Yelp Mobile App Redesign
Heuristic Evaluation, Contextual Enquiry, Card Sorting
Heuristic Evaluation, Contextual Enquiry & UX Design
Invision, Adobe Indesign, Adobe Photoshop
September to December 2016 (9 Weeks)
Manisha Goenka Omprakash, Vasudha Verma, Kruthi M Shreesha, Jerrin J Chungath
Yelp is a service based web and mobile application for discovering local businesses. Yelp has over 30 different categories of business listings available. For this project, I evaluated the interface to improve “restaurant search and reservation process”. We also improved the bookmarking feature.
To make Yelp’s reservation process and bookmarks more efficient for novice and expert users.
Starting with the evaluation phase, we conducted heuristic analysis of the existing design and ran user study for identifying user’s pain points and frustrations. We evaluated the interface based on qualitative and quantitative metrics and compiled results in terms of Task Completion Rate, Task Satisfaction, Number of Errors, etc. For the redesign part, I was responsible for card sorting with 3 users and creating initial paper prototypes. The prototypes were tested and low fidelity wireframes were created based on feedback. After multiple iterations, we created the final high fidelity wireframes and made a prototype. We created a poster to demonstrate the UX process and techniques used in the redesign of Yelp android app.
Phase 1 - Evaluation
For the purpose of this report, we generalized the large customer base of Yelp app and created two personas: Sheldon, the expert level user and Cynthia, the occasional user.
We tested 9 participants for usability by comparing Yelp, Opentable and Google based on the following quantitative metrics. The participants were asked to book a fine dining restaurant for 9 people within 5 miles of their current location. The budget was $30 per person.
Usability Evaluation Summary
1. Users need lesser number of steps to achieve desired task
8 out of 12 users complained about the number of steps involved in completing the tasks they were given. The first task required changing filters and then coming back to the search menu which was cumbersome to many users. Most participants initially anticipated that the task can be complete in 4-5 steps, but ended up taking more than 10 steps to complete the task.
2. Users need better tools to find data with efficiency and accuracy
The second task was given to users who had more than 50 bookmarked items. The participants were required to find a preselected bookmarked place from their list of bookmarks. Most of the users took long time and they could not recall why exactly they had bookmarked a specific place (eg: was it the reviews they liked, the location or the food preference). The bookmarks page comprises of a list with all categories of businesses the user had ever marked without any specific categorization. This led to confusion and frustration for the user.
3. Visual presentation system
The users could not read the heading due to the contrast between background image and the text. According to participants, there is a lot of information available at a time and there is no information hierarchy which highlights important information. Due to this, users had to do a lot of vertical scrolling and found it tedious. Also 3 out of 5 users did not understand the meaning of certain icons (Activity, Filter) without proper labels.
Suggested Usability Enhancements
Phase 2 : Redesign
To reimagine the restaurant reservation process in less than 10 steps and bring clarity with bookmarks organization we used the following tools and techniques to improve the initial user flow.
Booking a table in restaurant is breezy
Speaking to users and continually iterating wireframes helped us to evaluate our decisions about having a clear process with minimal effort. Based on the heuristic evaluation, we addressed issues such as redundancy in information, typography and color schemes, missing features, label design, consistency and information architecture. We also uncovered opportunities to improve Bookmark section by adding Collections feature for personalization.
We created two alternatives for home page, filter page, restaurant list page, restaurant page, bookmark page. Out of 2 designs, the first design was favored by 4 out of 5 users. According to participants, the first design was easy to understand and aesthetically appealing.
We conducted card sorting to understand visual hierarchy for filter menu in Yelp. Currently there are 28 filter options, which took 5X more scrolls times to get to the last option. By using card sorting we reduced this by 60% and chunked them into groups to reduce cognitive load on users. 5 participants were given 2 sets of cards and asked to arrange according to their preference and remove options which they seem irrelevant.
The results indicated that all participants started initially from search bar and not the restaurant option in the home page. Yelp being a discovery platform, search feature is to be prominently located along with flexible options based on user’s mental models. The user must not be forced to follow a certain task flow. The existing design also does not help with a plethora of options for filter, when users are short of time. There is no option to through one’s bookmarks, instead users have to go through individual bookmark. The new design focuses on all these aspects and maps user’s goals to the search criteria. The users can always modify their query without scrolling endlessly for filters. According to all users, real estate above the fold was wasted with no unnecessary information. The redesign has key features like Call, Message, Menu & Directions readily accessible in the restaurant detail page.
MADE WITH IN 2017