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The aim of this thesis consists of defining a set of recommendations that should lead to more successful e-commerce website of EuroCup Agency s.r.o. The aim also consists of creating a schedule of their realization, setting of the complete realization goals and realizing of the recommendations that belong to the first phase. The thesis is based on theoretical presentation of possible steps that could be realized for improving e-shops' successfulness, and on extensive analysis of the monitored e-commerce website. This analysis is focused on the company's market, target segments and competitors, company's sales, offline conversion rate, statistics measured by Google Analytics tool, and usability of the e-commerce website.

The research investigates the feasibility of applying 2D accessibility guidelines to enhance a 3D digital planning tool's accessibility for individuals with visual impairments. Three primary research questions guide this study. It incorporated a mixed-method data collection approach to comprehensively investigate these questions. The study began with a designer interview to understand the current state of accessibility within a 3D planning tool, how designers ensure compliance with guidelines, guideline adherence, and implementation strategies.Subsequently, empirical user testing was conducted involving six participants with visual impairments. This methods aimed to obtain diverse user perspectives, emphasizing the user-centered nature of the study. The designer interview highlighted four critical accessibility issues: keyboard accessibility, information clarity, clear labeling, and focus visibility. Addressing these issues aligned the 3D planning tool with WCAG 2.1 guidelines and resulted in significant enhancements in it's accessibility.Empirical user testing revealed varying degrees of success among different users with visual impairments, highlighting both the successes and challenges of implementing accessibility features, and emphasizing the complexity of designing for individuals with visual impairments. The study identified key features that contributed to an enhanced user experience, including accessibility through assistive technology, effective scanning navigation strategies, and challenges for improvements in areas such as clear descriptions and interaction feedback. This research has broader implications, impacting both the practical and scientific fields of accessibility. It offers practical significance for companies like IKEA, emphasizing the importance of a user-centered approach to empower users and gather unique insights from individuals with disabilities. Contributing inclusivity and user-friendliness in 3D planning tools.The findings highlight the significance of accessible user interface elements and the importance of compatibility with assistive technologies. A need for inclusive design methods in the development of 3D planning tools and the creation of specific accessibility guidelines designed for 3D environments. In conclusion, this research demonstrates the feasibility of applying 2D accessibility guidelines to enhance the accessibility of 3D digital planning tools. The research contributes to both practical design considerations and the scientific understanding of accessibility challenges in 3D environments.It holds the potential to improve the industry, empower users, and enhance overall accessibility standards. The findings underscore the importance of user-centered design, the complexity of designing in 3D context and to diverse user needs, the interplay between accessibility and usability, and the ongoing need for improvements to enhance the user experience, to create more inclusive and user-friendly 3D digital planning solutions for everyone.

In recent years, the web development industry has made websites more sustainable through green hosting and sustainable approaches in both back-end and front-end levels of websites. This study evaluates and aims to improve existing guidelines for designing lower-impact websites in the e-commerce sector. First, the study investigates the Internet users’ awareness of the Internet’s carbon footprint and their impressions of existing lower-impact websites. This data is then used to construct and conduct focus groups. The Internet’s impact on the environment and existing lower-impact website solutions are further analysed and dis-cussed in the grocery e-commerce context. These findings are then used as a base to build a lower-impact grocery e-commerce website prototype and test it with users and evaluate its attractiveness based on a hedonic/pragmatic model. The study reveals that users are pretty acceptive of the front-end changes to a website to make it more sustainable and willing to change their online habits. However, as current user awareness and knowledge about the Internet’s carbon footprint is very low, any changes to the User Experience (UX) of a website to make it more sustainable need to be communicated to the user.

In today’s competitive landscape, shaping positive digital experiences with the brand is crucial for the company’s market success. The study aimed to investigate the interconnected relationship between User Experience (UX) and Brand Experience (BX) by exploring the potential for enhancing BX through the implementation of User Interface (UI) elements aligned with brand values within an e-commerce website. In this study, a two-phase quantitative experiment was employed, and four high-fidelity e-commerce web page prototypes were developed based on the Swedish multinational furniture retailer IKEA’s e-commerce website. In conclusion, this study establishes that the implementation of UI elements in line with brand values has the potential to enhance BX within the context of an e-commerce website. Through one of the prototypes, all dimensions of BX could be positively influenced. By emphasizing the interconnectedness between UX and BX, these findings contribute to our understanding of the critical role of UX design in shaping positive brand experiences online.