基于UCD的京东商城用户体验优化设计

发布时间：2018-04-19 19:24

本文选题：以用户为中心的设计 + 用户体验　；参考：《北京交通大学》2014年硕士论文

【摘要】：随着网络技术的发展和经济全球化速度的加快,电子商务成为人们购物的重要方式之一。在电子商务情景中,商品的查找、商品的浏览、执行购买、售后服务等流程环节都是用户体验包含的内容,对许多网上购物的用户来说,很难享受到满足所有需求的舒适的体验感受。因此,有必要从用户体验角度对购物网站进行优化设计的研究。电子商务网站用户体验主要有感官体验、浏览体验、交互体验、情感体验和信任体验五大方面,体现在网站的架构设计、界面设计、功能设计、情感设计等方面。本文选取京东商城作为研究对象,基于以用户为中心的优化流程,采用用户访谈、实地观察和问卷调查等用户研究的方法获取用户行为特性,利用SPSS软件分析和确认用户需求,从而获得设计需求点。然后,设计初步改进方案,并对设计方案进行用户评估。通过以上各项的研究,对京东商城的网站首页、搜索结果页、商品详情页、执行购买流程页面,利用Photoshop软件进行重新优化设计。通过定量和定性分析,提高了该网站的用户体验满意度。希望借此能为电子商务及相关网络服务的设计实践提供指导意见,提高用户满意度,提高网站的用户依赖性和转化率,实现电子商务与用户的双赢。
[Abstract]:With the development of network technology and the acceleration of economic globalization, electronic commerce has become one of the most important ways for people to shop. In e-commerce scenarios, the search for goods, the browsing of goods, the purchase of goods, the after-sales service and other flow links are all the contents of the user experience. For many online shoppers, It's hard to enjoy the comfort of meeting all your needs. Therefore, it is necessary to optimize the design of shopping websites from the perspective of user experience. The user experience of e-commerce website mainly includes five aspects: sensory experience, browsing experience, interactive experience, emotional experience and trust experience, which are reflected in the design of the website architecture, interface, function, emotion and so on. This paper selects JingDong Mall as the research object, based on the user-centered optimization process, using user interviews, field observation and questionnaire survey and other user research methods to obtain user behavior characteristics, using SPSS software to analyze and confirm user needs. Thus, the design requirement point is obtained. Then, the preliminary improvement scheme is designed, and the user evaluation of the design scheme is carried out. Through the study of the above items, the website home page, search result page, commodity detail page, purchase process page of JingDong Mall are analyzed and optimized by using Photoshop software. Through quantitative and qualitative analysis, the user experience satisfaction of the website is improved. It is hoped that it can provide guidance for the design practice of electronic commerce and related network services, improve user satisfaction, increase the dependence and conversion of website users, and realize the win-win situation between e-commerce and users.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.092

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