Ett säljsamtal via webbutik : Visma SPCS

Sammanfattning: The main objective of this thesis is to study how the structures of a sell dialog, via a web shop, should be designed in order to support and inspire the customer. To get the answer to this question I use a qualitative and quantitative method. The qualitative method is applied in connection with different interviews. The quantitative method is used to analyze different answers given from those who are interviewed. I also use the deductive method due to my interest of studying how reality can relate to the theories with the choice of the subject. Moreover, this thesis is structured by three main perspectives; company, customers and techniques. The theoretical part of the thesis includes definitions and theories about electronic business, customers’ behaviour and technique, UML (Unified Modelling Language), which is a visual syntax for visualising, specifying, constructing and documenting system engineering, and UP (Unified Process), which is a method that complements UML. Furthermore, the empirical part of the thesis includes interviews with Chris Jangelöv and Patrik Cardell (Visma Spcs), who are representing the companys’ perspective on a sell dialog via a web shop. For the customers’ perspective on the subject, I collect and outline the interviews from Visma Spcs customers. Moreover, I review the interview with David Nadel, where he discusses the UML and UP techniques and also electronic business in general. As for the results, I come to the conclusion that a web shop should be structured from a customer´s perspective and his/her inquiries concerning the products and services. UML and UP, however, are techniques that focus on the structuring of data and processes without taking the developing dialogue with the customer into serious account. These techniques do not address issues of why a web shop is used as it is, UML and UP only apply what a web shop can look like and how it could be used. Therefore, I argue that there is a lack of connection between the UML and UP techniques and the real live user and actual use. I also reached the conclusion that there should be three main building blocks when structuring a sell dialog via a web shop. These are; structure, information and navigation.