Petz heuristic analysis
Analyze heuristic made for e-commerce and Petz app
Service
UX
Client
Petz
Year
2022
Petz is the largest pet shop chain in Brazil and specializes in services and the sale of products for pets and exotic domesticated animals.
Its e-commerce stands out for its variety of products and subscription services.
In this article i will do a simple heuristic analysis using Nielsen's 10 Heuristics as a method and raising possible points for improvement of the e-commerce interface and the application.
heuristics
Metrics
Severity ratings can be used to allocate the most resources to fix the most serious issues, and can also provide a rough estimate of the need for additional usability efforts.
User task
We parameterize a common user task to perform the analysis, we look for critical points in the most important journey of the application, the purchase.
We separate the critical points of this journey and also look at its possible variants.
Graphic Compilation
Assessment
Home
7. Flexibility and efficiency
Criticality 1
A less experienced user might not recognize or know how to use this functionality with just the icon.
2. Correspondence between the system and the real world
Criticality 2
Signature icon does not represent signature it represents an exchange icon.
8. Aesthetics and minimalist design
Criticality 2
Banner texts are too small to read and only make banners more polluted.
7. Flexibility and efficiency
Criticality 1
The Pet commerce icon is not clear what it is about.
8. Aesthetics and minimalist design
Criticality 1
There are many options for banners, which hinders reading for users who are interested in this prominent area.
Conclusion
Analyzing Petz's conversion journey, it is possible to observe that there are few highly critical failures following the main heuristics that reflect good usability. A point to be highlighted is the fact that we did not find any heuristic #6 (Recognise instead of remembering), the user is always informed about what part of the journey he is on or are always showing the advantages that the store offers. From this, we can hypothesize that the excess of information is a possible cause of the highest number of occurrences: 8. Minimalist design aesthetics, it is important to consider that when we deliver all possible information to the user at once, we can lead to an opposite effect where the layout ends up becoming very polluted and disturbing the user's cognitive process.
Still noting the lack of items with criticality level #6 (Recognize instead of remembering), we affirm the team's work in the care of creating a fluid journey and without errors that prevent the user from completing the purchase, but even so, there are points to improvements that can undermine the user experience and even make other competitors stand out when we talk about the purchase journey both in the app and on the web.
As a conclusion of the analysis, we can say that Petz (both app and web) is a very solid e-commerce and offers the user a journey without major obstacles, it is necessary to maintain the solidity and quality of usability by applying a more minimalist design and focused on what the user needs.Offering a wide range of advantages and market differentials is a healthy way to guarantee your prominent place in this competitive market, and it is necessary to seek to present these advantages to the user in a more fluid way in the journey in a way that does not harm his cognitive .