Designing User Centric Digital Marketplaces in VR

This thesis explores user experiences within digital marketplaces, emphasizing the transition towards virtual reality (VR) environments to understand user interactions, perceptions, and satisfaction levels. Employing a mixed-method research approach, the study integrates quantitative data collected from online surveys with qualitative insights derived from a comprehensive literature review. The online surveys, including a broad screener and detailed follow-up questions, targeted a wide demographic of digital marketplace users to capture a diverse array of experiences, preferences, and challenges faced by users. This data collection aimed to identify trends and inform the development and subsequent usability testing of a VR concept prototype. The research highlights the importance of user-centered design in digital marketplaces, revealing significant insights into user behaviors, preferences, and the challenges encountered. The findings from the surveys and literature review underscore the necessity for intuitive, accessible, and secure digital marketplace experiences. Additionally, the study delves into the specifics of adapting traditional usability heuristics to the unique context of VR, proposing guidelines to enhance user satisfaction and engagement in these immersive environments. In the subsequent phase of the study, a VR concept prototype was developed based on the identified user needs and preferences. Usability testing, conducted with participants selected through the screener survey, provided valuable feedback on the concept prototype, further informing the design guidelines proposed for digital marketplaces in VR. This thesis contributes to the existing body of knowledge by offering a comprehensive understanding of user experiences in digital marketplaces and extending these insights into the realm of VR. It proposes actionable design guidelines aimed at improving usability and user satisfaction, thereby supporting the broader adoption and success of digital marketplaces in VR. The research emphasizes the critical role of user-centered design principles in the evolution of digital marketplaces towards more immersive and engaging VR environments.