FUser Experience (UX) Design Websites as a Marketing Tool

IVETA LININA, KARINA VILLERTE, VELGA VEVERE, ROSITA ZVIRGZDINA

Faculty of Business Administration,

Turiba University,

Riga, Latvia, Graudu street 68,

LATVIA

Abstract: - A website is a business card that shows partners and customers a company's identity, goals, and

products. The user experience process is a new collection of methods that determines the basics of a website's

Key-Words: - user experience, website, interaction, customer satisfaction, process, trends.

Received: September 23, 2023. Revised: April 23, 2024. Accepted: May 21, 2024. Published: June 14, 2024.

User experience design is used to create new

products or services and to improve existing

products or services by focusing on the user's needs

effectiveness of user interaction with a website or

app. Nowadays, a company's sales are influenced by

the virtual environment in which customers view and

purchase products, it is important that the website

allows users to view all the features they need and

that the website is optimized for all devices.

Customers do not want to interact with a website that

has a poor user experience design, which results in a

website that is not able to perform its functions in the

same way on different devices. There is a user

reached, then the potential customer ends their

activity on the website and starts their activity on the

website where they can navigate and find the

information they need.

The research question is: Can a company increase

the number of customers and boost sales by using

user experience in website design? The aim of the

study is to develop guidelines for the design of

corporate websites to create user satisfaction and

boost sales. To achieve the research goal, three

The following research methods were used to

implement the aim and objectives of the study: 1)

Monographic or descriptive method - researching

and collecting theoretical base using scientific

literature and other sources, 2) Graphical method -

existing visual materials that explain the activities

and statistics, 3) Secondary data analysis - collecting

and studying data by analyzing the set of

information, 4) Survey method - data collection

method to find out the user's opinion on the research

and internet sources, explores the design of the user

experience when interacting with a website. In the

second part, the authors’ conduct-conduct a

secondary data collection on user habits in the

Internet environment and the impact of websites on

the user and the company. In the third part, the

website. User experience design websites provide

users with the necessary guidelines to reach users

and company goals.

User experience design is used to create new

products or services and to improve existing

used to increase user satisfaction accessibility and

the effectiveness of user interaction with a website or

app.

the virtual environment in which customers view and

purchase products, it is important that the website

allows users to view all the features they need and

that the website is optimized for all devices.

Customers do not want to interact with a website that

has a poor user experience design, which results in a

product is.

teams use to create products that provide meaningful

and relevant experiences for users. It involves

designing the entire process of acquiring and

integrating a product, including aspects of brand,

design, usability, and features. User experience

design is the aggregation of different methods,

allowing users to choose the most appropriate

research methods, [1].

design choices not only affect digital interactions,

but also shape interactions with the wider world, [2].

The user experience approach connects the goals

Or, if the product is based only on the user's needs,

the company does not get the benefits it needs.

Before any project is designed, there must be a study

of the company's objectives, which is linked to the

with the product or service, [3].

The perception of design has changed, it is no

longer just about how a product looks, but also how

it feels to the user, how it works, and how it benefits

the company. The design aims to anticipate what the

user will notice first and how it will affect the user.

User experience designers use visual cues to help

users see the most important things in a product:

 For tangible products, packaging design, and

product design with object placement are used

 For scented products, a memorable scent is

used that the user inhales to remember the

the product. Not only can research help design, but

design can help research, and design can help

designers create accurate prototypes and

while the research creates the user journey during the

process to provide the best experience that the

company can provide to the customer. According to

the author, product development is a never-ending

represent the company's objectives in order to

present the brand image that the user wants to see.

and project team to learn about the latest trends, user

needs, and how materials or technologies can

influence product development. Research can help to

determine the psychological perception of the user so

that the user can be enticed to try and buy the

design helps to guide the user through a

purpose of the research. The researcher has to select

The research requires data on the user, business,

points allow the designer and the user experience

the elements have to work in interaction with each

the latest applications, and software to build

the product efficiently;

structure, and design rules when building the

research methods need to be selected, which depend

on the specifics of the product, the needs of the

company, and the users of the product. The choice of

method depends on the stage of product

development, whether it is an existing product that

wants to be improved or the creation of a new

product. The types of research are divided into four

parts: quality, quantity, behavior, and attitude. The

type of research depends on the desired outcome,

to any screen size.

