Samenvatting

This study was conducted for Dutch Organic International Trade BV (DO-IT). This research provides an answer to the central question: “What factors are important for a successful visit of a customer brand website for existing customers in the Netherlands?”
This study investigates the websites www.amaizin.nl and www.labioidea.nl at micro-level, and it investigates its competitors, and the (potential) customers of the website at meso-level. The (potential) customers conducted a usability test regarding both websites and one of a competitor. The aim of amaizin.nl and labioidea.nl is to give information about the brand and its products. To be able to achieve this goal, the company will receive advice on how this can be achieved optimally. The company wants to maintain a market position in the organic market in the Netherlands. This survey has the following aim: “The aim of this research is to produce an implementation plan for the renewal of the two consumer websites of DO-IT, in both design and content. All of this consists within the context of the entire communication of DO-IT. From this starting point forwards, a new design for the website is realized.”
In order to answer the problem, this paper investigates the various aspects of the theory of the JJ Garrett model "The Five Planes" consisting of surface, skeleton, structure, scope and strategy. The survey is formatted on this basis. All respondents had to execute four cases in which they had to go through the most common visit goals. The websites can be improved by changing certain aspects; in particular the addition of some information and functions. Customers miss certain user options on the website. The options to search within the website, to locate a store or web shop and to filter on diet wishes are not available on the website yet. Furthermore, it is necessary to add information about the products and the brands to the website. This will be implemented by a ‘Frequently asked questions’ page. As for the layout, the colours and fonts were appreciated and should not be adjusted. Respondents appreciated the simple and calm layout. Finally, when it comes to navigation, adjustments should be made to improve the navigation within the websites.