User interface evaluation of official store for FMCG (fast moving consumer goods) products in e-commerce website using user experience approach

Abstract

Currently, digital technology makes people can do online shopping using e-commerce. Sales of FMCG products through e-commerce websites are currently growing rapidly and will continue to improve in the following years. When using a website, user experience becomes more important than any other products or services. However, from previous research, there is still usability problem when a user using the official store for FMCG product in an e-commerce website. This study aims to evaluate the official store’s user interface using the user experience approach with performance metrics, self-reported metrics, behavioral metrics, and issue-based metrics that assess performance, perception, behavior, and issue that the user perceives when interacting with the website. Based on the evaluation results, the dimensions of ease of use, interface quality, and satisfaction was not good enough, so that strategy and interface design recommendation are done.