Namrata Adsul
Heuristic Evaluation
For our heuristic evaluation project, my partner and I analyzed the Pizza Nova app to assess its usability and identify areas for improvement. We chose Pizza Nova as it allowed us to explore a wider range of usability principles, leading to a more comprehensive evaluation. Together, we examined key heuristics such as consistency, error prevention, and efficiency, providing recommendations to enhance the overall user experience.
Problem Space
Users express extreme dissatisfaction due to a frustrating order placement process, often leading them to abandon their purchase entirely. This breakdown in the user journey not only results in lost sales but also negatively impacts customer retention and brand perception. As users opt to discontinue their engagement, the business experiences a direct hit to revenue and potential long-term loyalty. Addressing these pain points is crucial to improving user satisfaction, reducing drop-off rates, and ultimately driving business growth.
Evaluation of current user flow and Implementation analysis
I analyzed the current user flow against heuristic principles, assigning intensity scores to prioritize issues based on their impact on the business. This helped assess the importance of implementing changes by weighing the cost of fixes against the potential benefits to users and overall revenue generation.
Heuristic Principle 1 - Visibility of system status​​
The lack of status updates in the ordering process disrupts the user journey, creating uncertainty and making it harder to track progress, leading to frustration, decreased trust, and a poor experience.
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Revised User Flow
Progress indicator for users to track their journey-​
Clarity and transparency will ensure users understand the process, reducing confusion and enhancing confidence.
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Heuristic Principle 8 - Aesthetic and minimalistic design​
The sauce and sauce options are repetitive categories, and combining them into one section would streamline the interface. Consolidating all options onto a single screen, rather than spreading them across multiple pages, would create a more aesthetic and minimalistic experience.
Revised User Flow
​Drop-down menus on the same screen for selection-
Drop-down menus will let users swiftly navigate the app, saving time and reducing frustration.
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Heuristic Principle 2 - Match between the system and the real world/other apps​​
​The sign-in and sign-up process currently offers only one option, limiting user flexibility. Additionally, the lock, email, and add-to-cart icons appear outdated and do not align with modern UI trends, impacting the overall visual appeal and usability.
Revised User Flow
​Offering multiple sign-in options similar to other apps to reduce effort-​
Simplifying sign-in boosts user retention by reducing app abandonment.
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Familiar icons and CTAs similar to other apps in the market-​
Familiar icons enhance predictability, allowing users to anticipate functions and complete tasks with minimal instruction.​
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Heuristic Principle 5 - Error prevention​
There is unclear error prevention while typing or telling the user what is a valid or accepted response during the payment process.​
Revised User Flow
​Asterisk marked error prevention messages while the user inputs details-​
Errors are minimised as the asterisks guide users on required fields, while immediate feedback allows for on-the-spot corrections.
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Heuristic Principle 4 - Consistency and standards​
​The placement of CTA buttons is inconsistent across all screens, creating a disjointed user experience. Also, the money value shifts between screens, affecting readability and clarity. The positioning of the ‘Done’ and ‘Add to Cart’ buttons is also irregular, which may lead to confusion and inefficiency in user interactions.
Revised User Flow​
​Aligned placement and design of CTA buttons and layouts + A uniform design that looks more polished and professional-​
When CTAs are consistently designed and placed, users' attention is directed to the intended actions.
Current User Flow v/s Proposed User Flow
With our redesigned user flow, we have successfully reduced the time taken for users to order a pizza by 75%. By streamlining the process, minimizing unnecessary steps, and enhancing navigation, users can now complete their orders significantly faster and with fewer frustrations. This improvement is also evident in the updated user flow below, which reflects a more intuitive and efficient ordering experience, reducing drop-off rates and increasing overall satisfaction.
