PENERAPAN METODE HEART METRICS DALAM MENGANALISIS USER EXPERIENCE PADA WEBSITE RAYZ UMM

Rayz UMM is one of the hotels in Malang that utilizes its website as a medium for information and room reservations. To assess the quality of the user experience, researchers conducted direct observations of the process of filling out the HEART questionnaire by Rayz UMM website users. Initial results show mixed responses, with some respondents giving positive answers, but there are also several negative answers that indicate dissatisfaction with certain aspects. This problem indicates that the Rayz UMM website user experience does not yet fully meet expectations. Therefore, this study analyzed the user experience using the HEART metrics method. It analyzed the user experience of the Rayz UMM hotel Malang website with the aim of measuring user satisfaction to provide new input and insights into the development and quality of a more optimal user experience on the Rayz UMM website. This study uses the HEART method to analyze the website from the perspective of user emotional satisfaction, which consists of Happiness, Engagement, Adoption, Retention, and Task Success. The research instrument was tested using validity and reliability tests, hypothesis testing, and usability level achievement. In terms of usability level achievement, the user experience has reached and exceeded the previously targeted goals. Overall, this study concludes that the Rayz UMM website has fulfilled the aspects of positive experience in interaction.