Unit – 7 ( Lect 2)

Heuristic Evaluation: Ten Commandments for

Helpful Expert Analysis
In 1990, web usability pioneers Jakob Nielsen and
Rolf Molich published the landmark article
“Improving a Human-Computer Dialogue”. It
contained a set of principles—or heuristics—
which industry specialists soon began to adopt to
assess interfaces in human-computer interaction.
A heuristic is a fast and practical way to solve
problems or make decisions.

In user experience (UX) design, professional

evaluators use heuristic evaluation to determine
a design’s/product’s usability systematically. As
experts, they go through a checklist of criteria to
find flaws that design teams overlook. The
Nielsen-Molich heuristics state that a system
should:
1.Keep users informed about its
status appropriately and promptly.
2.Show information in ways users
understand from how the real world operates,
and in the users’ language.
3.Offer users control and let them undo
errors easily.
4.Be consistent so users aren’t confused over
what different words, icons, etc. mean.
5.Prevent errors – a system should either avoid
conditions where errors arise or warn
users before they take risky actions (e.g., “Are
you sure you want to do this?” messages).
6.Have visible information, instructions,
etc. to let users recognize options,
actions, etc. instead of forcing them to rely on
memory.
7.Be flexible so experienced users find faster
ways to attain goals.
8.Have no clutter, containing only relevant
information for current tasks.
9.Provide plain-language help regarding
errors and solutions.
10. List concise steps in lean, searchable
documentation for overcoming problems.

Heuristic Evaluation: Pros and Cons

When you apply the Nielsen-Molich heuristics as
an expert, you have powerful tools to measure a
design’s usability. However, like any method,
there are pros and cons:
Pros of Heuristic Evaluation
 Heuristics can help highlight potential
usability issues early in the design process.
 It is a fast and inexpensive tool compared
with other methods involving real users.

Cons of Heuristic Evaluation

 Heuristic evaluation depends on the
knowledge and expertise of the evaluators.
Training the evaluators or hiring external
evaluators might increase the time and
money required for conducting the
evaluation.
 Heuristic evaluation is based
on assumptions about what “good”
usability is. As heuristics are based on
research, this is often true. However, the
evaluations are no substitute for testing with
real users. These are, as the name suggests,
only guidelines, and not rules that are set in
stone.
 Heuristic evaluation can end up giving false
alarms. In their article, “Usability
testing vs. heuristic evaluation: A head-to-
head comparison,” Robert Bailey, Robert
Allan and P. Raiello found that 43% of
'problems' identified by experimental
heuristic evaluations were not actually
problems. Furthermore, evaluators could only
identify 21% of genuine usability problems in
comparison with usability testing.
A vital point is that heuristic evaluation, however
helpful, is no substitute for usability testing.

How to Conduct a Heuristic Evaluation

To conduct a heuristic evaluation, you can follow
these steps:

1.Know what to test and how – Whether it’s

the entire product or one procedure, clearly
define the parameters of what to test and the
objective.
2.Know your users and have clear
definitions of the target audience’s
goals, contexts, etc. User personas can
help evaluators see things from the users’
perspectives.
3.Select 3–5 evaluators, ensuring their
expertise in usability and the relevant
industry.
4.Define the heuristics (around 5–10) – This
will depend on the nature of the
system/product/design. Consider
adopting/adapting the Nielsen-Molich
heuristics and/or using/defining others.
5.Brief evaluators on what to cover in a
selection of tasks, suggesting a scale of
severity codes (e.g., critical) to flag issues.
6.1st Walkthrough – Have evaluators use the
product freely so they can identify elements
to analyze.
7.2nd Walkthrough –
Evaluators scrutinize individual elements
 according to the heuristics. They also
examine how these fit into the overall design,
clearly recording all issues encountered.
8.Debrief evaluators in a session so they can
collate results for analysis and suggest fixes.

An example of heuristic evaluation is when

usability experts assess a website or application
against established usability principles, or
heuristics, to identify potential user experience
issues. For instance, experts might evaluate the
system's visibility of system status, user control,
and freedom or match between the system and
the real world. These evaluations help in
uncovering usability problems early in the design
process.

