This case study analyses the relationship between user experience and visual design, on usage of the webpage woahdad.com. A central part of this report is the concept of usability which here is represented by the fields of recognition, structure and visual layout. Those themes have traditionally been considered as important pieces of human computer-interaction (HCI), but their effects on the user also depends on the actual context.    

The purpose with this study is to clarify how visual design can be used as  a tool to strengthen the usability on this current webpage. This via  analytics of both the sites problem areas and the parts that were  experienced as positive.    

The study is based on the method contextual inquiry (CI), and in total  five sessions were made. All at different locations and occasions. During  every session the participants were observed during their usage of the  webpage. They were encouraged to express their experience of the  webpage’s different sites out loud, and also got to summarize their  thoughts during a completive interview.    

The result of this study shows obvious connections between the   possibility of recognition, impression of structure as well as visual  appearance, and the user experience of the webpage. Most of all the  visual design becomes valuable when it comes to placement, structure  and organisation. The interaction between different elements is also of  high importance when it comes to the users overall impression of the  sites, while stylistic details seems to have less impact in this case.