Designing Through User Experience Evaluation: A Performance Metrics and Experiential Rating Approach

Bagus Anugrah Ramadhan, Susmitha Canny, Tasya Ghaniyyah Salsabila

Abstract


The rapid growth of e-commerce in Indonesia has intensified competition among online retailers, particularly in the sneaker sector, where web interface quality has become a critical determinant of user satisfaction and transaction success. However, empirical studies evaluating sneaker retail web interfaces using a multi-method User Experience (UX) framework remain limited. This study evaluates three sneaker sales web interface designs Web Interface 1 (navigation-focused), Web Interface 2 (aesthetics-focused), and Web Interface 3 (simplicity-focused) to identify usability strengths and weaknesses and generate evidence-based recommendations. A preliminary Product Reaction Cards study revealed mixed perceptions, with Easy to Use (13 votes) and Boring (9 votes) as top descriptors, indicating an unresolved tension between navigational clarity and visual engagement. Four user personas were developed to represent target user profiles. The evaluation integrated three dimensions: Performance Metrics (task success rate, time on task, and lostness), Post-Session Rating (Single Ease Question, System Usability Scale, and Questionnaire for User Interaction Satisfaction), and Experiential Rating (USE Questionnaire and Product Reaction Cards), applied across five task scenarios representing the complete transaction journey. A Figma-based prototype integrating strengths from both interfaces was validated, achieving a task completion time of 40 seconds and a lostness score of 0.30, representing improvements of 11.1% and 33.3% over the best-performing existing design, demonstrating that a multi-method UX evaluation can systematically guide the development of more usable and user-centered e-commerce interfaces.

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DOI: https://doi.org/10.31284/j.jasmet.2026.v7i2.9333

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