학술논문
오프라인 사용자 경험 향상을 위한 대형마트 모바일 애플리케이션 서비스디자인 제안 - 위치기반 서비스를 중심으로
Service Design Proposal for Hypermarket Mobile Application to Improve Offline User Experience -focusing on LBS Service
Service Design Proposal for Hypermarket Mobile Application to Improve Offline User Experience -focusing on LBS Service
Document Type
Article
Author
Source
기초조형학연구 / Bulletin of Korean Society of Basic Design & Art. Feb 28, 2024 25(1):1
Subject
Language
Korean
ISSN
1598-8635
Abstract
코로나19 팬데믹을 겪으며 소비자의 소비패턴이 오프라인에서 온라인 구매를 선호하는 방향으로 변화하였으며, 이는 오프라인 유통업계에 큰 영향을 끼쳤다. 이제 대형마트는 재래시장 및 타 오프라인 유통업계와 경쟁을 하는 것이 아닌, 온라인에 대항할 수 있도록 경쟁력 있는 콘텐츠를 갖추어야 한다. 이에 따라 본 연구는 서비스디자인 방법론을 통해 오프라인 대형마트에서의 사용자 경험 향상을 위한 모바일 애플리케이션 서비스디자인 제안을 목적으로 한다. 선행연구 고찰을 통해 오프라인 환경에서의 장점을 극대화시켜 줄 수 있는 기술의 이론을 조사하고, 기존 국내에서 서비스 중인 대형마트 애플리케이션의 현황을 파악하였다. 사용자 조사를 위해 오프라인 대형마트에서의 사용자 경험에 대하여 온라인 설문조사를 5일간 진행하였다. 구글 폼 양식을 사용하였으며, 각종 모바일 및 온라인 플랫폼에 설문조사 링크를 홍보하는 방법으로 성별과 연령, 지역과 관계없이 대상자를 모집하였으며, 총 251명이 응답하였다. 또한, 정성적 데이터를 기반으로 사용자의 구체적인 페인 포인트와 니즈를 조사하기 위해 현장 심층 인터뷰를 진행하였다. 사용자 조사를 통해 도출된 데이터를 기반으로 사용자 경험 특성의 공통점에 따라 키워드를 분류 및 그룹화하였으며, 두 가지 타입의 페르소나를 제작하고 고객 여정 지도를 작성하였다. 이러한 과정에서 서비스 기능에 대한 아이디어를 구체화하고 시스템 기능을 구매 계획 및 마트 입장 단계, 쇼핑 단계, 결제 및 퇴장 단계로 나누어 정리하였다. 이후, 이러한 기능을 효율적으로 반영할 수 있는 사용자 인터페이스 디자인을 진행하였다. 본 연구는 오프라인 대형마트를 경험해 본 사용자에 대해 정량적·정성적 조사를 병행하여 데이터를 분석하였다. 또한, 서비스디자인 방법론을 활용하여 오프라인 대형마트에서의 사용자경험을 향상시킬 수 있는 서비스를 제공함으로써 온라인과 대비되는 오프라인의 특성 및 경쟁력을 강화할 수 있는 서비스 제안에 의의가 있다.
Through the COVID-19 pandemic, consumers' consumption patterns have shifted towards a preference for online purchases over offline purchases, significantly impacting the offline retail industry. Now, hypermarkets need to focus on developing competitive content to compete online platform, rather than competing with traditional or other offline retail industry. Accordingly, this study aims to propose a mobile application service design to improve the user experience in offline hypermarkets through a service design methodology. Through a review of previous studies, the research investigated theoretical foundations of technologies that can maximize advantages in the offline environment. The status of existing hypermarket applications in Korea was also examined. For user survey, an online survey was conducted for 5 days on user experience in offline hypermarkets. Subjects were recruited from various mobile and online platforms, regardless of gender, age, or region, and a total of 251 people responded. In addition, in-depth on-site interviews were conducted to investigate specific pane points and needs of users based on qualitative data. Based on the data derived from the user survey, keywords were classified and grouped according to the commonalities of user experience characteristics, and two types of personas were produced and customer journey maps were prepared. In this process, the idea of the service function was specified, and the system function was divided into purchase plan, mart entry stage, shopping stage, payment and exit stage. After that, user interface design that can efficiently reflect these functions was conducted. This study analyzed data by conducting quantitative and qualitative surveys on users who have experienced offline hypermarkets. In addition, it is meaningful to propose a service that can strengthen offline characteristics and competitiveness compared to online by providing a service that can improve the user experience in offline hypermarkets by utilizing the service design methodology.
Through the COVID-19 pandemic, consumers' consumption patterns have shifted towards a preference for online purchases over offline purchases, significantly impacting the offline retail industry. Now, hypermarkets need to focus on developing competitive content to compete online platform, rather than competing with traditional or other offline retail industry. Accordingly, this study aims to propose a mobile application service design to improve the user experience in offline hypermarkets through a service design methodology. Through a review of previous studies, the research investigated theoretical foundations of technologies that can maximize advantages in the offline environment. The status of existing hypermarket applications in Korea was also examined. For user survey, an online survey was conducted for 5 days on user experience in offline hypermarkets. Subjects were recruited from various mobile and online platforms, regardless of gender, age, or region, and a total of 251 people responded. In addition, in-depth on-site interviews were conducted to investigate specific pane points and needs of users based on qualitative data. Based on the data derived from the user survey, keywords were classified and grouped according to the commonalities of user experience characteristics, and two types of personas were produced and customer journey maps were prepared. In this process, the idea of the service function was specified, and the system function was divided into purchase plan, mart entry stage, shopping stage, payment and exit stage. After that, user interface design that can efficiently reflect these functions was conducted. This study analyzed data by conducting quantitative and qualitative surveys on users who have experienced offline hypermarkets. In addition, it is meaningful to propose a service that can strengthen offline characteristics and competitiveness compared to online by providing a service that can improve the user experience in offline hypermarkets by utilizing the service design methodology.