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1) Design & Layout

More often than not, the design and layout of a website or the displays on an online shopping app is the first step to sway any customer. Many websites fails to provide customers with web designs that are easy on the eyes and user-friendly. Some web designs are just too difficult to navigate through because there are just too many tabs, advertisements and congested product information displayed. Ideally, four tabs will we enough for a page and short phrases of which to describe the products. This is to make any online shoppers have a pleasant experience. Having some pictures and animations that is relevant to the products in the background must be given more attention by web designers.

2) Information provided about the products and a customer service for customers to acquire more information about the products and the company.

Information about the product must definitely be clearly stated and accurate. There are websites that provide false information of their products. Hence, when customers receive what they have ordered, they might want a refund and never return to those sites. Having negative review from a few customers will cause less and less people to use those sites. Sufficient information must be provided and restricted to maximum number of characters used. If additional information is needed by the customer, a customer service should be available. Due to language barrier being a problem for international companies, they should have services in different languages depending on the country the transaction will be in.

3) Policies to protect both the customers and the company

Some online shops neglect informing customers of the policies that may lead to misunderstandings of the processes that online purchases go through. These policies must be clearly stated and must be accepted by customers before they make any transactions. Such policies include what is to be done whenever there is situations where customers want to return the product or they want a refund. With policies and guidelines provided for both parties (retailer & customer), customers will have more confidence in shopping online as they would know their rights if ever there is a complication with the purchase.

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Online shopping is everyone's favorite. However, there are some difficulties that customers face when online shopping.

1. What attracts customers is the layout of the page, how organized the page is and even, how special it is. It comes to a point whereby customers get annoyed when the platform is not organized and it gets too complicated to search for items they want to search. The platform/layout of it has to attract customer's attention and usually, when the website is not designed nicely, many people will close the tab and find better online shopping websites.

2. Customers also get very annoyed if the information of each items are not being explained properly which gives them a hard time to choose whether to buy or not. They might be afraid that they get the wrong sizes and it's going to be a long process, sending back their items to the company and wait for another week or so for their new items to arrive. Some may even want to refund because some people hate to wait.

3. Reliability is one of the issue. Some online shopping are not reliable enough because they are either irresponsible or inconsiderate. They might not reply to customer's needs or reply them in a very rude manner. If there is no manpower that is reliable for all the losses (deliveries), then customers will not come back to the same platform to buy their things there. They also might give bad reviews and by doing so, they will have a higher chances of losing customers too.

4. Mode of payment might be one of the problems faced by customers. Usually, most websites only accept paypal. However, many people here have credit cards but they are not allowed to use that type of payment to pay their items. The lack of mode payments causes customers to be annoyed and it will stop customers from surfing the site again and buy items there.

5. Some online shops do not put the prices of their items which is difficult for the customers to decided whether to buy the items. Nobody knows whether the items are expensive or cheap.

6. To gain more customers to buy from their online shop, promo codes, promotion such as 1 for 1 deal or etc, should apply so that customers will be more attracted to it and know the benefits of shopping in that particular website.

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When it comes to online shopping, there are many difficulties that visitors face.
Here are a few of them:

Design of webpages

1) Sometimes, websites get too complicated and therefore is hard to navigate through its overwhelming options and irrelevant details therefore frustrating visitors as they are unable to find what they want.

Missing information

2) Missing product information can lead to users not wanting to buy the product as they are unable to visualize it mentally or unable to imagine how it looks like when it is being unpacked. So, by not offering detailed information about that particular product that addresses the visitors questions + delivery time, return policy not stated clearly on the website would lead to lack of trustworthiness.

Currency exchange

3) Currency exchange. Many online shopping website do not offer currency exchange and only offer the items in their native currency. This would cause many misconception on how much the item really is as the exchange rate might appear differently online then when being bought which might cause the visitor to abandon their cart.

Translation

4) Many online website do not offer language translation and therefore, consumers who are not familiar with the language would not be able the message being conveyed in the website. This would mean that they are unable to cater to a larger group of consumers  due to the language barrier which would most likely cause the business to have a higher chance of losing their customers as users would get frustrated by not being able to find what they were looking for with the limited information that they are able to understand.

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https://www.youtube.com/watch?v=nK9kGRudRR0
Issue 11:
Platform does not capture items last searched by user

Issue 12:
Platform did not inform user whether the product is out of stock

*Issue 13:
There is no proper navigation

Issue 14:
Indicate to user the new arrival. This would distinguish the products from the rest.

Issue 15:
Provide discounts. Examples: $10 off subscription to newsletters

Issue 16:
Mobile application/web not user friendly as consumers are required to scroll left and right to view the products. Therefore a responsive website is required so that it can be viewed from various devices.

Issue 17:
Sharing products to other social platforms which includes Facebook, Twitter and Instagram.

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User Interview [PRC Lady Episode 6,7,8,9,10] (Lyn)

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User Interview [PRC Lady Episode 6,7,8,9,10] (Lyn)

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https://www.youtube.com/watch?v=gsrZK08qSMw
Issue 6:
Translation to other languages to cater to more consumers so that they are able to read the contents in the website.

Issue 7:
Categorization of products is needed to create a more user-friendly platform for consumers to search for their desired products

Issue 8:
Provide conversion between currency based on the updated rates

Issue 9:
Updating the total amount in the shopping cart after a new item is added

Issue 10:
The platform did not capture the last update made in the shopping cart therefore the consumer would have to re-select items if the browser close or fail to load.

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User Interview [Working Adult Episode 3,4,5] (Lyn)

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User Interview [Working Adult Episode 3,4,5] (Lyn)

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https://www.youtube.com/watch?v=VPcSyPIXVWw
Issue 3:
Music playing at the background of the website can be a distraction. If this music is required, include a feature that would enable users to control the volume of the music

Issue 4:
Include a variety of payment methods so it would be available for more consumers.

Issue 5:
Web security may have been compromised as system stores information regarding consumer's details.

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User Interview [Housewife Episode 1&2] (Lyn)

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User Interview [Housewife Episode 1&2] (Lyn)

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https://www.youtube.com/watch?v=lS9YzA44I3g
Issue 1:
(a) Hotline given is unreachable
(b) No online chat facility for consumers

Issue 2:
Delivery process and procedures are not stated in the given platform