Heuristic evaluation

Heuristic Evaluation(redacted to protect client)

January 2015V 1.1

8511 154th Ave NERedmond, WA 98052(425) 455 – 2250

TABLE OF CONTENTS

1. Introduction

2. FIndings Summary

3. Evaluation Key

4. Utrip Heuristic Evaluation

5. Account Creation & Account Sign In

6. Situational Awareness

7. Support Mental Models

8. Support User Goals

9. User Experience Consistency

10. Error Forgiveness & Recovery

11. General Accessibility

12. Accessibility for the Visually and Hearing Impaired

13. Branding

14. Media Center PC

15. Device (Mobile)

16. Social Media Performance

17. Conclusion

©2015 Ramp Technology

INTRODUCTION

The following data makes up the majority of work done in the “Conceptualization” stage shown above in the Ramp process graph. The primary goal of this initial effort is to discover and document major user experience issues or inconsistencies that could be improved in order to improve usability and build a better overall customer experience. The research and findings completed in this phase set up the next phase (Elaboration) for success by providing the user interface design and usability team the knowledge they need to make informed design decisions as they build user interfaces for the next release.

This document will walk through Ramp’s heuristic findings. It will also make textual recommendations around different aspects of the product based on the combined findings of the heuristic exercise.



We use four main user centered design principles that were problematic on the (redacted) application, as they continued to reoccur in various forms during our evaluation.

Simplicity: While feature rich applications and information rich web sites can be a challenge to design, a well structuredapplication or web site can still be approachable and usable for both the novice and experienced user. Simplicity does not mean simplistic solutions, lack of functionality or limited information. Instead, information is prioritized and grouped in manageable ways.

Continuity: A single design style and treatment followed through an entire site helps users with visual cues. Location of items, design treatment of links and descriptions, navigation element usage, labeling and titling need to be systematic in their approach with as little variance as possible to allow the user to intuitively know actions based on the repetition of style.

Findability: Users being able quickly assess where to find the main actions on a site as well as a clear logic for where to find the content they seek is an imperative for any site.Clear calls to action, with highvalue items prioritized, allow users to quickly assess a site’s features and where to go to complete their tasks. Important tasks should not berepeated multiple times on a page for emphasis, but rather simply highlighted appropriately. Cognitive Recognition: A seamless experience where a user does not need to guess the purpose or content contained behind any one link, navigation item or button is imperative. A naturally intuitive site requires labeling, site architecture, and copy that should be natural and encumbering to the majority of your audience.

FINDINGS SUMMARY

4 3 2 1 NA Details Description

X Excellent Fully meets or exceeds UX standard

X Good Adequately meets UX standard

X Marginal Minimally meets UX standard

X Unsatisfactory Does not meet UX Standard or altogether absent

X Not Applicable

EVALUATION KEY

A heuristic evaluation is a Systematic inspection of a user interface design for usability, as measured against recognized usability principles (or “heuristics”). The goal of a heuristic evaluation is to find usability problems in the design so they can be addressed as part of the iterative design process.

The evaluation covers seven primary topics including situational awareness, mental model support, user goal support, consistency, error forgiveness and recovery, accessibility (when appropriate) and help. The evaluation key used is a simple 4-point scale outlined above.


2.1 Placement: Login and Sign-In location is standard (upper right hand corner). This area should be explored and other options given.

2.1(a)Facebook Sign-InIt is optimum when the user never leaves the site or page. Minimize the users steps.This area should be explored and other options given for both scenarios. Users device is already signed in. User is prompted for data use User is redirected back to site User needs to sign-in to Facebook on device used. User is then prompted for data use User is redirected back to site


4 3 2 1 NA Account Creation & Account Sign In Principles

X It is clear how the account creation process should be accessed

X Appropriate access is given to both new users and return users

X Privacy policy information is available

X Terms of service information is available

X Help is available during the account creation process

X Password and user name or email address is verified and errors

Required data fields are clearly indicated and users cannot proceed X X with out proper configuration of these fields

Users are informed when the account is completely set up and functional- Personalization

A means of retaining sign in information is available

A secure means of retrieving a forgotten user name or password is available

1.7

ACCOUNT CREATION & ACCOUNT SIGN-IN

1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.8

1.9

1.10

overall score

X

X

X

4 3 2 1 NA Situational Awareness Principles

X Application windows have appropriate title bars

X X Screens begin with a title or header that describes screen contents

Clear indication is given to the user at all times regarding their location within the application

X Cues are present to guide users through their workflow

X If multiple steps are required of the user, they are kept informed of where they are in the process

When there are observable delays in performance, the user is kept informed of the process

Interface action consequences are clear (buttons, menus, links, downloads, redirection, etc) 1.75

SITUATIONAL AWARENESS


2.1

2.2

2.3

2.4

2.5

2.6

2.7

overall score

X

X

X

X

2.3 *The user’s situational awareness should be explored. Flow: Location of pages and contentTypography (indicating location)Iconography (cues for workflow)2.7Combining, deleting and arranging pages to better showcase content, exceed awareness with simple liquid executions to give a seamless location and flow. The above will reduce the number of steps the user has to execute to change locations and receive information within the site. Get the User from A to B in the most clear, surprising and efficient manner.

