In Italy, the second-hand market has been growing steadily over the past few years: the practice of buying and selling second-hand items interests more and more people and has become a widely spread sustainable habit. Besides the greater awareness achieved regarding issues of environmental sustainability and responsible consumption, other two aspects attracting interest are the possibility of giving new life to disused objects while earning money and buying items at more affordable prices. Mercatino Franchising, a Verona-based company specializing in the purchase and resale of used items, fits into this context: by promoting reuse both for its economic benefits and as an intelligent and responsible form of consumption, Mercatino contributes to reduce environmental impact and waste of resources. Starting in 2017, the company introduced the Riù Mercatino mobile app, whose main advantage lies in the ability to keep digital track of the items put up for sale and the revenue obtained from the items already sold. Among other features, the interface also allows users to request items from the online catalog and to search the location of various active stores throughout the country. In addition to the recurrent loading problems reported by users, the currently available platform presents multiple usability issues: the order and hierarchy in which information is presented is sometimes inaccurate and misleading, some actions are not properly signaled, and customization during authentication and searching operations is limited. As a result, the experience appears slowed down and unintuitive and often generates user frustration. A new interface design and greater attention to visual communication would help in achieving a smoother and more enjoyable user journey, and a makeover would reflect the modernity of the site, thus reflecting a more consistent image of the Mercatino company. Digitiziation is now a growing phenomenon when talking about second hand shopping, for this reason a better online presence would be an opportunity to make the service more accessible and increase brand competitiveness.
Il settore dell’usato in Italia è ormai da qualche anno in costante crescita: la pratica di acquisto e vendita di oggetti di seconda mano interessa infatti sempre più persone ed è diventata un’abitudine sostenibile largamente diffusa. Oltre ad una maggiore consapevolezza raggiunta in merito alle tematiche di sostenibilità ambientale e consumo responsabile, ad attrarre l’interesse è la possibilità di dare nuova vita agli oggetti in disuso guadagnandoci e di acquistare articoli a prezzi più convenienti. In questo contesto si inserisce Mercatino Franchising, un’azienda di origine veronese specializzata nell’acquisto e rivendita di oggetti usati: promuovendo il riuso sia per i suoi vantaggi economici sia come forma intelligente e responsabile di consumo, essa contribuisce a ridurre l’impatto ambientale e lo spreco di risorse. A partire dal 2017 l’azienda ha introdotto l’applicazione Riù, il cui vantaggio principale risiede nella possibilità di tener traccia digitalmente degli oggetti messi in vendita e del ricavo ottenuto dagli articoli già venduti. Tra le altre funzionalità, l’interfaccia permette anche di richiedere articoli dal catalogo online e di ricercare la posizione dei vari punti vendita attivi sul territorio. Oltre ai frequenti problemi di caricamento riportati dagli utenti, ad oggi l’applicazione presenta molteplici problematiche di usabilità: l’ordine e la gerarchia in cui si presentano le informazioni talvolta risulta impreciso e fuorviante, alcune azioni non vengono adeguatamente segnalate e la personalizzazione in fase di autenticazione e ricerca è limitata. L’esperienza risulta quindi rallentata e poco intuitiva e genera spesso frustrazione nell’utente. Una riprogettazione dell’interfaccia e una maggior cura del design contribuirebbe nel rendere la user journey più scorrevole e piacevole, inoltre un rinnovamento rifletterebbe la modernità del sito restituendo un’immagine più consistente della società Mercatino. La digitalizzazione nell’ambito dell’acquisto di articoli second hand è un fenomeno in crescita, per questo motivo una migliore presenza online sarebbe un’opportunità per rendere il servizio più accessibile e accrescere la competitività del brand.
Re-design dell'app Riu Mercatino : ottimizzazione dell'esperienza di compravendita dell'usato online
Zani, Giorgia
2023/2024
Abstract
In Italy, the second-hand market has been growing steadily over the past few years: the practice of buying and selling second-hand items interests more and more people and has become a widely spread sustainable habit. Besides the greater awareness achieved regarding issues of environmental sustainability and responsible consumption, other two aspects attracting interest are the possibility of giving new life to disused objects while earning money and buying items at more affordable prices. Mercatino Franchising, a Verona-based company specializing in the purchase and resale of used items, fits into this context: by promoting reuse both for its economic benefits and as an intelligent and responsible form of consumption, Mercatino contributes to reduce environmental impact and waste of resources. Starting in 2017, the company introduced the Riù Mercatino mobile app, whose main advantage lies in the ability to keep digital track of the items put up for sale and the revenue obtained from the items already sold. Among other features, the interface also allows users to request items from the online catalog and to search the location of various active stores throughout the country. In addition to the recurrent loading problems reported by users, the currently available platform presents multiple usability issues: the order and hierarchy in which information is presented is sometimes inaccurate and misleading, some actions are not properly signaled, and customization during authentication and searching operations is limited. As a result, the experience appears slowed down and unintuitive and often generates user frustration. A new interface design and greater attention to visual communication would help in achieving a smoother and more enjoyable user journey, and a makeover would reflect the modernity of the site, thus reflecting a more consistent image of the Mercatino company. Digitiziation is now a growing phenomenon when talking about second hand shopping, for this reason a better online presence would be an opportunity to make the service more accessible and increase brand competitiveness.| File | Dimensione | Formato | |
|---|---|---|---|
|
2025_04_Zani.pdf
accessibile in internet solo dagli utenti autorizzati
Dimensione
41.32 MB
Formato
Adobe PDF
|
41.32 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/234092