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1CONFIDENTIAL
Heuristic Evaluations:
Beyond the Academic
Review
Uxify 2016
April 9, 2016
2CONFIDENTIAL
•UX Designer
•EPAM
•@dafark8
• Co-Author of UX Research, Practical Techniques for Designing
Better Products (early release available, full release eta Fall)
(shameless plug)
Who Am I?
3CONFIDENTIAL
•Define Heuristics
•Existing Challenges
•New Paradigm
•Opportunities
•Q&A
Today’s Plan
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)
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)
6CONFIDENTIAL
•Nielsen Heuristics
•Gerhardt-Powals’
•Weinschenk & Barker
•Abby Covert
Heuristics: The Most Common
7CONFIDENTIAL
•Word
•Excel
•Powerpoint
Heuristic Evaluations: All Different Shapes & Sizes
8CONFIDENTIAL
•Long
•Academic
•Dated
•Lacking Context
Heuristic Evaluations: What’s Wrong with them?
9CONFIDENTIAL
A NEW APPROACH
HEURISTIC EVALUATIONS
10CONFIDENTIAL
First a Special Thanks…
11CONFIDENTIAL
1. Have a Goal
2. Don’t Forget Users
3. Zero in on Tasks
4. Look Beyond UX
5. Showing not Telling
Approach: Overview
12CONFIDENTIAL
•Tell a Story
•Part of other research
–Qualitative
–Quantitative
1. Have a Goal
13CONFIDENTIAL
•Business Users
•Product Users
–Personas
–Market Segments
•Product Team
2. Don’t Forget Users
14CONFIDENTIAL
•What do users want
to do?
•What is the context?
•What platforms?
•What’s changed?
3. Zero In On Key Tasks
15CONFIDENTIAL
•Visual Designers
•Content Strategists
•Business & Strategy
4. Look Beyond UX
16CONFIDENTIAL
•Define a journey
•Invite collaboration
5. Showing Not Telling
17CONFIDENTIAL
1. Perception
2. Comprehension
3. Operation
3 Lenses for Evaluation
18CONFIDENTIAL
1. Perception
Can I see the information, task,
or content?
19CONFIDENTIAL
2. Comprehension
Do I understand the
information presented to me?
20CONFIDENTIAL
3. Operation
Can I complete the task or
action I set out to do?
21CONFIDENTIAL
A FICTIONAL EVALUATION
EXAMPLE
22CONFIDENTIAL
UXify Expert Review
Sample Expert Review
23CONFIDENTIAL
WHAT WE DID
Over five days, content strategy, UX and
design leads assessed key tasks presented on
the ACME University’s dining website.
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
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
26CONFIDENTIAL
A MEAL PLAN
FIND AND COMPARE
TASK 1
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
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
29CONFIDENTIAL
Find and Compare a Meal Plan
Copy difficult to scan and parse Iconography unclear
30CONFIDENTIAL
DINING LOCATION
FIND A RETAIL
TASK 2
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
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
33CONFIDENTIAL
Find a Retail Dining Location
PDF map lacks interactivity Large images are unclear and obnoxious
34CONFIDENTIAL
SO WHAT NEXT?
35CONFIDENTIAL
•Improve Collaboration
•Inform Gaps
•Identify Opportunities
•Define KPIs/OKRs
•Validate Designs
Usage
36CONFIDENTIAL
•Expand Templates
•Define EPAM
Heuristics
•Expand Usage
Next Steps
37CONFIDENTIAL
THANK YOU
38CONFIDENTIAL
•@dafark8
•David_Farkas1@epam.com
•Feedback:
bit.ly/UXifyFarkas
Questions & Discussion

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