Designer based in NY
Snugbox: A Heuristic Evaluation
Tools: Google Analytics, FigJam, Pen + Paper
Tags: UX, User Research
Methods: Qualitative Research
Snugbox is a lockbox brand based in Brooklyn, NY, and has been featured in Harper's Bazaar, Refinery29, VICE, The Hollywood Reporter, Lifehacker, Trendhunter, Airmail and more.
I was approached by Snugbox to improve the overall website shopping experience. I approached this assignment by conducting a heuristic evaluation of the current Snugbox e-commerce website.
I was approached by Snugbox to improve the overall website shopping experience. I approached this assignment by conducting a heuristic evaluation of the current Snugbox e-commerce website.
Heuristic analysis or evaluation is a usability method used in user experience design to identify usability problems in a user interface design. It involves evaluating an interface based on a set of heuristics or best practices that are known to enhance usability.
The following evaluation is based on Jakob Nielson’s 10 Usability Heuristics for User Interface Design. This evaluation was conducted with 4 individuals.
The following evaluation is based on Jakob Nielson’s 10 Usability Heuristics for User Interface Design. This evaluation was conducted with 4 individuals.
While conducting this analysis, I kept these goals in mind:
Improve brand consistency
Enhance the user experience
Decrease bounce rate
Below is the synthesized feedback of the Snugbox website along with with personalized recommendations.
CONSISTENCY & STANDARDS
ISSUES
- Product naming feels inconsistent, makes me ask ‘what is the name of this product? (See Fig. 1A)
-
Stashbag: where you would normally expect a product title, there is a product description. (See Fig. 1B)
- Shop page does not show Stashbags.
RECOMMENDATIONS
AESTHETIC & MINIMAL DESIGN
ISSUES
- Having the quick view (magnifying glass) function feels redundant for how small the product catalog is (See Fig. 2A)
- The use of more than one marquee is distracting (See Fig. 2B)
RECOMMENDATIONS
ERROR PREVENTION & RECOVERY
ISSUES
- There is a desire to ‘go back’ or to view the website’s current state. To go back a page, the user must rely on browser back or ‘shop’ button.
- No way to go return to the previous page besides the browser button
RECOMMENDATIONS
OTHER SUGGESTIONS
ISSUES
- Purchasing directly on the Home page feels unnatural. (See Fig. 4A)
-
UNICEF donations are heavily advertised but no further information is available on the website. (See Fig. 4B)
- Apply to collab is an easily missed opportunity.
- No favicon available. (See Fig. 4C)
RECOMMENDATIONS
Add this section to the proposed footer & FAQ section.
SUGGESTION CHECKLIST
– Consider putting something like ‘your lovely lockbox’ in the header under the logo to let people know what your product is quickly. It can take a few minutes for people to realize what it is.
– The brand name Snugbox and stash box are used interchangeably throughout, hammer down a consistent language around this.
2. Choose a Call To Action (CTA) for the homepage. Here are some examples:
–Shop new arrivals
–Learn why Snugbox was created
–Learn what Snugbox cares about (UNICEF donations)
3. Improve Aesthetics
–Use motion and pop-ups sparingly. Used in excess will annoy potential customers and lose potential sales
4. Improve information architecture
–The proposed restructuring of the existing navigation combined with a new footer feature would create a more familiar online shopping experience (see Figure 5A & 5B).
–A footer can reiterate important brand information as well as be a point of contact for lost customers. Try adding a newsletter sign up here.
(CONTINUED)
IMPLEMENTED SUGGESTIONS
(see Fig 6A)