Re-designing ecommerce website to improve user experience. Case company Madkid World Oy
Vainionpää, Sonja (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053016252
https://urn.fi/URN:NBN:fi:amk-2023053016252
Tiivistelmä
The objective of this thesis was to improve the case company Madkid World Oy ecommerce
website. The final outcome of this thesis is a redesigned website for the case company. Madkid
World is a vintage clothing retailer. Their main source of revenue is ecommerce sales. The website had not been evaluated before. Therefore this thesis was crucial for the company.
This thesis includes a theory part and an empirical part that deals with the case company. The
main concept of the theoretical framework is user experience. This thesis aims to find out the
which factors influence user experience, how to design website for better user experience, and
how to evaluate user experience on ecommerce. Theory from online customer journey is applied to understand the user better. This thesis focuses also on usability, which is a key element
of user experience.
The empirical part included analysis of the current website. The key performance indicators
(KPIs) were used to evaluate the website performance. A usability testing method, heuristic
evaluation, was used to find out possible usability problems. The empirical part also included
benchmarking analysis. In the benchmarking analysis, the characteristics of the case company
website were compared to a competitor.
From the empirical part was developed suggestions for improvements. As a result of usability
evaluation the website was found to have problems such as high cognitive load through use of
variety of visual elements, lack of simplicity, and functional elements not working as intended.
Through benchmarking was found deficits in company information, product information, social
presence, navigation, and customization.
The outcome is a redesigned website for Madkid World. Elements that were redesigned included organization of elements, navigation, functional elements, layout, visual elements such
as color and typography, and content. The new website was designed based on findings from
the literature review and empirical part to meet user needs better, thus improved user experience.
website. The final outcome of this thesis is a redesigned website for the case company. Madkid
World is a vintage clothing retailer. Their main source of revenue is ecommerce sales. The website had not been evaluated before. Therefore this thesis was crucial for the company.
This thesis includes a theory part and an empirical part that deals with the case company. The
main concept of the theoretical framework is user experience. This thesis aims to find out the
which factors influence user experience, how to design website for better user experience, and
how to evaluate user experience on ecommerce. Theory from online customer journey is applied to understand the user better. This thesis focuses also on usability, which is a key element
of user experience.
The empirical part included analysis of the current website. The key performance indicators
(KPIs) were used to evaluate the website performance. A usability testing method, heuristic
evaluation, was used to find out possible usability problems. The empirical part also included
benchmarking analysis. In the benchmarking analysis, the characteristics of the case company
website were compared to a competitor.
From the empirical part was developed suggestions for improvements. As a result of usability
evaluation the website was found to have problems such as high cognitive load through use of
variety of visual elements, lack of simplicity, and functional elements not working as intended.
Through benchmarking was found deficits in company information, product information, social
presence, navigation, and customization.
The outcome is a redesigned website for Madkid World. Elements that were redesigned included organization of elements, navigation, functional elements, layout, visual elements such
as color and typography, and content. The new website was designed based on findings from
the literature review and empirical part to meet user needs better, thus improved user experience.