schlotzskys

Heuristic Analysis

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Creative problem-solving

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usability principles

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Cross-functional Collaboration

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Cognitive biases

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User interviews

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Heuristic Analysis 〰️ Creative problem-solving 〰️ usability principles 〰️ Cross-functional Collaboration 〰️ Cognitive biases 〰️ User interviews 〰️

AN UNDERPERFORMING RESTAURANT FRANCHISE SITE

Despite going through a recent site redesign, Schlotzsky’s was still facing issues such as low conversion rates with their mobile ordering flow, high bounce rates on their menu category pages, and negative user feedback regarding the navigation.

I completed this analysis by evaluating the existing sites alignment with well-established usability principles, such as user control, accessibility, consistency, and efficiency then communicated my findings and recommendations to stakeholders.

This analysis helped the homepage jump from a performance score of 52 to 99 and the menu jump from a performance score 58 to 98.

The Implication of cognitive bias

  • Subjectivity became an issue as this heuristic analysis progressed beyond the more obvious errors on the site

  • Because of the close collaboration between myself and another UX designer during this analysis, there were a couple instances where one designer would deem a call-out a usability issue and the other would view it as a design choice

  • The key to overcoming the challenges lied in a holistic approach that blended qualitative and quantitative insights, multiple visual evaluations (i.e. squint testing), and the implementation of user-centered design principles

Results & Metrics

The success of our heuristic analysis became evident when the client not only acknowledged the major issues we uncovered but also approved the recommendations we put forward. This validation underscores the effectiveness of our approach in assessing and enhancing the user experience, as it directly translated into actionable improvements that resonated with the client's vision and objectives. By aligning our findings with the client's goals and aspirations, we demonstrated the tangible impact of our work in fostering a user-centered design approach and facilitating the implementation of user-friendly solutions. This recognition and endorsement by the client serve as a testament to the valuable contributions of our heuristic analysis in driving positive outcomes for the project.