Usability-Driven E-Commerce for EcoFashion: The Cimemo.id Redesign Case

Eco-friendly products are a solution to the widespread textile industry waste pollution in Indonesia. To support the eco-fashion trend, Cimemo.id, an ecoprint boutique established in 2018 in Purwokerto, faces challenges in attracting buyers and introducing ecoprint products more widely. Furthermore, Cimemo.id requires a platform that can address these challenges. The existing mobile application has drawbacks, including a lack of flexibility due to the need to install it on the user's mobile phone. Therefore, alternatives are needed to improve the user experience. This study aims to enhance the user interface and experience by redesigning the Cimemo.id e-commerce website using the User-Centered Design method. The design process involved five UCD stages and usability testing with 70 respondents, determined using the Slovin formula. Evaluation was conducted using the System Usability Scale to measure effectiveness, efficiency, and user satisfaction. The results showed an effectiveness rate of 98.36% (very effective), an efficiency of 0.184 goals/second (very fast), and a SUS score of 87.64 (A-Very Good). Its effectiveness exceeded user performance testing in previous research by 15%, and its efficiency increased by 11%. The front-end website implementation was tested using black box testing, with a 'pass' result for all components. This research yielded an effective interface design, ready for further development with the addition of a back-end system to achieve full functionality.