Analysing the digital marketing tool Digital Plattform : Identifying issues users are experiencing when using a digital marketing tool for the first time

Abstract: Digital marketing is becoming more influential for businesses and along with it so does digital marketing tools. To make digital marketing tools useful for new users and businesses, they should be easy to use and allow for a good user experience. By analysing the digital marketing tool ‘Digital Plattform’ by Digital Marknadsplan, this study examines how to make design suggestions to improve user experience by using theories in interaction design and insights from user tests that highlights common issues. It turns out there are common issues that has been highlighted trough a heuristic analysis and a thematic analysis. Some issues include a lack of feedback and information along with general inconsistencies. By providing design suggestions to these issues, they could be targeted directly and therefore improving the user experience for new potential users. The results of this study could also be argued to be applicable to other digital marketing tools in improving their user experience for new users.