JK
J.B. Klitsie
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Designing for product presentation
Improving amateur secondhand product presentation on Marktplaats
This thesis report describes the process and the result of a graduation project for the master programme Integrated Product Design at the Delft University of Technology. The project is carried out in collaboration with Marktplaats, a classified advertising service. This project aims to improve amateur product presentation on Marktplaats.
Marktplaats is an online resale service that allows consumers to buy and sell second-hand products. Marktplaats connects buyers and sellers for stimulating a sustainable use of products. However, the way in which users can present their products on Marktplaats’ often generates low quality product presentation and fosters miscommunications of the presented product.
Therefore the goal of this thesis is: Improving the online product presentation of users on Marktplaats: to design for improved visual communication of product aesthetics (appearance), semantics (function) and symbolics (meaning).
Online shopping is linked to high levels of perceived risk because of its intangible nature. Shopping on Marktplaats can be considered even more ‘risky’, since information on these products is often incomplete, and the presentation is usually less salient compared to professional webshops. Consumers respond to a high perceived risk by developing a purchase strategy which is is dependent on the perception and liability of presented product information. .
Due to the absence of a framework in literature, a framework has been created to design for- and measure product understanding. In this model six instruments are presented that help in designing for improved product understanding either through helping the consumer create a better mental model of the product, or by increasing its vividness (medium).
Depending on the nature of the product, a high quality product presentation is one that accurately represents the product at semantic, aesthetic and symbolic level (measure).
With the help of this framework, ideas have been developed and a final concepts have been presented. Validated by qualitative testing, a final concept is presented that more concretely presents semantic, symbolic and aesthetic information, thus increasing the overall quality of product presentations on Marktplaats. The final concept also assists consumers in deciding what valuable information is missing from the listing.
A quantitative study has shown that providing a list of information that is provided and left out by the seller, makes consumers more aware of missing information in a listing. This knowledge influences consumers perception and liability of a listing, aiding them in forming a risk assessment and developing a purchase strategy. This will likely decrease miscommunictions amongst users and lower negative outcomes of Marktplaats service interaction.
This thesis is concluded with and aesthetic representation of the final design, and a roadmap suggesting further improvements on the short- and long term. ...
Marktplaats is an online resale service that allows consumers to buy and sell second-hand products. Marktplaats connects buyers and sellers for stimulating a sustainable use of products. However, the way in which users can present their products on Marktplaats’ often generates low quality product presentation and fosters miscommunications of the presented product.
Therefore the goal of this thesis is: Improving the online product presentation of users on Marktplaats: to design for improved visual communication of product aesthetics (appearance), semantics (function) and symbolics (meaning).
Online shopping is linked to high levels of perceived risk because of its intangible nature. Shopping on Marktplaats can be considered even more ‘risky’, since information on these products is often incomplete, and the presentation is usually less salient compared to professional webshops. Consumers respond to a high perceived risk by developing a purchase strategy which is is dependent on the perception and liability of presented product information. .
Due to the absence of a framework in literature, a framework has been created to design for- and measure product understanding. In this model six instruments are presented that help in designing for improved product understanding either through helping the consumer create a better mental model of the product, or by increasing its vividness (medium).
Depending on the nature of the product, a high quality product presentation is one that accurately represents the product at semantic, aesthetic and symbolic level (measure).
With the help of this framework, ideas have been developed and a final concepts have been presented. Validated by qualitative testing, a final concept is presented that more concretely presents semantic, symbolic and aesthetic information, thus increasing the overall quality of product presentations on Marktplaats. The final concept also assists consumers in deciding what valuable information is missing from the listing.
A quantitative study has shown that providing a list of information that is provided and left out by the seller, makes consumers more aware of missing information in a listing. This knowledge influences consumers perception and liability of a listing, aiding them in forming a risk assessment and developing a purchase strategy. This will likely decrease miscommunictions amongst users and lower negative outcomes of Marktplaats service interaction.
This thesis is concluded with and aesthetic representation of the final design, and a roadmap suggesting further improvements on the short- and long term. ...
This thesis report describes the process and the result of a graduation project for the master programme Integrated Product Design at the Delft University of Technology. The project is carried out in collaboration with Marktplaats, a classified advertising service. This project aims to improve amateur product presentation on Marktplaats.
Marktplaats is an online resale service that allows consumers to buy and sell second-hand products. Marktplaats connects buyers and sellers for stimulating a sustainable use of products. However, the way in which users can present their products on Marktplaats’ often generates low quality product presentation and fosters miscommunications of the presented product.
