Digital Marketing (HND) & Commerce (SCHE)
The Thermana Laško website is a key platform through which users access information about the company’s services. These include various wellness programmes, swimming pools, saunas, and other benefits aimed at relaxation and well-being. User experience (UX) is a fundamental factor in a website’s success, as it determines how easy and enjoyable the website is to use.
This diploma thesis aims to investigate and analyse the user experience of the Thermana Laško website, identify its strengths and weaknesses, and propose improvements that could enhance user satisfaction and optimise the website.
In the theoretical part, we explore key concepts related to website user experience. We discuss the definitions of a website and user experience, as well as the importance of cohesion – the coherence and integration of individual website elements to ensure a smooth and logical user journey. Cohesion directly influences ease of navigation, content comprehensibility, and overall user satisfaction.
We also examine the role of artificial intelligence and AI chatbots, which are expected to play a major role in personalisation and interactive communication with users. Such tools provide tailored responses, quick assistance in finding information, and improved interactivity. Furthermore, we present Thermana Laško, outlining its origins, services, and the awards it has received for its contribution to the wellness industry. The theoretical section thus lays the foundation for a better understanding of user experience and modern approaches.
In the practical part, we conduct research involving user testing of the Thermana Laško website. Participants perform various tasks based on real-life scenarios. By observing their behaviour, we analyse how intuitive the website is, which functionalities users appreciate, and where they encounter difficulties.
The collected results provide insight into whether the website meets users’ expectations or whether there are areas requiring optimisation.
Based on the research findings, we propose improvements aimed at increasing the website’s functionality and user-friendliness. The ultimate goal is to create a website that encourages users to return and, consequently, make use of Thermana Laško’s services.
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Academia
Design and development:
The investment voucher for digital marketing-web design is co-financed by the Republic of Slovenia and the European Union from the European Regional Development Fund.
