Role:
Independent UX auditor
Duration:
20 days
Role: Independent UX auditor
Duration: 20 days
Some parts of the current case are under a Non-Disclosure Agreement (NDA) and are partially redacted. The "Findouts" sections belong to the customers. They have been removed from this case due to their sensitive nature and strategic importance.
Please refrain from sharing this portfolio since it contains some confidential information.
!
Some parts of the current case are under a Non-Disclosure Agreement (NDA) and are partially redacted. The "Findouts" sections belong to the customers. They have been removed from this case due to their sensitive nature and strategic importance.
Please refrain from sharing this portfolio since it contains some confidential information.
!
Project objectives_
Active web-site assessment, revealing the UX errors, design issues, usability problems, ease of navigation.
Application UX audit, revealing design inconsistency, user flow issues and possible pain points.
Competitor’s SWOT analysis
Project objectives_
Active web-site assessment, revealing the UX errors, design issues, usability problems, ease of navigation.
Application UX audit, revealing design inconsistency, user flow issues and possible pain points.
Competitor’s SWOT analysis
Web audit_
Conduct a visual and functional evaluation of the web-site.
Reveal potential pitfalls, pain points and errors, that may arise during User’s flow.
Use heuristic evaluation rules, to break-up the issues to categories.
Assess the visual aesthetics and brand representation
Assess the Information Architecture (IA) and identify potential areas for improvement.
Provide a solutions
Web audit_
Conduct a visual and functional evaluation of the web-site.
Reveal potential pitfalls, pain points and errors, that may arise during User’s flow.
Use heuristic evaluation rules, to break-up the issues to categories.
Assess the visual aesthetics and brand representation
Assess the Information Architecture (IA) and identify potential areas for improvement.
Provide a solutions
Overview_
The Telcell Wallet application's website serves two main purposes. Firstly, it functions as a marketing tool, making it easy for new users to download the application and convert them into loyal users. Secondly, it showcases the application's latest offers and features as they are updated.
The company hired me as an independent specialist to perform an audit. My role was to identify potential areas for improvement to increase conversion rates, attract new customers, and enhance the brand's market position. Considering the presence of both direct and indirect competitors, each proposed solution held strategic importance, influencing my audit approach.
The outcome was a comprehensive document outlining improvements that could bolster the company's position in both the local market and global rankings.
Overview_
The Telcell Wallet application's website serves two main purposes. Firstly, it functions as a marketing tool, making it easy for new users to download the application and convert them into loyal users. Secondly, it showcases the application's latest offers and features as they are updated.
The company hired me as an independent specialist to perform an audit. My role was to identify potential areas for improvement to increase conversion rates, attract new customers, and enhance the brand's market position. Considering the presence of both direct and indirect competitors, each proposed solution held strategic importance, influencing my audit approach.
The outcome was a comprehensive document outlining improvements that could bolster the company's position in both the local market and global rankings.
What I did_
My approach to this project was a meticulous one, beginning with a comprehensive examination of the entire website. I devoted considerable time and energy to documenting my actions step by step, the purpose of which was to identify any potential issues that might have been lurking beneath the surface. I carried out a detailed evaluation of each section separately, on the lookout for anything that could be considered inconsistent. I was specifically interested in uncovering any functional and hierarchical issues, as these are often the root cause of problems that could ultimately lead to user frustration or churn.
To get a better understanding of the website structure and identify any incorrect structural decisions, I embarked on the creation of a detailed Information Architecture (IA) map. This map was carefully designed to represent the site at the section levels, providing a clear visual representation of the website's layout and organization.
As part of this project, I also conducted a thorough structural analysis for each component of the website. The goal of this analysis was not just to identify the existing state of each component, but also to reveal potential areas for improvement. This analysis was an essential step in the process, providing valuable insights into how the website could be optimized for better performance.
What I did_
My approach to this project was a meticulous one, beginning with a comprehensive examination of the entire website. I devoted considerable time and energy to documenting my actions step by step, the purpose of which was to identify any potential issues that might have been lurking beneath the surface. I carried out a detailed evaluation of each section separately, on the lookout for anything that could be considered inconsistent. I was specifically interested in uncovering any functional and hierarchical issues, as these are often the root cause of problems that could ultimately lead to user frustration or churn.
To get a better understanding of the website structure and identify any incorrect structural decisions, I embarked on the creation of a detailed Information Architecture (IA) map. This map was carefully designed to represent the site at the section levels, providing a clear visual representation of the website's layout and organization.
As part of this project, I also conducted a thorough structural analysis for each component of the website. The goal of this analysis was not just to identify the existing state of each component, but also to reveal potential areas for improvement. This analysis was an essential step in the process, providing valuable insights into how the website could be optimized for better performance.
To identify incorrect structural decisions, a detailed IA map was created for the site at the section levels.
To identify incorrect structural decisions, a detailed IA map was created for the site at the section levels.
Key findings_
All sections pertaining to Key Findings are exclusive to customers
and cannot be listed here.
Key findings_
All sections pertaining to Key Findings are exclusive to customers
and cannot be listed here.
Mobile app audit_
Carry out a detailed usability evaluation of the Telcell Wallet using mobile-specific heuristics.
Chart the user flow and pinpoint potential enhancements.
Assess the design system and identify any inconsistencies or aesthetic issues that may surface.
Offer functional solutions to improve user experience in specific contexts.
This process involves scrutinizing the user interface and interaction design to locate usability issues. A crucial part of this is mapping user flow to identify potential errors and dead-ends. This analysis will highlight improvement opportunities to enhance user experience, making the Telcell Wallet not just functional, but even more user-friendly.
