How UX/UI contributes to customer satisfaction

This research paper is aimed at unfolding the significance of user experience in businesses as a facilitator to customer satisfaction. The thesis covers the definition of User Experience and User Interface as well as a historical timeline of the development of User Experience in business throughout the years. Furthermore, tools and methods in the sphere of User Experience, such as heatmapping, System Usability Scale by Brooke, efficiency and effectiveness equations were highlighted as they were used in the experiment held in the research paper. The sample size of 102 participants underwent an experiment with two contrasting designs on the basis of heuristic evaluation. The most crucial finding in this research paper is that a user-friendly User Experience and User Interface design facilitates customer satisfaction when completing a certain task on a web platform, which was proved through the System Usability Scale by Brooke tool. Additionally, a user-friendly design is proved to be more effective and efficient in terms of task completion, nevertheless even for a well-designed web platform there is capacity for ongoing improvement according to user feedback and a necessity for more in-depth research tools. In conclusion, it is necessary for businesses to acknowledge the influence User Experience and User Interface has on their relationships with customers and draw attention towards this aspect especially during hectic COVID-19 times.