In the summer of 2015, Google revealed that the number of searches conducted through mobile phones, for the first time had exceeded the number of searches conducted via computers. Last year (2018) Google announced that they had begun to both index and rank websites according to the principle of mobile-first. This means that Google now considers the mobile phone, rather than the computer, as the primary device. The aim of this bachelor thesis is to examine what consequences this paradigm shift has for the process of search engine optimizing a website  through the lens of, in this case Swedish, SEO companies. A qualitative approach, using semi-structured interviews was applied with the purpose of gathering insights from the SEO companies on the subject. The findings of this study identify mobile-friendliness as a vital part of the SEO-process, in order to achieve high ranking in search results. Further findings also suggests that core principles of SEO are more likely to clash with core principles of UX-design in a mobile-first context, than when desktop reigned supreme.

This study addresses the question of how globalization affects the need for localized user interfaces. Previous research in cross-cultural design suggests that user interfaces need to be adapted to users' different cultures in order to achieve usability, effectiveness and good user experience. Based on this, the focus in previous research is on identifying differences in what people from different cultures prefer when it comes to design and information architecture. The aim of this study is to investigate whether a focus on similarities instead, can lead to useful guidelines for people who develop user interfaces for multicultural target groups. To answer this, a combination of qualitative and quantitative methods were used and a website analysis was performed to examine what similarities that could be found on user interfaces developed for two different countries. Furthermore, a card sorting experiment was carried out in order to compare the mental models of users from two different countries. The results show that there are many similarities on regional websites, developed to fit the user needs in Sweden and Saudi Arabia. The results also indicates that mental models might differ as much within a group of users with the same cultural background, as between groups of users from different countries. This raises the question of whether localization of user interfaces is necessary or not.

New technological innovations and solutions create new buying patterns and new opportunities for companies to showcase and communicate their products. Research shows that digital and interactive product experiences in retail increase the consumer experience as technology influences the perception of products and willingness to buy. Augmented Reality (AR) improves the quality of the user experience by digitizing experiences and products in new dynamic and innovative ways that include the user's real environment. The mobile AR- applications IKEA Place and Ethan Allen inHome are designed to visualize furniture and home decor in the user's own home environment. In order to understand and explore how users perceive the interface and usability of the AR-applications, a usability study has been performed linking the results to accepted design principles in information architecture with focus on usability and user experience. Results from the tests, interviews and survey shows that the content, the placement and the amount of information plays an important role in user experience and usability. The findings also indicates that without a clear user context, the application loses its purpose, however well-designed the interface is. In order to be usable, the applications must create some kind of added value that is perceivable to the user. The overall studie has resulted in new empirical material regarding user research and opened up for a broader understanding as to how users experience and accepts mobile AR-applications within the trade.

This bachelor thesis examines how a user can experience different color combinations and how those effect a navigation menu on a website. This with regards on the users first impression. Furthermore, were also different contrasts examined. This thesis also investigates how a navigation menu is being perceived on the basis that it is more appealing in its design, but lacks contrast, comparatively to a design that has strong contrast but do not satisfy the user. Moreover, if color combinations and its placement together with the contrast can increase the efficiency in a navigation process. The colors that were tested were blue and red. Three prototypes were designed which had different color and contrast combinations, but the main colors were blue and red. A qualitative method was being used to examine the impact colors and contrasts can have. An unstructured observation was applied to study the user’s behavior and which prototype was most effective. Moreover, was a think-aloud test where the users had to think-aloud. This method generated an understanding about users first impression and how effective the navigation menu was. Lastly, a semi-structured interview was applied to create a greater understanding about colors impact on the users. The results showed that color and contrast have a big influence on a user’s first impression, but also on a navigation menus’ effectiveness. A more appealing menu with low contrast was being preferred over a menu with high contrast but a less appealing design.

The purpose of this study is to examine what factors affect user experience regarding findability and information architecture on e-commerce websites by using svenskahem.se as a pilot-website. The research methodology consists of both quantitative respectively qualitative methods, such as surveys and usability testing. In order to determine the effect on user experience, the paper will discuss two information architecture principles such as organization system and labeling system. A correlation has been observed between findability and the users' understanding of the organization, respectively labeling system of the website. This study is focusing on the homepage and the product pages of svenskahem.se. The study shows that the user experience overall has been good, though the product pages need improvement.

