The purpose of the master's thesis was to analyze the online store Kakadu.si before the planned renovation project and to prepare recommendations for improvements based on the existing situation. The selected online store was analyzed using the expert study method and checked with the scenario method. We gathered data for the expert study between 14th and 18th of April 2024. We designed the evaluation framework in three sections: appearance and layout; functionality; content. We paid special attention to the elements of the online store, which are crucial in the decision-making process for a purchase. Based on the obtained results, we identified problem areas and formulated guidelines for the new store. After the research, we can confirm the company's assessment that the renovation of the online store is absolutely necessary and that the online store does not optimally support users in the purchase process. Most of the criteria we evaluated, were not properly implemented according to the guidelines and need to be improved. In the scenarios, we identified key factors that negatively affect the decision-making process and lead to leaving the online store. We have identified the following areas as particularly problematic: first impression, search engine, transaction menu, description and images, and product comparison. The company will use the results of the master's thesis as a starting point for a planned update of the online store.
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