Redesigning the interface of beauty E-commerce website using design thinking approach, case study of PT. XYZ website

The rapid advancement of technology in Indonesia has altered every aspect of people's everyday lives, including commercial transactions, which are now commonly undertaken via digital platforms. Consumer behavior has changed because of e-Commerce, notably in the beauty industry. PT. XYZ seize this opportunity up to raising local brands and achieved MURI Awards as the first Indonesian Online Store to Get International Brand, but it still has low consumer satisfaction with its user experience that was confirmed through website performance and the distributed open questionnaire. This study follows the design thinking methodology, which served as the core framework, as well as the six thinking hats approach for issue solving and other data gathering and processing studies. Furthermore, it uses the Usability Heuristics Principles and Visual Design Principles as the main guidelines. Hence, the research resulted in a high-fidelity prototype of the user interface for a Beauty E-Commerce Website, which was validated through usability testing and the PSSUQ questionnaire.