To start, I led a team of 3 usability experts in performing a Heuristic Evaluation (Expert Review) based on the industry-wide standard, Jakob Nielsen’s 10 Usability Heuristics for Interface Design.
The evaluation was an inspection of the Honda website and our goal was to identify any violations of the 10 Heuristics.
We identified 6 positives and 10 negatives.
The Cognitive Walkthrough Full Method (Lewis, Polson, Wharton and Rieman, 1990) is a usability inspection method that focuses on evaluating a design for ease of learning, particularly by exploration.
The purpose of this walkthrough was to analyze the usability and flow of the Build & Price task.
The action sequence for our core task:
- Find "Shopping Tools" in menu
- Select "Build & Price"
- Select the vehicle model
- Customize a vehicle
- Click "View Build Summary"
Through this evaluation, I identified 2 minor issues on Step 4: customize a vehicle.
To further understand how Honda competes in the market, I performed competitive research to review similar brands within the automotive industry. The goal was to identify any opportunities or gaps.
Adopted from Jaime Levy book UX Strategy, I conducted competitive research and analysis by evaluating Honda’s direct competitors (Toyota, Nissan), indirect competitor (the popular ridesharing app Lyft), and looked at several influencers (BMW, Tesla, Nike). This analysis shows how other players in the market performed based on a series of predetermined attributes.