Analisis User Experience Aplikasi Flip Menggunakan Metode Heart Metrics dan Importance Performance analysis (IPA)

: The Flip app is an innovative solution designed to simplify digital financial transactions in everyday life. Certainly, this digital innovative solution requires feedback from Flip application users in order to achieve the objectives of this Flip application. This research aims to analyze the user experience of using the Flip application. This research combines the HEART Metrics and Importance Performance Analysis (IPA) methods, so as to analyze the application from the point of view of user emotional satisfaction which includes Happiness, Engagement, Adoption, Retention, and Task Success as well as can find out what factors have the most influence on user satisfaction. The respondents used for this research sampling test are 100 with the minimum age of 17 years and have used the Flip application for transactions. Based on the results of the study, it was found that of the 20 items in the HEART scale, there were 8 items that indicated the need for improvement (action). In this case, the factors that are considered the most important (importance) and need immediate improvement attention are Engagement and Task Success.