Användarupplevelse av digitala mattjänster till följd av Covid-19 i Sverige : En kvalitativ studie om unga vuxnas köpbeteende, drivkrafter och behov kopplat till pandemin

Sammanfattning: Covid-19 has had an impact on people's everyday life all around the world. The purpose of this thesis was to understand how the Covid-19 pandemic has affected young adults and their consumer behavior and use of digital food e-commerce in Sweden, and to increase knowledge about the importance of human centered design such as User Experience. This was examined through a qualitative method. Six informants between the ages of 18-34 living in different parts of Sweden were interviewed regarding their buying behavior and use of digital food services before, during and after the pandemic. Based on previous research on buying behavior and Maslow's Hierarchy of Needs in connection with User Experience, the results of this study could be used to create design proposals for designers in the future. This essay concluded that different behaviors and needs have developed in users as a result of Covid-19 since everyone reacted and acted differently regarding the pandemic. Risk attitude and where people were living were the major contributing factors (Marinković & Lazarević, 2021). In order to succeed in designing food e-commerce platforms, designers should adapt to personal needs (Yu & Wu, 2010). The most obvious needs that were identified in the survey were flexibility, simplicity, time and price. The results also showed that users partially returned to the physical trade after the virus was no longer classified as a dangerous disease (Folkhälsomyndigheten, 2022). The needs that were directly linked to the crisis are therefore not likely to remain. A company with a lack of focus on consumer needs will suffer because consumers will seek other services that are more user friendly. When designing future food e-commerce it is important to fulfill all needs expressed by the target group, as these are crucial for users' User Experience (Geng & Guo, 2022), (Yu & Wu, 2010). A concrete example of this is a service which, according to the user, is perceived as affordable, fun and flexible and which can be used both in physical and digital stores.