Background:

A regional mother and baby specialized e-commerce platform came to us to evaluate its current mobile app user experience. The objective of the project was to understand the gaps in usability and UX issues in the mobile app experience by conducting a comprehensive heuristics evaluation.

Timeline:

6 weeks

Approach - Heuristic Evaluation:

To evaluate usability and identify UX issues, I conducted a comprehensive UX audit using a set of heuristics and best practices examples. The guiding principles were adapted from The Baymard Institute and Google UX Playbook. The purpose of the audit was to highlight positive aspects of the app as well as areas that required attention. Additionally, I provided recommendations for improvement and optimization for the app user journeys; drawing from industry-leading sites, guidelines, and best-in-class practices.

Improvements:

Upon completion of the UX audit, my focus shifted towards addressing the identified issues. Backed by best-in-class examples, my recommendations aimed to enhance the existing UX. I supplemented these recommendations with example screens from a range of direct and indirect competitors. In effect, the improvement suggestions offered a blueprint for optimizing the user journey, grounded in guidelines and practices of industry-leading sites.

My Role:

As the team leader, I helmed the project from start to finish, engaging in client discussions, formulating the audit methodology, writing the report, and presenting the findings. I also supervised a junior team member who assisted in the project activities.

Outcomes:

The outcome of this project was a comprehensive evaluation of the app's compliance with established UX heuristics. This helped spotlight areas of the app that, with optimization, could enhance user efficiency and task completion speed. Notably, it allowed the product team to identify quick-win opportunities and areas as well as areas of improvement for the long term.