User Experience (UX) Analysis in the New Student Admission Process (PPDB) with a User-Centered Design (UCD) Approach. PPDB is a crucial stage in the education sector that requires an efficient and beneficial user experience. In this context, the UCD method is employed as an approach to design and optimize the PPDB process to be more responsive to user needs and preferences. Through stages of user understanding, requirement specification, concept design, prototyping, user testing, and iteration, UCD helps identify existing issues and continuously adjust the PPDB process design. The results of UX analysis using the UCD method provide insights into how users interact with the PPDB process, identifying obstacles and proposing improvements that can enhance the quality of user experience during the PPDB process. By comprehensively understanding and responding to user needs, UX analysis with the UCD approach is expected to enhance efficiency, satisfaction, and effectiveness in the PPDB process within the context of education.