Enhancing UX design to support organizational buying behaviour on a B2B website
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Examensarbete för masterexamen
Modellbyggare
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Sammanfattning
The purpose of this thesis was to research important UX factors that can impact the B2B
website to have a convenient UX. Therefore, the approach Research through design was
applied, where a B2B website was designed and used in the research to extract important
UX factors for creating a convenient user experience. In order to create the B2B website
to extract design factors, a design process was conducted, which followed the double
diamond model and utilized Garrett’s five-plane model of UX to structure all elements.
In this process, the domain research in the field of study, the user research of target
website users, the design of the web prototype, and the design evaluations with
stakeholders were conducted. And finally, the design factors were extracted based on the
analysis of all findings throughout the process.
The thesis resulted in a web prototype for the buyer organizations to purchase LEDs
online, as well as important factors to consider in the design of B2B websites to achieve
a convenient UX. The created design can be regarded as an example of how the design
factors could be applied in a design and provide a visual reference for designing similar
websites. The proposed design factors suggest how to fit the factors on each UX plane to
design the whole convenient UX, which can be used by others who conduct work in this
context.
Beskrivning
Ämne/nyckelord
user experience, B2B, organizational buying, website design