Therefore the goal of this thesis is: Improving the online product presentation of users on Marktplaats: to design for improved visual communication of product aesthetics (appearance), semantics (function) and symbolics (meaning).
Online shopping is linked to high levels of perceived risk because of its intangible nature. Shopping on Marktplaats can be considered even more ‘risky’, since information on these products is often incomplete, and the presentation is usually less salient compared to professional webshops. Consumers respond to a high perceived risk by developing a purchase strategy which is is dependent on the perception and liability of presented product information. .
Due to the absence of a framework in literature, a framework has been created to design for- and measure product understanding. In this model six instruments are presented that help in designing for improved product understanding either through helping the consumer create a better mental model of the product, or by increasing its vividness (medium).
Depending on the nature of the product, a high quality product presentation is one that accurately represents the product at semantic, aesthetic and symbolic level (measure).
With the help of this framework, ideas have been developed and a final concepts have been presented. Validated by qualitative testing, a final concept is presented that more concretely presents semantic, symbolic and aesthetic information, thus increasing the overall quality of product presentations on Marktplaats. The final concept also assists consumers in deciding what valuable information is missing from the listing.
A quantitative study has shown that providing a list of information that is provided and left out by the seller, makes consumers more aware of missing information in a listing. This knowledge influences consumers perception and liability of a listing, aiding them in forming a risk assessment and developing a purchase strategy. This will likely decrease miscommunictions amongst users and lower negative outcomes of Marktplaats service interaction.
This thesis is concluded with and aesthetic representation of the final design, and a roadmap suggesting further improvements on the short- and long term.
Marktplaats is an online resale service that allows consumers to buy and sell second-hand products. Marktplaats connects buyers and sellers for stimulating a sustainable use of products. However, the way in which users can present their products on Marktplaats’ often generates low quality product presentation and fosters miscommunications of the presented product.
Therefore the goal of this thesis is: Improving the online product presentation of users on Marktplaats: to design for improved visual communication of product aesthetics (appearance), semantics (function) and symbolics (meaning).
Online shopping is linked to high levels of perceived risk because of its intangible nature. Shopping on Marktplaats can be considered even more ‘risky’, since information on these products is often incomplete, and the presentation is usually less salient compared to professional webshops. Consumers respond to a high perceived risk by developing a purchase strategy which is is dependent on the perception and liability of presented product information. .
Due to the absence of a framework in literature, a framework has been created to design for- and measure product understanding. In this model six instruments are presented that help in designing for improved product understanding either through helping the consumer create a better mental model of the product, or by increasing its vividness (medium).
Depending on the nature of the product, a high quality product presentation is one that accurately represents the product at semantic, aesthetic and symbolic level (measure).
With the help of this framework, ideas have been developed and a final concepts have been presented. Validated by qualitative testing, a final concept is presented that more concretely presents semantic, symbolic and aesthetic information, thus increasing the overall quality of product presentations on Marktplaats. The final concept also assists consumers in deciding what valuable information is missing from the listing.
A quantitative study has shown that providing a list of information that is provided and left out by the seller, makes consumers more aware of missing information in a listing. This knowledge influences consumers perception and liability of a listing, aiding them in forming a risk assessment and developing a purchase strategy. This will likely decrease miscommunictions amongst users and lower negative outcomes of Marktplaats service interaction.
This thesis is concluded with and aesthetic representation of the final design, and a roadmap suggesting further improvements on the short- and long term.
