Vad skapar förtroende i en webbdesign? : En kvalitativ studie av hur webbdesign ska utformas för att uppnå förtroende.

Sammanfattning: This project is part of the development phase of a health company called HälsoTanken, that is about to expand as a company. The purpose of the project is to develop HälsoTanken's website to present the company on the web so that the recipient feels confident. In the healthcare industry it is important for the customers to feel trust, therefore we will analyze how web design can be used to achieve trust in the health industry in this study. The background of the study consists of the concepts, risk society and health literacy to understand how people experience risks and expertise in society, as well as underlying knowledge in health. The main areas covered are web design, positive impression on the web and a theory about how the recipient makes their credibility assessment of web pages. The study is conducted by qualitative semi-structured interviews of HälsoTankens primary target group, which are men and women aged 50 to 60 years. The result of the study shows that a lot of text and elements in a web design does not have a positive effect when it comes to creating trust in web pages. However, trust is created through clear structure and professional images on premises. The result was used as the basis for the creation of HälsoTankens new web page, which is presented in the form of a prototype.