Mobile app audit_
Carry out a detailed usability evaluation of the Telcell Wallet using mobile-specific heuristics.
Chart the user flow and pinpoint potential enhancements.
Assess the design system and identify any inconsistencies or aesthetic issues that may surface.
Offer functional solutions to improve user experience in specific contexts.
This process involves scrutinizing the user interface and interaction design to locate usability issues. A crucial part of this is mapping user flow to identify potential errors and dead-ends. This analysis will highlight improvement opportunities to enhance user experience, making the Telcell Wallet not just functional, but even more user-friendly.
Overview_
The Telcell Wallet, the company's main fintech product, was the primary focus of my mobile app evaluation. This app offers a variety of features, including different payment methods, money transfers, digital bank cards, and systems for transportation and tax payments. Despite the myriad of features, it is crucial to maintain a user-friendly, clean interface at all stages of the Product Life Cycle (PLC).
My role involved a thorough evaluation of the app's features and user flow. This meant ensuring users could achieve their goals in the most efficient and straightforward way possible and addressing any potential pitfalls or dead-ends.
The evaluation process was guided by ten heuristic rules, and corresponding solutions were provided for each. These rules addressed a range of factors, from the visibility of system status to the necessity of help and documentation.
For instance, the app should always inform users about what is happening through timely and appropriate feedback. The language used should be familiar to the users, avoiding system-oriented terms. An "emergency exit" should be available for users to leave an unwanted state without having to go through an extended dialogue.
The design should prevent errors from occurring in the first place. It should minimize the user's memory load by making objects, actions, and options visible. The system should cater to both inexperienced and experienced users, with accelerators speeding up the interaction for the latter.
The aesthetic design needs to be minimalistic, without irrelevant or rarely needed information. Error messages should be in plain language, precisely indicate the problem, and constructively suggest a solution. Lastly, even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation when needed.
These guiding principles shaped the audit process, ensuring a comprehensive evaluation of the app's usability and design, leading to actionable recommendations for improvement.
Overview_
The Telcell Wallet, the company's main fintech product, was the primary focus of my mobile app evaluation. This app offers a variety of features, including different payment methods, money transfers, digital bank cards, and systems for transportation and tax payments. Despite the myriad of features, it is crucial to maintain a user-friendly, clean interface at all stages of the Product Life Cycle (PLC).
My role involved a thorough evaluation of the app's features and user flow. This meant ensuring users could achieve their goals in the most efficient and straightforward way possible and addressing any potential pitfalls or dead-ends.
The evaluation process was guided by ten heuristic rules, and corresponding solutions were provided for each. These rules addressed a range of factors, from the visibility of system status to the necessity of help and documentation.
For instance, the app should always inform users about what is happening through timely and appropriate feedback. The language used should be familiar to the users, avoiding system-oriented terms. An "emergency exit" should be available for users to leave an unwanted state without having to go through an extended dialogue.
The design should prevent errors from occurring in the first place. It should minimize the user's memory load by making objects, actions, and options visible. The system should cater to both inexperienced and experienced users, with accelerators speeding up the interaction for the latter.
The aesthetic design needs to be minimalistic, without irrelevant or rarely needed information. Error messages should be in plain language, precisely indicate the problem, and constructively suggest a solution. Lastly, even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation when needed.
These guiding principles shaped the audit process, ensuring a comprehensive evaluation of the app's usability and design, leading to actionable recommendations for improvement.
What I did_
Initially, I mapped the application into an Information Architecture (IA) to understand its structure, functional characteristics, and user flow. This also helped identify any titling inconsistencies that could cause confusion and ways to simplify the architecture.
Next, I created an Application Map to understand the user's path from intention to goal. This provided insight into the overall design system, its patterns, and highlighted sections where the earlier structure was not effective.
At the IA level and higher (at the Screens), issues were grouped according to their type and the heuristic rules they belong to. Relevant recommendations were provided to enhance the overall usability and desirability of the app.
What I did_
Initially, I mapped the application into an Information Architecture (IA) to understand its structure, functional characteristics, and user flow. This also helped identify any titling inconsistencies that could cause confusion and ways to simplify the architecture.
Next, I created an Application Map to understand the user's path from intention to goal. This provided insight into the overall design system, its patterns, and highlighted sections where the earlier structure was not effective.
At the IA level and higher (at the Screens), issues were grouped according to their type and the heuristic rules they belong to. Relevant recommendations were provided to enhance the overall usability and desirability of the app.
Competitive
SWOT analysis_
For this analysis, we selected three direct and two indirect competitors. I conducted a comprehensive analysis, which included spreadsheeting and identifying key components such as strengths, weaknesses, opportunities, and threats. These insights will help enhance our product's market position. The analysis also incorporated SEO data, CLS, INP, LCP, and research on the competitors' apps.
Competitive
SWOT analysis_
For this analysis, we selected three direct and two indirect competitors. I conducted a comprehensive analysis, which included spreadsheeting and identifying key components such as strengths, weaknesses, opportunities, and threats. These insights will help enhance our product's market position. The analysis also incorporated SEO data, CLS, INP, LCP, and research on the competitors' apps.
Conclusion_
In conclusion of the audit, we provided the customer with comprehensive documentation. This included recommendations, do-s and don't-s, strategic ways to reinforce the products, and potential options for further development.
Conclusion_
In conclusion of the audit, we provided the customer with comprehensive documentation. This included recommendations, do-s and don't-s, strategic ways to reinforce the products, and potential options for further development.
© Rob Abazyan. Designs are copyrighted
© Rob Abazyan. Designs are copyrighted