ULOGA TEHNIKE UVIDA U KORISNIKE U PROCESU OBLIKOVANJA KORISNIČKOG ISKUSTVA U DIGITALNOM OKRUŽENJU

master's thesis

• Title (english): THE ROLE OF USER INSIGHT TECHNIQUE IN THE PROCESS OF THE USER EXPERIENCE DESIGN IN THE DIGITAL ENVIRONMENT
• Author: Brigita Luketić
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Svrha rada je analiza uloge tehnike uvida u korisnike u procesu oblikovanja korisničkog iskustva u digitalnom okruženju. Kroz teorijske okvire prikazana je povezanosti oblikovanja korisničkog iskustva s tehnikom uvida u korisnike istraživanjem njihovih glavnih karakteristika, procesa oblikovanja korisničkog iskustva, metoda prikupljanja podataka i analize uvida u korisnike. Definiranje metode prikupljanja i analize uvida u korisnike s fokusom na dubinski intervju i motivatore ponašanja korisnika omogućuje bolje razumijevanje procesa i karakteristika oblikovanja korisničkog iskustva. Istraživanje je provedeno analizom tri različita slučaja iz poslovne prakse temeljem kriterija industrije, proizvoda i problema koje pokušavaju riješiti dobivanjem uvida o svom poslovanju i proizvodu od strane korisnika. Primjeri korišteni za istraživački dio rada dobiveni su od strane tvrtke koja se bavi savjetovanjem, izradom i redizajnom digitalnih proizvoda, te se primjeri sastoje od analiziranih i strukturiranih uvida dobivenih od strane ispitanika putem dubinskog intervjua, te preporuka za redizajn korisničkog iskustva, komunikacijske strategije i načina poslovanja kako bi se istražilo u kojoj mjeri uvidi u korisnike doprinose uspjehu korisničkog iskustva nekog digitalnog proizvoda, ali i samog poslovanja tvrtke.

Abstract (english)

The purpose of this paper is to better understand how the user insights influence the user experience design process in the digital environment. Through theoretical frameworks, defining connections between user experience design and user insight techniques are shown through their main characteristics, user experience design processes, and methods of collecting and analyzing user insights. The research is based on analysis of three different cases from business practice based on the industry, product, and problems they are trying to solve by gaining insight about their business and product from the users' perspective. The cases used for the research part of the paper were obtained from a company that designs and redesigns digital products. In order to research the extent to which user insights contribute to the success of the user experience of a digital product, as well as the companies, cases consist of analyzed and structured insights obtained by users through in-depth interviews, as well as recommendations for the redesign of the user experience, communication strategy, and business strategy.

• Keywords: oblikovanje korisničkog iskustva; digitalni mediji; uvidi u korisnike; motivatori ponašanja korisnika
• Keywords (english): user experience design; digital media; user insights; five rings of buyer/user insights
• Language: croatian
• URN:NBN: urn:nbn:hr:148:553967
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-10-03 13:08:50