ANALYSIS AND ASSESSMENT OF FUNCTIONALITIES OF WEBSITE STRUCTURES FOCUSED ON CUSTOMER NEEDS IN THE ERA OF MODERN E-MARKETING

Sandra Syc

TThe article reviews the issue of developing positive customer experience with regard to visual and structural design of websites. It addresses the issues of Human Centered Design, focusing on the concepts of Customer Experience and User Experience. Despite the lack of a statutory requirement to meet accessibility standards, an attempt was made to identify the extent to which current market participants are inclined to use methods focused on the needs of end users. The research is an analysis of a company website in relation to the criteria for meeting the conditions of WCAG 2.1. guidelines, and to the comparison to an external technical document as well as UX dimensions. The underlying research tools were a modified version of the checklist provided by the Ministry for Digital Affairs of the Republic of Poland and DevTools browser developer extension of Google LLC..