Usability is one of the important things in e-commerce websites. This is evident in research conducted by User Interface Engineering, Inc., it is known that 60% of the time is wasted because people cannot find the information they want to get on a website and this results in a decrease in productivity to failure. Therefore, to ensure a positive user experience (UX) shopping experience and high level of usability, a technique that must be focused on the user is used using the User Centered Design (UCD) method. The analysis will be carried out by comparing the existing product with the product development. Development product is a website that will be developed with the UCD method using a case study of the online shop Dimahf. Whereas the existing product used is Askalabel as one of the e-commerce fashion hijab websites that was established in 2017. This research will evaluate the usability testing and tools method of the User Experience Questionnaire (UEQ). After testing with usability testing, 100% of the results of the task were successfully carried out by the respondent despite first using both websites. Then based on the results of UEQ testing, the average results from all aspects of the Dima.hf value are higher than that of Askalabel, which is 1.54 while Askalabel is 1.26. Respondents have a more positive perception towards Dima.hf than Askalabel for perpecuity, dependability and novelty aspects, while Askalabel is superior to attractiveness, stimulation, and efficiency aspects.

Keywords: Usability, User Centered Design, UX, UEQ, Usability testing