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Publication
Benchmark dos websites do mercado da Puericultura Leve usando eye tracking: foco na Chicco
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| 673.79 KB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente projeto foi desenvolvido tendo como base o estágio realizado numa empresa de produtos infantis: Chicco. Será realizado um benchmark entre as páginas de Puericultura Leve presentes no website da Marca Chicco e as páginas, na mesma área de mercado, nos websites da concorrência. Enquanto ferramenta de análise será utilizado o eye tracking e o questionário de forma a averiguar qual o website que contém as melhores páginas de produto. Este projeto de estágio tem como objetivo geral analisar a eficácia do website da Chicco fase à concorrência.
No que toca aos objetivos específicos, estes são:
1) Avaliar, face a concorrência, a rapidez do website da Chicco, de acordo com Vasco Marques.
2) Avaliar, face a concorrência, a simplicidade do website da Chicco de acordo com Vasco Marques.
3) Avaliar, face a concorrência, se o website da Chicco é social de acordo com Vasco Marques.
4) Avaliar, face a concorrência, se o layout do website da Chicco é user friendly de acordo com Vasco Marques.
5) Avaliar, face a concorrência, se a versão mobile do website é apropriada, de acordo com Vasco Marques.
6) Avaliar os botões call to action do website da Chicco, da Nuk e da Philips Avent.
Com a eye tracking é possível verificar o ponto de fixação do olhar, a duração de fixação e a sequência do olhar. Foram ainda identificadas Áreas de Interesse (designadas adiante por AOI) gerais como o logotipo, o menu principal e o menu secundário e AOI de acordo com cada website. Os movimentos dos olhos foram medidos para cada um dos websites em cada uma das áreas nomeadas. Foi também analisado o número de cliques que o utilizador realizou para chegar à página pretendida e o tempo que demorou para realizar à página de produto pretendida.
As respostas obtidas no questionário permitiram complementar os dados obtidos pelo eye tracking, ou seja, uma análise sobre o grau de concordância dos participantes sobre as afirmações apresentadas.
Foi realizada uma análise dos dados obtidos pelo eye tracking e pelo questionário e a informação foi cruzada com os pontos referidos por Vasco Marques (2016) para obter um bom website.
This project was developed based on the internship held in a children's products company: Chicco. A benchmark will be performed between the Light Childcare pages on the Chicco Brand website and the pages in the same market area on the competitor websites. As an analysis tool, eye tracking and the questionnaire will be used to find out which website contains the best product pages. This internship project aims to analyze the effectiveness of Chicco's website phase to the competition. With regard to specific objectives, these are: 1) Evaluate, in the face of competition, the speed of Chicco's website, according to Vasco Marques. 2) Evaluate, against the competition, the simplicity of Chicco's website according to Vasco Marques. 3) Evaluate, in the face of competition, if Chicco's website is social according to Vasco Marques. 4) Assess, in the face of competition, whether Chicco's website layout is user friendly according to Vasco Marques. 5) Assess, in the face of competition, whether the mobile version of the website is appropriate, according to Vasco Marques. 6) Evaluate the call to action buttons on the Chicco, Nuk and Philips Avent website. With eye tracking it is possible to check the fixation point of the look, the fixation duration and the sequence of the look. General Areas of Interest (hereinafter referred to as AOI) were identified as the logo, main menu and secondary menu and AOI according to each website. Eye movements were measured for each of the websites in each of the named areas. It also analyzed the number of clicks the user made to reach the desired page and the time it took to make the desired product page. The answers obtained in the questionnaire allowed complementing the data obtained by eye tracking, that is, an analysis of the participants degree of agreement on the statements presented. An analysis of the data obtained through the eye tracking and the questionnaire was performed and the information was crossed with the points mentioned by Vasco Marques (2016) to obtain a good website.
This project was developed based on the internship held in a children's products company: Chicco. A benchmark will be performed between the Light Childcare pages on the Chicco Brand website and the pages in the same market area on the competitor websites. As an analysis tool, eye tracking and the questionnaire will be used to find out which website contains the best product pages. This internship project aims to analyze the effectiveness of Chicco's website phase to the competition. With regard to specific objectives, these are: 1) Evaluate, in the face of competition, the speed of Chicco's website, according to Vasco Marques. 2) Evaluate, against the competition, the simplicity of Chicco's website according to Vasco Marques. 3) Evaluate, in the face of competition, if Chicco's website is social according to Vasco Marques. 4) Assess, in the face of competition, whether Chicco's website layout is user friendly according to Vasco Marques. 5) Assess, in the face of competition, whether the mobile version of the website is appropriate, according to Vasco Marques. 6) Evaluate the call to action buttons on the Chicco, Nuk and Philips Avent website. With eye tracking it is possible to check the fixation point of the look, the fixation duration and the sequence of the look. General Areas of Interest (hereinafter referred to as AOI) were identified as the logo, main menu and secondary menu and AOI according to each website. Eye movements were measured for each of the websites in each of the named areas. It also analyzed the number of clicks the user made to reach the desired page and the time it took to make the desired product page. The answers obtained in the questionnaire allowed complementing the data obtained by eye tracking, that is, an analysis of the participants degree of agreement on the statements presented. An analysis of the data obtained through the eye tracking and the questionnaire was performed and the information was crossed with the points mentioned by Vasco Marques (2016) to obtain a good website.
Description
Keywords
Chicco Puericultura leve Concorrência Benchmark Eye tracking Website