*Indicates drop-off. The user is very likely to get frustrated and leave the site as the users awareness is greatly decreased.

Example: Blog and Experts. Takes the user to a different part of the site without warning and is confusing to first time users. If user lands on anyone of these pages how is “Build your Trip” (primary goal being supported and explained? Drop off rate as location and awareness of where they are in the site does not support primary and secondary goals.

Mental Models support our beliefs and ideas thru images and verbal descriptions. We consciously or unconsciously form our experience, which guides our thoughts and actions. This area of the site can vastly improve by exploring the following:

3.1A. The User Experience MetaphorU-trip name is self-explanatory and the headline “Create a personalized Day by Day trip in moments” could be a secondary headline. Allowing the user to understand in a creative way that the geography of U-trip is essential to the user. Drop-off may occur when the user realizes that the locations are “west coast” based. (Texas, being a stand-alone)

3.2 *Menu choices need to be explored. The menu can be utilized in a way that is not textual or placed at the top for a more interesting and effective route.The menu could be more intuitive.Example:User arrives at the siteTwo routes: West Coast/Europe (immediately the user will be aware of u-trips locations based on the menu.)

3.5*Interactions:Need to be consistent, concise, easier and liquid for the user to understand the scope of the site.

*Interests Menu: Needs to be explored.The menu options are thorough but this menu is not user friendly. The hover state where the “interest” value appears is not efficient and confuses the user as to how this function is applied to their trip as the value is not shown immediately. The user must click “5” times before this function is shown in its true form and value. This function should be combined and used within the users itinerary as a whole.

*Drop off occurs.


4 3 2 1 NA Support Mental Models Principles

X Appropriate user experience metaphor has been used

X Menu choices are ordered in a likely way. Logical and coherent to the user

X Application aesthetics are appropriate and in context for the user

X On data entry screens, tasks are described in terms familiar to the user

X Interactions are consistent & expected with targeted users

1.3

SUPPORT MENTAL MODELS

3.1

3.2

3.3

3.4

3.5

1.6

1.7

1.8

1.9

1.10

overall score

4 3 2 1 NA Support User Goals Principles

X The navigation scheme actively supports the user’s goals

X The layout of information on individual screens support the user’s goals

X Interactions support user’s goals - no unnecessary or missing steps

Adequate explanation is given for tasks that require it

X All information a user needs is available at each stage of a given workflow

All necessary functionality present without leaving the primary user interface

User is presented with an appropriate number of choices at each juncture, no dead-ends There is a clear hierarchy in the primary calls to action Goals are hierarchically supported when necessary ( primary, secondary goals)

Application performance is appropriate for the user workflow/task(s)

1.95

SUPPORT USER GOALS


4.1

4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

4.10

overall score

X

X

X

4.1, 4.2, 4.3The site works correctly, does not break or give the user the impression that they cannot achieve what they need to. Far too many steps to achieve the end resultNavigation is not efficient (too many choices and redundant information)Call to Action (behavior is unclear)

4.4. 4.3, 4.4, Call to ActionUtrip’s interface makes assumptions about the users knowledge in a manner that is not clear or easily understoodPrimary and Secondary user goals (Itinerary/build trip) should be addressed for the optimum user experienceAlthough no dead ends the end result should be easier to accomplish and efficient in its “asks”A. Make it clear to the customer “what u-trip will do”B. “Easy”, Effortless are words that should be key to the interface and userC. Support those words with an interface that functions and supports those valuesD. Don’t ask the user to do too many tasks before accomplishing a goal

X

X

X

X

SUPPORT USER GOALS


4.5Call to Action (Build your Trip) should be interpreted and executed in a manner that makes the end result clear to the user.4.6No matter the function, “leaving the site is not a viable option” for any reason. See 2.1. and below for two specific Blog: user leaves the interface and is taken away from the Primary and Secondary goals. 4.7Address the amount of “Clicks” that user needs to engage in.Example:The user “clicks” 4 times before actually accomplishing a goal.A. An “active Link” is available to the customer, but this function forces the user to “click thru” and creates work for the user. It is advisable to have this function reworked and explored for a better user experience. A. Ease of use B. Information available immediatelyC. Edit feature that is available on the users device for change capabilities on the fly.Average click thru rate on Utrip is 3.5Optimum click thru is 1 (Users are very educated within an interface)4.8Individual pages and content displayed on pages should be rearranged and combined for users ease4.9Please reference 5.1 – 5.84.10Address flow, appearance and engagement for better performance

Example: Primary Goal and Menu choices. Unclear. The user has to “think” to much

Example: Primary Explanation is beneath the “Fold” and the user does not see this immediately.

