Question $2(15$ Marks$)$

Scenario: Improving an E$-$Commerce Website's User Experience

In this scenario, let's consider a problem faced by an e$-$commerce company, $"$E$-$Shop X$,"$ which has been experiencing a

significant drop in sales and user engagement on their website. To address this issue, they decide to focus on enhancing

the overall user experience by improving usability, navigation usability, and content usability.

$2\mathrm{.}1$ Demonstrate the importance of usability in enhancing the user experience on E$-$Shop X$\text{'}$s website. Discuss how applying usability principles can solve the observed drop in sales and user engagement, focusing on theory and practical examples. $(7$ marks$)$