PRINCIPLES OF FORMING USER EXPERIENCE IN UI/UX DESIGN OF DIGITAL TOURISM PLATFORMS
DOI:
https://doi.org/10.32782/2415-8151.2026.39.33Keywords:
UI/UX design, web design, user experience, interface, digital tourism platforms, digital tourism, destination, digital service, contentAbstract
The purpose of the article is to theoretically generalize and systematize the basic principles of user experience formation in UI/UX design of digital tourism platforms, taking into account cognitive, emotional, and contextual factors of interaction. Methodology. The research is based on general scientific and cross-disciplinary approaches, implemented through the analysis of visual communications, special methods and empirical methods of studying user interaction with the web interface. To achieve the goal, comparative, chronological methods, as well as methods of systemic analysis and observation were used. Results. It was found that user experience is a key factor in the effectiveness of digital tourism platforms in the modern information environment. Digital tourism functions as a complex system of interaction between the user, technological infrastructure, and the cultural context of the destination, and UX acts as an integrative element that combines functional, cognitive, and emotional aspects of interaction. Tourist digital services are characterized by high content, usage scenarios, and variability of user audiences, which leads to increased cognitive load and the need for a clear information architecture structure, clear navigation, and logical content organization. Therefore, the main principles of shaping user experience in digital tourism platforms are user orientation, structured information architecture, reduced cognitive load, adaptability, contextuality, and emotional coherence of the interface. The scientific novelty of the study is the systematization of modern approaches to UI/UX design of tourist web services, taking into account the local cultural context and national visual identity. Practical relevance. The practical significance lies in formulating recommendations for developing an effective conceptual UI/UX solution for a tourist web service, adapted to the needs of the Ukrainian user and the specifics of the urban cultural environment. In addition, the results obtained can be used in the educational process of students of design educational programs and digital communication specialists.
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