Heuristic evaluation of Ebay website

This report presents the results of a heuristic evaluation conducted for the website Ebay to identify usability issues and provide recommendations for improving the usability quality of the website. The evaluation identified issues related to visibility of system status, consistency and standards, error prevention, recognition rather than recall, flexibility and efficiency of use, and help and documentation. Recommendations have been provided for each issue identified.

Heuristic evaluation of Ebay website
ABSTRACT
The concept of usability has an essential role in the design
of the interactive system. A heuristic evaluation has been
conducted for the website Ebay. The evaluation has helped
in identifying various issues of the website with regards to
the usability aspects. In this report, recommendations have
also been provided for improving the usability issue for the
website and enhance the usability quality of the website as
well.
Author Keywords
Interface evaluation; think-aloud; usability evaluation;
further education;
ACM Classification Keywords
H.5.2. Information interfaces and presentation: User
Interfaces – Evaluation/methodology, Interaction styles,
Screen design, User-centered design;
1. INTRODUCTION
Ebay, a popular website for fashion and design, offers
collaborative platform for users and art enthusiastic. It
offers the user the opportunity to access art and design
creation of prominent users. It also allows new users to
showcase their innovative works of art and design to the
world through the website and the service is totally free. So
in simple terms, it offers an exceptional platform for users
and fashion lovers to create, innovate and collaborate for
enhancing the culture of art and fashion.
2. BACKGROUND
Although Ebay is a feature packed and popular website in
in its category, it does not implies that the website design is
complete perfect and there is no evaluation issue. Hence in
order to identify the usability issues of the website, a
heuristics evaluation is performed as part of the usability
evaluation process to identify the issues and provide the
recommendations for improving the features of the website.
3. LITERATURE REVIEW
According to ISO 9421-11, the standard explanation of
usability is:
‘Usability is effectiveness, efficiency, and satisfaction with
which specified users achieve specified goals in particular
environments’.
In various HCI literature, the definition and context of
usability has been significantly varied according to the
author perspectives [1]. According to Chan (2014), when
usability is described in the web context it implies ‘how
well and how easily a user, without formal training, can
interact with an information system of a website’.
Among various evaluation methods, the selection should be
based on the requirements and objectives [3].
Heuristic evaluation is an exceptional evaluation method as
it is simple, easy to execute and also time efficient along
with less cost for evaluation [4].
While there are various option available while choice is
being made for evaluation method [5]. However it should
be noted that it does not matter what evaluation method is
considered, integrating user feedback with the evaluation
process is important and it should be considered for every
evaluation method. If user feedback is not considered, it is
not possible to analyze the system from the user point of
view which is an important feature for evaluating the
usability of any interactive system [6]. Hence user feedback
must be considered for the evaluation process which makes
the overall process effective and efficient as well.
Once the evaluation method is identified, user feedback
needs to be considered as it play and important role in the
evaluation process [7]. Without proper assessment of the
user feedback it is not possible to execute the evaluation
process from the user point of view which is an important
consideration for the usability evaluation of the website [8].
4. EVALUATION METHODOLOGY
4.1. Selection of usability evaluation method
The usability evaluation method (UEM) that is chosen for
this report is the heuristic evaluation due to the following
reasons:
 UEM is very popular, common and simple
 Easy to execute (Chan 2014).
 Simple heuristic principles, and effective
evaluation (Dan 2015).
 It is cost effective too.
4.2. Evaluation design
The design of the evaluation discussed in this report is
constructed on the following aspects:
 At first, ten heuristics provided by Neilsen is
properly identified and those heuristics are then
considered for the evaluation of the website.
 Then each one of the identified principles that
have been recommended by the Nielson heuristic
evaluation has been compared with the various
features and characteristics exhibited by the
website offers. Here a formal investigation has
been conducted for an initial overview on the
website.
 The participants, invited from the computer and
information background has been asked to review
the questionnaires provided to them. Total 8
participants were invited for the evaluation.

 The response that the participants provided are
then reviewed and compared with the findings
obtained from the initial investigation.
5. EVALUATION RESULT
In this section the application as well as the result obtained
from the evaluation methodology is documented.
Principle 1: Visibility of System Status
This principle has not been followed properly
 In the main menu Search icon not highlighted (Fig
1).
 Overview of the system status not clear either
affecting the visibility of the system status.
Principle 2: Match between System and the Real World
This principle is properly followed. No features identified
as such during the evaluation that violates this principle.
Principle 3: User Control and Freedom
No features identified as such during the evaluation that
violates this principle. Hence not listed in this context.
Principle 4: Consistency and Standards
In the activity page, the products shown through cards does
not have same height. Hence cards are not properly aligned
(Fig 2). This creates issues for the viewers.
Hence this principle has been violated.
Principle 5: Error Prevention
When someone upload a cover picture, it should show type
of errors might occur (Fig 3). As proper information is not
provided, it does not assist in error prevention.
Hence this principle is violated.
Principle 6: Recognition Rather Than Recall
This principle is not followed properly.
Username and password field is not retained after typing is
started (Fig 3 & Fig 4). Hence it requires users to recall
those fields rather than recognition.
Principle 7: Flexibility and Efficiency of Use
Products title and description text properly showcased (Fig
5). The size of the text box however should be increased for
increasing clarity and improving usability aspect of the
website.
Hence this principle is violated.
Principle 8: Aesthetic and Minimalist Design
This guideline is followed as well. The design that the
website offers is very neat, clean and appealing to the users
(Fig 6). Hence this principle has been followed.
Principle 9: Help Users Recognize, Diagnose, and
Recover From Errors
When a user update product cart, it does not provide any
specific explanation if error occurs while uploading the
picture (Fig 7). Hence this principle has been violated.
Principle 10: Help and Documentation
In the website no dedicated help section has been integrated
with the website and detailed documentation has not been
provided either (Fig 8). Hence it often affects the
interaction with website, especially for new users due to
lack of guidance from the website. Hence this principle has
been violated.

