The Application of CX and UX Design in the Marketing Field in Finland
Phan, Nam Anh (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120434021
https://urn.fi/URN:NBN:fi:amk-2023120434021
Tiivistelmä
This Bachelor’s thesis was conducted based on the author’s observation on the potential of UX and CX applications in the marketing field in Finland. The author noticed that Finland’s marketing could be changed to become better with innovation and creation instead of using repetitive methods. The thesis aims to identify essential points to clarify that Finland is a potential market for both UX/CX design and marketing development, especially from the aspect of firms and organizations.
The thesis contains three main parts, theoretical framework, research method, and data analysis. The theoretical framework aims to provide basic knowledge of UX and CX design and their relation to marketing. Additionally, the study of Finland’s market is done by analysing aspects digitalization and technological development, B2B and B2C performance, the number of SMEs and large corporations in the market, and the digital marketing situation. All the listed components are analysed in detail to provide high-quality overview of the chosen market which supports the conclusion of the potential of Finland.
The second part of the thesis is the research method. The thesis only has qualitative research and interviews as the main method to assist the idea of the topic. The questionnaire of 10 questions was made and sent to the interviewee for preparation to ensure that the interviewed person had knowledge relating to the topic. The criteria for the candidates are working or having worked experience in Finland, familiar with the thesis topic having an academic understanding of the topic and having a job title related to UX/CX design and marketing. Each interview lasted from 30-40 minutes giving each question 3 more minutes to answer ensuring the deep in length of the answer.
The data analysis part requires the author to collect and combine all answers from all candidates to give the conclusion to each and finalize the output of the thesis which must answer the research question and all 5 investigated questions. The analysis was done by going through each question and combining the relation between each to conduct well-researched contention for each part. There are 4 small points in the data analysis: UX and CX application in Finland, marketing performance in Finland, components for a good UX and CX design, and tools and strategies for UX and CX in Finland. The solution for the Finland’s market is optimistic, the country itself is suitable for both UX/CX and marketing development and application despite some barriers related to general behaviour and trending.
Finally, the thesis conclusion provides certain knowledge to readers about the potential of UX and CX in marketing in Finland both pros and cons. The thesis indicates clearly what could have been done and what should be done to improve the development of both UX/CX and marketing in the Finnish market.
The thesis contains three main parts, theoretical framework, research method, and data analysis. The theoretical framework aims to provide basic knowledge of UX and CX design and their relation to marketing. Additionally, the study of Finland’s market is done by analysing aspects digitalization and technological development, B2B and B2C performance, the number of SMEs and large corporations in the market, and the digital marketing situation. All the listed components are analysed in detail to provide high-quality overview of the chosen market which supports the conclusion of the potential of Finland.
The second part of the thesis is the research method. The thesis only has qualitative research and interviews as the main method to assist the idea of the topic. The questionnaire of 10 questions was made and sent to the interviewee for preparation to ensure that the interviewed person had knowledge relating to the topic. The criteria for the candidates are working or having worked experience in Finland, familiar with the thesis topic having an academic understanding of the topic and having a job title related to UX/CX design and marketing. Each interview lasted from 30-40 minutes giving each question 3 more minutes to answer ensuring the deep in length of the answer.
The data analysis part requires the author to collect and combine all answers from all candidates to give the conclusion to each and finalize the output of the thesis which must answer the research question and all 5 investigated questions. The analysis was done by going through each question and combining the relation between each to conduct well-researched contention for each part. There are 4 small points in the data analysis: UX and CX application in Finland, marketing performance in Finland, components for a good UX and CX design, and tools and strategies for UX and CX in Finland. The solution for the Finland’s market is optimistic, the country itself is suitable for both UX/CX and marketing development and application despite some barriers related to general behaviour and trending.
Finally, the thesis conclusion provides certain knowledge to readers about the potential of UX and CX in marketing in Finland both pros and cons. The thesis indicates clearly what could have been done and what should be done to improve the development of both UX/CX and marketing in the Finnish market.