Data-Driven Design in e-Commerce: Contribution of Customer Data Applied to User Experience

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 strategies based on data collected from customers interactions, enabling different interfaces and contents according to each customer characteristics, allows to increase 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 methodology 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 application. As a result, a conceptual methodology entirely based on the literature review will be built, with the future perspective of being tested in a case study.