Heuristic Evaluation: California Sportscards
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DescriptionHeuristic Violated
Severity (1 - 4)
Recommendation/Comment
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Site Navigation
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The Global Navigation items (Home, Location, About Us, Location & Contact Us) do not adhere to current heuristic practices and can be consolidated and reoganized more efficientlyEfficiency3Conduct rounds of card sorting to improve the IA of the global navigation items.
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The Primary Navigation items (My Account, Wishlist, Cart Contents, Checkout) do not adhere to current heuristic practices and can be consolidated and reoganized more efficientlyEfficiency3Conduct rounds of card sorting to improve the IA of the top navigation items.
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While it is offered within the Primary Navigation, clicking the Wishlist feature only yields a webpage that says "Coming Soon..."Satisfaction2Either build the feature, which may be categorized under "My Account" and/or remove the option from the Primary Navigation.
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Login and My Account are redundant, in that they both lead to the same sign-in page; Checkout also leads to the same page if the user is not signed in to an accountEfficiency2All items relating to the User Account can be labeled under one item, ("My Account," for instance), which should be validated via card sorting.
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There is no Shopping Cart icon, and the visiblity of the cart contents, as well as the redundancy of other navigation items, is not as readily obvious to the user
Memorability, Efficiency
1Include a standard shopping cart icon in the navigation, which can also display the number of items in the cart when items are added (as per current industry standards).
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While offering a potentially efficient and effective shortcut for users, the Quick Card Finder, which is ultimately just a search bar, is not placed in an obvious place - it is on the left side of the page, above the tertiary navigation, as opposed to the top of the page
Memorability, Efficiency
1Redesign the page header to include space for a search bar, as per current industry standards.
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The Tertiary (Side) Navigation is a list of category pages, arranged in (assumedly) order of importance/popularity; a user must click into a series of category pages to find items, which makes browsing items potentially difficult and convoluted
Efficiency, Satisfaction
3Design and utilize a faceted navigation system to allow users to search and browse items without having to click into and out of multiple pages.
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There is a second Tertiary (Side) Navigation under the product categories one that contains more general items, such as an FAQ page and Location; some of these items are redundant from the global nav, and others are notEfficiency2Restructuring the IA via card sorting should help to consolidate and regroup these items more efficiently, thus eliminating the need for this separate navigation side bar.
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The Advanced Search feature, while potentially helpful for locating items, contains several very long and inefficient dropdowns which take a long time to scan through, thus reducing efficiency of the tool
Efficiency, Learnability
3A faceted navigation, if designed effectively, may eliminate the need for an Advanced Search tool altogether.
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The overall appearance of the Page Header is very outdated and the images are slightly blurred or pixelated.Satisfaction1Update and redesign the site header to look more modern while still reflecting the old-timey brand of the store.
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Home Page
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The content of the home page is largely made up of a letter from the owners, in spite of the fact that there is a separate section about the store's history.
Efficiency, Satisfaction
3Being that this is an e-commerce website, there should be products on display from the first view of the home page. Replace the letter with product carousels to excite the users about the vast array of products the store has to offer.
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There is only one Featured Product on the site, which is located off to the far right hand side of the page.
Efficiency, Satisfaction
2Include a Featured Products carousel or section prominently, and update the products offered frequently.
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Product Category Pages
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If a user has clicked an item from the tertiary navigation, it leads to a Product Category page that allows the user to click further into subcategories.Efficiency3By forcing the user to click into and out of series of pages, the system adds additional unnecessary steps to the process of browsing products. A faceted navigation may eliminate the need for these category pages altogether.
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Product Result Pages
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The Results that are yielded when a user has clicked into a sub-category page is a page of results that is not displayed on a gridded system or sortable.
Efficiency, Satisfaction
2Again, faceted navigation may mitigate the need for this additional step altogether.
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Product Details Pages
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Product Details often do not contain photos of the product; they contain either an icon or a stock photo, in many cases.Satisfaction2Display a photograph of the product, whenever possible.
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There is a Chart that is potentially confusing and visually displeasing that shows the various conditions and prices of the product available. Satisfaction1Let the faceted navigation filter display the results, conditions, and price ranges offered.
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Checkout
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If the user wants to add an item to the cart and Continue Shopping, the system brings the user to the Advanced Search feature rather than the last page visited.
Efficiency, Satisfaction
3Allow the user the option to add an item to the cart without leaving the current page, or modify the cart by clicking into it separately.
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After having entered all the shipping and payment information, there is an error message prompting the user to call the store directly or use a money order to complete the transaction because the system does not accept credit cards. Error Management4As this is an e-commerce site, the ability to pay with a credit card is crucial, and no transaction can be completed by the site without reconciling this issue. The backend must support a credit card system, so the owners might consider utilizing an API or third party service to manage their online transactions, in addition to using services like PayPal or Venmo.
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