Is Immersive Technology the Next Fashion Brand We Want to Design in a Post-Covid E-Commerce App? Initial Results from a Prototype Analysis

EasyChair Preprint no. 9967

Abstract

The coronavirus pandemic has brought to light new opportunities regarding the dynamics of e-commerce in facilitating reliable online transactions, boosting customer loyalty and company branding, and ultimately offering an engaging and interactive means of online shopping. Although accurately capturing consumers' satisfaction during the interaction design is still a fundamental problem, as it is affected by various parameters ranging from personal preferences and user idiosyncrasies to technical aspects and technological particularities, this shift has opened new horizons regarding the incorporation of immersive technologies and gamification approaches, in order to complement conventional and novel trends for User Interaction (UI) and User Experience (UX). In this paper, after reviewing the latest innovations in e-commerce, a prototype application of a fashion e-shop, targeted at mobile devices, is presented. The interaction design methodology utilizes a combination of emerging UI/UX methods along with immersive technologies, such as extended reality and gamification, to propose a novel virtual fashion store application. Initial results from a small-scale user evaluation verify its potential in offering exciting sensory experiences and creating the right conditions for the establishment of long-term relationships between buyers and retailers.

Keyphrases: e-commerce, Extended Reality, Fashion Industry, Gamification, Immersive Technologies, UI/UX, user-centered interaction design

@Booklet{EasyChair:9967,
  author = {Ioanna Lampaki and Athanasios Tsipis},
  title = {Is Immersive Technology the Next Fashion Brand We Want to Design in a Post-Covid E-Commerce App? Initial Results from a Prototype Analysis},
  howpublished = {EasyChair Preprint no. 9967},

  year = {EasyChair, 2023}}