Izrada i testiranje korisničkog iskustva dizajna web trgovine "Yellow Coffee"

master's thesis

• Author: Iris Šprljan
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Jurica Dolić (predsjednik povjerenstva)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Lidija Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U ovom diplomskom radu prikazuje se proces optimizacije dizajna korisničkog iskustva
(UX dizajn) integracijom psiholoških principa u mobilnu verziju web shopa kompanije
Yellow Coffee - distributera Specialty kave.
Proces optimizacije korisničkog iskustva uključuje analizu ponašanja ciljne skupine, kao
i analizu psihološke podloge ponašanja. Prilikom osmišljavanja optimalnog korisničkog
iskustva ljudsko se ponašanje analizira u kontekstu neuroznanosti, kognitivne psihologije,
socijalne psihologije te u sklopu analize interakcije između čovjeka i računala. Gotovo
svaka odluka pri dizajnu korisničkog iskustva treba imati čvrsto psihološko uporište, kako
bi se unutar ciljne skupine (i.e. kod potrošača) izazvalo pozitivno iskustvo. Principi i
teorije potkrijepljene znanjima iz psihologije značajno su pridonijeli procesu prilagodbe
korisničkog iskustva, u svrhu učinkovitijeg targetiranja specifičnih segmenata tržišta.
Konkretno, najveći dio ovog diplomskog rada usmjeren je na teoriju persuazije, poglavito
zbog značaja koji nosi kada je u pitanju proces stvaranja korisničkog iskustva.
Persuazivni dizajn koristi spoznaje o ponašanju koje proizlaze iz psihološke znanosti te
ih izravno primjenjuje u procesu dizajna, kako bi se potrebe korisnika zadovoljile na
učinkovitiji način, te kako bi se sama poruka prenijela jasnije.
Teorijski dio ovog rada pokriva načela psihologije dizajna i kao takav predstavlja temelj
praktičnom dijelu rada, pri kojem se kreira mobilna verzija Yellow Coffee web shopa. U
praktičnom dijelu rada ispituje se koji će tip persuazivnog dizajna u najvećoj mjeri utjecati
na volumen prodaje Yellow Coffee web shopa. Tipovi persuazivnog dizajna koji se
analiziraju i uspoređuju u okviru ovog rada uključuju efekt sidrenja, strah od nestašice i
donacije.

Abstract (english)

This thesis presents the process of optimizing the user experience design (UX design) by
integrating psychological principles into the mobile version of a web shop, for a company
called Yellow Coffee - a Specialty coffee distributer.
The user experience optimization process includes monitoring the target group's behavior,
alongside its psychological underpinnings. When designing an optimal user experience,
human behavior is monitored according to principles of neuroscience, cognitive
psychology, social psychology, and through analyzing the person-computer interaction.
Almost every decision within the user experience design needs to have a sound
psychological underpinning, in order to create an overall positive experience within the
target group, i.e., the consumer. Principles and theories backed by psychological
knowledge have significantly contributed to the process of adapting the user experience,
so that specific consumer segments can be targeted more efficiently. More specifically,
the major portion of this thesis is focused on the theory of persuasion, especially because
of its significance for the process of user experience creation. The persuasive design uses
the behavioral insights from the psychological science and applies them directly to the
design process, in order to meet the user's needs more efficiently, and communicate the
message more clearly.
The theoretical part of this thesis covers the psychology of design, which provides the
foundation for the practical part in which the mobile version of the Yellow Coffee web
shop is created. The practical part of the thesis examines which type of persuasive design
will influence the Yellow Coffee web shop's sales the most. Types of persuasive design
analyzed and compared within this thesis include the anchoring effect, the fear of
shortage, and the effect of donations.

• Keywords: Korisničko iskustvo; web shop; psihologija dizajna; persuazivni dizajn; persuazivni okviri; efekt sidrenja; strah od nestašice; donacije
• Keywords (english): User experience; web shop; design psychology; persuasive design; persuasive frames; anchoring effect; fear of shortage; donations
• Language: croatian
• URN:NBN: urn:nbn:hr:216:507264
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Design of graphic products; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-06-20 09:03:08