4 3 2 1 NA User Experience Consistency Principles

X The interface has a consistent look and feel

Visual indication is present on menus or dialog boxes for choices that are selectable

There is clear indication of which items are selected

There are visual indications for all action states (ie: active, non active, visited, etc)

Naming of elements is consistent across the interface

Placement of interface elements is consistent across the interface

Prompts are written in the affirmative, and use the active voice

Content is written with a consistent and appropriate voice

Content is grouped into logical zones with distinguishing headings

Instructional copy is present, written consistently and appears in the same format across the interface

It is visually clear what information can and cannot be edited within forms

Data fields indicate the number of spaces available in a field as appropriate

Data fields that are optional are clearly labeled as such

Interface localization can be easily supported if/when necessary. If currently supported, localized interface functions properly

1.5

USER EXPERIENCE CONSISTENCY


5.1

5.2

5.3

5.4

5.5

5.6

5.7

5.8

5.9

5.10

5.11

5.12

5.13

5.14

overall score

X

X

X

X

X

X

X

X

X

X

X

X

X

USER EXPERIENCE CONSISTENCY


5.1- 5.6Interface could be more cohesive.Rework the manner in which content is labeled.Minimize menus/dialog boxesRe-work the logic and grouping of contentPlacement of content should be redefined.Experts, blog content and other relevant information needs to be reworked so the user can access this easier and quicker5.7-5.10The voice of the site has many views. Experts, bloggers, outside resources etc. – review to accomplish a single voice that creates value for the consumer5.11It is imperative that the user have edit capabilities on the fly. Travel requires change and agility. Services should reflect these qualities

Example: This information is below the visual fold and the information is not consistently grouped for the user to quickly understand where they are and what they are experiencing,

4 3 2 1 NA User Experience Consistency Principles

X Prompted to confirm commands that result in a loss of important data

There is an option to cancel before save functions

If sequential steps in the user interface are present, there is a way to edit each of the steps before finalizing submission

Data entry tasks are appropriately divided into separate pages minimizing cognitive load

Error messages are used, and appear at appropriate times

Error messages appear in the same format across the interface, and are written with a consistent voice

Error messages provide explanations that are understandable to the user

Error messages indicate action the user needs to take/correct the error

Error messages indicate the severity of the problem

When possible, error messages highlight area of page that needs attention

2.5

ERROR FORGIVENESS AND RECOVERY


6.1

6.2

6.3

6.4

6.5

6.6

6.7

6.8

6.9

6.10

5.11

5.12

5.13

overall score

X

X

X

X

X

X

X

X

X

6.1- 6.5 Interactions for the user/interface should be contained on a single page. Selections, Additions, Edits and Save functions should be reworked to create an experience where the user does not have to “think” too much and the interface “suggests” or “thinks” for the user based on intuitive responses.

4 3 2 1 NA Accessibility Principles

User interface functions correctly on all browsers and/or platforms on which it is likely used

User interface displays and functions correctly at all screen sizes/ resolutions on which it is likely used

Performance is acceptable for intended audience

Horizontal scrolling is avoided unless absolutely necessary

Windowing usage is kept to a minimum

When designing for web based applications, appropriate pop-up dialogs and functionality avoid pop-up blockers

2.5

GENERAL ACCESSABILITY


7.1

7.2

7.3

7.4

7.5

7.6

overall score

X

X

X

X

X

X

7.1 – 7.5It is imperative that this site function properly and the interface is seamless across all devices and platforms.

For users traveling the “Mobile” platform is essential. This site needs to address the mobile delivery system as a priority.

4 3 2 1 NA Accessibility Principles

ACCESSIBILITY FOR THE VISUALLY AND HEARING IMPAIRED


8.1

8.2

8.3

8.4

8.5

8.6

8.7

8.8

8.9

8.10

8.11

8.12

8.13

8.14

8.15

overall scoreX XXX X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

Areas above for compliance need to be addressed.

