Experiência do usuário no website de Instituto Federal: análise, reputação e confiança do público estudante do IFAL

Abstract

In the current digital context, the way federal educational institutions interact with their different audiences has had to evolve to keep up with technological and social changes. In this scenario, a new perspective has emerged regarding social networks and user experience on institutional websites of public organizations, which are relevant tools for disseminating information and institutional communication. In order to unravel this complex relationship between user experience and institutional reputation, this research aimed to investigate the relationship between user experience on the institutional website of the Federal Institute of Alagoas (Ifal) and how this impacts the reputation and public trust, seeking to improve the effectiveness of this media as a communication and engagement tool. The methodology of this work has a mixed, qualitative and quantitative approach; in addition to a case study focused on Ifal, combining this approach with participant observation. Thus, a detailed and contextualized examination of the institutional website was carried out, seeking to understand the particularities of the user experience and the specific challenges faced by the institution in its online communication. The study indicated that, although the website is functional in terms of clarity of information and organizational layout, there is a significant need for adjustments that directly impact the user experience in an increasingly visual and interactive digital environment, which highlights the importance of other digital media, as presented in this work.