Data-Driven Evaluation Framework for Enhancing User Experience in Indonesian Fashion Mobile Applications

The rapid growth of mobile commerce in the fashion industry has intensified the need for optimized user experiences, particularly in emerging markets such as Indonesia. Despite the increasing use of mobile applications for fashion retail, limited research has focused on systematically evaluating User Experience (UX) using quantifiable and scalable methods. This study aims to develop a data-driven evaluation framework to assess and enhance UX in Indonesian fashion mobile applications. The research focuses on key UX dimensions including usability, aesthetics, personalization, and overall satisfaction, as experienced by local consumers. A structured questionnaire was designed based on established Human-Computer Interaction (HCI) and usability engineering principles, and distributed to 111 Indonesian users of fashion apps. Quantitative analysis was conducted using Likert scale scoring and percentage-based interpretation to measure performance across multiple UX components. The results reveal that aspects such as interaction quality (83.55%), efficiency (83.67%), and memorability (83.91%) fall within the "very high" category, indicating strong app performance. However, user satisfaction scored lower at 71.91%, suggesting areas for improvement in personalization and responsiveness. The findings support the effectiveness of the proposed framework in identifying UX strengths and deficiencies, providing actionable insights for developers and designers. This study concludes that integrating data-driven methods into UX evaluation can significantly improve mobile application design and user engagement in the fashion retail sector, especially within culturally specific markets like Indonesia. The proposed framework offers a replicable model for future UX assessments in other mobile commerce domains.