Analysis of User Interface (UI)/User Experience (UX) on E-commerce: Optimization of Interface and Navigation to Increase User Conversion

E-commerce refers to transactions conducted without physical interaction, encompassing various activities such as product ordering, electronic payments, and online product delivery. The Shopee application, an example of e-commerce, enables users to shop efficiently by using an optimized interface and navigation, providing the best user experience, and driving transaction conversions. This study aims to analyze the impact of Shopee’s UI/UX design, focusing on how the optimization of Shopee’s interface and navigation can enhance user experience and drive conversions, such as purchase processes or other actions beneficial to the platform. This research employs a quantitative method using questionnaires from Shopee users. The results show that an intuitive design and efficient navigation can significantly increase user conversions. Recommendations for improvements for UI/UX are formulated based on the analysis results.