Determined that a Heuristic Analysis that incorporated e-commerce heuristics, as well as usability heuristics, would provide a starting point on identifying opportunities. 

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Heuristics utilized: 

• Nielson's 10 usability heuristics  

• Nielson Norman Group's publicly available e-commerce heuristics

 

Combined I had 14 dimensions against which to evaluate the website. 

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I then examined each unique page type against the heuristics, recording each individual instance of an error in a table. 

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Once I completed my initial analysis and data recording, I reviewed my work and deleted duplicates. After I cleaned the data, I cataloged global problems and page-specific problems.  Then I tried to group similar problems with one another. Finally, I ranked their severity based on the factors listed above

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Based on these findings I made recommendations on what could be improved and some usability testing suggestions that could further inform improvements.