User Experience Model using Concise User- Centered Design in Small and Medium Enterprise E-Commerce

There are difficulties for small and medium enterprises (SMEs) to use the online platform, specifically e- commerce. Most of the problems are related to user experience because SME owners are very diverse in terms of digital literacy. For example, snack SMEs managed by elderly households are having difficulties operating e-commerce due to a lack of understanding of the user interface. There are many research used User-Centered Design (UCD) as a framework to develop the user experience for e-commerce. It is generally divided into several sections such as defining the scope, analyzing the problem including personas, and usability problems to find user problems and needs. This study uses concise UCD to model the user experience in SME e-commerce. The way to collect the SME’s information is combined in one process, namely the interview, starting with personal questions, habits, and about the business. This approach helps in determining difficult and complex decisions based on the user's point of view. The result shows the low-fidelity wireframe stage that could be the framework to develop the e-commerce user experience for SMEs.