På användares villkor : Att utforma globala navigationssystem på e-handelswebbplatser inom modebranschen

Sammanfattning: The aim of the study was to investigate whether users preferred a horizontal or vertical global navigation system on an e-commerce website in the fashion industry. In addition, the purpose was also to investigate what features users expected in a global navigation system and to examine what users considered to be particularly important in the design of labels in global navigation systems. A user centered method called Contextual inquiry was adopted do define user expectations, opinions and needs on global navigation systems in the fashion industry. In the study ten participants participated and studied two e-commerce websites in the fashion industry: ginatricot.com and zara.com. The aspects investigated in relation to global navigation systems were user-centered design, horizontal and vertical global navigation systems, features and labels in a global navigation system. The method contributed to a deeper understanding of how web designers can customize the global navigation system on e-commerce websites in the fashion industry for users. For example, by involving users early in the development process, customizing labels based on user´s languages, designing clear links using easy-to read font and color, implementing the global navigation system on top of the website, using a logo as a home button and implementing a clear search feature in the global navigation system.