The aim of this study is to analyse user experience in the context of the contemporary digital world, with a particular focus on social media and websites. The first chapter examines the sociological consequences of using digital platforms, focusing on the phenomenon of bubbles and how brands exploit this phenomenon to make profits. It also looks at how to design a website that ensures an optimal user experience, allowing for smooth and satisfying navigation. In the second chapter, graph theory is introduced to analyze how web pages relate to each other within the vast digital ecosystem. Through the analysis of social networks, the structure of the linking networks between web pages is studied, highlighting the dynamics of interconnection, such as hyperlinks, and their impact on the user experience. The third chapter presents a usability test conducted on an anonymous website for privacy reasons. The objective of the test is to evaluate the effectiveness of some principles of web design, identifying elements that could compromise the user experience and orient it towards competing platforms.
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