Naslov
Evaluating the Potential of a Data-Driven Approach in Digital Service (Re)Design

Autori
Mijač, Tea ; Jadrić, Mario ; Ćukušić, Maja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 29th Central European Conference on Information and Intelligent Systems / Strahonja, Vjeran ; Kirinić, Valentina - Varaždin : Fakultet organizacije i informatike Sveučilišta u Zagrebu, 2018, 187-194

Skup
29th Central European Conference on Information and Intelligent Systems (CECIIS 2018)

Mjesto i datum
Varaždin, Hrvatska, 19.09.2018. - 21.09.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Digital service design, data-driven approach

Sažetak
The amount of data is exponentially growing each day. With every interaction with digital services, users create their digital footprint. It is not unusual that usage data can demonstrate the need more objectively than users themselves leading to the fact that huge potential is hidden in data-driven development approaches. In order to investigate the reasoning behind using objective versus subjective data to changes in design of digital services, a pilot research study was conducted. The study was performed using A/B testing and a questionnaire. Original website was used as Design A, and with same functionalities kept, another webpage was launched (Design B). Among other findings, the analysis confirms that there is demonstrated need and rationale behind using objective users’ data rather than subjective in testing the changes in design.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA