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Responsivitet på menyn: Produktnavigering på en e-handelsplats som är både flexibel och säljande, går det?
Linköping University, Department of Computer and Information Science, Human-Centered systems. Linköping University, The Institute of Technology.
Linköping University, Department of Computer and Information Science, Human-Centered systems. Linköping University, The Institute of Technology.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10,5 credits / 16 HE creditsStudent thesisAlternative title
Responsive design on the menu : E-commerce product navigation that is both flexible and selling, is it possible? (English)
Abstract [en]

The competition in sports equipment and sports fashion today is fierce. And as e-commerce grows, the competing players has to remain accessible and usable regard-less of the device their customers visit the website on. Stadium is Swedens biggest player on the market and puts a lot of effort on their online activity. Something Stadium found interesting was the possibility of introducing elements that would increase the conversion rates directly into the product menu. This study explores the possibility to find a responsive solution for the product menu at Stadiums’ e-commerce website which could contribute to increased conversion rates.

The study is built upon an experiment and the foundations of the experiment is based upon a market analysis of used design patterns for product navigation in the domain of sport resellers. Added to that, theories of usability and sales aspects, Stadiums own point of view, and known design patterns, have all contributed to the birth of a responsive product navigation concept. What started as sketches first evolved into three high fidelity design solutions (one for desktop devices, one for tablet devices, and one for smartphone devices) and then into working prototypes. The prototypes were tested by multiple users, following a set of tasks. The results was then compared with the same tasks conducted at Stadiums current website.

The theories we have found clearly indicate that a good user experience greatly affects the potential for higher conversion rates and also increase the possibility of a higher customer loyalty towards the brand. Stadiums’ philosophy is focused on the product range and to show the products as the hero of the brand. The user testing conducted showed that the design solutions made by us didn’t meet the standard of the current Stadium product navigation. The statistics from the tests is spraw-ling and the lack of completness within the prototype shined through. Despite the sprawling results, the study concludes in a design solution that can act as a starting point for further investigations to find the best possible solution.

Place, publisher, year, edition, pages
2014. , 79 p.
National Category
Human Computer Interaction
URN: urn:nbn:se:liu:diva-108878ISRN: LIU-IDA/LITH-EX-G--14/015--SEOAI: diva2:733467
External cooperation
Stadium AB
Subject / course
Graphics Design and Communication
Available from: 2014-07-10 Created: 2014-07-09 Last updated: 2014-07-10Bibliographically approved

Open Access in DiVA

Bergström_Lanneld-Responsivitet_på_menyn(5628 kB)134 downloads
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File name FULLTEXT01.pdfFile size 5628 kBChecksum SHA-512
Type fulltextMimetype application/pdf

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Lanneld, ViktorBergström, Max
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Human-Centered systemsThe Institute of Technology
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