PROJECT TYPE
Academic Project
Project Overview
TIMELINE
2 Weeks, November 2023
MY TEAM
3 UX/UI Designers
3 Heuristic Evaluators
TOOLS
Figma
Canva
WHAT IS A HEURISTIC EVALUATION?
A heuristic evaluation is a systematic approach used to uncover potential usability flaws within a user interface, including applications or website designs. This evaluation involves assessing the interface by comparing it to ten established usability principles, referred to as heuristics, to determine how well these principles are implemented and whether they contribute to an optimal user experience.
USING A SEVERITY RATING SCALE
While doing a heuristic evaluation, a key process involved is assessing the gravity of each identified problem. Assigning severity ratings is crucial for determining the priority of heuristic issues and allocating resources effectively. These ratings take into account factors such as how often the problem occurs, its impact on the user experience, and how persistent it is. We utilize a scale ranging from 0 to 4 to indicate severity, with 0 denoting no issue and 4 indicating a severe usability concern.
0
1
2
3
Not a usability problem
Cosmetic Problem: Only fix if there’s extra time
Minor Usability Problem: Fixing this should be given low priority
Source: NN/g
Major Usability Problem: Fixing this should be given high priority
4
Usability Catastrophe: Imperative to fix this before product can be released
A LOOK AT CRAIGSLIST
Craigslist is an online classified advertisement platform where users can find a wide range of listings, from job offers and housing rentals to goods for sale and local services
It serves as a community-driven marketplace, connecting people in various regions to buy, sell, trade, or seek services and opportunities.
Founded in 1995, Craigslist was one of the earliest sites for online classified advertisements and transactions, becoming a household name. But when using the site today, why does it’s interface still remain as it did 30 years ago?
The main reason for this is simplicity. According to founder Craig Newmark, he "learned that people want stuff that is simple and fast and gets the job done." Source: PC Mag
Craigslist's classic design aligns with this principle, prioritizing functionality and ease of use over flashy aesthetics, which is particularly important for a platform where users are faced with a multitude of postings. A straightforward design helps prevent the interface from becoming overwhelming, allowing users to navigate through the extensive listings with ease.
Now, while a nice UI won’t redefine a company, it definitely helps with user perception. Not only does the entire site feel underwhelming and bland, but it generally feels very sketchy and outdated.
BECOMING THE USER
In order to properly identify all UI-related issues within Craigslist, my team and I devised a task flow outlining the process for someone seeking French lessons in Scarborough through Craigslist. This task flow served as the foundation for our assessment process, guiding our evaluation of Craigslist's user experience.
After understanding the user's journey, my team and I empathized with their perspective to identify areas where the user interface fell short of heuristic guidelines within the task flow. While assessing Craigslist, we faced a recurring challenge, as we would get sidetracked by unrelated UX issues on the site, further complicating the task.
WHAT ARE THE PRIORITIES?
Once we felt that we had identified all the potential UI issues along the user's journey, we organized each one into a prioritization matrix to determine those requiring immediate attention. While our focus was on the high-impact, low-effort-to-fix problems, we also found time to address some high-effort issues within our timeframe.
THE BIG MISTAKES
Since my team was often derailed by the constant UX problems we found on Craigslist, we initially made a few errors in our judgements. These were important things to take note of but could not be applicable to this heuristic evaluation, as this method is only applied to UI-related errors. So, after reviewing with our educators, we were finally able to fix our mistakes, continue our evaluation, and begin making design changes to our five identified UX issues on Craigslist.
Craigslist Toronto Homepage
#1 Visibility of System Status
Absence of a dedicated navigation bar obstructs effective website navigation
The search bar, an important component, is small on the side.
Lessons & Tutoring Page
Lessons & Tutoring Page
Selected Listing Pages
Selected Listing Page
High Priority
High Priority
Low Priority
Low Priority
#7 Flexibility and Efficiency of Use
The filters are missing a title and spread across the screen.
3
#3 User Control and Freedom
Missing page indicator leaves users clueless about where they are.
Low Priority
2
#4 Consistency and Standards
The iconography and selected states are not consistent across the screens.
3
2
#2 Match Between System & the Real World
The hide icon is misleading being depicted as a trash icon.
2
REMEMBER THE CONSTRAINTS
In order to begin designing our UI changes, we needed to first establish what our constraints would be. This allowed us to ensure consistency by following Craigslist's typography, colour palette, and grid system precisely. By doing so, we aimed to seamlessly integrate all our changes with the website's overall appearance.
Typography
Colour
Multiple Grid Systems
THE NEW CRAIGSLIST
Now that we had our problems prioritized and our constraints established, we were ready to start implementing our design changes.
KEY LEARNINGS
Conducting a heuristic evaluation was unexpectedly challenging. While UI design is often perceived as the simpler aspect of UX, its intricacies and nuances demand meticulous attention to detail for an impeccably user-friendly experience. Consistency in UI elements is very important for users, as it fosters familiarity, reduces cognitive load, and enhances usability. Moreover, it serves as the bridge between users and the functionality of the platform, making it a critical component in delivering an intuitive and seamless experience.
Considering how often my team and I assumed UX problems could be applied to this evaluation, this assignment was a valuable learning experience that helped us appreciate the unique boundaries of heuristic evaluations and their role in refining the user interface.
Although Craigslist’s current platform maintains its classic design, incorporating modern UI principles could significantly improve usability and engagement. Whether through minor updates or a complete overhaul, prioritizing user-centric design could revitalize Craigslist, ensuring its relevance and competitiveness in today's dynamic digital landscape.
And That’s All She Wrote!
Thank you for taking the time to read my Craigslist case study! Feel free to check out my other case studies or reach out if you have any inquiries! ☺️