008. Evaluating product search and recommender systems for E-commerce environments. Electronic Commerce Research 8 (2008), 1–27.
Benedikt Römmelt. 2021. Social selling im B2B: Grundlagen, tools, state of the art. Springer Nature.
Danielle Salgado. 2023. Pesquisa revela as tendências do e-commerce no Brasil para 2024. [link].
Rafael Cardoso Sampaio and Diógenes Lycarião. 2021. Análise de conteúdo categorial: manual de aplicação. (2021).
Tim Browne. 2023. The Double Diamonteirond: A universally accepted depiction of the design process. [link].
Time Aqua. 2020. Como simplificar vendas complexas. [link].
Time Aqua. 2022. Venda assistida: conteúdo e experiência personalizada para encantar o cliente no varejo. [link].
Time Opinion Box. [n. d.]. Pesquisa revela as tendências do e-commerce no Brasil para 2024. [link].
Time Serasa. 2023. O que é venda assistida e como implementar no seu negócio! [link].
Time VTEX. [n. d.]. Como usar o app Carrinho Compartilhável (Social Selling). [link] 3ePPpkmeZ96GXbeIoGZbTN.
Time Zandesk. [n. d.]. Pesquisa de tendências de atendimento ao cliente: veja as principais descobertas. [link].
Pedro Victor de Sousa Silva., Anna Julia de Souza., and Ingrid Monteiro. 2024. Process and Challenges in Designing Data Registration via File Import in an Administrative e-Commerce System. (2024), 390–401. DOI: 10.5220/0012687900003690
VTEX. [n. d.]. O que é o VTEX Sales App? [link].
Wendy Winn and Kati Beck. 2002. The Persuasive Power of Design Elements on an E-Commerce Web Site. Technical Communication 49, 1 (2002), 17–35. [link]
Mingling Wu, Michael Xu, and Jiao Ge. 2023. Analyzing Customer Experience and Willingness to Use Towards Virtual Human Products: Real Person Generated vs. Computer Program Generated. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 476–486.
Ya-Chun Yang and Tseng-Ping Chiu. 2023. The Study of Different Types of Menus Layout Design on the E-Commerce Platform via Eye-Tracking. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 314–328.
Kem ZK Zhang and Morad Benyoucef. 2016. Consumer behavior in social commerce: A literature review. Decision support systems 86 (2016), 95–108.
P. Andersen, B.; Pettersen. 1996. Benchmarking Handbook. Springer Netherlands.
Pâmela F.; Révillon Anya S P. Comércio Assunção, Wagner S.; Fagundes. 2019. Comércio Eletrônico. Grupo A. [link]
Simone Barbosa and Bruno Silva. 2010. Interação humano-computador. Elsevier Brasil
G. BAUER, M. W.; GASKELL. 2002. Pesquisa qualitativa com texto, imagem e som: um manual prático. Petrópolis: Vozes
Ransome Epie Bawack, Samuel Fosso Wamba, Kevin Daniel André Carillo, and Shahriar Akter. 2022. Artificial intelligence in E-Commerce: a bibliometric study and literature review. Electronic markets 32, 1 (2022), 297–338
Marios Belk, Panagiotis Germanakos, Stavros Asimakopoulos, Panayiotis Andreou, Constantinos Mourlas, George Spanoudis, and George Samaras. 2014. An Individual Differences Approach in Adaptive Waving of User Checkout Process in Retail eCommerce. Vol. 8527. 451–460. DOI: 10.1007/978-3-319-07293-7_44
Elaine Mandotti de Oliveira Britto. 2016. Formação de preços: uma investigação sobre os atributos envolvidos na definição de preços de produtos de vestuário. Ph. D. Dissertation. Universidade de São Paulo.
Yan Cao, Weimin Zhai, and Weiren Zhai. 2023. The Impact of Gender and Visual Presentation of Advertising on User Experience in Mobile Shopping Apps. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 353–364.
ndrew Chak. 2003. Submit now: Designing persuasive Web sites. New Riders.
Yu-Jing Chiu, Hsi-His Chen, and Chin-Yi Chen. 2023. Key Successful Factors of Ecommerce Platform Operations. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 150–169.
