Dissertation/Thesis Abstract

Online Product Perception: Improvements for the Design of Products Sold Online
by Ahlo, Joseph, Ph.D., Union Institute and University, 2018, 201; 13804540
Abstract (Summary)

At its simplest, product design can be described as the steps taken to actualize a product that best solves an identified customer problem. Though the process of product design is not set-in-stone, designers remain focused exclusively on the in-person experience between customers and products. Such a perspective has allowed designers to create products with exceptional precision, elevating the overall experience for customers. However, provided that the adoption of online shopping continues en masse, exploring how designers can engage product design and online shopping together is timely.

This study proffered a new model and design perspective for designers to more effectively create products that are likely to be investigated and purchased online. This model is a rubric for measuring the difference, if any, between how a product is intended by designers to be perceived online versus what is perceived by customers online. Through a descriptive, quantitative study, cross-checked by open-ended qualitative interviews, the results from 50 survey participants and 10 interviewees indicated that the dimensions of the model – familiarity (incongruent form, as described by Noseworthy and Trudel, 2011), understandability (prototypical isolation, as described by Ramachandran & Hirstein, 1999), and reward (multiple anticipations, as described by Eyal, 2014) – are key indicators of how customers evaluate and favor products online. The results suggest that by integrating an online perception evaluation step into the prototyping stage of development, the emergent design will be improved; in turn, allowing designers to produce a more competitive product for the online marketplace.

Indexing (document details)
Advisor: Mitra, Anu M.
School: Union Institute and University
School Location: United States -- Ohio
Source: DAI-A 80/04(E), Dissertation Abstracts International
Subjects: Marketing, Design, Aesthetics
Keywords: Design Thinking, Online Perception, Online Shopping, Product Design, Product Perception, Shopping Behavior
Publication Number: 13804540
ISBN: 978-0-438-72359-7
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