In recent years there has been a remarkable distribution of the omnichannel environment, which has emerged as a significant factor in the fashion industry. Today's society is characterized by customers who possess extensive knowledge and easy access to information online, with the added convenience of constantly available e-commerce. As consumer awareness has escalated, it has become imperative for businesses to understand how customers' needs, pain points, and desires impact their customer journey in an omnichannel environment. Consequently, the aim of this research is to gain a comprehensive understanding of how Generation Z customers' needs, pain points, and desires influence their behavior throughout the customer journey within the fashion industry's omnichannel landscape. This study aims to contribute new and crucial insights to the existing body of knowledge, given the lack of recent research on this topic from the consumer perspective. To achieve these research objectives, empirical data was collected through a qualitative multi-method study comprising five focus groups and five semi-structured interviews, with a total of 25 participants. The participants consisted of individuals of Swedish origin who were born in, and belong to, Generation Z. The collected data was afterwards analyzed and discussed, which meant comparing and contrasting the results with previous research on the topic. The conclusion of this thesis reveals remarkable observations about Generation Z in Sweden, where this study has identified the most common combinations of different channels in omnichannel atmospheres. Overall, this study highlights a clear preference among female participants to use the services provided by e-commerce, while male participants show a propensity for physical, traditional commerce. In addition, this report sheds new light on the information search and evaluation process, which constitutes the initial stage of the consumer's decision-making process. Finally, needs, pain points and desires based on each step in the customer journey are identified, as well as how the problems can be resolved with initiatives from the companies.

Short-format videos are becoming increasingly prominent in today's digital landscape. The widespread availability of smartphones with high-quality cameras, together with fast Internet connections, has not only made it easier for users to interact with the digestible short-format content, but also transformed the way we consume, experience, and interact with content. Video-sharing platforms like Snapchat, TikTok and Instagram capture the attention of millions of users daily with their short-format content, especially among people born around 1995 through 2010, commonly referred to as Generation Z. Born into this digital era, Generation Z has integrated short-format videos into their everyday lives. As this audience constitutes the majority of short-format video consumers, it becomes crucial to understand their user experiences related to the short-format video consumption. In addition, the user experience needs to be continuously reviewed to meet current consumer expectations and needs. This thesis aims to evaluate the user experience (UX) of short-format videos among Generation Z, by uncovering underlying motivations and purposes, video quality aspects of importance, as well as pain points experienced during consumption. To achieve comprehensiveness, the UX evaluation is systematically carried out using a developed UX Evaluation Framework, consisting of both qualitative and quantitative data gathering methods. Semi-structured interviews were first conducted, followed by quantitative video quality assessments of test videos, allowing for rich user insights. The UX evaluation reveals that a pleasant audio experience and video content are the most important aspects when it comes to short-format videos. However, the aspects stability and pleasant camera movements are among the most important in terms of video quality. In contrast, poor sound in videos was often found to ruin the whole user experience, regardless of the video quality. The study's findings provide recommendations aimed at improving the user experience of short-format content and suggests opportunities for future research.

This study explores the value proposition of Autonomous Battery Electric Trucks (ABETs) in the transportation industry, and offers insights into customer perceptions and potential challenges regarding this emergent technology. The aim of the study is to understand customer needs, address implementation issues, and evaluate opportunities for Logistics Service Providers (LSP) to adopt ABETs. An extensive literature review was conducted followed by semi-structured interviews with transport buyers (shippers) and industry experts. Based on the study’s findings, a value proposition was created. The findings reveal an indifference towards autonomous trucklogistics among shippers. However, they foresee its potential as a competitive advantage in the future. Shippers anticipate benefits from ABETs such as improved transparency, increased operational efficiency, and potential cost savings. Nonetheless, to fully realise these benefits, challenges related to digital integration and customer expectations need to be addressed. Thus, it is suggested that LSPs concentrate on meeting basic customer needs while leveraging the benefits of autonomous capabilities. Potential applications of ABETs might be most effective in high-frequency, short-distance flows, typically near intermodal hubs or industrial parks, serving as test cases for wider adoption. Active participation in EU pilots and research projects can help LSPs better understand the operational requirements and influence future standards. As the logistics industry evolves, LSPs must remain adaptive and proactive to capitalise on the opportunities provided by autonomous logistics. The findings from this study present a roadmap for navigating these changes, demonstrating that properly managed implementation of autonomous capabilities promises significant advantages for early adopters and can revolutionise the logistics industry. / Denna studie undersöker värdeerbjudandet för en Autonom Batteridriven Elektrisk Lastbil (ABET) inom transportindustrin, och erbjuder insikter i kunders uppfattning samt potentiella utmaningar för denna framväxande teknologi. Målet med studien är att förstå kundbehov, addressera problem relaterat till implementation, och utvärdera möjligheter för en leverantör av logistiktjänster (LSP) att nyttja ABETs. En utförlig litteraturstudie genomfördes följt av semistrukturerade intervjuer med transportköpare och experter inom industrin. Ett förslag på ABETs värdeerbjudande skapades sedan baserat på studiens resultat. Resultaten visar att det finns en likgiltighet gentemot självkörande lasbilslogistik hos transportköpare. De ser dock dess potential som en konkurrens fördel i framtiden. Med ABETs förväntar sig transportköpare fördelar såsom förbättrad transparens på marknaden, ökad operativ effektivitet och potentiella kostnads besparingar. För att fullt ut realisera dessa fördelar, måste dock utmaningar relaterade till digital integration och kundernas förväntningar addresseras. Således föreslås att LSPer fokuserar på att möta grundläggande transportbehov samtidigt som fördelarna med autonoma förmågor utnyttjas. Tillämpningar av ABETs kommer med största sannolikhet vara mest effektiva i högfrekventa flöden på korta avstånd, vanligtvis nära intermodala knutpunkter eller industriparker, vilka kommer tjäna som testfall för att uppnå en bredare användning. Aktivt deltagande i EU-piloter och forskningsprojekt kan hjälpa LSPer att bättre förståde operativa kraven och påverka framtida standarder. I takt med att logistik branschen utvecklas måste LSPer förbli anpassnings bara och proaktiva för att dra nytta av de möjligheter som autonom logistiker bjuder. Resultaten från denna studie presenterar ett underlag för att navigera i dessa förändringar, vilket visar att korrekt hanterad implementering av autonoma funktioner lovar betydande fördelar för tidiga användare och kan revolutionera logistik branschen.