Gemini Heuristic Evaluation (walking through the whole experience)

Because there are multiple sections in Gemini, I decided that, rather than listing the principles out, it would be better to express what I understood, felt, and learned and from the interfaces as I walk through the whole experience.

1. Overview Page

How did I understand Gemini from this page?

  • Connecting other businesses and Yahoo users
  • ex) Yahoo user, interested in cars → Yahoo → Ads → Search Results
  • Guides the business to the appropriate target audience
  • Tracks customer’s behaviors (change their business strategy, invest more on the customers who already visited their sites)
  • Leads customers to purchase items, or download apps

When I first opened the page, the page looked a bit crowded because it is text-heavy. So I expanded the window sideways, which helped me to read the text boxes, but made the shorter descriptions harder to read because they stretched out too much — the structure didn’t seem intentional.

The next thing I tried to do was signing up for Gemini.

It was pretty easy to find the Sign-up buttons because of the bright color choice, and because there were three of them.

The top one popped up as the left one disappeared from the screen. The sign up button was on the top most of the time, so I already knew that it was there and I didn’t have to look for it. I did feel somewhat overwhelmed by the sign-up buttons, but I also felt the strong urge to sign up.

Multiple sign up buttons

2. The Welcoming page

When I logged in to get to this page, it felt better because they the options were divided into three different columns, and each option was very straight forward and easy to follow. They were all centralized in one place, which made it more comfortable to look through the options. The icons made them even easier to understand at a glance.

System Feedback: The feedback was very visible. The zoom in effect and the colored indication on the top made it clear which box I was hovering over. I felt like it could be a bit more subtle, because when it popped up, it felt like I could click on anywhere in the box as the attention was fully on the box itself, but then realized I couldn’t.

I also realized that there were two different categories in the options: ‘Add a new campaign’ and ‘Import files’.

However, the importing options were split up from each other, which lead my eyes move in this order:

and it made me curious how it would look if the order was re-arranged depending on the category.

I understood that it was designed so that the ‘create’ option is in the middle because that is the option that most of the people look for, but because of the higher opacity of the background, and the different colored button, the create option was still seemed noticeable.

3. Forums

The forums were very easy to follow, even for me, who didn’t have professional knowledge in the digital marketing industry. While I was creating the ad, I did wish to see where exactly my ad would end up on the screen.

Because there is a lot of data required to use the platform, the platform is highly error-prone. However, those errors were also easily notified, and were easily fixed because I was able to learn what went wrong and what I had to fix.


Generally, the style of the forum was consistent. However, I noticed that there were just a few parts that were inconsistent:

System Feedback:

Going through the list and being able to select the ‘interests’ made the task a lot easier than typing them in because I didn’t have to think about and pull out the appropriate options on top of my head. Although, I wished that there was a bit of feedback when the items were added since there were a lot of listings in this section.

The menu bar on the side was very intuitive. It was clear which choices were selectable, which page I was working on, and which forums are already completed.

4. Managing Ads

The managing ads section was pretty straight forward, since the data was well organized.

But, when I clicked on ‘tp’ which is my campaign name, I took a bit of time figuring out what happened.

A page with a list of all the campaigns.
The page I was lead to by clicking on my campaign.

I understood that adgroups were in campaigns. (Campaign > Adgroups > Ads > Keywords, negative keywords, Ad extensions, etc.)

What made me confused was that the word ‘campaign’ disappeared from the tabs, which made me think about where I was in the chain, and I had to look for a way to go back to the ‘campaign’ page.

Also, for my case, I haven’t entered my billing information because I wanted to make sure all the campaigns were perfect before possibly paying for the service. Therefore, the notification on the page was covering the navigation bar (campaign > adgroups > ads> …) at the top that informed which section of the chain I was on.

5. Reporting Page

While I was creating a new report, I ran into an ergonomic problem. The items in the selected columns (on the right) were easy to drag & move around (the icons were helpful). However, because there is no visual feedback on which items were selected and moved, I had to move my eyes around a lot in order to make sure the correct item was being moved.

6. Final thoughts

I believe that the experience for the forum would improve much more with more visual feedback. However, the experience as a whole was easy to follow, simple, and intuitive.

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