Kenny Cox MSc CUA

UX Researcher/Designer and Certified Usability Analyst

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);


My Role

I conducted user research by means of interviews, usability testing, heuristic analysis and Card Sorting.


User Interviews

Interviews commenced, using a series of leading questions, in order to ascertain the customers needs and requirements. Interview questions included:

Key Insights

Heuristic Analysis

Heuristic Analysis Report .

Website Analysis


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

Preston car buyer website

Preston car buyer website

Preston car buyer website

Preston car buyer website

Preston car buyer website

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
Preston Car Buyer

Customer Values Unsorted
Customer Values Unsorted

Customer Values Sorted
Customer Values Unsorted



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


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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