The role of UX and UIdesign as a branding strategy for e-commerce success in South Korea.

UX and UI design form an important part of the customers’satisfaction with a brand’s products and services in the mobile world (Nielsen &Budiu, 2012). The success of a mobile shopping store depends not only on the range and quality of products it offers, but more importantly,the users’ or customers’ experiences when making their purchases (Meyer & Schwager, 2007).As mobile technologiescontinue to advance, customers now have more choices with the plethora of shopping applications that had flooded the mobile platform.Instead of competing on prices, focusing on the customers’ needs and creating an omnichannel brand experience may be better strategies for long-term success in the e-commerce world (Tuskal, 2017).