UX Analysis - Heuristic Analysis and Usability Testing
This project is about improving user experience through analysing the current processes,
understanding user needs, identifying pitfalls, and conceptualising solutions that solve business and customer needs.
Service Design; User Centred Design (UCD); Design Thinking; Human-Computer Interaction (HCI);
Interviews, Field Research, Surveys: Understand the customer, identify the customer and their values, needs,
beliefs, emotions, and their journey. Provide guidence on a brand identity that enstills reliability and trust.
Deliver insight on the competition through a
Usability Testing, Heuristic Analysis: Testing to uncover pitfalls in the system and how to improve the system
Information Arhcitecture: Organizing, structuring content efficiently and effectively, Durable, and Robust
Ideation: Sketches, lo-fi (paper), tests
Prototyping: Digital wireframe, testing and interactive prototype
It takes hours, sometimes up to two days for a customer to get a quote for a vehicle they want to sell.
The company’s website, http://www.prestoncarbuyer.co.uk/ has been online for over three months and have yet to make
an online conversion.
I conducted user research by means of interviews, usability testing, heuristic analysis and Card Sorting.
Discover: Prepare and conduct heuristic analysis on the system, conduct user interviews and card
sorting, and Usability testing.
Define: Problems with the system, customer profile, customer journey,
Design: I designed low-fidelity sketches to test with users and were then refined following
constructive feedback. Afterwards, I designed higher-fidelity prototypes and tested further with three users until
the flow and feel of the site was refined.
Deliver: At the outset of this redesign, the information architecture, graphics, and content were a
mess. Through conducting my tests, I redesigned the application so that it would meet the user’s needs.
Interviews commenced, using a series of leading questions, in order to ascertain the customers needs and
requirements. Interview questions included:
How did you hear about the business?
What was your feelings throughout the service?
What did you like about the service?
What is the one thing you would about the website change to make your life better?
Word of mouth is powerful and helps build reputation. Customers are more likely to use a service recommended by a
Users want to see their quote fast. They also prefer to reserve their pick-up and drop-off online instead of
speaking on the phone with customer service.
Users didn't like the sites design so therefore, didn't trust it.
Users don't want to fill out long forms and want to see that the their efforts weren't in vain.
Screenshots were taken for each area of the website that needed redesigning.
Card sorting was used to help redesign/evaluate the information architecture of a site. Participants were asked
organise topics into categories that made sense to them. Mental models were created, and the optimised information
architecture was established.
Flow representing the "Get a quote" scenario, this flow was chosen because it is the most impactful (negative)
service to the company.
I created relational and visual representations of my insights and observations gathered from my research.
The main goal for testing the usability of the application was to identify where the users were having issues and
how I could improve their experience.
Participant Video Evaluations
Key Experience Principles
Reservations: Allowing the customers to make their own pick-up and drop-off time would help
both parties by making the booking process more efficient, creating better communication for both parties
Streamline: Making the order form logical would make it concise, creating a more efficient and
robust process. This would be achieved by: minimising the number of input fields, removing unnecessary fields,
presenting them in a single column layout, placing labels above the corresponding input fields, and providing
highly visible and specific error messages.
Functionality: Fixing usability errors will enhance the users experience and increase their
trust in the business
Provisional Persona Profile
Based on the research found in the discovery period of the project, a persona was developed. As I always had the
users in mind, the persona helped make informed design decisions.
I created a journey map to gain a better understanding of the customers pain points and to identify shortcomings
and opportunities for improving the customer experience.
Low-fidelity prototypes a.k.a. paper prototyping allowed me to design multiple design options within a short
timeframe. Doing this allowed me to evaluate each design pattern and choose the best design for the best user
experience and product/services being offered. Cheap, quick, and impactful.
The company closed down before the design part could be completed, I went ahead and designed a desktop version of
the concept but no further action was taken.