In recent years, the growth of e-commerce websites has become apparent. However, research has suggested that the growth of the e-commerce website for services is lower compared to that of physical products. In this context, a product is defined as a tangible object and a service as an intangible entity. By the nature of services, to visualize something intangible in an e-commerce website context can be challenging. This study aims to determine how a service should be visualized in the context of an e-commerce website for services with the case study of an e-commerce website concept for art-related services called Pando.

Generally, products and services are visualized on e-commerce websites with images, videos and written descriptions including reviews. However, for services, those visual elements need to visualize the experience a user would get from the service. In order to determine a way to visualize a service, several designing methods were utilized, including expert interviews to learn about users and benchmarking to assess how other service providers dealt with a similar problem. Findings from the researches were applied to the prototype of Pando to test various ways to visualize services. In order to test several ways to visualize services, a mixture of user research and A/B testing was utilized to compare the result with a different visualization method.

The prototype was tested by 6 testers from aged from 20 to 39. The result of the test suggests that one of the best ways to visualize a service is to make sure the written information about the service covers detailed information about the service itself and its requirements. In addition to the written information, supplementing with multiple visual elements such as images and if available, a video as an extra source of information seems to increase the credibility of the service for users.