Enhancing UX design to support organizational buying behaviour on a B2B website

Abstract

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.