Importance of usability testing

What is Usability Testing?
Usability testing is the practice of testing how
easy a design is to use with a group of
representative users. It usually involves
observing users as they attempt to complete
tasks and can be done for different types of
designs. It is often conducted repeatedly, from
early development until a product’s release.

Usability Testing Leads to the Right Products

Through usability testing, you can find design
flaws you might otherwise overlook. When you
watch how test users behave while they try to
execute tasks, you’ll get vital insights into how
well your design/product works. Then, you can
leverage these insights to make improvements.
Whenever you run a usability test, your chief
objectives are to:

1) Determine whether testers can complete

tasks successfully and independently.

2) Assess their performance and mental

state as they try to complete tasks, to see how
well your design works.

3) See how much users enjoy using it.

4) Identify problems and their severity.

5) Find solutions.

While usability tests can help you create the right

products, they shouldn’t be the only tool in
your UX research toolbox. If you just focus on the
evaluation activity, you won’t improve
the usability overall.
There are different methods for usability testing.
Which one you choose depends on your product
and where you are in your design process.

Usability Testing is an Iterative Process

To make usability testing work best, you should:

1) Plan –

a. Define what you want to test. Ask yourself

questions about your design/product. What
aspect/s of it do you want to test? You can make
a hypothesis from each answer. With a clear
hypothesis, you’ll have the exact aspect you
want to test.

b. Decide how to conduct your test – e.g.,

remotely. Define the scope of what to test (e.g.,
navigation) and stick to it throughout the test.
When you test aspects individually, you’ll
eventually build a broader view of how well your
design works overall.

2) Set user tasks –

a. Prioritize the most important tasks to

meet objectives (e.g., complete checkout), no
more than 5 per participant. Allow a 60-minute
timeframe.

b. Clearly define tasks with realistic goals.

c. Create scenarios where users can try to

use the design naturally. That means you let
them get to grips with it on their own rather than
direct them with instructions.

3) Recruit testers – Know who your users are as

a target group. Use screening
questionnaires (e.g., Google Forms) to find
suitable candidates. You can advertise and
offer incentives. You can also find contacts
through community groups, etc. If you test
with only 5 users, you can still reveal 85% of core
issues.
4) Facilitate/Moderate testing –Set up testing
in a suitable environment. Observe and
interview users. Notice issues. See if users
fail to see things, go in the wrong direction or
misinterpret rules. When you record usability
sessions, you can more easily count the number
of times users become confused. Ask users
to think aloud and tell you how they feel as
they go through the test. From this, you can
check whether your designer’s mental model is
accurate: Does what you think users can do with
your design match what these test users show?

If you choose remote testing, you can

moderate via Google Hangouts, etc., or use
unmoderated testing. You can use this software
to carry out remote moderated and unmoderated
testing and have the benefit of tools such as
heatmaps.
Keep usability tests smooth by following these
guidelines.

1) Assess user behavior – Use these metrics:

Quantitative – time users take on a task,

success and failure rates, effort (how many clicks
users take, instances of confusion, etc.)

Qualitative – users’ stress responses (facial

reactions, body-language changes, squinting,
etc.), subjective satisfaction (which they give
through a post-test questionnaire)
and perceived level of effort/difficulty
2) Create a test report – Review video footage
and analyzed data. Clearly define design issues
and best practices. Involve the entire team.

Overall, you should test not your design’s

functionality, but users’ experience of it. Some
users may be too polite to be entirely honest
about problems. So, always examine all data
carefully.

Difference between UX design for Ios and Android

In the digital world, the comparison between iOS

and Android interfaces is a captivating topic for
many. As the dominant players in the mobile
market, each platform has distinct UX principles
and behavioral habits. Understanding these
differences is critical for designers aiming to
deliver an engaging and intuitive user
experience.

1. UX Principles: Apple’s Human Interface

Guidelines Vs. Google’s Material Design
Apple’s Human Interface Guidelines emphasize
simplicity, minimalism, and consistency,
prioritizing intuitive navigation. On the other
hand, Google’s Material Design guidelines
introduce flexibility, employing responsive
interactions and visually appealing interfaces.
2. Behavioral Habits: Aesthetics Vs. Customization
iOS users often value seamless integration and
aesthetics, while Android users prioritize
customization and control. This difference greatly
impacts how applications are designed and how
users interact with them.

