Digital commerce is a natural part of our everyday life. To fast and easily be able to make purchases from our home without stress has become a matter of course for us. But the new way to make purchases places new demands on the sales, not least at the important customer meeting. The interaction between customer and seller disappears completely and known marketing methods must be adapted to the new conditions. How does the customer journey change when the step from discovering a product to buying it is just a few clicks away? The study aims to investigate and develop a digital sales process for a mobile game aimed for children. The process is based on the marketing framework See-Think-Do-Care and tries to answer questions like which components are needed in a sales flow? How can a product be adapted to different types of users and can UX design be used to get interested customers to buy the product? The method is divided into two different sections. One section for evaluating the chosen marketing framework and another for the development of the sales process. The development of the sales process was made stepwise by prototypes in different degrees of fidelity. The first part of the result ended up in the implementation of the marketing framework, a developed customer journey, and a compilation of ten guidelines to adhere to for increasing the conversion of new customers. The sales flow was then developed step by step from only showing the routing to be a clickable solution similar to the intended end product. The di↵erent prototypes were evaluated by user testing and it was shown that the largest problem was not to make users understand the sales flow, it was to make them understand the actual product. The hope is that the result of the study will be able to be tested in production and be used in the real sales of the product.

The purpose of this examination is to study how to create a user-friendly interface to a new non-released website. The research has been done in collaboration with the research institute Acreo and a project named Streamingkollen; a consumer tool that aims to improve the customer’s quality of experience (QoE) of streamed videos by measuring the video streaming quality.     In this study the focus has consequently been placed on the users of the service, in order to optimize their experience of the website and the interface.    In order to achieve a high level of usability, a user centered design process has been used. A user analysis, a heuristic evaluation and user tests on prototypes have been used as methods in the design process and the development of the interface.    The result from the user tests shows that the major reason why the user disliked, felt frustrated or couldn’t manage the service was when the design of the site was not consistent and minimal, when words, phrases and concepts on the site were not familiar and communicated in the same language as the users and when they lacked informative feedback of the operations made on the site.    The user-centered development in the study gave good results; many of the potential usability problems were identified and avoided.

Healthcare systems need to adjust services and methods to accommodate the needs, desires, and capabilities of people. Experience-Based Co-Design (EBCD) is the state of the art in participatory service design within the UK National Health Service (NHS), that draws upon design tools and ways of thinking in order to bring healthcare staff and patients together to improve the quality of care. The Co-design process that is integral to the EBCD approach is powerful but also challenging, as it requires active collaboration among multidisciplinary teams, including organizational stakeholders (e.g., investors, managers, advocates, etc.), end-users (e.g., staff, patients, carers, etc.), designers/researchers, and developers. Over the last decade, given the evaluation of the EBCD approach, there has been a gap between theory and practice resulting in limited outcomes in healthcare service improvements. Systematic reviews suggest this low success results from the lack of a systematic elaboration of Co-Design methods, limited tools and insufficient guidance on the ideation process, the tendency to develop a solution without enough divergent thinking, and a poor structure of participation. In order to improve health care services and address the gaps mentioned, we propose a methodology called Double Hexagon, that includes principles of Co-Design, Human-Centred Design, and Design Thinking. This framework is a Human-Centred Design framework that seeks to assist designers and non-designers in moving from designing “product” categories to designing for “people” by providing a concrete and step-by-step realization for “Designing for People”. / Thesis / Master of Science (MSc)

