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 | SpringerLink
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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

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HCI in Business, Government and Organizations (HCII 2021)

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Abstract

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 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).

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Authors and Affiliations

  1. Flagbit GmbH und Co. KG, Griesbachstraße 10, 76185, Karlsruhe, Germany

    Beatrice Weber

  2. Offenburg University, Badstrasse 24, 77652, Offenburg, Germany

    Andrea Müller & Christina Miclau

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  1. Beatrice Weber
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  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

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Weber, B., Müller, A., Miclau, C. (2021). 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: Nah, F.FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2021. Lecture Notes in Computer Science(), vol 12783. Springer, Cham. https://doi.org/10.1007/978-3-030-77750-0_11

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