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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 S.W.O.T. analysis
      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.

My Role

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.


User Interviews

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?

Key Insights

      Word of mouth is powerful and helps build reputation. Customers are more likely to use a service recommended by a friend.
      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.

Heuristic Analysis

Heuristic Analysis Report .


Screenshots were taken for each area of the website that needed redesigning.






Card Sorting

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.

Get a Quote

Affinity Board

I created relational and visual representations of my insights and observations gathered from my research.

Affinity Boards

Customer Values Unsorted

Customer Values Sorted



Usability Testing

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.

Screen Recording

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 concerned.
      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.

Cutomer Profile

Journey Map

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.

Journey mapping 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.

View the interactive prototype (1920 width)

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