Design and evaluation of the user experience in an immersive web system

<jats:p>This research analyzes the User Experience [UX] of the immersive virtual tour La Senda del Pulque through a mixed methods approach that integrates web analytics [Google Analytics 4] with the SUS and UEQ instruments, involving 85 participants. The results indicate strong performance in hedonic dimensions, such as attractiveness and stimulation, while pragmatic aspects related to clarity and reliability require improvement. The SUS score was 72.1, classified as good, although with high variability. The study concludes that the success of immersive environments depends not only on visual appeal but also on solid usability, providing design recommendations and an applicable evaluation model.</jats:p>