The master's thesis covers several research areas, namely user experience, animation, and 3D computer graphics. The purpose of the assignment was to create a visual design for the marketing agency website with the inclusion of 3D visualizations, and to examine how these affect the overall user experience. In the theoretical part, we first focused on the importance of today’s websites, and the design of user interfaces and user experience, with the help of various literature. We researched the basics of animation and 3D computer graphics, and reviewed some examples of websites that use 3D visualizations, to gain a better insight into the advantages of such design. At the start of the experimental part, we researched the company identity and set goals that guided us throughout the creative process. We defined target audiences and created personas. We specified the functionality and content of our website, and used wireframes to display simple layouts of elements. Alongside, we worked on 3D models and 3D animation, combined them with the user interface and created a working prototype. The testing was carried out with a survey divided into two parts. The first contained general questions about the use of 3D visualizations on the web, and the second contained a prototype review and user experience questionnaire. The analysis of the answers showed that most respondents have a positive reaction to 3D graphics. The site scored well in all six user experience categories, with attractiveness and novelty being the best. In addition to the decorative effect, 3D visualizations contributed to greater functionality of the product, such as help with content recognition. The result of the master’s thesis is a website that contains 3D visualizations and provides a more satisfactory user experience.
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