PAWDEL INC.
PAWNEC
Heuristic Evaluation • Pet Technology • Mobile First
Revamped the user experience and interface design based on
Heuristic Evaluation, and user & stakeholder feedback
DISCLAIMER: Written in this article are from my perspective while working on the project and does not reflect the views of the company owning the product in any way. Some parts of the shopify page and web app had also been slightly altered for presentation purposes
Pawdel is one of the pioneering pet technology companies in the Philippines, boasting a user base not only in Manila, but also in the United States and Australia. Pawdel takes pride in its commitment to being a pet-first company, recognizing that pets are cherished family members for their owners.
I joined the team in May 2023 as a UX designer. The company's CEO, Arrian Lim, tasked me with evaluating their existing web app. I requested that he refrain from providing any explanations about the app to prevent bias and proceeded to conduct a heuristic evaluation.
What is Heuristic Evaluation?
A process in which expert UX designer analyze the usability of a digital product based on a set of guidelines.
There are various usability guidelines experts use, but for this project, I utilized Jakob Nielsen's 10 Usability Principles, which are grounded in an understanding of human behavior, psychology, and information processing.
Jakob Nielsen's
10 Usability Principles
• Visibility of system status
• Match between system and real world
• User control and freedom
• Consistency and standards
• Error prevention
• Recognition rather than recall
• Flexibility and efficiency of use
• Aesthetic and minimalist design
• Help users recognize, diagnose, and
recover from errors
• Help and documentation
The new UX & UI of Pawnec
Information architecture
One of the primary areas requiring improvement in the web app is its information architecture. Ensuring that users can readily access the information they need within the expected sections is critical.
Branding
Embracing "wabi-sabi"
A Japanese concept that motions us to constantly search for the beauty in imperfection and accept the more natural cycle of life.
This is what our CEO, Arrian, has been sharing when envisioning the design of Pawnec. Consequently, the branding direction involves the use of irregular and imperfect shapes.
MAIN LOGO
LOGO VARIATIONS
The entry point
[ Shopify page ]
Registered user view
[ Web application - Mobile first ]
Takeaway
Redesigning a digital product's user experience architecture and interface design can be costly for any business. It involves a significant investment of time, development effort, change management with existing users, and associated expenses. Therefore, it's crucial to approach redesigns in a systematic and objective manner.
There are several UX research methodologies available to help determine the need for a product revamp, including usability testing, surveys, and expert heuristic evaluations.
Whether the changes are extensive or minor, they should align with usability principles. One of the most widely recognized frameworks is Jakob Nielsen's 10 usability principles, but adjustments can be made based on specific business objectives.
Always keep in mind that any change should ultimately benefit both users, the business, and in this case... our most beloved pets 🐾