Probl
em
found
(write
a
single
proble
m in
the
space)
Heuri
stic(s)
violat
ed
Where it was
violated
How was
it found
Sev
erit
y
Rat
ing
Task
Loc
atio
n
The
labels
assign
ed for
Usern
ame
and
passw
ord is
not
retaine
d
when
typing
is
started
Reco
gnitio
n
rathe
r
than
recall
Naviga
ting the
websit
e
sign
in
page
Scanni
ng for
proble
ms
2
Unders
tanding
the
content
System
atically
searchi
ng for
proble
ms
Searchi
ng
Trying
to
force
errors
Enterin
g data
Follow
ing
users
task
Incons
istenc
y in
produc
ts
activiti
es
Align
ment
of the
project
,
project
s are
not
catego
rized
and
incons
istent
project
s
activit
y
sectio
n in
the
websit
e
Consi
stenc
y and
Stand
ards.
Help
Effici
ency
Naviga
ting the
websit
e
Acti
vity
page
of
the
web
site
Scanni
ng for
proble
ms
3
Unders
tanding
the
content
System
atically
searchi
ng for
proble
ms
Searchi
ng
Trying
to
force
errors
Enterin
g data
Follow
ing
users
task
Effici
ency
Naviga
ting the
websit
e
Scanni
ng for
proble
ms
System
Problem found
(write a single
problem in the
space)
Heuristic(s)
violated
Where it was violated
How was it found Severity
RatingTask Location
The labels
assigned for
Username and
password is not
retained when
typing is started
Recognition
rather than
recall
Navigating the
website
sign in page
Scanning for
problems
2
Understanding the
content
Systematically
searching for
problems
Searching Trying to force
errors
Entering data Following users
task
Inconsistency in
products
activities
Alignment of the
project, projects
are not
categorized and
inconsistent
projects activity
section in the
website
Consistency
and Standards.
Help
Efficiency
Navigating the
website
Activity
page of the
website
Scanning for
problems
3
Understanding the
content
Systematically
searching for
problems
Searching Trying to force
errors
Entering data Following users
task
Search option is
not consistent
Efficiency
Visibility of
System Status
Flexibility of
use
Navigating the
website
Searching
page of the
website
Scanning for
problems
2
Understanding the
content
Systematically
searching for
problems
Searching Trying to force
errors
Entering data Following users
task

Problem
found
(write a
single
problem
in the
space)
Heuristic(s)
violated
Where it was violated
How was it found Severity
RatingTask Location
Uploading
products is
not
effective
Error
Prevention
Recognition
Flexibility
and
efficiency of
use
Navigating the
website
Products
uploading
page
Scanning for
problems
4
Understanding
the content
Systematically
searching for
problems
Searching Trying to force
errors
Entering data Following
users task
Viewing
of
products is
not proper
Flexibility
and
efficiency of
use
Help
Navigating the
website
Products
viewing
page
Scanning for
problems
3
Understanding
the content
Systematically
searching for
problems
Searching Trying to force
errors
Entering data Following
users task
replying to
comment
is not
consistent
Visibility of
system
status
Flexibility
and
efficiency of
use
Navigating the
website
Comment
page of
the
website
Scanning for
problems
3
Understanding
the content
Systematically
searching for
problems
Searching Trying to force
errors
Entering data Following
users task

Fig 1: search icon is not clear
Fig 2: no watch later option of Ebay

Fig 3: updating product cart in the website
Fig 4: login in the website

Fig 5: text box does not fully display the information typed. Only two lines at a time.

Fig 6: new minimalistic design of Ebay

Fig 7: error is shown only after products are added in the cart

Fig 8: no help section is identified in the website main page

RECOMMENDATION
In the evaluation, the website has been identified not to
follow the recommended various heuristics in various
contexts and hence in this section some recommendations
have been provided for improvement:
Issues Recommendation for
improvement
Username and password
field is not visible right
after the typing is started.
Labels need to visible
throughout the typing
duration and needs to be
placed on top of the
username and password
field.
Products activity section
ambiguous, confusing as
well and some
notifications do not have
proper explanation.
Proper explanation needs
to be provided for each
icon and notification while
accessing it.
Search redirected to
another page where shown
products differs from the
initial activity page.
The products that is shown
in the search page should
be displayed in the activity
page as well.
Search icon not
highlighted in the main
menu.
Search icon needs to be
highlighted or header
needs to be provided for
the page.
Not proper information
missing regarding product
description that is allowed
to be added to the cart
Resolution allowed for the
uploading of the cover
picture needs to be
specified for avoiding
error.
Products title, description
text not properly
displayed.
The size associated with
the text box needs to be
increased. It would help in
visualizing the title and
description of the products
with much more clarity.
View later option not
embedded in the project.
View later option needs to
be provided so that
consistency in the work is
maintained.
Selection indicator is not
provided in the drop down
while typing usernames.
Selection indicator
associated with the arrow
keys needs to be provided.
CONCLUSION
While the website offers various features and very popular,
but it does not have completely performed well in this
evaluation. In various contexts, several features of the
website has not complied with the recommend principles of
the heuristic evaluation. Hence improvement is needed in
these aspects for which recommendations have been
provided as well.
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