The aim of our research was to create a functioning online jewelry store that would establish
trust among users and encourage them to purchase products.
In the theoretical part, we first described websites, then focused specifically on online stores
and the key factors for their success, and presented the user experience and user interface as
well as tools for creating online stores.
Before developing the online store, we analyzed existing online stores, which gave us insight
into the user experience and the appearance of competing online jewelry stores. We then
conducted a general study of shopping habits and user experience in online stores by means
of a survey, which we prepared using the 1KA online tool.
Subsequently, we planned our online store by identifying the ideal users, planning the
navigation and design, and preparing the content. Only then did we proceed with setting up
the online store using the WordPress content management system.
Finally, we tested the completed online store by means of interviews, scenarios and tasks in
order to verify the suitability of the design, functionality and navigation. Through user testing
we identified some weaknesses of our online store and improved the shortcoming related to
adding a product to the shopping cart. In the results, we also described possible further
improvements.
We found that competition in the online store market is extremely high and that we must make
a real effort to build trust in our online store, as user satisfaction has a significant influence on
whether they will return in the future. The main advantages of our online store proved to be the
high-quality photographs as well as the clarity and simplicity of the navigation.
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