EMOJI-BASED

Designers and developers find themselves always using the same system for nearly all distinct projects they come across. Such act imply their limited knowledge in the
usability of alternative systems. Designers usually employ star rating system in all e- commerce platforms they work on. Meanwhile many e-commerce platforms are not the
same. Some are focused on different products and also have different brand personalities, and can significantly impact their branding with a tailored user interface. Star rating is effective, but limited in its ability to communicate certain information that can greatly influence consumer purchase decision and behaviour towards a product. Facial expression emoji rating have the potential to communicate such information and increase user satisfaction. This study compared the user experience of emoji and star rating systems using an e-commerce platform prototype. The findings inform designers, developers, and brand strategists in e-commerce field.