Assessment of Digital Platform Requirements for User Experience using Fuzzy Cognitive Map Approach

Recently, digital platforms have been dominating industries following digital transformation. Customers have become mobile, online, and even virtual, and they use digital platforms to ask about product and service offerings and share their experiences regarding their journeys through digital platforms. The expectations of digital customers have changed how companies interact with their customers. Focusing on user experience on digital platforms has become a priority for companies to satisfy the expectations of customers and consumers and be competitive in the digital market. From this point of view, this study focuses on digital platform requirements for user satisfaction. Developing a successful digital platform that ensures user satisfaction requires considering the complex and multi-faceted structure consisting of interrelated criteria. Therefore, this study aims to identify, analyze, and model the digital platform requirements for user experience. An application in the aviation industry has been conducted to verify the validity, applicability, and usability of the collected requirements. In this regard, the cognitive map (CM) approach has been adopted to analyze the interrelations among the requirements. However, real-life problems are complex, and decision-making processes to model and solve these problems involve human perception and uncertainty. Therefore, the study combines the CM approach with fuzzy sets and utilizes the fuzzy cognitive map (FCM) method. The study reveals the system’s complexity regarding digital platform requirements for user experience, identifies the most critical players in this system, and visualizes the model of the multi-faceted complexity of these requirements.