Visualisering som bromsmedicin för returer inom E-handel : En kvalitativ studie om användarnas behov för utformningen av Visual Analytics inom beslutsstödsystem

Sammanfattning: Visual Analytics is a powerful tool for decision makers to gather new insights from data. Since Visual Analytics can be hard to get into at first, previous studies have been conducted to bridge the gap between industry experts and these tools. However, few studies have examined the user’s needs regarding how Visual Analytics can generate these valuable insights. In order to examine these needs, the area selected was returns in E-commerce since the returns are devastating both to the companies and to society. The companies collect a lot of data as the goods get returned, which can be visualized. In order to highlight the e-tailer’s needs for visualization tools for their return data, a qualitative empirical study has been conducted. A prototype was developed in order to aid the semi-structured interviews visually. Six e-tailers was interviewed and got to test the prototype, in order to analyze their needs for visualization tools. The results shows that some graphic elements performed better than others, and that return data needs to be presented in comparison to sales data to be relevant. The study’s findings suggests that predefined graphs helped the E-tailers to get into the Visual Analytics mindset and may work as a way to introduce more users into the world of Visual Analytics.