4 3 2 1 NA Support Awareness and create visual consistency for Utrip

Branding is consistent

Visuals support the Corporate Identity and message

Colors are consistent with Corporate ID

Creates awareness of Utrip visual presence

Branding is consistent across all delivery platforms and devices

2.0

BRANDING


9.1

9.2

9.3

9.4

9.5

overall score

X

X

X

X

Branding is extremely important as users are inundated visually at all times. Utrip’s logo is front and center and is a good start.The “mark” has many possibilities as far as shape and meaning. A. Interface should reflect Utrip’s meaning to reinforce the brandB. Utilize colors of brand more effectivelyC. Customer correspondence should always be reinforced with brand identityD. Utilize “itinerary” to reinforce brandE. Interface redesign to better reflect Utrip’s branding

X

4 3 2 1 NA Media Center PC Principles

All selections are able to be seen without scrolling

The user is informed of the number of pages/ selections available

When user hits link that takes them outside 10’ interface, they are warned

Color/contrast optimal for TV screen, with colors used to identify menu items, links, and focus.

Adherence to resolution requirements & limitations 1.5

MEDIA CENTER PC


10.1

10.2

10.3

10.4

10.5

overall score

X

X

X

X

10.1- 10.5 Decrease the sites scrolling needs.Never allow user to leave your site.Resolution/requirements need to be updated

X

4 3 2 1 NA Mobile Design Principles and Rules

Simplicity is a requirement

Balance brevity and comprehension

Understand, then optimize your core value proposition

Where is more important than who

Assume terrible dexterity

0.5

DEVICE (MOBILE)


11.1

11.2

11.3

11.4

11.5

overall score

X

X

X

X

11.1Given the constraints of mobile design – screen size, bandwidth, processor speed, etc. cluttered pages are not an option. Each element, image, or option on the page adds to the number of resources required on page load as well as the number of things a user has to process.

11.2Often times the gut reaction to “get rid of everything non-essential” is actualized as “get rid of everything.” The obvious problem with this approach is lack of context – something that’s required for comprehension. Simplicity, then, is the delicate art of taking away while leaving just enough for comprehension.

11.3The better we understand our users, the better we can provide them with access to the features and/or content they desire. Mobile users may want different features and/or content than desktop users.

11.4Environmental Psychology studies how our surroundings influence us.This could not be more true for mobile. Instead of tailoring things to users it’s better to focus on their context – what they’re trying to do right now and what we can do to facilitate that.

11.5Designing interfaces with (small) elements placed close together is a recipe for disaster. Assume the worse case scenario for users and begin building from there.

X

4 3 2 1 NA Rules for Social Media Principles

Search optimization

Drop off rate

Meta Data/Meta Tags/Spiders/Robots/utilized

Content is relevant and updated for rankings

Analytics is tracked and correctly defined

1.5

SOCIAL MEDIA PERFORMANCE


12.1

12.2

12.3

12.4

12.5

overall score

X

X

X

X

12.1Make sure keywords, phrases, tags, spiders are utilized correctly for search optimization. Search rankings are also based on history and longevity. Competitors (large) example: booking.com have the luxury of flooding the digital real-estate, their traffic is high and their numbers reinforce their search capabilities. Becoming a visual force in this market will be difficult.Suggestions:Utilize the specific markets (West Coast and Texas) local advertisingPiggyback on all local sites (Chamber of Commerce etc.)

12.2Reasons why customers might drop-off during the course of the booking process:they don’t trust the websitethey’re forced to create an account too earlythey’re unhappy with the length of the processthey find the price excessivethey leave in search of a discount code (and never return)

12.3See 12.1

12.4Content needs to be written and developed continually to assure that rankings are current and activeex: Blog, Articles, Backlinks, site updates, site content

12.5 Analytics need to be utilized, filters and parameters correctly defined to track, target and define

X

CONCLUSION


Utrip’s value can be greatly increased by successfully implementing the above tasks outlined in the evaluation. There are key areas that did not pass the heuristic evaluation based on principles of usability, interface and visual design. The drop off rate would be greatly decreased by addressing the situational awareness, users goals and interface flow. Mobile design is a key area of concern as well as combining, deleting and reconstructing the content to be delivered in a more effective manner. Menu choices and how the user interacts within the site to reach a purpose should be addressed. Blog and Facebook Log-in allows the user to leave the site and reduces the main purpose of the sites primary and secondary goals. Enticing the user and creating value to the customer in a easy and precise manner will greatly increase Utrip’s success.

We look forward to a working relationship with Utrip to facilitate the above goals.

Heuristic evaluation

Design

Transcript of Heuristic evaluation