Developing a website with user experience Case study: Bumi Asian Kitchen & Cafe LAB UNIVERSITY OF APPLIED SCIENCES LTD Bachelor of Business Administration Degree program in Business Information Technology Autumn 2020 Dat Dang Abstract Author(s) Type of Publication Published Dang , Dat Bachelor’s thesis Autumn 2020 Number of Pages Appendices 75 3 T itle of Publication Develop ing a website with user experience Name of Degree Bachelor of Business Administration Name, title and organization of the supervising teacher Pasi Tiihonen, Vesa Koskela Name, title and organization of the client Bumi Asian Kitchen & Cafe. The Internet has played an essential role in human life with its convenience, and it has been at- tached to people’s lives for several decades. Many people daily use the Internet on their own elec- tronic devices for various purposes. In fact, through human habits and behavior that use electronic devices to access the Internet daily, user experience design has been created to enhance the In- teraction of humans with the application and websites in their own devices. The thesis idea was based on Bumi Asian Kitchen & Café, an Asian restaurant in Helsinki. Bumi is also no exception with the traditional business, which has served its regular food menu on the street corner since 2016. By combining technology and human behaviors, the thesis aims to re- search customer behavior and expectations and develop a website design for a restaurant to bring a convenient user experience and exemplary user interface to its customers. That website design helps the business attract customers, raise the reputation, and enhance customer connection in the smooth method. In the thesis, the essential design knowledge will clarify the basis of user experience and user in- terface. The author then keeps researching the website’s basic knowledge to describe the im- portance of website design and website usability. The author uses the qualitative method and ex- plains the UX design methodology with persona, customer journey, heuristic evaluation, user inter- view, and usability testing before choosing a suitable methodology for the practical process of web- site development for Bumi Asian Kitchen & Cafe. After evaluation based on data collection, author can point out the advantages of website development that bring to a restaurant business. Keywords: marketing tool, UX design, UI design, User experience, Use interface, usability, restaurant’s website CONTENTS 1 INTRODUCTION ....................................................................................................... 1 1.1 Thesis objects and research questions. .............................................................. 2 1.2 Limitation of the thesis ........................................................................................ 3 1.3 Practice-based thesis ......................................................................................... 3 1.4 Framework of the thesis...................................................................................... 4 2 ESSENTIAL KNOWLEDGE BACKGROUND ............................................................. 6 2.1 User-centered design ......................................................................................... 6 Concept of user-centered design ................................................................. 6 2.2 User experience ................................................................................................. 7 The history of user experience design ......................................................... 8 Why does user experience essential for a business?..................................10 5 UX design principles for the food and drink industry ................................11 How does good UX design enhance the business? ....................................12 User experience design process .................................................................13 2.3 UX Strategy .......................................................................................................14 Agile UX .....................................................................................................14 Lean UX .....................................................................................................15 2.4 The essential factors of a successful UX Design ...............................................15 Value ..........................................................................................................15 Usability ......................................................................................................16 Adoptability .................................................................................................16 Desirability ..................................................................................................16 2.5 User Interface ....................................................................................................17 History of UI design ....................................................................................17 Why is UI design important for a business ..................................................19 Three steps in the process of UI design ......................................................21 2.6 Five essential elements of a user interface design .............................................22 Language ...................................................................................................23 Color ...........................................................................................................24 Imagery ......................................................................................................26 Typography ................................................................................................29 Icons ...........................................................................................................30 3 WEBSITE .................................................................................................................33 3.1 Essential of a website of a business in marketing ..............................................33 3.2 Website Usability ...............................................................................................34 What is website usability? ...........................................................................34 Why is website usability necessary? ...........................................................34 4 RESEARCH APPROACH .........................................................................................35 4.1 Qualitative method .............................................................................................35 4.2 Ux design methodology .....................................................................................36 Persona ......................................................................................................36 Customer journey .......................................................................................36 Heuristic evaluation ....................................................................................37 User interview .............................................................................................39 Usability testing ..........................................................................................39 4.3 Chosen methodology .........................................................................................40 4.4 Validity and reliability .........................................................................................41 5 CASE: BUMI ASIAN KITCHEN & CAFE ...................................................................42 5.1 Basic background ..............................................................................................42 5.2 S.W.O.T analysis ...............................................................................................43 5.3 The role of the website ......................................................................................44 Website pages and functions ......................................................................44 6 PRACTICAL PROCESS ...........................................................................................45 6.1 Objective ...........................................................................................................45 6.2 Planning ............................................................................................................45 6.3 Persona and customer journey ..........................................................................48 6.4 Usability test ......................................................................................................51 6.5 Result ................................................................................................................52 7 CONCLUSION ..........................................................................................................61 8 SUMMARY ...............................................................................................................63 LIST OF REFERENCES ..................................................................................................64 APPENDICES..................................................................................................................71 1 1 INTRODUCTION According to (Elizabeth 2016), the first website on the world with the content of creating a webpage and hypertext was active and lived on the Internet by Tim Berners-Lee on