Navigation System Design for House of Brands E-Commerce Website to Enhance Customer Experience: A Case Study of Saha Group Online

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Thitipoom Chokwatana
Supaporn Kiattisin
Atthaves Borriraklert


A house of brands is a business strategy that allows each brand to position itself individually to serve different market needs. Nowadays, a house of brands needs a central service to reinforce the business for both existing and new brands. For a large house of brands, the diversity of brands and products is an important challenge for developing the central e-commerce service. Customers can simply browse for the information they need within the system resulting in satisfied customer experience. This research used the e-commerce website of Saha Group as the case study for investigating the web browsing behavior of the customers because Saha Group is the most diverse house of brands company in Thailand. The objective was to design a navigation system for an e-commerce website that enhances the customer experience. The agile design process was chosen for developing the navigation system because it allows for collecting user feedback at a glance. The browsing behavior was analyzed by the heatmapping tool. There are results from two agile iterations. The first iteration was designed based on the business requirements in presenting product categories and the hypothesis that customers might be familiar with the standard e-commerce system. Conversely, it appeared that customers browsed with brands rather than shopping from the product categories resulting in less interaction with touchpoints on the webpage. The second iteration was designed based on the lesson learned, so customers interacted more with touchpoints on the webpage. The result confirmed that the power of brand influences customer behaviors and their expectations in using a house of brands e-commerce system was different from the standard system. Designing a navigation system that is consistent with customer behavior also results in higher page value. This finding can be a guidance for developing similar systems for other house of brands in the future.

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Chokwatana, T., Kiattisin, S., & Borriraklert, A. (2022). Navigation System Design for House of Brands E-Commerce Website to Enhance Customer Experience: A Case Study of Saha Group Online. Asian Creative Architecture, Art and Design, 35(2), 215–231. Retrieved from
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