E-commerce is a phenomenon that constantly evolves and expands which demands high standards towards web design to enhance the functionality and usability of websites. For this bachelor thesis, semi-structured interviews were applied to collect data on how several web design aspects impact e-commerce users’ trust towards e-commerce websites. The use of a qualitative method was conducted due to its efficiency in the collection of detailed information regarding e-commerce consumers’ opinions and thoughts about web design and its impact on their trust. Eight participants of varying ages were interviewed, which in a distinct way manifest that design aspects in many ways are crucial for the influence of users’ trust on e-commerce websites. This bachelor thesis indicates that web design impacts consumers trust, and that certain aspects of a website’s design are more powerful to either enhance or lower trust. The use of functional navigation design can be argued to be one of the more powerful design aspects for the enhancement of trust towards website’s. Navigation design constitutes a large part of a websites pragmatic qualities which has been found to be essential for the trustworthiness of websites.

Due to the increased consumption of video streaming services, the user’s requirements increase, which strengthens the demands on the services and requires a well-functioning navigation system. This study aims to examine the user experience (UX) of the navigation system on the streaming service Netflix. The study has focused on the pragmatic and hedonic aspects to find out their significance for the result. This was investigated through a combination of both qualitative and quantitative studies, including user tests followed by a semi-structured interview and with the measuring tool AttrakDiff. By analysing the results from a phenomenological point of view, the results were reached.  The results and analysis from the study show that the hedonic aspects are the ones that mainly contributes to the positive user experience. The user tests show that the individual steps towards the user goals are highly relevant and that less positive parts of the product do not necessarily mean that the user experience becomes negative.

This work study how certain aspects of typography affects the usability and user experience (UX) of a fitness app. “PR” in the title refers to achieving a personal record in sports and fitness. Typography is a relatively unexplored subject within fitness apps even though it plays a major role in how users perceive the UX and usability. One highly recommended way to create and design for good UX is the implementation of gamification, meaning that features and elements originated from the gaming industry are woven into a non-gaming context to inspire and motivate users to work hard to achieve a set goal. In fitness apps, users likely come across gamification in features such as badges, achievements, and leaderboards. To study this matter, a hi-fi prototype was developed in InVision Studio and three different typefaces, one serif font, one sans-serif font, and one display font, were used in various contexts throughout the prototype. Two interviews and a usability test were conducted five times on five different study participants. The result shows that different aspects of typography indeed do have a big impact on UX and usability. The display font is a great choice to encourage users, and the sans-serif font is appreciated for body text. One unexpected finding is that according to the users, the s

The purpose of this thesis is to examine the usability of internet services for health treatments. The purpose of this study is to investigate how to improve the usability on Internet-based platforms to enhance the user experience around these systems. This, by examining the e-service 1177 as an example of such services, by using theories and previous research. Theories and methods that are dealt with are based on the literature regarding usability on web-based websites. Previous research suggests that usability is essential on similar platforms that offers online treatments. The data collection was done using a qualitative data collection method called think aloud. This data collection is used as user cases. By analyzing the content of the web applications' different pages and functions, development suggestions in the form of guidelines are generated on how to improve the current stage of similar e-services. This thesis is intended to create a foundation with guidelines for other organizations profiling themselves for onlinetreatments. The conclusion is that several components should be improved for enhancing the usability on such platforms.

As a result of the emergence of new technological opportunities in the last decade, new digital oppor-tunities have been created. Social media is a relat-ively new phenomenon that has contributed to a greater interest in the world offered online. This study focus on Instagram and aims to create know-ledge and understanding of what it is that has con-tributed to it being the most used social media today. This study aspire to answer questions about which design elements and in what way information and content is structured on Instagram, and how it can contribute to its increased use. To answer the ques-tions, a method combination of qualitative and quantitative research was used and a questionnaire was created to collect empirical data. A content ana-lysis was used to examine the collected empirical data. The result indicates that design elements that offer the user the opportunity to interact with content and the infinity scrolling function contribute to an increased use of Instagram. The result also shows that Instagram's information and content are struc-tured in a simple and clear way through good navig-ation options and personalization algorithm, which also contributes to increased use of Instagram.