Heuristic evaluation & improving usability of giva’s product description
I was given the task to improve GIVA’s Product Description screen and exploring ways to enhance the experience of jewelry lovers. I set a deadline of 2 days for this.
Problem: During the heuristic evaluation of overall app, I noticed several issues that affect usability, and significantly increase cognitive load. The screen is packed with too much information presented all at once, which overwhelms users and makes it hard for them to focus or find what they need.
Goal: To reduce cognitive load on users and simplify the existing design of Product Description screen & suggesting 5 UI improvements, focusing on usability rather than a complete redesign.
Revamping Product Description screen: As a Product designer, the primary task of mine was revamp the product description, so let me walk you through it.
Header: This new minimal design simplifies the user experience by eliminating repetitive product names, reducing cognitive load, adding a share option, & that aligns with Hick’s Law, reducing decision time.
Offer card: The new offer card highlights essential details like extra savings, the most exclusive offer, the maximum discount, and credit/debit card offers in a separate section, presented in a minimal design. In contrast, the existing design displays all offers and discounts upfront, overwhelming users with excessive information and increasing cognitive load, making it harder to perceive the true value.
Reviews: The existing design overwhelms users with excessive information, diluting the value of reviews. The new card simplifies this by highlighting the total ratings and reviews, offering clarity and improving decision-making.
Similar items: The existing design confuses users with multiple CTAs and no clear entry point to view a product. The updated design resolves this by focusing on key information — like savings, low stock alerts, and special product details (e.g., nearby store availability or special editions) — creating a clear, engaging, and actionable experience.
New Add-on Solutions(Features):
Customer Questions: This feature works like a FAQ section where users can ask questions, but only GIVA jewelry experts or verified buyers can answer. It ensures reliable, relevant responses, tackling the pain point of trust and uncertainty when buying jewelry online. By limiting answers to knowledgeable sources, we provide users with trustworthy information.
Store locator: Living in Bangalore, there’s a GIVA store near my locality that sparked an idea. Why not add a ‘Store Locator’ feature? Jewelry shopping often comes with doubts — like how a ring fits, its design, or how it feels on the skin. A store visit can address these concerns. This feature aligns with Fitt’s Law, making it easier for users to find nearby stores and resolve their doubts, ultimately improving their confidence in the purchase.
Help & Contact: Just like in physical jewelry stores where experts guide buyers, online shoppers often face doubts. Adding a feature to directly contact an expert can bridge that gap, easing concerns before purchase. This aligns with Hick’s Law, which states that more options lead to longer decision-making. By providing direct expert assistance, we simplify choices and speed up the decision process, helping users feel more confident in their purchase.
Heuristic Evaluation: After conducting the heuristic evaluation, I’ve identified key insights regarding the overall app experience. I’ll walk you through the main issues:
1. Onboarding:
- Text & pagination is not clearly visible.
- After onboarding flow, users are asked to fill out so many fields, which makes them overwhelmed.
Solution:
2. Home:
Cluttered UI: A lot of things are happening, it is packed with lots of information which creates confusion, obstructs user’s action & acts as a friction in providing a good experience.
Multiple CTAs: Using multiple CTAs on a screen confuses users, increases decision time & increasing the cognitive load. It’s like a marketplace where every product screams, “Buy me!” — overwhelming and stressful.
3. Other:
Reviews: Users can only add reviews after purchasing the product, but here, it allows everyone to add their reviews.
Navigation & Hierarchy: When key elements like product names or discounts lack visual priority, users may struggle to scan efficiently, increasing cognitive load and risking overlooked details, trust issues, and conversion drop-offs.
Search: Visual search is missing, which is a helpful feature found in competitor shopping apps. It allows users to find products by uploading reference images, making it easier for those who can’t articulate what they’re looking for.
Content Repetition: Repetitive sections can dilute user engagement and make the experience feel monotonous. Users might overlook key updates or offers, assuming they’ve already seen them, leading to missed opportunities for interaction or conversion.
Thanks for reading, share your thoughts on my approach to this problem solving method.