Identifying Usability Problems
Another project I completed as a UX design student showcases the results of a thorough usability review that pinpointed several areas of concern affecting users of a popular e-commerce website. By identifying these specific challenges, I was able to propose effective solutions tailored to enhance usability and engagement that would enhance the overall customer experience.
Usability Issue #1 - Dual Navigation Bars
Description
When someone first enters the Microcenter website, they're assaulted by the multitude of options that can be selected. More specifically, there are two navigation bars shown, one vertically and one horizontally that display many of the same options. A typical user might not know where to immediately click to find the product they need. Overall, the homepage is cluttered with the amount of options and gives the user a poor introduction to the website.
This issue goes against the "Aesthetic and Minimalist Design" Heuristic value. The aesthetic this webpage presents is not minimalistic nor does the aesthetic it presents make it user-friendly. However, there is a relatively easy fix to this usability issue.
Homepage on the date I completed my usability review project.
Recommendation
In order for this issue to be corrected, the webpage needs to be severely decluttered. First, the two navigation bars, both horizontal and vertical, need to be condensed into one. That way, users know exactly where to look if they need to find a specific category without guessing which navigation bar to us.
In addition, the amount of picture boxes of deals needs to be reduced or displayed in a way that doesn't overwhelm the user. One way would be to condense some of the photos into one box that slowly rotates through each photo.
Simple changes such as these can go a long way into making the homepage of this website more user friendly and inviting for ordinary consumer use.
Homepage when I visited the website a few months later. Notice the change to a single, horizontal navigation bar.
Usability Issue #2 - Support Section
Description
When customers select links such as "Frequently Asked Questions or "Return Policy" in the website footer, they expected to be directed to a webpage that looks familiar to the rest of the website. However, the webpage does not maintain consistency. Clicking "FAQ" and "Return Policy" redirects users to a webpage title community.microcenter.com that has a completely different look to it than the main website, without the familiar navigation and search bar, which will confuse the average user.
Help and Documentation are critical towards the success of a webpage. Users expect consistency between similar webpages, especially when they are looking for guidance or answers to problems they are having, which is not what the website provides here.
Webpage footer that contains links such as "FAQ" and "Return Policy"
The main page of community.microcenter.com that users are directed to when they click links such as "FAQ" or "Return Policy". Notice the difference in the overall look and the lack of the familiar navigation bar compared to the original, main microcenter.com page (as shown in the second figure of Usability Issue #1.)
Recommendation
In order for this issue to be corrected, all that needs to be done is to universalize all pages related to customer assistance such as the FAQ and help pages.
Instead of sending the user to the webpage titled "Community", that looks completely different than the main Microcenter page, the developers should either change the look of the "Community" page to have it look more similar to the main Microcenter site or have all of the customer service and help pages located on the main Microcenter site.
Homepage on the date I completed my usability review project.
Recommendation
In order for this issue to be corrected, the webpage needs to be severely decluttered. First, the two navigation bars, both horizontal and vertical, need to be condensed into one. That way, users know exactly where to look if they need to find a specific category without guessing which navigation bar to us.
In addition, the amount of picture boxes of deals needs to be reduced or displayed in a way that doesn't overwhelm the user. One way would be to condense some of the photos into one box that slowly rotates through each photo.
Simple changes such as these can go a long way into making the homepage of this website more user friendly and inviting for ordinary consumer use.
Homepage when I visited the website a few months later. Notice the change to a single, horizontal navigation bar.
The main page of community.microcenter.com that users are directed to when they click links such as "FAQ" or "Return Policy". Notice the difference in the overall look and the lack of the familiar navigation bar compared to the original, main microcenter.com page (as shown in the second figure of Usability Issue #1.)
Recommendation
In order for this issue to be corrected, all that needs to be done is to universalize all pages related to customer assistance such as the FAQ and help pages.
Instead of sending the user to the webpage titled "Community", that looks completely different than the main Microcenter page, the developers should either change the look of the "Community" page to have it look more similar to the main Microcenter site or have all of the customer service and help pages located on the main Microcenter site.