Många saker i människans vardag konkurrerar om att fånga våran uppmärksamhet. På grund av detta kan det tillkomma svårigheter i att upprätthålla både den medvetna samt omedvetna uppmärksamheten. Uppmärksamheten är dock nära sammankopplad till känslan av intresse och kan öka när människan upplever något som intressant. Det har inom flertalet studier undersökts hur människors intresse ska väckas för att vilja interagera med en interaktiv offentlig display. Dock finns det en brist inom vetenskapliga litteraturundersökningar som behandlar hur interaktiva offentliga displayer kan locka människor till att interagera vidare med exempelvis en tjänst eller organisation. Detta arbete har därför undersökt hur interaktiva offentliga displayer kan väcka intresse och uppmärksamhet hos människor för att sedan få dem att börja interagera med en tjänst. För att uppnå detta utfördes en litteraturgenomgång följt av en enkätstudie och intervjuer baserade på en fallstudie där deltagarna fick möjlighet att dela med sig av sina åsikter och tankar. Resultatet från både intervjuerna och enkätstudien visade på att majoriteten hellre skulle gå vidare för att nyttja en tjänst om de precis innan interagerat med en interaktiv offentlig display, än om de inte hade interagerat med en display i samband med tjänsten. För att visualisera resultatet från datainsamlingen skapades därefter en Customer Journey Map och två storyboards. Baserat på dessa designartefakter samt resultatet av datainsamlingen togs fyra designriktlinjer fram för hur en interaktiv offentlig display ska designas för att väcka intresset till att vilja interagera vidare med en tjänst: 1) Närhet, 2) Valmöjlighet, 3) Relevans, 4) Utseende. Slutresultatet visar bland annat på att en interaktiv offentlig display kommer väcka människors nyfikenhet om den har ett relevant och informativt innehåll samt ett uppseendeväckande utseende och tydligt syfte. / There are many things in everyday life that compete to gain our attention. Due to this, there may be difficulties in maintaining both the conscious and the unconscious attention. Although, attention is closely linked to the feeling of interest and can increase when people experience something as interesting. Several studies have examined how people's interest could be aroused in order to want to interact with an interactive public display. However, there is a lack of research in the scientific literature that deals with how interactive public displays can attract people to interact further with, for example, a service or organization. This study has therefore investigated how interactive public displays can arouse people’s interest and attention and then make them start interacting with a service. To achieve this, a literature review was conducted followed by a questionnaire study and interviews based on a case study where the participants were given the opportunity to share their opinions and thoughts. The results from both the interviews and the survey showed that the majority would rather begin using a service if they had just interacted with an interactive public display, than if they had not interacted with a display in connection with the service. To visualize the results from the data collection, a Customer Journey Map and two storyboards were created. Based on these design artifacts and the results of the data collection, four design guidelines were developed for how an interactive public display should be designed to arouse interest in wanting to interact further with a service: 1) Proximity, 2) Option, 3) Relevance, 4) Appearance. The result shows, among other things, that an interactive public display will arouse people's curiosity if it has relevant and informative content as well as a startling appearance and clear purpose.

Kurr is a foodtech startup developing a mobile app with the purpose of answering the question “what to eat?”. The company has built a brand identity in order to stand out among the more than 5,7 apps available in the biggest mobile app markets. As a part of the brand identity, the company aims to implement the emotion of ‘relief’ in the interactions between the app and its users. A unique attribute of ‘relief’ is that it must always appear immediately after some other aroused emotion. The objective of this study was to examine if it is possible to evoke ‘relief’ through a mobile app. Design thinking was the method applied in this study. The method has a big focus on the human, the users of the app in this case, by conducting interviews and user testing throughout the whole process. Phases of generating a big amount of ideas have alternated with phases of filtering out the best ones. To trigger the emotion of ‘relief’, the user flow was split into the following steps; 1. make it easy to get started, 2. motivate to keep on and charge up ‘joy’, 3. generate a climax of the preceding emotion, and 4. evoke the feeling of ‘relief. These steps were then implemented in a prototype. The prototype was later tested and the test results did not show evidence of how the emotion of ‘relief’ can be evoked through a mobile app, but it suggested that the result could differ if the tests were conducted in a real-life situation instead of a test environment. The research showed a significant result that the emotion of ‘joy’ was evoked when interacting with the prototype. The validity of the result should be further investigated though, with new user tests in a real-life environment and with a higher number of participants.