decades, although it only gained popularity a few

years ago. Companies want to create websites that

represent their image and brand, but to get this they

need to invest time in user research. User research is

carried out by experienced designers based on

different methods. The author concludes that the

design thinking method, which encompasses all

aspects of the user experience process, is the most

what actions customers will want to take and what

menu options should be provided to them. The

website experience and the navigation path is one of

Both user experience design and user interface (UI)

design are used for website design. Combining

design elements and research to create a website

based on user preferences. Today, a key element for

a company's website is that the website is in a

responsive grid. The website must be accessible on a

Responsive design uses a single layout and adapts

the content, navigation, and elements of the page to

fit the user's screen. Adaptive design is used in off-

the-shelf software such as WordPress, Wix, etc.

With adaptive design, different fixed layouts are

created that adapt to the size of the user's screen.

Adaptive design is created with software such as

Adobe XD, Figma, etc., [10].

Table 1. Comparison of Responsive and Adaptive

been developed by the World Wide Web

Consortium, gathering data on technical standards

(HTML, CSS, and JavaScript), privacy standards,

and accessibility standards. Web design standards

are norms and models for web page layouts and user

experience features that marketers and designers use

in benchmarking, [11].

On average, users spend 7.8 hours a day working

digitally. 82% of these users use smartphones to

work in a digital environment, 63% use a PC/laptop

and 38% also use tablets. This data shows that

businesses need to design their website not only in

desktop view but also in smartphone and tablet view

to adapt to the user's needs, [12].

company's website. 53% of mobile website visitors

abandon a website if the page takes more than 3

seconds to load. Smartphone website design is

important to keep users' attention and avoid losing

potential customers it’s when faced, [13].

they have experienced a negative user experience on

the website. Globally, companies have lost $1.4

trillion due to negative user experiences. If a

customer is not satisfied with the service provided by

each website depends on the service or products

offered. In organizations, it is accepted that after

improving the user experience and user interface

design of a website, every dollar spent returns $10-

100 in revenue. The return may vary according to the

cost of the website's size as well as the cost of

programming. Focusing on design increases results

by improving user satisfaction, customer loyalty, and

user productivity, [14].

Users today have demands on website

architecture, design, and content. Users want a

familiar interaction with the company and its

important to users on different devices. The website

should provide the user with the content they are

interested in. The author concludes that nowadays

users want a friendly and familiar attitude from the

Websites that are not functional or whose speed

of operation is unacceptable reduce the number of

visitors to the websites. The author concludes that

website performance must be fast to ensure a

positive user experience. To ensure this, website

performance tests should be conducted which

identify potential problems with the website. The

performance of a website depends on the type of

shows how much the company cares about itself, its

products, and its customers.

website affects the user, website A was selected, and

a second version of the website (B) was created

based on the user experience design rules. An

experimental design was developed. The plan of the

selected for the experiment according to set criteria,

taking into account their website usage habits, so that

a wider range of usage habits was covered as

possible. During the research, a potential website

design was created based on user preferences and

needs. For the study, an inspiration wall was created

with the latest design trends, and color adaptation

based on color psychology, and a hierarchy of

the website are plants, flowers, vegetables, fruit, or

berries.

provide users with product information and make

them interested in buying products. If the design of

the website does not inspire confidence, users will

buy from other traders, and competitors.

shown the "home" image of the improved

Greenhouse website. The image of the homepage

was closed to find out the main items that users

notice on the homepage. After viewing the image,

things that were displayed on the website?" 89.5%

answered that flowers were placed on the website,

71.9% for vegetables, and 70.2% answered that

contact information was placed on the website

Fig. 5: What are the main things that were on the

website? (Webpage B)

the interaction is positive.

Respondents were asked to rate the design of the

relaunched website on a Likert scale (1-7). A score

of one indicated that the respondent was not

of seven indicated that the respondent was interested

in the company's website, products, and design.

49.1% of respondents rated the website with seven

points, 35.1% rated the website design with six

points and 14% rated the website with five points.

87.7% said they would buy products from the