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Purpose -The objective of this research was to identify critical success factors for the adoption of Big Data in the virtual retail, through a case study of Magazine Luiza. The use of Big Data, in this case, focused on improving its system of recommendations for a better understanding of consumer behavior.Design/methodology/approach -The case study was done through interviews, observation of the shopping recommendation system and analyzes of institutional presentations of the Bob project. A semistructured interview script was used in the interviews.Findings -Based on the results, we outline some propositions related to the opportunities and obstacles for the implementation of Big Data in the virtual retail in Brazil. Some of these propositions are in line with what literature, especially BI, has been discussing. However, they still need to be discussed in the context of Big Data.Originality/value -The main contribution of the research was the identification of relevant factors to the adoption of Big Data that were not considered as critical for the adoption of previous technologies.

Usuários com perfil de baixo letramento, em geral, possuem dificuldade em entender informações textuais, devido à deficiência nas habilidades de leitura, escrita, cálculo e ciências. A maioria dos problemas de usabilidade na Web está relacionada a encontrar, ler e compreender a informação. Pessoas com baixos níveis de habilidade de leitura têm esses problemas ampliados devido à falta de competências linguísticas, caracterizando, assim, uma questão de acessibilidade. O presente trabalho analisou a interação, de usuários com dois perfis diferentes: alto e de baixo letramento, por meio de um dispositivo de rastreamento ocular Tobii, modelo T120. A tecnologia de eyetracking, através de raios infravermelhos, grava as fixações visuais de usuários em tempo de interação. A partir dessa avaliação foram apontadas, de forma comparativa, suas experiências e caraterísticas de interação dos dois perfis de usuários, com um site comercial popular. A relevância deste trabalho, ao testar a interação de usuários analfabetos funcionais, foi propor melhorias de interface de sistemas que permitam o acesso a todos os usuários, independe do grau de instrução. Os resultados sugerem que diante das diferenças na navegação de usuários com perfis distintos de letramento, a partir de algumas correções e adaptações nas interfaces, é possível acessibilizar e promover a participação cidadã.

No abstract

Prelingual bilingual deaf individuals have, most of the time, difficulties comprehending textual information available on the Internet due to their linguistic specificities. Although this public has their right to access health information guaranteed by law, the majority of health campaigns available on the Web are inadequate for the hearing impaired.The objective of this study was to verify the main barriers pointed out by prelingual deaf users during their interaction with multimedia content of a public health campaign, aspects that may hinder the comprehension, with the intent of providing a series of recommendations that may guide developers when designing online health campaigns. In order to achieve so, a case study with two units of analysis was conducted: one consisted of tests with five deaf people and the other was comprised of five normal hearing listeners with an educational profile and computer skills similar to the deaf group.The research was conducted in eight steps: (i) ethnographic study; (ii) participants profiling and selection; (iii) selection of health campaigns to be examined; (iv) tasks definition; (v) pre and post-testing interviews; (vi) testing; (vii) data analysis; and, (viii) recommendation list development.As a result of this study subject area, it became possible to notice that several campaigns presented informational polysemy in their verbal and visual content, i.e., the images presented in the folders may carry multiple and diverse meanings for users (Freitas, et al., 2014).