Contribuições do wayfinding para a interação em sites de farmácias brasileiras

Abstract

Despite the growth of e-commerce in several areas of the market and the pharmaceutical and cosmetics sector is one of the main sectors of the economy, e-commerce of pharmaceutical products in the Brazilian market is still shy compared to e-commerce of these products in other countries. Studies indicate that this is due to navigation and usability problems on the websites of Brazilian pharmacies available, which make users choose to use the face-to face environment to make their purchases. With this contextualization, this work intends to identify how wayfinding can contribute to the user experience in Brazilian pharmacy websites and has a general objective to analyze the wayfinding in navigation paths in the websites of these pharmacies, to propose the improvement of the experience in front of the users of these interfaces, it used bibliographic and documental research, online forms and checklists, in addition to wayfinding heuristics together with usability heuristics to create an instrument that helped the Heuristics Evaluations by specialists on two websites of two of the largest chains of pharmacies and drugstores present in the Brazilian market. The specialists performed cognitive walkthroughs and expressed their thoughts through thinking aloud, the data obtained were analyzed in a quantitative-qualitative way and helped in the validation of the tool through Cronbach's Alpha. With the research completed, the main objective has been achieved and resulted in a final set composed of 8 wayfinding recommendations that can be used to improve navigation on e-commerce websites.