In today’s rapidly evolving digital realm, fashion brands are challenged to keep up with an unstoppable technological progress which evolves exponentially. In the wake of innovation, the demand for an updated offer becomes constant, in order to maintain a competitive advantage within the industry as well as stand out for uniqueness. However, the adaptation to new technologies seems to be more a consequence of a hunt for progress than a real response to users’ needs. The result is an indistinguishable e-commerce proposal among brands, in which novelty factors become immediately the common standard. Moreover, while innovation can proceed fast and without limits, humans need time and understanding to really adapt to change. How is it possible for brands to find a balance between innovation and listening of users’ needs? The present study aims to gain a deeper understanding of the public to whom the current fashion e-commerce proposal is addressed. With a user-centred approach, the starting point was the identification of the perceived benefits and challenges throughout the experience, leading to the definition of different types of users in terms of objectives and needs. Subsequently, the exploration focused on identifying an intersection between innovation and individuals’ necessities, directly investigating users’ consideration of the current and emerging technological proposal. The research brought to the definition of an improved shopping experience in light of a deeper understanding, in which the effectiveness of technological progress is evaluated on the base of its real perception and acceptance.
Al giorno d’oggi, i brand di moda si trovano a dover tenere il passo con un mercato digitale in rapidissima evoluzione, guidato da un progresso tecnologico inarrestabile e in crescita esponenziale. Sull’onda dell’innovazione, la richiesta di aggiornamento dell’offerta diventa costante, al fine di mantenere un vantaggio competitivo nel settore e al tempo stesso per delineare la propria unicità. Tuttavia, l’adattamento alle nuove tecnologie sembra essere più la conseguenza di una frenesia verso il progresso che una risposta concreta alle necessità degli utenti: il risultato è una proposta di ecommerce indistinguibile tra i brand, in cui la novità diventa immediatamente lo standard comune. In aggiunta, se da un lato l’innovazione può procedere veloce e senza limiti, dall’altro l’essere umano necessita di tempo e comprensione per adattarsi al cambiamento. Come trovare dunque un equilibrio tra innovazione e accettazione da parte del proprio pubblico? Il seguente studio si inserisce in questo contesto, alla ricerca di una comprensione più profonda degli utenti a cui è indirizzata la proposta di fashion ecommerce attuale e dei loro bisogni. Con un approccio user-centered, il punto di partenza è stata la comprensione dei benefici e delle difficoltà percepiti durante l’esperienza, fino ad arrivare all’individuazione di diverse tipologie di utente in termini di obiettivi e necessità. Conseguentemente, l’esplorazione è stata incentrata sulla ricerca di un punto di intersezione tra innovazione e bisogni individuali, investigando in maniera diretta la considerazione da parte degli utenti dell’attuale ed emergente proposta tecnologica. La presente ricerca ha permesso di proporre un’esperienza di shopping migliorata alla luce di una nuova comprensione, in cui l’efficacia del progresso tecnologico è valutata sulla base della sua reale percezione e accettazione da parte del pubblico.
Redefining fashion ecommerce : a comprehensive study on the transformative impact of technologies on user experience
Castenetto, Carlotta
2022/2023
Abstract
In today’s rapidly evolving digital realm, fashion brands are challenged to keep up with an unstoppable technological progress which evolves exponentially. In the wake of innovation, the demand for an updated offer becomes constant, in order to maintain a competitive advantage within the industry as well as stand out for uniqueness. However, the adaptation to new technologies seems to be more a consequence of a hunt for progress than a real response to users’ needs. The result is an indistinguishable e-commerce proposal among brands, in which novelty factors become immediately the common standard. Moreover, while innovation can proceed fast and without limits, humans need time and understanding to really adapt to change. How is it possible for brands to find a balance between innovation and listening of users’ needs? The present study aims to gain a deeper understanding of the public to whom the current fashion e-commerce proposal is addressed. With a user-centred approach, the starting point was the identification of the perceived benefits and challenges throughout the experience, leading to the definition of different types of users in terms of objectives and needs. Subsequently, the exploration focused on identifying an intersection between innovation and individuals’ necessities, directly investigating users’ consideration of the current and emerging technological proposal. The research brought to the definition of an improved shopping experience in light of a deeper understanding, in which the effectiveness of technological progress is evaluated on the base of its real perception and acceptance.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/218654