基于感知等待时间的外卖O2O平台用户体验优化研究

Based on Perceived Waiting Time of the O2O Platforms User Experience

目的从时间维度中的用户体验和感知等待时间的视角出发,为降低服务等待过程中用户产生负面情绪的几率和完善现有O2O外卖类应用平台的用户体验提供新的优化方案。方法基于交互设计和服务设计等相关理论及研究方法,以心理学中“感知等待时间”为理论分析切入点,首先结合影响感知等待时间的主客观因素来剖析O2O外卖服务中的等待时间要素,其次通过调研绘制出外卖O2O平台的用户体验地图,并重点挖掘在订单配送阶段中用户等待的痛点和机会点,最后结合需求层次论提出外卖O2O平台针对减轻感知等待时间的用户体验优化策略。结论外卖O2O平台的用户体验并非仅为瞬时的界面交互感受,且感知等待时间是影响外卖O2O平台及其用户体验的重要因素,从时间维度重点优化订单配送阶段的用户体验可以缓解用户在等待过程中的不良心理感受,提升外卖O2O平台的整体服务。

From the perspective of user experience and perceived waiting time in the time dimension,a new optimization scheme to reduce probability of users’negative emotions in the waiting process and improve the user experience of the existing O2O takeout application platform is come up with.Based on relevant theories and research methods such as interaction design and service design,this paper takes“perceived waiting time”in psychology as the theoretical analysis entry point.Firstly,it analyzes the waiting time elements in O2O takeout services by combining subjective and objective factors affecting perceived waiting time.Secondly,it draws the user experience map of outbound O2O platforms through investigation and research,and focuses on the pain and opportunity points of users’waiting in the order distribution stage.Finally,based on the hierarchy of needs theory,it proposes the optimization strategy of user experience for takeout O2O platform to reduce the perceived waiting time.The user experience of the takeout O2O platform is not only an instantaneous interface interaction experience,and the perception of waiting time is an important factor affecting the user experience of the takeout platform.The optimization of the user experience of the order delivery phase from time dimension can alleviate the bad psychological feelings of users in waiting process,and improve the overall service of the takeout O2O platform.