Hsi-Liang Chu, Yi-Shin Deng, and Ming-Chuen Chuang. 2014. Persuasive Web Design in e-Commerce. Vol. 8527. 482–491. DOI: 10.1007/978-3-31907293-7_47
George Moreno de Oliveira, Andrine Nascimento Carvalho, Beatriz Sgobi Lamego, Ingrid Teixeira Monteiro, Enyo José Tavares Gonçalves, and Alyson Fernandes Basilio. 2022. Reporting the Application of User Experience Tools and Proxy Users in an Industrial Process Based on Double Diamond. In Design, User Experience, and Usability: UX Research, Design, and Assessment, Marcelo M. Soares, Elizabeth Rosenzweig, and Aaron Marcus (Eds.). Springer International Publishing, Cham, 57–74.
Soussan Djamasbi, Dan McAuliffe, Wilmann Gomez, Georgi Kardzhaliyski, Wan Liu, and Frank Oglesby. 2014. Designing for Success: Creating Business Value with Mobile User Experience (UX). Vol. 8527. 299–306. DOI: 10.1007/978-3-319-07293-7_29
Gabriela Bassa. 2019. Nuggets: como democratizar pesquisas de design. [link].
Gabriela Porto. 2021. O que é social selling? [link].
M Nick Hajli. 2014. The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change 87 (2014), 17–27.
Cui Hangrui. 2023. Research on the Optimization Design of Mobile Vending Cart Service Process. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 202–218.
Cecília Henriques, Denise Pilar, and Elizete Ignácio. 2022. UX Research com sotaque brasileiro: ou sobre comonteiro fazer pesquisas com usuários no Brasil sem apegos acadêmicos ou erros do mercado. Casa do Código.
Pei-Fang Hsu, Tuan Kellan Nguyen, Chen-Ya Wang, and Pei-Ju Huang. 2023. Chatbot commerce—How contextual factors affect Chatbot effectiveness. Electronic Markets 33, 1 (2023), 1–22.
Timonteirothy Hughes. 2022. Social selling: techniques to influence buyers and changemakers. Kogan Page Publishers.
Ng Xin Jie and Intan Farahana Binti Kamsin. 2021. Self-Checkout Service with RFID Technology in Supermarket. In 3rd International Conference on Integrated Intelligent Computing Communication & Security (ICIIC 2021). Atlantis Press, 495–502.
Colleen Jones. 2011. Clout: The Role of Content in Persuasive Experience. In Design, User Experience, and Usability. Theory, Methods, Tools and Practice, Aaron Marcus (Ed.). Springer Berlin Heidelberg, Berlin, Heidelberg, 582–587.
Zainab Mehdi Hussain Khan and Norman Shaw. 2019. Adding ‘Social’ to Commerce to Influence Purchasing Behaviour. In HCI in Business, Government and Organizations. eCommerce and Consumer Behavior, Fiona Fui-Hoon Nah and Keng Siau (Eds.). Springer International Publishing, Cham, 257–273.
Chris Lazaris and Adam Vrechopoulos. 2014. Human-Computer vs. Consumer Store Interaction in a Multichannel Retail Environment: Some Multidisciplinary Research Directions. Vol. 8527. 339–349. DOI: 10.1007/978-3-319-07293-7_33
Siyi Liang, Nurzat Alimu, Hanchi Si, Hong Li, and Chuanmin Mi. 2023. Influence of Artificial Intelligence Recommendation on Consumers’ Purchase Intention Under the Information Cocoon Effect. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 249–259.
Carlos Alberto Fróes Lima, Leonardo Duarte Oliveira, and Carlos Eduardo Ferreira Silva. [n. d.]. Posto Avançado de Atendimento ao Consumidor por Videoconferência. ([n. d.]).
Linqia. 2021. The State of Influencer Marketing 2021. [link].
LiveWork. 2023. LiveWork Studio Design Thinking, Innovation, and Service Design. [link].
Stanley Loh. 2014. 31 tipos de sistemas de informação 31 maneiras de a tecnologia da informação ajudar as organizações.
Fauze Najib Mattar. 2011. Administração de varejo. Elsevier Brasil.
Andreas Meier and Henrik Stormer. 2009. eBusiness & eCommerce: managing the digital value chain. Springer Science & Business Media.
Pâmela Terres Mendes. 2024. Economia comportamental e as decisões do consumidor: elementos sobre a influência das redes sociais nas compras impulsivas. (2024).
MJV Team. 2021. Desk Research: o que é e como elaborar uma pesquisa secundária. [link]
Ingrid Monteiro and Enyo Gonçalves. 2021. Experiência com a MoLIC na indústria: ensino e aplicação em um projeto para o comércio eletrônico. Anais Estendidos do XX Simpósio Brasileiro de Fatores Humanos em Sistemas Computacionais (IHC 2021), 64–72. [link]
Robert J Nathan and Paul HP Yeow. 2011. Crucial web usability factors of 36 industries for students: a large-scale empirical study. Electronic Commerce Research 11 (2011), 151–180.
