A Digital Product Designer with experience in
UX Design, UI Design, and Web Design
Heuristic Evaluation
Type
Independent work
Lenght
2 weeks
Role
UX Design
UI Design
Platform
Presentation
Responsive Website
Problem Space
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The Anatomy of Therapy is an Enrol Hub designed to help individuals bid farewell to back pain and alleviate discomfort through a straightforward 10-minute daily exercise routine.
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The Influencer was running a digital campaign on Instagram to promote the "RIP Back Pain" program and encourage followers to enrol.
While a dedicated landing page for this initiative already existed, I wanted to perform an evaluation of the UX and UI of the webpage - as a design exercise - to identify strengths, weaknesses, and gather suggestions for enhancement.
Heuristic Evaluation
To explore a different approach, I opted to perform a Heuristic Evaluation on the existing landing page. The evaluation enabled me to pinpoint both the strengths and weaknesses of the webpage.
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A Heuristic Evaluation is a methodology employed by UX designers to assess a digital product against established usability principles, often referred to as heuristics. This approach, introduced by Jakob Nielsen, encompasses 10 usability principles.
Study results
Notable strengths include seamless navigation, real-world language usage, a logical order, and the provision of two payment options.
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On the other hand, identified weaknesses encompass the lack of a CTA in the initial screen, inconsistencies in colour and font usage, and an overall disparity between the appearance of the social campaign and the landing page.
Social campaign at the time (from @anatomyoftherapy Instagram):
Colours
Since the colours were so different between the social campaign and the landing page, I worked on creating a consistent colour palette.
Typography
I then did the same with the typography. I tried to identify the fonts used in the social campaign in order to create a consistent typography hierarchy for my new design.
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Overall, there are two fonts used in different weights: Montserrat and Open Sauce One.
Wireframes
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I started conceptualising the final design through sketching various ideas on paper.
I selected the most promising concepts in a final wireframe and translated it into a mid-fidelity prototype using Figma.
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In doing so, I addressed the highlighted issues identified during the heuristic evaluation, ensuring a more polished and user-friendly interface.
Hi-fidelity Design
For the new design, I tried to come up with a new landing page that closely mirrors the Instagram campaign, incorporating the same colours, fonts, imagery, and overall aesthetics.
Key takeaways
It was very interesting to be conducting a heuristic evaluation on a digital campaign's landing page for the first time.
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While the new design is a work in progress and could certainly be developed in many different ways, by adhering to the same colour palette, fonts, imagery, and language guidelines of a digital campaign, designers can explore diverse and creative ways to achieve a cohesive yet distinct online presence that resonates with the campaign's essence, improving brand reputation, conversions, and user-friendliness of the experience.