MEASURING USER EXPERIENCE THROUGH USABILITY TESTING ON ONLINE INVESTMENT PLATFORMS

Technological advancements in various fields have created significant opportunities for investors to access investment services more flexibly and efficiently through various online investment platforms. These platforms offer convenience in terms of time, accessibility, and transparency, which were previously difficult for investors to achieve. However, the success of online investment platforms is not solely dependent on the features or technology they provide but also on the user experience (UX) perceived by investors while using the platform.

Data was collected from 290 respondents, the majority aged 18-22 years (72.4%) and holding student status (82.4%). The results showed that most respondents (62.1%) spent more than one-hour using online investment platforms. Hypothesis analysis revealed that efficiency, errors, and memorability variables did not significantly affect application usability, whereas learnability and satisfaction variables significantly influenced the usability of online investment platforms. These findings provide valuable insights for improving user experience on online investment platforms.

This study aims to measure user experiences on online investment platforms through a usability testing approach. Using a quantitative method, the research gathers data via questionnaires to evaluate various usability aspects, such as navigation ease, information clarity, and transaction efficiency. The findings of this study are expected to provide valuable insights for online investment platform developers to improve service quality and serve as a reference for investors in choosing a platform that meets their needs. Additionally, these findings could contribute to the literature on usability testing and the broader development of financial technology (fintech).