Projetos – Design and UX on E-tail

This research aims to investigate, map, describe, and discuss the online womenswear consumer journey. Poorly presented products can raise returns, exchanges, and discard rates, so we propose that through Design it is possible to expand the user’s knowledge base about clothing items. We hypothesize that clearer and more well-organized presentations will improve the communication of digital and non-digital attributes. This research has a qualitative approach, and our methodology includes exploratory interviews, directed storytelling, usability tests, and heuristic evaluation. Through effective, efficient, and satisfactory product presentations, we expect consumers to make more assertive choices, and as a result, reduce exchanges, returns, and discards. Making purchases that satisfy their needs will increase the consumers’ lifetime value. Furthermore, this study can contribute to the promotion of Corporate Social Responsibility and Responsible Consumption.