## 4 Discussion  
The objective of this study was to look for evidence of an improvement in the design of the website after some modifications. The Mexican coffee company needed a new design that would engage with the user on a deeper level, and this could only be achieved by knowing what the end user wants and needs. With that in mind, based on the old website design, some modifications were applied based on innovative technological elements, such as interactive and animated components. Thus, two hypotheses were established:  
**Hypothesis 3** (**H3**). : _The quality of the interaction of a user with a website directly influences the design of the experience in the process of understanding the behavior, needs, and attitudes of the user using different methods of observation and the collection of comments._  
**Hypothesis 4** (**H4**). : _There are psychological elements for the creation and manipulation of websites impacting clients._  
Figure 12: \(p\) value—obtained with the Wilcoxon signed-rank test—for both alternative hypotheses—the off-stimulus sample is different from the on-stimulus sample, denoted as \(\mu_{1}\
eq\mu_{2}(H_{\text{a1}})\), and the off-stimulus sample is lower than the on-stimulus sample, denoted as \(\mu_{1}<\mu_{2}(H_{\text{a2}})\)—for each emotion between samples of the dynamic web design—on-stimulus—and the static web design—off-stimulus—along with the significance level—horizontal line. The results are in line with the hypotheses: the alteration and usage of different technologies indeed influenced the user. This means that the results were in line with the first hypothesis, as seen both with the attention intensity and emotions metrics; the latter can be corroborated at a statistical level, as shown in the study. Attention intensity had a remarkable increment for the new website design; specifically, the metrics had an increment for the animation and local preview elements, which indicates a higher salience that can capture the users' attention, allowing a higher memorability. This attention is completely parameterized, meaning that it does not give any insight about the thoughts or interaction between the user and the element that bridgesthe gap for the user reaction towards the element. That is why the emotion metrics plays an important role for this interpretation, since it gives insight into the reaction of the user towards the design. The emotions results showed a higher elicitation for five out of seven basic emotions; this indicates an increment for the emotional reaction on behalf of the user. There was a significant increase in the emotion of disgust and surprise, which can lead to a higher probability of remembering the stimulus [46], which allows a better memory imprint to remember the brand in the future. The emotional associations that arise as a result of the interaction with the brand during all phases of the sales process also contribute to improving the positioning and perceived value of the brand [47]. This is a first step toward better brand marketing. In fact, it is during the search phase, which is the first step in making a purchase, that it is essential to capture attention by communicating the attributes that correspond to the consumer's need. Along with that, we can interpret that, since we have an increase in five out of seven basic emotions, we have a better emotion-based website design, which can eventually impact the sales and loyalty rate for the Mexican coffee company. Currently, consumers are exposed to a multitude of stimuli, which make them value immediacy, so adding dynamism in the digital context is an effective strategy to generate the desired engagement. In the second hypothesis, we established that psychological factors play an important role in the interplay between website and user, and even though the psychological spectrum is very broad, the results of the comparison between the interaction off-stimulus vs. on-stimulus demonstrated that the website design can indeed directly influence in a very concrete area: emotions.