This heuristic evaluation that I completed for a client to establish an authentic and effective user experience. The evaluation defined problematic areas that decrease their ROI and increase their drop-off rate.

1. Heuristic Evaluation
(redacted to protect client)
January 2015
V 1.1
8511 154th Ave NE
Redmond, WA 98052
(425) 455 – 2250

2. 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

3. 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.
©2015 Ramp Technology

4. ©2015 Ramp Technology
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 be
repeated 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

5. 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.
©2015 Ramp Technology

6. 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-In
It 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
©2015 Ramp Technology
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

7. 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
©2015 Ramp Technology
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 content
Typography (indicating location)
Iconography (cues for workflow)
2.7
Combining, 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.

8. 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:
3.1
A. The User Experience Metaphor
U-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 site
Two 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.
©2015 Ramp Technology
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

9. 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
©2015 Ramp Technology
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, 4.3
The 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 result
Navigation is not efficient (too many choices and redundant information)
Call to Action (behavior is unclear)
4.4. 4.3, 4.4, Call to Action
Utrip’s interface makes assumptions about the users knowledge in a manner that is not clear or easily understood
Primary and Secondary user goals (Itinerary/build trip) should be addressed for the optimum user experience
Although 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 user
C. Support those words with an interface that functions and supports those values
D. Don’t ask the user to do too many tasks before accomplishing a goal
X
X
X
X

10. SUPPORT USER GOALS
©2015 Ramp Technology
4.5
Call to Action (Build your Trip) should be interpreted and executed in a manner that makes the end result clear to the user.
4.6
No 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.
4.7
Address 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 immediately
C. Edit feature that is available on the users device for change capabilities on the fly.
Average click thru rate on Utrip is 3.5
Optimum click thru is 1 (Users are very educated within an interface)
4.8
Individual pages and content displayed on pages should be rearranged and combined for users ease
4.9
Please reference 5.1 – 5.8
4.10
Address 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.

11. 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
©2015 Ramp Technology
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

12. USER EXPERIENCE CONSISTENCY
©2015 Ramp Technology
5.1- 5.6
Interface could be more cohesive.
Rework the manner in which content is labeled.
Minimize menus/dialog boxes
Re-work the logic and grouping of content
Placement of content should be redefined.
Experts, blog content and other relevant information needs to be reworked so the user can access this easier and
quicker
5.7-5.10
The voice of the site has many views.
Experts, bloggers, outside resources etc. – review to accomplish a single voice that creates value for the consumer
5.11
It 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,

13. 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
©2015 Ramp Technology
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.

14. 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
©2015 Ramp Technology
7.1
7.2
7.3
7.4
7.5
7.6
overall score
X
X
X
X
X
X
7.1 – 7.5
It 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.

15. 4 3 2 1 NA Accessibility Principles
ACCESSIBILITY FOR THE VISUALLY AND HEARING IMPAIRED
©2015 Ramp Technology
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 score
X 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.

16. 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
©2015 Ramp Technology
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 brand
B. Utilize colors of brand more effectively
C. Customer correspondence should always be reinforced with brand identity
D. Utilize “itinerary” to reinforce brand
E. Interface redesign to better reflect Utrip’s branding
X

17. 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
©2015 Ramp Technology
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

18. 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)
©2015 Ramp Technology
11.1
11.2
11.3
11.4
11.5
overall score
X
X
X
X
11.1
Given 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.
11.2
Often 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.
11.3
The 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.
11.4
Environmental 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.
11.5
Designing 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

19. 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
©2015 Ramp Technology
12.1
12.2
12.3
12.4
12.5
overall score
X
X
X
X
12.1
Make 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 advertising
Piggyback on all local sites (Chamber of Commerce etc.)
12.2
Reasons why customers might drop-off during the course of the booking process:
they don’t trust the website
they’re forced to create an account too early
they’re unhappy with the length of the process
they find the price excessive
they leave in search of a discount code (and never return)
12.3
See 12.1
12.4
Content needs to be written and developed continually to assure that rankings are current and active
ex: 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

20. CONCLUSION
©2015 Ramp Technology
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.