User Research

Group 07, User Research, WS1819

Due to the significant expanding digitalization of everyday life, it is clear that it will sooner or later find its way into the retail trade. In fact, it can provide great potential for retail trade. The ubiquitous presence of digital devices around us offers a multitude of usage possibilities to make life more comfortable.

Despite that, small physical shops themselves tend to struggle from the competition of large online e-commerce marketplaces and as a consequence they often vanish.Thus, these online marketplaces bring a new set of possibilities as well as problems. To examine these possibilities and problems, we interviewed six retailers from different local shops in Munich. We were told about the problems and experiences of retailers regarding the digitalization and logistics of their shops. In addition, we also investigated the everyday life of retailers and made important findings.

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