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Distancify UI Assessment & Development
UI Designer & UX Evaluation
UX research · Usability testing · Cognitive walkthrough · UX strategy
· Information architecture · Interaction design · Heuristic evaluation
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This project focused on evaluating how users understand and use product attribute icons on Didriksons’ e-commerce website. The icons communicate garment properties focused on outside activities; such as waterproofness, warmth and breathability levels. The goal was to identify usability issues, understand users' mental models and propose UX improvements for confident and efficient purchasing decisions.
The project was conducted for Distancify and combined inspection methods, usability testing and triangulation to provide reliable findings and design recommendations.
Research methods
The methods used for the project consisted of a cognitive walkthrough to evaluate how users learned and navigated the interface when searching for products and interpreting garment attributes. With a concluding interview about participant's walkthrough. Personas was created based on the target audience (outdoor-oriented users with varying technical experience) to reflect real user needs and expectations. The inspection aimed to create a prioritized problems list, categorizing issues by severity, and focused on three main points:
- Navigation from homepage to products
- Use of filtering options
- Visibility and clarity of attribute icons
The inspection had measurable requirements, such as 80% should understand the meaning of the attribute icons.
Majority of users (50%) should not need to click on "read more" to interpret product attributes and understanding icons.
Results
The results of the project indicated that 85% of users could find the symbols, but a lower percentage (65%) select products with the correct attributes they were looking for. Further, 53% found that the icons were not enough to understand the meaning of the attribute icons. Majority of the users picked products based on how warm they looked, not the attribute icons.
The findings indicated the icons caused friction and several UX improvements were proposed. This included design change of the attribute icons by using the Recognition rather than Recall principle (previously indicated by the number of waterdrops, snowflakes or arrows). Alongside this, the attribute icons were moved, and added integrated explanations directly into the product description.
Upon completion, the design’s breathability was discussed internally and deemed difficult to communicate, as both the older design and the new iteration were flawed its depiction. More broadly, the icon meaning itself proved challenging to represent clearly, making the concept difficult to communicate at a glance. The new design was noticed to be more befitting an icon for wind-resistance, rather than breathability.
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Drivhuset Website
Website Developer & UX Research
UX research & interviews · Requirements analysis · Information architecture · Interaction design · Mid-fidelity prototyping (Figma) · User focused design
This project showcases a collaborative prototype developed for Drivhuset Skaraborg for a course project in 2023.
Key design considerations included responsive layout scaling, user-centered navigation flows, and a visually structured presentation. The prototype reflects both functional usability and creative expression, aligning with Drivhuset’s mission to support entrepreneurial development.