Design Strategy For O2O Small Program Based On Context Awareness

With the rapid development of mobile internet and new retail,the e-commerce model gradually migrated from the traditional PC to the mobile,and the trend of online and offline scenes merged.The emergence of small program has greatly improved the efficiency of mobile internet use,and its“no need to install,ues and go” features are also promoted a better closed loop of online and offline business.The O2O(Online to Offline)small program is emerging form this internet products under this trend.It contains users' online and offline,before,during and after consumption contexts and user experiences.At present,research on small programs mainly focuses on feature analysis and scene application,but the O2 O small program and its situation analysis and user experience research are relatively few,lacking user-centered guidance for the design of the O2 O small program in terms of user requirements,product architecture and usage environment.Therefore,from the perspective of context perception,this paper deeply studies the user context,product context and environmental context in the use of O2 O small program,as well as the user and merchant needs and their importance ranking in each context,and forms a design strategy to guide O2 O.The design of the small program further complements the user experience of the O2 O small program.This paper firstly conducted a literature survey and summary of the O2 O small program and contextual awareness,focusing on the analysis the user experience of the O2 O small program and its corresponding situational factors are classified,and the context-aware O2 O small program design flow is proposed to lay the foundation for subsequent research.In the research stage,the above theoretical research results are combined with depth interviews,and the user needs and the relevant factors affecting the user experience are extracted from the user and merchant sides respectively to form the initial needs of users and merchants set.Then use the KANO model to filter and classify the initial set of requirements of the O2 O small program,eliminate the indifference and reverse requirements to get a set of kANO requirements consist of one-dimensional,must-be and attractive requirements.At this point,we can clearly understand the specific impact of a requirement on the O2 O small program user experience.Then,the weights of the classified requirements are calculated by the AHP(Analytic Hierarchy Process)method,and the weight values and importance order of each demand are obtained.In the analysis stage,according to the research results of KANO-AHP model,the design strategy of the O2 O small program are proposed from three aspects: user context,product context and environmental context.Finally,the feasibility and effectiveness of the design strategies proposed in the previous paper were verified by the hairdressing O2 O small program design example and usability test.Based on the context-awareness and KANO-AHP model,the O2 O small program design process and strategy provide a reference method and innovative ideas for the design of the O2 O small program,helping designers to define the design focus of the O2 O small program and rationally allocate design resources.It is conducive to comprehensively enhance the user experience from the user context,product context,and environmental context.