From User Experience Evaluation to Design Guidelines for E-Commerce Websites

The evolution of the Internet and advances in information technology have significantly transformed business practices, leading to widespread e-commerce website development. To succeed in a competitive environment, website owners and designers must ensure that their e-commerce websites provide positive user experiences (UX). This research proposes UX guidelines for e-commerce websites, comprising 27 categories: 20 pragmatic features and 7 hedonic features. The guidelines were developed by evaluating the UX of two local e-commerce websites (Shopee and Lazada) and two international websites (Amazon and Alibaba), using a questionnaire completed by 200 participants to collect both quantitative and qualitative data. Results revealed common UX problems across all websites, including hedonic issues such as unattractive design and pragmatic issues such as poor usability, unclear layout, lack of user-friendliness, non-intuitive design, poor performance, and disorganization. Unique UX problems were also observed: some hedonic and pragmatic issues were specific to local websites, while certain pragmatic issues were unique to international websites. For Amazon, quantitative analysis showed the highest average rating for hedonic and pragmatic metrics at 3.87 out of 5, while qualitative analysis identified the least number of UX issues (13 in total: 1 hedonic and 12 pragmatic).

@article{Hasan2025,
  title     = {From User Experience Evaluation to Design Guidelines for E-Commerce Websites},
  journal   = {International Journal of Advanced Computer Science and Applications},
  volume    = {16},
  number    = {11},
  year      = {2025},
  publisher = {The Science and Information Organization},
  author    = {Layla Hasan and Beatrice Lim Pei Ying},
  doi       = {10.14569/IJACSA.2025.0161124},
  url       = {https://doi.org/10.14569/IJACSA.2025.0161124}
}