This study's aim is to examine the correlation between UX-design (user experience design)and brand. This happens through focusing on studying the possible importance of UX-designas a communication means of a brand. The specific case that is studied is the potentialconnection between the less optimal UX-design at the company ICA’s application websiteand how well their brand is communicated to the study’s participants. Furthermore it isexamined if and why this has an effect on previously held values associated with ICA’sbrand. To fulfill the purpose three research questions were used: does ICA’s applicationwebsite have a less optimal UX-design according to the study’s participants?, does ICAmanage to communicate their key values through the application website, and in that casehow? And lastly in light of these findings, how did the participants’ opinions about ICAchange after using the website? To find the answers we conducted interviews and user testswith seven participants. In the user test the participants were given the task to apply for a jobusing ICA’s application website. While performing the task the participants used the“thinking aloud” method in which the participants verbalize their thoughts out loud whileinteracting with the application website. The result was analyzed using Don Norman’sDesign Principles, Farham and Newbery’s framework as well as Encoding/Decoding andRepresentation theory by Stuart Hall. The conclusion suggests that the application website isless than optimal both from a user perspective and from a theoretical perspective, which doesnot seem to successfully communicate ICA’s key values. In spite of this the experience didmostly not affect the participants values associated with ICA’s brand. Through the analysispotential reasons for this outcome were discussed; such as the participants already had a suchstrong perception of the brand that one part of the company’s website couldn’t change.Furthermore, through the previous research on brand, especially on employer branding andcustomer-company relationship, the importance of studying UX-designs role incommunicating a brand was examined briefly.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-377275 |
| Date | January 2019 |
| Creators | Gisle, Olivia, Wickman, Jenny |
| Publisher | Uppsala universitet, Institutionen för informatik och media, Uppsala universitet, Institutionen för informatik och media |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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