3. Device Ecology: Consistency Vs. Diversity

The device ecology plays a pivotal role in UX.
Apple’s controlled ecosystem promotes
consistency, whereas Android’s varied device
landscape demands adaptable and versatile
designs.

4. Design Strategy: Platform-Specific or Unified?

Choosing a platform-specific design strategy can
maximize user engagement by leveraging unique
platform features. A unified approach, however,
seeks consistency across all platforms.

5. Navigation Patterns: In-App Navigation Vs. Back

Button
Android uses a universal back button for
navigation, while iOS relies on in-app navigation.
This fundamental difference impacts how users
move around within the application.
6. Icon Design: Detailed Vs. Abstract
iOS icons are usually more detailed and realistic,
while Android icons prefer a simpler, more
abstract design.

7. Typography: Consistency Vs. Variation

iOS leans toward consistent typography, while
Android offers more flexibility and variation.

8. UI Components: Tab Bar Vs. Navigation Drawer

Platform-specific UI components like iOS’s tab bar
and Android’s navigation drawer should be
utilized properly to enhance user familiarity and
experience.

9. Interaction and Feedback: Visual Cues Vs.

Haptic Feedback
iOS is known for using visual cues to signify
interaction, while Android frequently uses haptic
feedback to confirm user actions.

10. Buttons: Flat Vs. Raised

While iOS prefers flat buttons that blend with the
interface, Android utilizes raised buttons that
appear to float above the interface, promoting
interaction.
11. App Store Vs. Google Play Store
The App Store offers a curated experience, while
Google Play allows more flexibility and options for
developers and users.

12. App Icons: Grid Vs. Free Layout

iOS organizes apps into a strict grid, while
Android offers a more flexible layout that allows
widgets and varying icon sizes.

13. Home Button: Physical Vs. Virtual

iOS traditionally uses a physical home button,
whereas Android opts for a virtual one, affecting
the overall navigation experience.

14. Animations: Minimal Vs. Expressive

iOS animations are often subtle and smooth,
while Android offers more expressive and
elaborate animations.

15. Multitasking: App Switcher Vs. Split Screen

iOS uses an app switcher for multitasking,
whereas Android allows for split-screen
operations, providing a different user experience.
16. Control Center Vs. Quick Settings
iOS uses a Control Center for system controls and
shortcuts, while Android has a Quick Settings
menu in the notification shade.

17. Security: Strict Vs. Flexible

iOS has strict security guidelines, while Android
offers more flexibility with options like
sideloading apps.

18. App Development: Swift/Objective-C Vs.

Java/Kotlin
iOS apps are typically developed using Swift or
Objective-C, while Android applications are
created using Java or Kotlin.

19. Siri Vs. Google Assistant

The difference between Siri and Google Assistant
can also influence the user experience and how
users interact with their devices.

20. Gesture Controls

Both platforms utilize gesture controls, but the
implementation and user experience are often
different.
Product Design vs UI design

Product Designers
Product designers are responsible for the entire
process of creating a product, from the initial
concept to the final design. They have a broad
skill set that includes user research, prototyping,
and product strategy. Product designers often
work on cross-functional teams and collaborate
with stakeholders such as engineers and project
managers.
Product designers have a deep understanding of
the market, the users, and the business goals of
the product. They work closely with UX/UI
designers to create a seamless user experience
that aligns with the product's objectives. Product
designers focus on the big picture and ensure
that the product meets the needs of the users
and the business.
UX/UI Designers
UX/UI designers are responsible for the look and
feel of a product. They focus on creating a user
interface that is easy to use, visually appealing,
and engaging. UX/UI designers have a strong
understanding of user psychology and behavior
and are skilled at creating wireframes,
prototypes, and user flows.
UX/UI designers work closely with the product
designers to ensure that the user experience is
aligned with the product's objectives. They are
responsible for creating a visually appealing
design that is consistent with the brand and the
product's message. UX/UI designers also work on
usability testing to ensure that the product is
easy to use and navigate.