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This thesis describes the design methodology for User Experience Design and its use in the creation of mobile applications. The theoretical part focuses on defining the field of User Experience Design (UXD) in conjunction with the definition of user experience. It then focuses on the role of UX Designer and his knowledge especially in the field of design of cognitive and memory operations. The main goal of the theoretical part of the thesis is to make up a comprehensive procedure for creating mobile UX applications serving as company's manual or guidance in creating a user-friendly application. The main goal of the practical part is the author's design of methodology UX Design for mobile applications. The methodology is proposed based on the author's experience gained from the project positions as UX designers and graphic designer. A secondary goal of the practical part is the application of created the methodology on a case study of creating mobile applications.

UX-mognad inom företag kan enklast beskrivas som mätningen av användarfokus under utvecklingen av en produkt och inom ett företag. Syftet med denna rapport är att jämföra två UX-mognadsmodeller i praktisk tillämning inom ett spelföretag utifrån aspekterna lätthanterlighet, modellprecision samt tillgänglighet. Nielsens UX-mognadsmodell som kom ut 2006 är utformad för organisationer, medan McAllisters UX-mognadsmodell är specifikt utformad för spelföretag och släpptes 2018. Den praktiska tillämpningen av modellerna bestod av en fältstudie där anställda på spelföretaget intervjuades. Analysen gjordes sedan i två delar. Den första delen var att fastställa spelföretagets UX-mognadsnivå genom användning av modellerna, under denna analys separerades modellerna. Andra analysen var den jämförande analysen mellan de två modellerna ur de tre aspekterna, även under denna analys separerades de två modellerna. Studiens resultat påvisar att McAllister UX- mognadsmodell är bättre på att fastställa spelföretags UX-mognadsnivå ur aspekterna lätthanterlighet och modellprecision, men Nielsens modell är mer tillgänglig. De hinder som stöttes på i studien pekar på att båda modellerna innehåller svagheter som bör förändras för enklare tillämpning i praktiken. Ihop med studiens resultat uppenbarades det även att finns behov för områdesspecificera UX-mognadsmodeller, och att detta skulle leda till enklare tillämpning för företag, organisationer och konsulter.

Social fobi är en ångeststörning som i stor utsträckning påverkar livet hos den som är diagnostiserad. Kärnan i social fobi ligger i rädslan att bli granskad och riskera att göra bort sig eller bli förlöjligad. Den behandlingsmetod som visats vara mest effektiv i behandling mot social fobi är kognitiv beteendeterapi (KBT). Det är en tidsbegränsad och nutidsorienterad psykoterapi där patienten lär sig både kognitiva och beteenderelaterade färdigheter som behövs för att denne adaptivt ska kunna fungera i både inter- och intrapersonella världar. I takt med att teknologin utvecklas blir det möjligt att flytta terapin till en virtuell miljö, där patienten kan exponeras för de stimuli som de anser vara ångestframkallande. Denna behandingsform kallas för Virtual Reality Exposure Therapy (VRET) och tar terorier inom KBT och förflyttar dem till en miljö i virtual reality. User experience-mål beskriver den önskade upplevelsen hos användaren när denne interagerar med interaktiva system. UX-mål delas upp i pragmatiska och hedoniska aspekter. Resultatet av studien blev två pragmatiska och två hedoniska UX-mål som beskriver den önskade upplevelsen hos användaren när denne behandlas med VRET mot social fobi. De framtagna målen visar att känslor av kontroll, realism, belöningar och utmaningar är det som användarna anser vara de viktigaste aspekterna när en mjukvara för behandling av social fobi ska designas.

Design philosophies in MMOs seem to have seen a shift in recent years. What used to be designs for social dependencies and challenging content seems to have become designs for social independence and casual play. This has not gone by unnoticed by communities of players that have gradually increased in size, hoping to find regression in design philosophies for their favorite games. This study combines the social component of Yee’s (2006) model for motivations for online play with Bradner’s (2001) concept of social affordances, and quantitative surveys with qualitative interviews in order to examine how the social player experience in World of Warcraft has changed in relation to changes made to the game. Some of the findings are that the incentives and necessity for socializing with strangers in the game has generally diminished as a consequence of changes made in the game that focus on practical efficiency. External factors that seems to have played a role in these results are age, technological contexts and life contexts of the respondents.