With the recent release of head-mounted displays for consumers, virtual reality experiences are more accessible than ever. However, there is still a shortage of research concerning how to design user interfaces in virtual reality for good experiences. This thesis focuses on what aspects should be considered when designing a graphical user interface in virtual reality - controlled by head orientation input - for a qualitative user experience. The research has included a heuristic evaluation, interviews, usability tests, and a survey. A virtual reality prototype of a video on demand service was investigated and served as the application for the research. Findings from the analysis of the data were application specific pragmatic and hedonic goals of the users, relevant to the subjective user experience, and current user experience problems with the prototype tested. In combination with previous recommendations, the result led to the development of seven guidelines. However, these guidelines are considered only to serve as a foundation for future research since they need to be validated. New head-mounted displays and virtual reality applications are released every day and with the increasing number of users, there will be a continuous need for more research.