Evaluating User-Centered Design Principles Through A/B Testing in the Software as a Service(SaaS) Application
Arijal Ibnu Jati, Darlis Herumurti, Imam Kuswardayan · 2025
The implementation of User-Centered Design (UCD) principles plays a critical role in enhancing user experience, particularly in Software as a Service (SaaS) applications. This study evaluates the effectiveness of UCD principles by conducting A/B testing on two dashboard design variations within a SaaS application. The research follows a structured methodology: identifying objectives, conducting user research, formulating hypotheses, creating design variants, and analyzing results. Key performance metrics include heatmap analysis to track user interaction and the User Experience Questionnaire (UEQ) to assess user satisfaction. Results show that Design B, based on UCD principles, outperforms Design A across various UEQ dimensions, such as attractiveness, efficiency, and perspicuity. Specifically, Design B demonstrates improved user engagement and task efficiency, reflected in higher UEQ scores and balanced interaction distribution from heatmap data. This study reaffirms the importance of iterative testing and user feedback in producing intuitive and engaging SaaS application interfaces. The findings emphasize that applying UCD principles enhances usability and user satisfaction, contributing to the overall success of SaaS applications.