UI/UX Design for Emas Laparis Using the Lean UX Method to Increase Purchase Conversion on Marketplace Platforms
DOI:
https://doi.org/10.65359/30aa1880Keywords:
Conversion Rate, Lean UX, Marketplace, System Usability Scale, User Interface/User ExperienceAbstract
Digital gold investment in Indonesia is growing rapidly; however, many conventional gold retailers, such as Emas Laparis, do not yet have digital marketplace platforms with optimized user interfaces and user experiences. This study designed a UI/UX prototype for the Emas Laparis marketplace using the Lean UX method, which consists of five stages: Declare Outcomes, Assumptions and Hypotheses; Collaborative Design; Create MVP; Run Experiment and Feedback; and Learning and Iteration. A high-fidelity prototype was developed using Figma based on a Modern Luxury Minimalist concept, featuring a gold product catalog, near-real-time gold price information, a price estimation calculator, and an Online-to-Offline (O2O)-based checkout process. Usability was evaluated using the System Usability Scale (SUS) with 379 respondents who completed a series of task scenarios. The results showed an average SUS score of 73.89 (Grade B, Good, Acceptable), indicating that the design meets acceptable usability standards and has the potential to improve purchase conversion on the marketplace platform.
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