In the competitive online environment, users make lasting judgements about a website within seconds of using it for the first time. Web design plays a key role in the success of a website and mobile compatibility is crucial in user retention as the percentage of mobile traffic has surged over the past decade. In this perspective, the study seeks to understand how the online experience of a mobile website can be improved with the help of service design methods and tools.

The present study was conducted as mixed methods research and the empirical contribution involves both qualitative and quantitative methods. The thesis was commissioned by Deltamarin with the aim of uncovering the pain points of user experience in its mobile website and designing prototypes to address them. The results of the study have been divided into three key areas which are navigation, filters, and appearance, each with its own pain points, corrective actions, and received benefits. The corrective actions are presented in a visual form in the final concept.

Based on the findings, it can be concluded that essential for Deltamarin’s website design is the easiness of navigation, and this applies to all aspects of the site. The importance of design elements that complement the site’s structure and filters that make information more accessible to users should also be highlighted.