Kijiji

Heuristic Evaluation

This project involves a thorough analysis of the Kijiji platform, a prominent online marketplace. It centers around a specific task where a user intends to adopt or buy a cat. In our role as Usability Analysts, my team and I conducted a heuristic evaluation using Nielsen Norman Group's 10 Usability heuristics as a guide.

UX Designer UX Researcher

User Research Heuristic evaluation Assessing usability Design improvements

Objective

  • Conduct a detailed and precise analysis of user interactions within a specific task flow

  • Systematically assessed how well Kijiji adheres to usability heuristics, assigning severity ratings to identified issues related to the cat adoption/buying process

Goal Setting

  • Design and recommend improvements based on our findings to enhance the overall user experience for users looking to adopt or buy a cat.

  • Find solutions for stakeholders and propose enhancements that optimize the user-friendly cat adoption/buying journey

Nielsen usability heuristics framework

Rating Scale

0: I don’t agree that this is a usability problem at all

1: Cosmetic problem

2: Minor usability problem

3: Major usability problem

4: Usability catastrophe

Research Process

About Kijiji:

  • Canadian online classified advertising website

  • Founded in February 2005 as an eBay subsidiary

  • Became part of eBay Classifieds Group in 2007

Kijiji Highlights:

  • Serves cities and urban regions

  • Facilitates local ad postings

  • Presence in 100+ Canadian cities

  • The leading online classifieds service in Canada

  • A comparable platform to websites such as Craigslist that competes effectively in the country.

Usability Issues Based On Heuristic Evaluation

1-Flexibility & Efficiency of Use

When users select “Pet,” a non-responsive image of a puppy appears, causing confusion. Users face challenges in locating the “Cats for Rehoming” option

Recommendation

Refine the category selection within “Pet” and use relevant images to assist users in finding the pet they are looking for.

2-Aesthetic & Minimalist Design

1- A cluttered homepage with insufficient supporting images. The page is overloaded with information, including advertisements and promotional banners, which affect the signal-to-noise ratio and cause confusion.

2- The lack of a clear visual hierarchy and relevant imagery results in ineffective communication, making it challenging for users to find information.

Recommendation

Filling out empty spaces, prioritizing relevant content, and minimizing unnecessary elements like advertisements and promotional banners.

Implement a clear visual hierarchy with relevant signs, arrangements, and imagery.

3-Help Users Recognize, Diagnose & Recover from Errors

In the “No Results” box, users are presented with suggestions to “Broaden Your Category” or “Expand Search Location.” It lacks a feature that allows users to remove filters directly from the error message, leading to inefficient error recovery.

Recommendation

Integrate a user-friendly error recovery mechanism, allowing users to efficiently remove filters directly from the “No Results” box.

4-Proper Guidance & Documentation

1- Users may have questions and concerns about the process, requirements, and reputable cat sellers. However, the Kijiji website lacks adequate information and guidance to address these queries.

2- The absence of a chatbot or live assistance

Recommendation

Developing and providing additional information and guidance for users interested in purchasing kittens.

Integrate a chatbot or live assistance feature to offer real-time support

Prioritization Matrix

Usability Problems:

  • Users are presented with related postings in the list.

  • The exit option in the enlarged view of the image is not visible enough.

  • The navigation bar, showing the current location, disappears when a certain category is selected.

  • The messaging feature currently does not provide a confirmation dialogue before committing to send.

  • The search bar does not show past/recent searches.

Revised Task Flow

Sketching Solutions

Our team devised preliminary solutions to tackle the identified issues on the Kijiji website, originating from our heuristic evaluation. This approach ensures a proactive stance towards improving user experience and usability.

Design Improvements Based on Usability Assessment

Recognition Rather Than Recall

Solution

  • Facilitating access to recently visited pages and recent searches enhances user experience.

  • Critical information, including field labels, menu items, and the landing page, should be readily visible or easily accessible when needed.

Redesigned Page

Flexibility & Efficiency of Use

Solution

  • Improve user-friendliness by refining the category selection within the 'Pet' section. Incorporate relevant images and elements to assist users in easily finding the specific pet they are looking for.

Redesigned Page

Aesthetic & Minimalist Design

Solution

  • Eliminated unnecessary blank gaps to enhance visual appeal.

  • Prioritized relevant content and reduced unnecessary elements like advertisements and promotional banners, ensuring that the homepage supports the primary user task effectively.

Redesigned Page

Key Learnings

  • Users may resist drastic changes, and incremental updates might be more well-received.

  • Setting goals and manageable timelines will help avoid delays and ensure a smooth (re)design process.

  • Aligning the goals and efforts of users and business goals is essential for a more cohesive and successful redesign.

Next Steps

  • Conduct usability testing with real users to gather feedback on the redesigned product and task flow.

  • Use data insights to inform further refinements and enhancements.