Enhancing Customer Experiences by Implementing an Interaction Designer Tool to Company Website and B2C E-commerce Platform
Elia, Kristina (2021)
Elia, Kristina
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052110194
https://urn.fi/URN:NBN:fi:amk-2021052110194
Tiivistelmä
This product-based thesis was conducted for a commissioning company, Suomen Niittysiemen Oy, the current market leader for producing and selling wildflower seeds in Finland, with customers in Estonia and Sweden. The company aims to establish a local presence in Sweden in 2021, followed by other Nordic countries.
The need for this thesis originated from the commissioning company's increased focus on providing exceptional experiences through digital services, simultaneously increasing customer loyalty and brand awareness. This thesis aimed to discover whether customer experiences could be enhanced by implementing an interaction designer tool to the company website and B2C e-commerce platform.
This project consisted of several main tasks, including the preparation of the theoretical framework, the design of a customer journey map and user journey map, the creation of multiple interactions and the launch of interaction designer tools. Additionally, an online survey was conducted to receive tentative feedback; the survey results were analyzed and presented with development needs, concluded with recommendations for the commissioning company, reflection of learning and project management evaluation.
The demarcation of the scope for this thesis was challenging as the key concepts were so extensive. Service design was related to all theories, and customer experience was presented as the second-largest concept. Furthermore, the theory of customer experience was found to include user experience, customer journey mapping, and interaction design. The focus of this thesis was from the customer perspective.
An introductory online survey was conducted through the Survey Monkey tool; the survey respondents were random visitors who utilized the button-based chatbots for more than fifteen seconds during the predetermined timeframe. The survey results provided valuable insights, initial customer and user experiences of the new tool and helpful suggestions for improvement.
The key outcomes indicated that customer experiences could be enhanced using implementation designer tools. The online survey results provided valid details of the ultimate necessity, usability, and quality.
Recommendations included further customer surveys, live chat implementation, a step-by-step guide, more options to the button-based chatbot, utilizing key performance indicators, and further development of journey maps should be considered.
The need for this thesis originated from the commissioning company's increased focus on providing exceptional experiences through digital services, simultaneously increasing customer loyalty and brand awareness. This thesis aimed to discover whether customer experiences could be enhanced by implementing an interaction designer tool to the company website and B2C e-commerce platform.
This project consisted of several main tasks, including the preparation of the theoretical framework, the design of a customer journey map and user journey map, the creation of multiple interactions and the launch of interaction designer tools. Additionally, an online survey was conducted to receive tentative feedback; the survey results were analyzed and presented with development needs, concluded with recommendations for the commissioning company, reflection of learning and project management evaluation.
The demarcation of the scope for this thesis was challenging as the key concepts were so extensive. Service design was related to all theories, and customer experience was presented as the second-largest concept. Furthermore, the theory of customer experience was found to include user experience, customer journey mapping, and interaction design. The focus of this thesis was from the customer perspective.
An introductory online survey was conducted through the Survey Monkey tool; the survey respondents were random visitors who utilized the button-based chatbots for more than fifteen seconds during the predetermined timeframe. The survey results provided valuable insights, initial customer and user experiences of the new tool and helpful suggestions for improvement.
The key outcomes indicated that customer experiences could be enhanced using implementation designer tools. The online survey results provided valid details of the ultimate necessity, usability, and quality.
Recommendations included further customer surveys, live chat implementation, a step-by-step guide, more options to the button-based chatbot, utilizing key performance indicators, and further development of journey maps should be considered.