User Interface Design Analysis of Tokopedia Marketplace Website

The development of digital technology significantly influences people’s lifestyles, especially in the trade sector. The shopping system has shifted from conventional shopping directly to stores (offline purchasing) to online shopping (online purchasing) with the existence of a website-based marketplace platform. One of the marketplaces that serve as the most prominent online buying and selling platform in Indonesia is Tokopedia. The users are more than 50% of the active population in Indonesia. Tokopedia, as a Unicorn company, certainly has a professional design team in designing user interface websites so that it looks attractive, is easy to use, and has a strong identity. A good user interface design will make it easier for users and make them loyal users. This study proposes guidelines for user interface design theory. It analyzes the appearance of the user interface design of the Tokopedia marketplace website in a descriptive analysis for user convenience, providing comfort for users, and even emotional attachment. The results of this study are expected to be a role model in designing a marketplace website that is comfortable to use to increase the number of users from various circles.