Samenvatting

In this thesis, the findings pertain to the problem statement “what requirements should be met to upgrade the existing website effectively, with the main focus on the home page, markets promotion, about page, resources and contact page, considering user experience, functionality, and visual appeal?”.
The primary objective is to enhance user experience, introduce a contemporary design, and integrate the new brand style. Consequently, the problem statement focuses on identifying the necessary requirements for effectively upgrading the existing website, with particular emphasis on the Home, Market Promotions, About, Resources and Contact pages. This upgrade is to be conducted while considering user experience, functionality, and visual appeal.
The design thinking process was implemented to address the problem statement. Following the design thinking methodology, it was crucial to initially gain insights into the company, its target audience, and the relevant market landscape.
The solution to the problem was derived through a combination of desk research and testing with the target audience using a persona. The desk research primarily delved into topics such as rebranding, brand guidelines, their significance, and the process of implementing them in website design. This is to create a brand guide that will later help in implement a cohesive brand style in a website prototype.
Additionally, it is explored how to incorporate current design trends into the companyandapos;s style and analyze the design approaches of competitors and similar product-selling companies. To assess these results, a usability test was conducted on the existing website to evaluate user experience, user journey, and areas for improvement.
The research outcomes underscore the importance of a brand guide in communicating the brandandapos;s overall style, which is essential for shaping the design of the new website. They also reveal alignment between current design trends and the companyandapos;s objectives. The test results indicated that while the target audience appreciated the existing websiteandapos;s style, they encountered difficulties in navigating to their desired destinations and were not inspired by the current design.
Based on these findings, it was determined that a brand guide was crucial to transfer the brand style. For the website significant optimizations were required in terms of navigation, layout, design, and content within the rebranded companyandapos;s style.
Recommendations for further enhancements include the integration of an AI chat bot for easy access to information, optimization of the search engine using tags, and simplification of written content to cater to a broader audience beyond the technically adept visitors. These recommendations aim to elevate user experience, modernize the websiteandapos;s design, and uphold the core brand style.