REDESIGNING A SINGLE PAGE CHECKOUT: AN EXPLANATORY SINGLE CASE STUDY
Author
Jakobsen, Tina
Term
4. Term
Education
Publication year
2015
Submitted on
2015-10-19
Pages
161
Abstract
Dette speciale undersøger, hvordan et checkout på én side (single-page checkout) kan struktureres, så det støtter kunder i at gennemføre et køb, ved at bruge overtalende design gennem informationsarkitektur med klassisk retoriks tre appelformer som ramme. Teorigrundlaget omfatter checkout-design, informationsarkitektur (hvordan navigation, navngivning og organisering af indhold tilrettelægges), overtalende design og de tre appelformer, som ofte beskrives som troværdighed, følelser og logik. I samarbejde med Wheelsshop.dk og webbureauet Tigermedia blev der gennemført forskning og et redesign af et én-sides checkout. Arbejdet tog udgangspunkt i en brugercentreret tilgang med rødder i socialkonstruktivisme og indsamlede data inden for rammerne af informationsøkologi med fokus på kontekst, indhold og brugere. Metoderne omfattede researchmøder med Wheelsshop og Tigermedia for at forstå konteksten, en konkurrencemæssig benchmarking for at sammenligne én-sides checkouts (inklusive Wheelsshops testcheckout) samt en kontekstuel undersøgelse for at studere brugernes oplevelse af checkoutet før eventuelle designoptimeringer. Resultatet var 20 retningslinjer for et redesign af Wheelsshop.dk’s én-sides checkout. Arbejdet viste, at det er hjælpsomt at bruge appelformerne som fundament for at strukturere informationsarkitekturen med overtalende principper. Det tydeliggør formålet med checkoutets opbygning og gør designets intention eksplicit.
This thesis explores how to structure a single-page checkout so it supports customers in completing a purchase by applying persuasive design through information architecture, guided by the three appeals of classical rhetoric. The theoretical foundation covers checkout design; information architecture (how navigation, labeling, and organization are set up); persuasive design; and the rhetorical appeals, often described as credibility, emotion, and logic. In collaboration with Wheelsshop.dk and the digital agency Tigermedia, the team conducted research and a redesign of a single-page checkout. The work followed a user-centered approach informed by social constructivism, and collected data within an information ecology framework focused on context, content, and users. Methods included research meetings with Wheelsshop and Tigermedia to understand the context; competitive benchmarking to compare single-page checkouts, including Wheelsshop’s test checkout; and a contextual inquiry to study users’ experiences before any design optimization. The outcome was 20 guidelines for redesigning Wheelsshop.dk’s single-page checkout. The study found that using the rhetorical appeals as a foundation is helpful for structuring the information architecture with persuasive principles. This approach clarifies the purpose of the checkout’s structure and makes the design intention explicit.
[This abstract was generated with the help of AI]
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