Sajjad Nazir, Arsalan Tayyab, Aziz Sajid, Haroon ur Rashid, and Irum Javed. 2012. How online shopping is affecting consumers buying behavior in Pakistan? International Journal of Computer Science Issues (IJCSI) 9, 3 (2012), 486.
New Accenture Study Finds. 2022. Shopping on Social Media Platforms Expected to Reach $1.2 Trillion Globally by 2025, New Accenture Study Finds. [link]
Gabriele Obermeier and Andreas Auinger. 2019. Human-Computer Interaction in Physical Retail Environments and the Impact on Customer Experience: Systematic Literature Review and Research Agenda. Vol. 11588. Springer International Publishing, 51–66. [link]
Fatma Demirci Orel and Ali Kara. 2014. Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer services 21, 2 (2014), 118–129.
Valeria Orso, Maria Luisa Campanini, Leonardo Pierobon, Giovanni Portello, Merylin Monaro, Alice Bettelli, and Luciano Gamberini. 2023. Exploiting 3D Web to Enhance Online Shopping: Toward an Update of Usability Heuristics. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 450–460.
Mary Anne Patton and Audun Jøsang. 2004. Technologies for trust in electronic commerce. Electronic Commerce Research 4 (2004), 9–21.
A.V. Pazmino. 2015. Comonteiro se cria: 40 métodos para design de produtos. Blucher. [link]
Pearl Pu, Li Chen, and Pratyush Kumar. 2008. Evaluating product search and recommender systems for E-commerce environments. Electronic Commerce Research 8 (2008), 1–27.
Benedikt Römmelt. 2021. Social selling im B2B: Grundlagen, tools, state of the art. Springer Nature.
Danielle Salgado. 2023. Pesquisa revela as tendências do e-commerce no Brasil para 2024. [link].
Rafael Cardoso Sampaio and Diógenes Lycarião. 2021. Análise de conteúdo categorial: manual de aplicação. (2021).
Tim Browne. 2023. The Double Diamonteirond: A universally accepted depiction of the design process. [link].
Time Aqua. 2020. Como simplificar vendas complexas. [link].
Time Aqua. 2022. Venda assistida: conteúdo e experiência personalizada para encantar o cliente no varejo. [link].
Time Opinion Box. [n. d.]. Pesquisa revela as tendências do e-commerce no Brasil para 2024. [link].
Time Serasa. 2023. O que é venda assistida e como implementar no seu negócio! [link].
Time VTEX. [n. d.]. Como usar o app Carrinho Compartilhável (Social Selling). [link] 3ePPpkmeZ96GXbeIoGZbTN.
Time Zandesk. [n. d.]. Pesquisa de tendências de atendimento ao cliente: veja as principais descobertas. [link].
Pedro Victor de Sousa Silva., Anna Julia de Souza., and Ingrid Monteiro. 2024. Process and Challenges in Designing Data Registration via File Import in an Administrative e-Commerce System. (2024), 390–401. DOI: 10.5220/0012687900003690
VTEX. [n. d.]. O que é o VTEX Sales App? [link].
Wendy Winn and Kati Beck. 2002. The Persuasive Power of Design Elements on an E-Commerce Web Site. Technical Communication 49, 1 (2002), 17–35. [link]
Mingling Wu, Michael Xu, and Jiao Ge. 2023. Analyzing Customer Experience and Willingness to Use Towards Virtual Human Products: Real Person Generated vs. Computer Program Generated. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 476–486.
Ya-Chun Yang and Tseng-Ping Chiu. 2023. The Study of Different Types of Menus Layout Design on the E-Commerce Platform via Eye-Tracking. In HCI in Business, Government and Organizations, Fiona Nah and Keng Siau (Eds.). Springer Nature Switzerland, Cham, 314–328.
Kem ZK Zhang and Morad Benyoucef. 2016. Consumer behavior in social commerce: A literature review. Decision support systems 86 (2016), 95–108.
Publicado
07/11/2024
Como Citar
SILVA, Pedro Victor de Sousa; DE SOUZA, Anna Julia Abreu Lima; TEIXEIRA, Ingrid Monteiro.
Experience Report on Innovation in E-commerce: Research and Design of an Assisted Remote Sales Application. In: SIMPÓSIO BRASILEIRO SOBRE FATORES HUMANOS EM SISTEMAS COMPUTACIONAIS (IHC), 23. , 2024, Brasília/DF.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2024
.
p. 81-97.
