8th International Congress on Information and Communication Technology

Authors - Joana Monteiro, Firmino Oliveira da Silva
Abstract - e-Commerce has grown exponentially in recent years because of the pandemic situation the world has gone through and the growing need to digitise business. Customers of this highly competitive online market have increasingly demanding characteristics, needs and expectations, seeking a personalised and differentiated shopping experience. The definition of design and marketing strat-egies based on data collected from customers interactions, enabling different in-terfaces and contents according to each customer characteristics, allows to in-crease loyalty which are determining for e-Commerce. This study aims to explore the state of the art and analyse best practices in the application of Data-Driven Design (D3) strategies in User Experience of e-Commerce platforms. The paper focuses on the importance of using data-driven strategies to improve the user experience on these types of platforms and serve as a guide for applying a meth-odology in digital businesses. This research paper proposes a methodology based on strategies to improve the e-commerce user experience using D3 and Digital Marketing techniques across platforms, and a discussion on their practical appli-cation. As a result, a conceptual methodology entirely based on the literature re-view will be built, with the future perspective of being tested in a case study.