User Emotions in Website Design: A Kansei Analysis Approach: Case Study of Centers of Excellence in Science and Technology in Indonesia

This research addresses the lack of emotional engagement often found in academic websites, specifically focusing on Indonesia's Centers of Excellence in Science and Technology. Using Kansei Engineering, a human-centered design approach, the study analyzes user responses to the CityLab website at Bandung Institute of Technology. Kansei words were selected through a rigorous process involving literature review and were analyzed using multivariate statistical methods to identify key design elements that evoke desired emotional responses. The goal is to identify key design elements that evoke desired emotional responses and enhance user engagement. Through a user survey employing Kansei words related to aesthetic aspects, the study identifies “Formal” as the most influential emotional concept. This suggests users associate a formal aesthetic with professionalism and credibility, crucial factors for an academic institution's website. The research provides actionable design recommendations based on eight identified Kansei words, aiming to create a more engaging and emotionally resonant online experience for CityLab's target audience.