Contemporary e-commerce applications operate as multimodal environments in which interface layout, textual information, imagery, navigation, branding, and interactive functions jointly construct meaning and influence user experience. Consequently, interface optimization cannot be reduced to visual attractiveness or technical usability alone; it requires an understanding of how multiple semiotic resources are organized within a coherent communicative architecture. This research develops a framework-based approach for examining and optimizing the interface layout architecture of the ASOS application through the Genre and Multimodality (GeM) model. The study adopts a qualitative, analytical methodology grounded exclusively in established literature on multimodality, genre, social semiotics, visual narrative, digital communication, and consumer-oriented layout. The proposed framework conceptualizes an application interface through four interrelated dimensions: genre structure, multimodal resource organization, spatial layout, and functional-user interaction. These dimensions are used to examine how product imagery, textual descriptions, navigation elements, promotional content, category structures, and interactive controls can be integrated without creating unnecessary cognitive or visual complexity. The findings indicate that GeM provides a systematic basis for distinguishing communicative functions, identifying relationships among interface elements, and developing more coherent layout architectures. The study further demonstrates that effective optimization depends on balancing commercial objectives with perceptual clarity, navigational efficiency, multimodal coherence, and user-oriented information organization. The proposed approach contributes a theoretically grounded model for analyzing e-commerce application interfaces and provides a foundation for future empirical usability testing of multimodal retail platforms GeM Framework, Multimodality, Interface Architecture, ASOS Application, Layout Optimization, Social Semiotics, E-Commerce, User Interface, Genre Analysis.
A Framework-Based Approach to Optimizing Interface Layout Architecture in The ASOS Application Using the Gem Model
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