Evaluating the usability of a digital product.
APP REDESIGN & HEURISTIC EVALUATION

Evaluated the usability of Poshmark’s social marketplace app & its sign-up process.

Expressed usability assessment findings through industry techniques including visual comparison, labeling, clear & concise language, and logical justification.


 

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PROJECT OVERVIEW
The Kick-Off

Project type:

Timeline:

Role:

Tools:

Academic 

2 Weeks

UX Researcher, UI Designer, Presentation

Figma

I and two other UX designers performed a heuristic evaluation (based on Nielsen Norman Group's 10 usability heuristics) to identify and evaluate usability issues within the popular social marketplace app Poshmark. Examining a specific user flow screen by screen, we proposed and showcased a collaboratively ideated redesign based on our findings.

The objective is to find opportunities to make a more user-friendly experience in order to help those onboarding and selling on the Poshmark platform while honoring and strengthening existing branding and design.

In this Project We...

  • Conducted an effective heuristic evaluation of an existing digital product.

  • Evaluated the usability of a digital product by measuring the extent to which an existing digital product adheres to a set of usability heuristics.

  • Expressed our usability assessment findings through industry techniques including visual comparison, labeling, clear & concise language, and logical justification.

  • Created a compelling argument to present and defend our observations to a group of stakeholders.

  • Incorporated design principles for communicating including visual hierarchy, typography, and white spacing to create a visually compelling and effective presentation.

Design Process

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RESEARCH

BRAND
Research

Poshmark is a social commerce marketplace to buy and sell new or used items. Compatible with both iOS and Android, the primary users are sellers and buyers. They serve over 70 million users across the U.S., Canada, and Australia. They offer a secure and social platform to explore fashion and generate income from home.

Despite its popularity, the app accrues negative reviews based on its overall usability. So, our team took a look at the app to see what changes could be made in order to improve the overall user experience.

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Common themes that were pointed out by users were:

 

  • Users had difficulties with the selling process

  • It is not user friendly

  • It has actually discouraged them from buying & selling

TASK FLOW

CREATE AN ACCOUNT & POST A LISTING
Core Task Flow

Selling on the app was the focus of many of these reviews, so we chose to focus on the seller's journey from signing up to posting a listing. This is also the most common task performed in the app, and Poshmark would benefit greatly by making improvements on this process.

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ASSESSMENT

NELSON NORMAN GROUP
HEURISTICS DEFINED

We used the 10 Usability Heuristics as defined by the Nielsen Norman Group to identify and rate the severity of the issues found in the "Sign Up & List an Item" task flow.

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Each heuristic is judged by severity from 0 - 4, 0 being the least severe and 4 being the most. Severity is rated based on the following 3 factors combined:

 

  • Frequency - common or rare?

  • Impact - easy or difficult to overcome?

  • Persistence - does it happen once, or repeatedly?

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EVALUATION

DECISION TIME
Usability Issue

As a team, we identified 5 of the heuristics that stood in the way of a user smoothly completing the "sign up & list an item" flow.

 

  1. Visibility of status

  2. Consistency & standard

  3. User control and freedom

  4. Error prevention

  5. Match between system & real world

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RECOMMENDATIONS & REDESIGN

SOLUTION & FUNCTIONALITY
Redesign

We collaboratively determined recommended changes and designed new screens following Poshmark's branding guidelines to satisfy those changes.

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NEXT STEPS

UI LIBRARY
Next Steps

  • Craft a more comprehensive UI Library. Apply the “Atomic Approach” to further standardize customizable and scalable elements.

  • Handoff. If our changes are approved by Poshmark, we would love to share our UI Library with the Internal Product Team to scale & implement these changes.

APP REDESIGN
Key Learnings

  • Many benefits to users can be subliminal. Visual consistency and continuity within an app are important to maintaining user trust in the product and branding.

  • Designing for an existing brand within their established guidelines can be a challenge. Especially because we were not handed any branding guidelines and had to establish our own. This was true not only for the UI and visual branding but the voice of the copy as well.

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