Design thinking for website optimization. A case study.

Vella Veronica Somoza Sanchez, Frederik Andersen, Peter Schneider-Kamp, René Chester Goduscheit

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

Abstract

This paper presents results from a pilot study, which is part of a larger research project where we study the process innovation of website optimization as a service through the use of big data. Over a process of design thinking we investigate which type of website design best addresses the needs of potential customers and, consequently, improve their user experience. The case considered in this study focuses on a company from the retail banking industry offering loans through comparison websites.
First, to find a solution to this wicked problem we adapt the process of design thinking to the context studied, i.e., to the design optimization of retail banking web sites. Second, we provide insights in how big data can aid the development of a website design that optimizes the user experience of the customers. As the creation of these user-centric websites is a never confronted task for this type of organization, a variety of methods is applied. In particular, we take advantage of state-of-the-art technologies for analyzing users’ interaction with websites. More specifically, we employ heat maps and track the clicking-behavior of users through the software tools Hotjar and Smartlook, allowing for observing the users in their native environment. Furthermore, we use the method of Digital Anthropology to complete the loop between the human-centric designs and the possibilities offered by the analysis of big data.
Original languageEnglish
Publication date17 Jan 2018
Number of pages24
Publication statusPublished - 17 Jan 2018
EventDRUID Academy - Odense, Denmark
Duration: 18 Jan 201720 Jan 2017

Conference

ConferenceDRUID Academy
CountryDenmark
CityOdense
Period18/01/201720/01/2017

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Cite this

Somoza Sanchez, V. V., Andersen, F., Schneider-Kamp, P., & Goduscheit, R. C. (2018). Design thinking for website optimization. A case study.. Paper presented at DRUID Academy, Odense, Denmark.
Somoza Sanchez, Vella Veronica ; Andersen, Frederik ; Schneider-Kamp, Peter ; Goduscheit, René Chester. / Design thinking for website optimization. A case study. Paper presented at DRUID Academy, Odense, Denmark.24 p.
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Somoza Sanchez, VV, Andersen, F, Schneider-Kamp, P & Goduscheit, RC 2018, 'Design thinking for website optimization. A case study.' Paper presented at DRUID Academy, Odense, Denmark, 18/01/2017 - 20/01/2017, .

Design thinking for website optimization. A case study. / Somoza Sanchez, Vella Veronica; Andersen, Frederik; Schneider-Kamp, Peter; Goduscheit, René Chester.

2018. Paper presented at DRUID Academy, Odense, Denmark.

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

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Somoza Sanchez VV, Andersen F, Schneider-Kamp P, Goduscheit RC. Design thinking for website optimization. A case study.. 2018. Paper presented at DRUID Academy, Odense, Denmark.