Deep Learning-Based Usability and User Experience Evaluation for MSME E-Commerce Platforms
Dedi Irawan, Pius Deski Manalu, Syawaluddin Kadafi Parinduri, Joslen Sinaga, Ronny Vickyh Ifanni Ar · All Fields of Science Journal Liaison Academia and Sosiety · 2025
The development of digital technology has driven the transformation of micro, small, and medium enterprises (MSMEs) towards utilizing e-commerce platforms as the primary means of marketing products and services. However, the main challenges faced by MSMEs in utilizing digital platforms lie in the aspects of usability and user experience (UX), which significantly influence the level of user satisfaction and the sustainability of application use. Usability and UX evaluations are traditionally conducted through questionnaire surveys and interviews, but these methods have limitations in terms of objectivity, cost, and time. This study proposes the use of deep learning to evaluate usability and UX aspects automatically through analysis of user interactions, such as click patterns, response times, cursor movements, and facial expressions or eye-tracking. The method used in this study involved collecting data from 200 active users of an MSME e-commerce platform in Indonesia. User interaction data was recorded through a logging system and analyzed using CNN and RNN models. CNN was used for visual analysis, including screen display patterns and facial expressions, while RNN was used to learn the sequence of user interactions on the platform. The usability and UX evaluation results were then categorized into high, medium, and low satisfaction levels. Validation was carried out by comparing the results of the deep learning model with the results of the System Usability Scale (SUS) questionnaire survey, with an accuracy rate of 92.3%. In conclusion, the use of deep learning in usability and UX evaluation provides a more comprehensive, faster, and more accurate approach than traditional methods. This research is expected to form the basis for developing an automated evaluation framework to support the sustainable digital transformation of MSMEs in Indonesia.