User interface redesign of e-commerce platform mobile application (Kudo) through user experience evaluation to increase user attraction

The growth of smartphone users have changed Indonesian society lifestyle towards digital, one of the strongest is to shop online. Some of the obstacles in e-commerce expansion in Indonesia have encouraged the emergence of online-To-offline e-commerce platform mobile applications to tackle this barrier. Competition between the various types of e-commerce in Indonesia has made actors of e-commerce aggressively pursuing a strategy to attract the public to choose and use their e-commerce. User experience (UX) is a very important factor for an application to give a first impression about the company and products offered through the interaction between user and product. Effectiveness, efficiency, error, satisfaction, attractiveness, and visual appeal are the most influential UX dimensions in giving the perception to the user. This study aims to evaluate UX e-commerce platform mobile application by using performance metrics, self-reported metrics, behavioral metrics, and issue-based metrics approach that assess performance, perception, behavior, and filter out user feels as a result of the interaction with applications, and also reveal the effect of experience in using the application. Based on the evaluation, it was found in the dimensions of efficiency and visual appeal was significantly affected by experience factor, and the result indicates the user perception about the application was not good enough, especially on the interface design. Therefore, user interface (UI) redesign was developed using the principles of UI design and Activity Relationship Chart (ARC) by combining the UX elements that have been evaluated, in order to increase user attraction.