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Analysis of UI/UX Design to Optimize User Experience in E-commerce Web Interfaces: A Systematic Review

Ulloa Vera D.S.; Orosco Sierra A.G.; Roque Pisconte V.D.C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/leird2025.1.1.737

Resumen

Although the implementation of UI/UX design in e-commerce platforms has progressively become a key strategic element, its application presents certain challenges. Therefore, the objective of this study was to analyze UI/UX design to optimize user experience in e-commerce web interfaces through a systematic literature review. The PRISMA methodology was used in the study selection process, and the PICO strategy was applied to structure the research questions. Based on specific inclusion and exclusion criteria, 22 open-access articles were selected from the Scopus, ScienceDirect, and Web of Science databases. The results showed that UI/UX design has a decisive impact on fundamental aspects such as navigation, accessibility, personalization, and visual design, which are crucial elements for usability and user satisfaction. However, significant obstacles were also identified, such as the lack of cultural adaptability and cognitive load in complex processes. To mitigate these issues, the studies employed evaluation methodologies such as user simulations, surveys, and biometric analysis (eye-tracking, EEG), which enabled precise diagnostics of real user interaction. These tools were applied across diverse contexts and sectors, including marketplaces, online banking, tourism, and specialized retail, under various functional and cultural conditions. The research concluded that while UI/UX design principles have the potential to significantly enhance user experience and commercial effectiveness in digital platforms, their implementation must consider sector-specific and user-specific adaptations. It is recommended that future research focus on validating real-time performance metrics and developing strategic user-centered guidelines to ensure both accessibility and personalization in e-commerce web interfaces. © LEIRD 2025.All rights reserved.

Instituciones: Universidad Tecnológica del Perú