This report explores the opportunity of ‘an informal learning solution to support digitals in their personal development’ in the context of KLM. The result is a platform that supports digitals in giving direction to their learning practices, resulting in purposeful development.The world is moving fast. Technologies are disrupting and customer needs are continuously changing. Companies must adapt to these developments and so do their employees. To gain competitive advantage, companies aim to establish a strong learning culture. However, building a learning culture is a complex undertaking. Theories on organizational learning and the learning organization contribute to solve the puzzle from an organizational perspective. In this study a different approach is taken by focusing on the individual employee.The employees that are targeted in this study are the digitals at KLM. These digitals experience a need for growth in their professional role and their personal competence. However, currently their learning is reactive and driven by incidental opportunities. A structural and purposeful approach to learning is lacking. Based on extensive literature review and practical research, a structural and purposeful approach to learning is proposed. The emphasis in this approach is on the development of learning ambitions to give direction to a purposeful and self-driven learning process. These learning ambitions are developed through a human-centered process. In this process digitals draw from their individual interests and competences and relate those to the work environment to shape learning ambitions. In this way the development of employees is driven by their strengths to exploit their full potential for company value. A platform has been designed to support digitals to guide and support digitals throughout this process. The platform entails three applications: a personal library, an ambition tool and a learner network. The personal library is a tool for storing and retrieving all your interesting content and evaluations. From the overview of contents and evaluations, digitals can derive their interests and competences.In the ambition tool these interests and competences are related to developments in the work environment to shape learning ambitions. For each learning ambition personal user stories are defined that can be integrated in a personal sprint planning to achieve integration in the work routine. The tool guides employees through the process and supports them along the way.A learner network connects digitals to inspire and sharpen each other’s thinking and collaborate to realize their ambitions. In this way the knowledge and diversity of perspectives that are already present in the company are leveraged.Through the designed platform digitals are empowered to be in the driving seat of their own development. They are provided with a solution that helps giving direction to their development. This results in purposeful learning. Moreover, through integration of learning in the work routine it becomes part of the job. For the L&D department, the platform shows a new approach on how development can be supported. Through focusing on the process rather than the content employees can be supported in their informal learning. Moreover, the focus is shifted from the actualization of learning ambitions to the development of learning ambtions. This shift in perspective generates a spectrum of new opportunities for solutions the L&D department can provide.Also, the platform contributes to an aspired mindset change. This mindset change implies that learners are not passive recipients of learning provided by the L&D department, but are active owners of their own learning.In conclusion, this study shows a new direction on how learning can be supported by the Learning & Development department of KLM. Within this new direction a platform is designed that supports digitals in self-driven and purposeful personal development.
...
This report explores the opportunity of ‘an informal learning solution to support digitals in their personal development’ in the context of KLM. The result is a platform that supports digitals in giving direction to their learning practices, resulting in purposeful development.The world is moving fast. Technologies are disrupting and customer needs are continuously changing. Companies must adapt to these developments and so do their employees. To gain competitive advantage, companies aim to establish a strong learning culture. However, building a learning culture is a complex undertaking. Theories on organizational learning and the learning organization contribute to solve the puzzle from an organizational perspective. In this study a different approach is taken by focusing on the individual employee.The employees that are targeted in this study are the digitals at KLM. These digitals experience a need for growth in their professional role and their personal competence. However, currently their learning is reactive and driven by incidental opportunities. A structural and purposeful approach to learning is lacking. Based on extensive literature review and practical research, a structural and purposeful approach to learning is proposed. The emphasis in this approach is on the development of learning ambitions to give direction to a purposeful and self-driven learning process. These learning ambitions are developed through a human-centered process. In this process digitals draw from their individual interests and competences and relate those to the work environment to shape learning ambitions. In this way the development of employees is driven by their strengths to exploit their full potential for company value. A platform has been designed to support digitals to guide and support digitals throughout this process. The platform entails three applications: a personal library, an ambition tool and a learner network. The personal library is a tool for storing and retrieving all your interesting content and evaluations. From the overview of contents and evaluations, digitals can derive their interests and competences.In the ambition tool these interests and competences are related to developments in the work environment to shape learning ambitions. For each learning ambition personal user stories are defined that can be integrated in a personal sprint planning to achieve integration in the work routine. The tool guides employees through the process and supports them along the way.A learner network connects digitals to inspire and sharpen each other’s thinking and collaborate to realize their ambitions. In this way the knowledge and diversity of perspectives that are already present in the company are leveraged.Through the designed platform digitals are empowered to be in the driving seat of their own development. They are provided with a solution that helps giving direction to their development. This results in purposeful learning. Moreover, through integration of learning in the work routine it becomes part of the job. For the L&D department, the platform shows a new approach on how development can be supported. Through focusing on the process rather than the content employees can be supported in their informal learning. Moreover, the focus is shifted from the actualization of learning ambitions to the development of learning ambtions. This shift in perspective generates a spectrum of new opportunities for solutions the L&D department can provide.Also, the platform contributes to an aspired mindset change. This mindset change implies that learners are not passive recipients of learning provided by the L&D department, but are active owners of their own learning.In conclusion, this study shows a new direction on how learning can be supported by the Learning & Development department of KLM. Within this new direction a platform is designed that supports digitals in self-driven and purposeful personal development.