Research On Personalized Experience Design Of Home Appliance Online Consumption Under The Digital Background

Under the digital background,consumers are more pursuing independence and individuality,and creating a personalized online consumption experience has gradually become the focus of the traditional retail industry.As one of the important segments of the traditional retail industry,home appliances are providing consumers with In the process of personalized experience,there are problems such as the fault of personalized experience and the difficulty of user recommendation to accurately reach the target consumers,which can no longer meet the growing demand for personalized experience of consumers.Therefore,in view of the current personalized experience problems in the field of home appliance online consumption,this topic introduces the whole-process experience design perspective,provides insight into the personalized needs of users in home appliance online consumption,and discusses the personalized experience in home appliance online consumption under the digital background.The value and strategy of the design aims to enhance the personalized experience of home appliances online consumers in the whole process,and promote the efficient interaction between consumers and home appliance retail platforms.In this study,through the research review and development trend insight into the fields of online consumption,personalized experience,and whole-process experience,the problems of personalized experience in the online consumption scene of home appliances are summarized.Based on the research questions,from the perspective of whole-process experience design,combined with the characteristics of home appliance online consumption experience,the personalized consumer experience journey of home appliance online consumption is divided into three stages: expectation,progress and impact.Features,experience touchpoints,element performance and personalized experience value,to build a preliminary framework for influencing factors of personalized experience of home appliance online consumption.Subsequently,the study defines the online home appliance consumption experience journey and key touchpoints through user interviews and task observation,and uses the workshop to divide and integrate the collected personalized experience needs to gain insight into consumers’ personalities in home appliance online consumption.experience needs.Finally,the Kano model is used to evaluate the demand for personalized consumption experience,and summarizes and proposes four opportunities for personalized experience design of online consumption of home appliances,such as personalized information perception and access.In terms of personalized experience design strategy,this research focuses on the personalized experience of the whole process in the online consumption process of home appliances,and summarizes the personalized experience design principles in five aspects: experience coherence,moderate personality,content relevance,privacy protection,and demand balance.And build a design strategy framework consisting of five dimensions: demand,cognition,subscription,recognition,and repurchase.On this basis,it proposes an accurate matching design strategy for personalized information based on key touchpoints,and a progressive personalized interactive experience design in the shaping stage.Strategies and Design Strategies for Personalized Service Experiences Based on Active Interactions.Among them,the personalized information strategy mainly optimizes the source of personalized information data acquisition channels through the two aspects of "information input" and "information output",and improves the accuracy and timeliness of personalized information recommendation.The personalized interaction design strategy is mainly composed of "attracting interaction","promoting interaction" and "in-depth interaction",helping consumers to realize personalized consumption interaction in a step-by-step interactive way.The personalized service design strategy is mainly to provide consumers with personalized services by expanding intelligent and active personalized exclusive services,thus changing the previous situation of "passive service" of home appliance retail platforms and brands,and enhancing the two-way relationship between brands and consumers.Communication and emotional connection.