Projeto de arquitetura sustentável para varejo: uma investigação sobre os elementos da experiência do usuário

Abstract

Architecture is a field which has the ability to portray the thoughts and wishes of mankind in their habitation. Constructions give everyday life meaning, they hold in its interior the diversity of relationships, making bonds with its users. Playing such an important role in everyday relationships, and minding environmental changes, architecture functions in a segment which consumes around 50% of global natural resources. In this sense, architects have been seeking to apply sustainability in their projects, being important that the space translate sustainable concepts, causing less impact on its users and the planet. Among several types of architectural spaces, this research focuses on points of sale (POS). In this context, organizations have been looking for a new market positioning, shifting to ambience tactics of the POS and customer loyalty through the space built and, in many cases, already expressing concern with sustainability. In this sense, the problem of this research is: how does the sustainable architectural project stimulate and favour the POS user experience? Therefore, this paper turned to adjacent disciplines to architecture for an approximation of the user experience topics, as well as themes regarding store environment and ambience, experiential design, architectural and business space and businesses with a bias towards sustainability in order to trigger indicators of projecting for experience. User experience can be understood as a subjective episode, in which emotions and feelings intertwine information, which can take shape through architectural space. Thus, this paper aims to develop architectural project guidelines with sustainable premises that stimulate user experience in projected spaces. This research has applied and equally exploratory character, for it finds user experience, architectural and sustainability themes still little explored. The method will be divided in two stages, being ‘A’ consisting in data collection via interview with experts on sustainable architecture and case study. Choice criteria focused on POS which had sustainable discourse as differentiation. A second criterion for choice determined that this case needed to have been recognized for its sustainable practices. Stage ‘B’ focused on building indicators of how sustainable architecture can contribute to user experience. In light of this, it has been discerned that project decisions which are meant for experience are still taken empirically by designers, and the term ‘user experience’ is still incipient and not established as such in the field. Future research could concentrate efforts on unfoldings within the web experience model in order to make tangible elements which allow designers grounds for their decisions.