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Methodical Framework and Case Study for Εmpowering Customer-Centricity in an E-Commerce Agency–The Experience Logic as Key Component of User Experience Practices Within Αgile IT Project Teams

  • In an experience economy market competition in software branches is becoming more and more intense. Technical innovations, global retail practices and the multidimensional conception of experiences provide both opportunities and challenges for companies worldwide. Retailers strive for an optimized conversion rate, but poor UX still abound. Particularly Germany-based companies are less evolved inIn an experience economy market competition in software branches is becoming more and more intense. Technical innovations, global retail practices and the multidimensional conception of experiences provide both opportunities and challenges for companies worldwide. Retailers strive for an optimized conversion rate, but poor UX still abound. Particularly Germany-based companies are less evolved in an international comparison of industrialized economies. The value of integrating users in the development process is recognized, but methodologies must carefully be incorporated into existing agile workflows. The goal of this study is to bridge the gaps between internal agency and external client and user interests. The contribution is four-fold: an overview of the current status of customer centricity in the E-Commerce branch of trade is provided (I). Based on this corpus, a methodical framework, aiming to incorporate the experience logic in UX practices within an agile project team, is presented (II). The framework is applied by a single case study - the shop relaunch of a motorbike accessory store (III). Finally, all interest groups (UX, development and project management) are incorporated in the qualitative content analysis (IV).show moreshow less

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Metadaten
Document Type:Conference Proceeding
Conference Type:Konferenzartikel
Zitierlink: https://opus.hs-offenburg.de/5173
Bibliografische Angaben
Title (English):Methodical Framework and Case Study for Εmpowering Customer-Centricity in an E-Commerce Agency–The Experience Logic as Key Component of User Experience Practices Within Αgile IT Project Teams
Conference:8th International Conference (HCIBGO 2021), Held as Part of the 23rd HCI International Conference (HCII 2021), Virtual Event, July 24-29, 2021
Author:Beatrice WeberORCiD, Andrea MüllerStaff MemberGND, Christina MiclauStaff MemberGND
Year of Publication:2021
Place of publication:Cham
Publisher:Springer
Page Number:21
First Page:156
Last Page:177
Parent Title (English):HCI in Business, Government and Organizations
Editor:Fiona Fui-Hoon Nah, Keng Siau
Volume:LNCS 12783
ISBN:978-3-030-77749-4 (Softcover)
ISBN:978-3-030-77750-0 (eBook)
DOI:https://doi.org/10.1007/978-3-030-77750-0_11
URL:https://link.springer.com/chapter/10.1007%2F978-3-030-77750-0_11
Language:English
Inhaltliche Informationen
Institutes:Fakultät Wirtschaft (W)
Institutes:Bibliografie
Tag:Agility; Customer Centricity; E-Commerce; User Experience
Formale Angaben
Open Access: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt
SWB-ID:1778897525