An Exploratory Approach Towards Fashion E-tail
2021
This paper is part of a broader study of which the objective is to investigate, map, and discuss the UX throughout the consumer journey when buying apparel online. Clothes possess some characteristics best explored by touch, but this is not possible in online shopping. Consumers are expected to make decisions based on product presentations composed mainly of visual and textual descriptions. In this paper we intend to discuss users’ views towards online shopping and to do so, we have chosen an exploratory approach as our first practical step and conducted exploratory interviews with 24 women, in Portugal, to understand their feelings towards buying clothes online. In a previous study, we conducted exploratory interviews with 19 people in Brazil. We drew a parallel between the two sets of interviews to find differences and similarities.
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