Analysis and Design of Agricultural Marketplace Using User Experience

The marketplace is an e-business model that deals with sellers and buyers. In the agricultural sector, the market acts as a direct link between farmers and consumers. So that it can increase and benefit Indonesian farmers. The total users of the agricultural market currently only reach 100,000 users, which is very different from the total users of other general markets which have reached 50 million users. One of the reasons is that 60% of the time is wasted because many users have not yet obtained the information they are looking for. This has an impact on decreasing productivity until it fails. This study will design an agricultural marketplace application design with a User-Centered Design (UCD) approach. This method is a cycle stage starting from production to market applications by implementing quality market services. This production stage is carried out to become a measuring tool for marketplace design to match the standards set and made by the specifications of user requirements. Then the prototype design stage is carried out with a sketch, a wireframe, and the results of this design are implemented into a medium-fidelity prototype. In the evaluation stage of the medium-fidelity prototype, usability testing was carried out using the think-aloud method and the performance results were obtained with a success rate of 77.14%.