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

Abstract

Abstract – The implementation of UI/UX design in e-commerce platforms has become a key strategic element, yet it poses challenges. This study aimed to analyze UI/UX design to optimize user experience in e-commerce web interfaces through a systematic literature review. The PRISMA methodology guided the selection process, and the PICO strategy structured the research questions. Based on defined criteria, 22 open-access articles were selected from Scopus, ScienceDirect, and Web of Science. Findings revealed that UI/UX design decisively influences navigation, accessibility, personalization, and visual design—elements critical to usability and user satisfaction. Nonetheless, barriers such as lack of cultural adaptability and high cognitive load in complex processes persist. To address these, studies used evaluation techniques like user simulations, surveys, and biometric tools (eye-tracking, EEG) for precise user interaction analysis. These methods were applied across varied sectors—marketplaces, online banking, tourism, and specialized retail—under diverse functional and cultural contexts. The study concluded that UI/UX principles can enhance user experience and commercial outcomes, but their implementation must be tailored to specific industries and user profiles. Future research should validate real-time performance metrics and develop strategic, user-centered guidelines to strengthen accessibility and personalization in e-commerce interfaces.