Research on Mobile E-Commerce App Experience Design Based on Flow Theory

Jinchi Sui and Rina Abd Shukor

Design Insights, 2025, vol. 2, issue 1, 24-30

Abstract: This study is grounded in flow theory and aims to investigate how applying flow-based design principles can enhance user engagement and satisfaction in mobile e-commerce apps. First, the paper reviews the core elements of flow theory and summarizes the current state of experience design research for mobile e-commerce apps, identifying common challenges and shortcomings in existing design practices. Next, it constructs an experience design model based on flow theory. By combining literature analysis with expert interviews, the study identifies key design dimensions — such as "challenge–skill balance", "immediate feedback", and "intrinsic motivation" — as the most influential factors for enhancing flow in mobile e-commerce experiences". In the design practice phase, a representative mobile e-commerce app is selected for prototype redesign. Usability testing and quantitative surveys are used to evaluate and analyze user experience. Research findings indicate that introducing appropriately challenging task guidance in interface interactions, strengthening real-time feedback mechanisms, and creating a guided achievement system can significantly enhance users' sense of immersion and willingness to continue using the app. Finally, based on user testing and empirical data, the paper summarizes several feasible flow-driven design strategies and offers suggestions for future research improvements and practical applications, providing theoretical and methodological support for mobile e-commerce platforms to build differentiated user experiences in an increasingly competitive environment.

Keywords: flow theory; mobile e-commerce; user experience; interface interaction; immersion (search for similar items in EconPapers)
Date: 2025
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