Inculcating a Behaviour Change Among Impulsive Online Shoppers: Adapting to Mindful Spending Habits
摘要
Over the years, the categories of online purchases have exponentially evolved. This, when combined with heavily discounted prices, sales and marketing tactics, celebrity endorsements, and more, results in a drastic increase in impulsive online purchases. The aim of this study was to understand what are the nudges, cues, and triggers that lead to one’s impulsive purchases and the motivation behind the same. The initial stages of the study included desk research and a review of existing literature around the topic, followed by conducting interviews and surveys. The insights received and the gathered data helped us create a design solution that would help inculcate a behaviour change among people who have recently gained access to their bank accounts and are on the brink of becoming partially or fully financially independent. After various stages of prototyping, iterations, and testing, the designed solution ‘DigiSave’ was made, a mobile application that would enable users to set pre-allocated budgets for different categories and give them prompts and notifications when they exceed the limit, thus increasing the time frame between adding items to a shopping cart and making the purchase. Other prominent features like price comparison of the same product on different sites and connecting a user’s UPI and bank account to track spending habits, have been included to always keep a check on personal spending and reduce the urge to buy online impulsively.