WEBSITE DESIGN FOR SEXUAL FLUIDITY IN LGBT BY USING USER EXPERIENCE A CASE STUDY OF BlazingLove.com
Keywords:
User experience, Website design, Sexual fluidity, EqualityAbstract
Sexual fluidity has been used in the context that gender identity or sexuality of people could be changed fluidly according to their context of living. There are social issues and arguments regarding sexual fluidity, gender identity, and equality. One of them is that they do not want to express their gender identity publicly, while it is an important personal factor to segment customers for marketing purposes. Doing business with this group of people needs to manage this sensitive issue properly. Hence, this research aims to first coin the term sexual fluidity and empathize the desires and the pain points of the users with sexual fluidity, and then using the findings to design an updated version of BlazingLove that will solve the issue using the user experience (UX) concept. BlazingLove.com was selected to be a case study for this research as their users are likely to have sexual fluidity due to the nature of the business. Mix methodology research was designed and developed by employing quantitative questionnaire survey and qualitative in-depth interview with experts. The result shown that sexual fluidity could be defined as personal sexual orientation that may or may not be expressed physically, which can be changed according to personal preferences does not concern their genders and it can be changed anytime according to the person living contexts. Further, this group of people preferred to be segmented by their lifestyle, interest, and preferences, rather than their gender identity. The updated version of BlazingLove was therefore designed by using the new segmentation to identify their target users and develop personas.References
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