Differences between Product Designers and

UX/UI Designers
The primary difference between product
designers and UX/UI designers is their scope of
work. Product designers are responsible for the
overall product strategy and work closely with
stakeholders to ensure that the product meets
the needs of the users and the business. UX/UI
designers focus on the user interface and are
responsible for creating a design that is easy to
use and visually appealing.
Product designers have a broader skill set that
includes user research, prototyping, and product
strategy. UX/UI designers have a more
specialized skill set that includes visual design,
user psychology, and interaction design.
Another difference between product designers
and UX/UI designers is the stage of the product
development process in which they work. Product
designers are involved in the entire product
development process, from concept to launch.
UX/UI designers are typically involved in the later
stages of the product development process, once
the product concept has been defined.
Conclusion
Product designers and UX/UI designers have
distinct roles and responsibilities in the creation
of digital products. Product designers are
responsible for the overall product strategy, while
UX/UI designers focus on creating a user
interface that is easy to use and visually
appealing. Both roles are essential for creating
successful digital products that meet the needs
of the users and the business.

2. What is a product designer?

Fun fact: as product design derives from

industrial design, product design has been
around for quite a while longer than UX design.
Despite this, the anatomy of a product designer
remains elusive to many — sometimes including
product designers themselves.

A product designer’s role is largely quite flexible,

and can be likened to that of a full-stack
designer; a multidisciplinary ‘jack of all trades’
designer who does UX, UI, coding, project
management and (perhaps most importantly)
problem-solving. In short, a product designer
designs solutions to the problems that might
arise during the initial process.

In order to solve these problems, product

designers will assemble teams to facilitate
solutions, create multiple test plans, produce
wireframes and go through rounds of A/B
testing. A product designer will also support the
developers through the launch process, as well
as working alongside the marketing teams to
ensure synergy between the brand and the
product.

They are, in short, the guardians of the product:

ensuring it’s the most relevant, cost-effective and
functional product it can be and that all the
stakeholders are happy.
3. What are the similarities?

From the above definitions, you may have

already noticed some obvious similarities
between the two roles. For starters, both
designers will go through the design thinking
process and maintain a human-centered
approach when it comes to design. Both have a
market research aspect to their job (although
naturally, the UX designer will delve deeper into
user testing).

Alongside these overlapping traits, it’s not

uncommon for both UX designers and product
designers to use the same tools during
the design process. Wireframing tools like
Balsamiq and Figma are commonly used by both
designers, as well as user mapping software like
Lucid Chart and Overflow.
In fact, product designers and UX designers
basically use the same tools, with a few
exceptions!
4. What are the differences?

Despite these similarities, UX designers and

product designers have a fair few differences in
their job specs. One of the best ways to
distinguish between these two roles is to look at
the questions they ask.

A UXer might ask: “Is this product easy to use?”

But a product designer would ask, “Does this
product make sense in the current economy?”

In UX, you’d ask, “How do I make my design

user-friendly?” In product design, you’d ask,
“How do I make my design cost-effective?”

From the differences in these questions, you can

gauge that the two designers have different
priorities. In UX, the priority is usability. In
product design, it’s the process, business, cost,
and brand. A UX designer will identify the
problems, and a product designer will propose
solutions.

The general consensus is that compared to UX

or UI designers, product designers have a wider
range of skills, and therefore a wider range of
responsibilities within the project. This is
generally reflected in the salary, with product
designers often getting paid more due to higher
demand.

The average salary for a product designer in

the U.S. is $120,661; the average salary for a
UX designer is typically lower than this. Of
course, this is all relative—it depends on the
company, and the scale of the project!

Below is a product designer job description

[courtesy of indeed.com]

And below is a UX design job

description [courtesy of indeed.com]
Despite the fact that both jobs require a high
level of design skill, we can see that there is a
higher level of decision-making and business
acumen required in the product designer job
spec, whereas the UX design job spec involves
more specific design responsibilities including
research and wireframes.
5. What skills does a UX designer need?

When researching UX design roles on Indeed and

Glassdoor, we found that common requirements
include:

 Strong understanding of the UX design

process
 Proficiency in industry-standard design and
prototyping tools such as Figma
 Experience in planning and conducting user
research and competitor analysis
 The ability to interpret data and qualitative
feedback
 Experience in creating user
stories, personas, and storyboards
 Determine information architecture and
create sitemaps
 Prototyping and wireframing skills
 Understanding of interaction design
principles
 Understanding of business metrics and the
ability to translate company goals and
objectives into digital experiences