Learning Management Systems (LMSs) in education are necessary, especially since the COVID-19 pandemic. A good user experience (UX) in these systems has become increasingly important. However, there are limited resources that could guide implementing both the hedonic and pragmatic qualities of UX. The objective of the present study is to identify emotional design factors and apply an innovative perspective from a rhetorical perspective that could serve to improve the user experience. Utilizing the User Experience Questionnaire, a rhetorical evaluation, and four open-ended questions in three control groups, we evaluate Moodle at the Faculty of Sciences of the Universidad Autónoma de San Luis Potosí (UASLP). The findings show an improvement in UX that generated better user satisfaction. We concluded that ethos, pathos, and logos serve to cover the pragmatic and hedonic aspects of UX. This paper serves as a guide for other educational institutions that want to improve their LMS.