How user experience design can improve marketing performance of a website

This thesis consists of three parts: the project that was developed for the real customer according to the background studies, detailed product creation process and research that showcases effectiveness of the developed product. Main goal of the thesis work is to learn how the user experience design may improve marketing performance of a digital product. Background theory consists of an overview of user experience design, primary components of user experience design, rules of psychology utilised in design, and design frameworks. The thesis then describes the concept of digital marketing, types of digital marketing channels, and the most important digital marketing indicators for determining a marketing effectiveness of a product. The thesis showcases a development process of the product in response to a request from the Finnish immigration company Fintegra Consulting Group Oy LKV. Thesis author created the website by going through all of the user experience design stages, including research, analysing data, designing low fidelity and high fidelity prototypes and conducting usability testing sessions. User interviews and split testing were undertaken as the final stage of the thesis research. The author interviewed seven company’s clients to oppose Fintegra's website and the newly developed Finconsult website. Then A/B testing was performed by opposing two websites through digital marketing channels to compare key marketing metrics. The new Finconsult website development project began in November 2020 and was completed in April 2021. The research project began in September 2021 and lasted for four months. In the conclusion part, the author provides key findings and outcomes proving that the Finconsult website developed according to the user experience design framework improved marketing performance of the commissioning company