4. 4CONFIDENTIAL
What are Heuristics?
Heuristics refer to experience-based
techniques for solving, learning, and
discovery that give a solution which
is not guaranteed to be optimal
(Wikipedia)
5. 5CONFIDENTIAL
What are Heuristic Evaluations?
A heuristic evaluation is a method
that helps identify usability
problems in the design by
measuring the interface against
recognized heuristics
(abridged from Wikipedia)
23. 23CONFIDENTIAL
WHAT WE DID
Over five days, content strategy, UX and
design leads assessed key tasks presented on
the ACME University’s dining website.
24. 24CONFIDENTIAL
WHAT WE FOUND – SIMPLIFY, SIMPLIFY, SIMPLIFY
Use fewer screens1
Make it easier to understand what the site can do2
Make important content easier to find3
Make tools easier to use4
Use more images5
Make the site more interactive6
25. 25CONFIDENTIAL
THE TASKS
Find and compare meal plans1
Find a retail dining location2
Review the meal options for a residential dining location3
Assemble a meal under 400 calories4
Get healthy breakfast tips5
27. 27CONFIDENTIAL
Review and
compare meal plans
Find and Compare a Meal Plan
1. Access meal plans from main
menu
2. Review meal plan options
3. Compare meal plan options
4. View meal plan options (grid)
5. Meal plan details
6. Product list view
7. Product ‘Quick Look’
Current Flow
28. 28CONFIDENTIAL
Can users find and compare a meal plan?
Yes. Users can find and compare meal plans
Opportunities
• Make it easier to compare choices with stronger color contrast, intuitive icons
and simpler layout
• Highlight the significant differences between the plans by distinguishing
specific content
• Eliminate unnecessary screens by consolidating information
• Guide or lead users to arrive at an appropriate plan more easily
31. 31CONFIDENTIAL
Find a Chick-fil-A
that accepts ACME’s
Dining Dollars
Find a Retail Dining Location
1. Access locations menu
2. View locations list
3. View map overlay
4. Select location
5. View search results
Current Flow
32. 32CONFIDENTIAL
Can users find a retail location that accepts dining dollars?
✗ No. Users can find Chik-fil-A, but it is unclear if they can use Dining Dollars
Opportunities
• Use logos for immediately recognizable options
• Add specific filters like ‘food type’ for quicker, easier results
• Improve map display so it’s easier to see locations and understand distance
• Offer useful details including: menus, Dining Dollar status, photos, hours