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Advisor(s)
Abstract(s)
O e-Commerce é uma realidade incontornável e a atividade digital ganha novo público e
gera uma evolução acentuada. Em 2020, num contexto de pandemia mundial,
experienciado por quase toda a população atual, conduziu a que muitas pessoas tivessem
de ficar nas suas casas. Como resposta, as empresas tiveram de se adaptar à nova realidade
investindo na presença digital.
A Sonae encontra-se presente nos meios online há várias décadas, no entanto, como
muitas outras empresas teve de fazer mais investimentos em tecnologias mais recentes,
como por exemplo, a inteligência artificial. A Sonae também sentiu necessidade de fazer
uma análise a várias plataformas digitais com o intuito de reforçar a sua presença online,
sendo esta a origem do trabalho realizado, pois houve a oportunidade de participar na
análise do website da marca MO.
Este estudo insere-se num trabalho realizado sobre a usabilidade do website da MO,
usando uma metodologia qualitativa por observação de caráter exploratório, cujo
resultado consiste em identificar possíveis melhorias na usabilidade.
No trabalho foi necessário compreender os componentes que emergem do conceito de
usabilidade e perceber se estão a ser aplicados no website na MO. Com o objetivo de
perceber os pontos fortes e fracos, para conseguir encontrar uma forma de potenciar a
funcionalidade, foi feito um levantamento de várias funcionalidades do website da MO,
abrangendo o formato website desktop, e o formato mobile, uma vez que, a comunicação
entre canais é cada vez mais importante. Tendo isto em consideração, foi percecionado
se os mesmos componentes se encontram compatíveis com este formato, bem como de
que forma se pode intensificar essa compatibilidade.
Neste trabalho faz-se uma reflexão sobre como o website da MO pode evoluir, adaptandose
às novas tendências e às necessidades dos utilizadores.
E-Commerce is an unavoidable reality and the digital activity gains a new audience and generates a sharp evolution. In 2020, in a global pandemic context, experienced by almost the entire current population, it led to many people having to stay in their homes. As a result, companies had to adapt to the new reality by investing in digital presence. Sonae has been present in online media for several decades, however, like many other companies, they had to make more investments in most recent technologies, such as artificial intelligence. Sonae also felt the need to analyze several digital platforms in order to strengthen their online presence, which is the root of this work, since there was a chance to participate in the analysis of the MO website. This study is attached to the work made on the usability of the MO website, using a qualitative methodology by observation of an exploratory nature, the result of which is to identify possible improvements in usability. In this work, it was necessary to understand the components that emerge from the concept of usability and to understand if they are being applied on the MO’s website. In order to understand the strengths and weaknesses, to find a way to enhance the functionality, a gathering of information was made of several features of the MO’s website, covering the desktop website format, and the mobile format, since communication between these channels is increasingly important. Taking this into account, it was perceived that if the same components are compatible with this format, as well as how this compatibility can be intensified. This work reflects on how the MO’s website could evolve, adapting to new trends and needs from their users.
E-Commerce is an unavoidable reality and the digital activity gains a new audience and generates a sharp evolution. In 2020, in a global pandemic context, experienced by almost the entire current population, it led to many people having to stay in their homes. As a result, companies had to adapt to the new reality by investing in digital presence. Sonae has been present in online media for several decades, however, like many other companies, they had to make more investments in most recent technologies, such as artificial intelligence. Sonae also felt the need to analyze several digital platforms in order to strengthen their online presence, which is the root of this work, since there was a chance to participate in the analysis of the MO website. This study is attached to the work made on the usability of the MO website, using a qualitative methodology by observation of an exploratory nature, the result of which is to identify possible improvements in usability. In this work, it was necessary to understand the components that emerge from the concept of usability and to understand if they are being applied on the MO’s website. In order to understand the strengths and weaknesses, to find a way to enhance the functionality, a gathering of information was made of several features of the MO’s website, covering the desktop website format, and the mobile format, since communication between these channels is increasingly important. Taking this into account, it was perceived that if the same components are compatible with this format, as well as how this compatibility can be intensified. This work reflects on how the MO’s website could evolve, adapting to new trends and needs from their users.
Description
Keywords
Website Mobile Usabilidade Design E-commerce Sonae Marca MO Usability