| Summary: | The aim of this bachelor thesis is to examine how the navigation structure as well as the userexperience of Marknad Varberg's website can be improved, in order for the intended users to find what they seek and feel motivated for entrepreneurship. Using two complementary qualitative methods within user-centered design, this study investigates how the intended users are experiencing the navigation on the current site, as well as the experience of the site’s ability to inspire entrepreneurship, and how each of these can beimproved. Methods used are Usability Test and CardSorting. The result of the study shows that the current navigation system rather worsens than improves navigability, and that the website fails to motivate entrepreneurship. The conclusion reached in this thesis suggests that the information architecture may be improved in terms of logical structure, clearer labeling which corresponds to the content being retrieved and new categories, to create a better navigability. Suggestions are also made on how to improve the site’s ability to inspire entrepreneurship in a specific location, using persuasive web design techniques which allude on designing for persuasion, emotion and trust. The development proposal is presented in the form of low-fidelity prototypes, which aims to illustrate how Marknad Varberg can redesign its current website, to provide their users with an improved user experience and to fulfill one of Marknad Varberg’s own objectives as a municipal establishment: to market and develop Varberg as an attractive municipality to visit, live and operate companies within.
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