<![CDATA[This study aims to develop the User Interface (UI) of the M-Tix application to improve the User Experience (UX) using the A/B Testing method. This study responds to user complaints regarding outdated design, confusing navigation, and technical issues such as sudden application closures. Using the ADDIE development model and involving 385 active users in Medan, this study conducted two main evaluations, namely A/B Testing and User Experience Questionnaire (UEQ). The results of A/B Testing showed a consistent and significant preference for the new design prototype (Design B) compared to the original application on all elements: Icons (64.9%), Layout (64.4%), Visuals (64.7%), Navigation (63.6%), and Coloring (64.3%). Furthermore, the UEQ analysis yielded an "Excellent" rating on all six scales, namely Efficiency (2.07), Clarity (2.06), Appeal (2.03), Accuracy (1.83), Stimulation (1.81), and Novelty (1.62), placing this design within the top 10% of digital products worldwide. The implications of these findings suggest that implementing the redesign is highly recommended as it directly addresses user dissatisfaction, increases user trust, and provides a faster and more logical transaction experience.]]>
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