User experience of an e-commerce website : a case study

User Experience (UX) is extremely important for e-commerce websites and their commercial success. The goal of an e-commerce website is to generate sales and increase customer satisfaction, which is why helping users reach their goals efficiently and effortlessly is an essential part of the online customer journey. A well-designed website improves UX and guides the user towards taking the desired actions, which facilitate a smooth online customer journey. This chapter examines how UX contributes to the online customer journey on an e-commerce website and how the pragmatic and hedonic qualities of the website can meet user needs. By applying the cognitive walkthrough method and a UX questionnaire, this study evaluates how an e-commerce website can facilitate good UX by identifying successful features that help users fulfil their pragmatic and hedonic goals and needs for the interaction and pain points that prevent them from accomplishing their goals.