✐ PROJECT SCOPE
✼ Context: Personal project (fictitious client – Action)
✼ Timeline: January 25
✼ My role: UX Researcher and Designer
✼ Methods: Heuristic evaluation, competitive analysis, usability testings and prototyping
✼ Tools: Figma | Miro | Microsoft Teams
Project Overview
This project focuses on conducting a heuristic evaluation of the Action app to identify potential user experience issues. Action is a Dutch international discount retail chain that offers low-cost non-food and select food products with long shelf lives. Operating in twelve countries—Netherlands, Belgium, Germany, France, Austria, Luxembourg, Poland, Czech Republic, Italy, Spain, Slovakia, and Portugal—Action has over 2,500 stores and provides employment for 70,000 people globally.
Problem statement
Identify and analyze the user experience challenges within the Action mobile application so the users can enjoy an enhanced experience.
Recommended solution
Through a usability evaluation based on Jakob Nielsen’s 10 usability heuristics, the proposed solution includes a minimalist homepage design, incorporating only essential features to ensure an intuitive user experience. Additionally, a progress bar is included to visually represent the application’s loading process.
Jakob Nielsen’s 10 usability heuristic
Current screens
Redesigned screens
