INTEGRATING USER EXPERIENCE TOOLS INTO VISUAL COMMUNICATION DESIGN: A MARKET ACCEPTANCE STUDY OF ADOPTION AND PURCHASE INTENTIONS

With the rapid expansion of digital and interactive media, visual communication design is increasingly integrating user experience (UX) methodologies into its workflow. Tools such as user personas, empathy maps, and customer journey mapping are believed to enhance interaction quality and market competitiveness. However, limited empirical research has examined designers acceptance of these tools from a market perspective. This study investigates visual communication practitioners adoption intention and willingness to pay for UX-related software based on the market acceptance. Using a quantitative survey approach, data were collected from design professionals and students to examine the roles of perceived usefulness and perceived ease of use in shaping adoption intention and financial commitment. The findings provide evidence of growing market acceptance for UX integration in visual communication practice and highlight its commercial feasibility in the evolving digital design landscape.