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|Re.frame| Curating Consumers' Experience of Choice

 
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|Re.frame| Curating Consumers' Experience of Choice

Fernanda Barrence Mutz

      Set-Titel
      • |Re.frame| Curating Consumers' Experience of Choice
      Projekttitel auf deutsch
      • |Re.frame| Curating Consumers' Experience of Choice
      Projekttitel auf englisch
      • |Re.frame| Curating Consumers' Experience of Choice
      Autor/in
      Beschreibung auf englisch
      • How can the curation of products reframe online consumers’ experience of choice? Wie kann die Kuration von Produkten das Erlebnis der Entscheidungsfindung für onlineKonsumenten umformulieren?
        Have you ever looked for a blender on Amazon and had more than 450 options as a result? Or maybe searched for a new pair of black ballerinas on Zalando and had over 380 models offered? Variety enhances individuality and improves the perception of quality of life. However, having too much to choose from can actually lead to decision fatigue. The central question of my work is: in a world of infinite options, how can the curation of products reframe online consumers' experience of choice? My project focuses on investigating the curatorial approach as a means to simplify decision-making of overwhelmed mass consumers. The result is a framework helping marketing strategists and communication designers create new or improve existing online retail concepts. Through multiple examples, the project shows how curated e‐commerce could guide consumers through a more intuitive, emotional and therefore easier shopping experience.
      Kunstgattung / Disziplin
      Typ
      Bereich ZHdK
      Datierung
      • 2014
      Dozierende/Projektleitung
      • Dr. Francis Müller, Prof. Dr. Adrian W. Müller, Bitten Stetter

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