1
One & Only Resorts
“Heuristics Evaluation
Customer Experience Approach”
By
Ganesan Arjunan
UX Researcher / Architect

• Business Strategy
• Evaluation User Profile
• Evaluation Environments
• Task Analysis & User Goal
• Analysis of the Main Problems
• List of Recommendations
• Analysis and Reporting
• Evaluation Usability Criteria
Heuristics Evaluation
2

• Business Goals – Convert new customers and up sell current customers
• Target Users – Everyone, Average user 18+
• General Tasks – Learn, Choose, Book
• Technological Constraints – Multi-device experience (mobile to desktop)
• Branding Goals – Customer oriented, Economical & Reliable
• Critical Success Factors – The right information and service to help customers select ‘One&Only Resorts’.
“Business Strategy”
3

“User Profile”
4
Current User Demographics of ‘One&Only Resorts’
Source: www.alexa.com

“Evaluation User Profile”
Characteristic User
Age 3+, Average User 18+
Education Low to High
Language
English, Russian, Francaise, Deutsch, Italiano, Arabic, Japanese, Chinese, Espanol and
Portugues
Mobile/Computer/web experience Low to High
Domain Expertise Low to High
Task knowledge Lows to High
Expectation Ease of use, Speed of task and Reliable
5

“Evaluation Environments”
Characteristic Variable
Location Indoor/ Outdoor
Workspace Anywhere
Lighting Average to good
Hardware
Mobile : iPhone, Android, and Windows
Tablet : iPad and Android
Computer: Window, Mac, Linux and Unix
Software (Browser)
Chrome: Chrome 17 to Latest
Firefox: Firefox 10 to Latest
Safari: Safari 6 to Latest
IE: Internet Explorer 9 to Latest
6

“Task Analysis & User Goal”
3 Tasks are analyzed and focusing on the following screens:
• Home
• The Films
• Resorts
• About Us
• Book Now
User Tasks:
• Learn about place/event/accommodation/Price
• Choose the type of event
• Book the trip/event
• And enjoy the trip/event
User Goal: Reach and enjoy the target place/event by choosing the best offer!
7

“Analysis of the Main Problems”
• Learn about place/event/accommodation/Price
• Choose the type of event
• Book the trip/event
• And enjoy the trip/event
8

Learn about place/event/accommodation/Price
9
Issue: Looks like model website.
Recommendation: Use all countries resort mind-
blowing pictures with place information.
Severity: Severe
Heuristic Principle: Aesthetic and minimalist design &
Error prevention.
Issue: Home page speak English only.
Recommendation: Provide the option for all languages
as mentioned in other pages.
Severity: Low
Heuristic Principle: Match between system and the real
world. Issue: Color theme is black and white.
Recommendation: Need to define the branding color
related to happiness.
Severity: High
Heuristic Principle: Match between system and the real
world.
Issue: Content is not placed well in responsive design.
Recommendation: Responsive experience needs to provide
as mentioned in environmental evaluation.
Severity: Severe
Heuristic Principle: Visibility of system status & User control
and freedom
Issue: No consistency for navigation flow
Recommendation: Everyone need to access vital information
from home screen.
Severity: High
Heuristic Principle: Flexibility and efficiency of use
1 1
2
2
3
3
4
5
4
5

Learn about place/event/accommodation/Price
10
Issue: All videos “the films” doesn’t bring the
branding/purpose value
Recommendation: Want to show videos related to event type
in each event section.
Severity: Medium
Heuristic Principle: Match between system and the real world
Issue: Finding event and navigation is not usable
Recommendation: Find event in predefined package and
user customization package and multiple options: Search,
Date, Type, accommodation, Cultural, Weather, Map,
Customer review, Promotional details, Price and Live
support.
Severity: Severe
Heuristic Principle: Aesthetic and minimalist design,
Recognition rather than recall & Consistency and standards
6
7
6
7
7
7
Issue: There is no help and support information
Recommendation: Need to provide help and support
information
Severity: Low
Heuristic Principle: Help and documentation
8

“Analysis of the Main Problems”
• Learn about place/event/accommodation/Price
• Choose the type of event
• Book the trip/event
• And enjoy the trip/event
11

Choose the Type of Event
12
Issue: The number of steps/screen to reach choosing is too
long.
Recommendation: Allow minimum number of steps to
choose and reach booking screen.
Severity: Severe
Heuristic Principle: Flexibility and efficiency of use & User
recognize, diagnose and recover from errors & Aesthetic
and minimalist design
Issue: User needs to spend more time to read about event
information
Recommendation: Provide appropriate event videos and
pictures.
Severity: Medium
Heuristic Principle: Flexibility and efficiency of use &
Consistency and standards
Issue: User couldn’t reach book now screen from event
details screen
Recommendation: Provide option to book from all sub
information screen
Severity: Low
Heuristic Principle: Error prevention
1
1
1
0
9
9
9
9
9
1
1
1
0

“Analysis of the Main Problems”
• Learn about place/event/accommodation/Price
• Choose the type of event
• Book the trip/event
• And enjoy the trip/event
13

Book the Trip/Event
14
Issue: The number of steps to book is too long.
Recommendation: Allow minimum number of steps to
book the trip/event.
Severity: High
Heuristic Principle: Flexibility and efficiency of use,
Consistency and standards & Aesthetic and minimalist
design
Issue: Way of payment and option is not easy to users
Recommendation: Provide the multiple payment options:
All major types of credit/debit cards, Net banking and EMI
options.
Severity: Severe
Heuristic Principle: Consistency and standards, Flexibility
and efficiency of use Aesthetic and minimalist design
1
2
1
3
1
3
1
2
Issue: There is no help and support information
Recommendation: Need to provide help and support
information
Severity: Low
Heuristic Principle: Help and documentation
1
4

“Analysis of the Main Problems”
• Learn about place/event/accommodation/Price
• Choose the type of event
• Book the trip/event
• And enjoy the trip/event
15

Enjoy the Trip/Event
16
Customer needs to get the same expected
experience the way have branding experience
‘One&Only Resorts’ website.
If not should be revamp the resorts service plan.
Resort Plan

“List of Recommendations”
17
Use all countries resort mind-blowing pictures with
place information on home page.
Should maintain navigation consistency - Everyone
need to access vital information from home screen.
Responsive experience needs to provide as mentioned
in environmental evaluation.
Allow minimum number of steps to book the
trip/event.
Find event in predefined package and user
customization package and multiple options: Search,
Date, Type, accommodation, Cultural, Weather, Map,
Customer review, Promotional details, Price and Live
support.
Want to show videos related to event type in each
event section.
Provide appropriate event videos and pictures.
Allow minimum number of steps to choose and reach
booking screen.
Provide the option for all languages as identified in
research.
Provide the multiple payment options: All major types
of credit/debit cards, Net banking and EMI options.
Need to provide help and support information
Need to define the branding color related to
happiness.
Provide option to book from all sub information screen
(Navigation)
Severe High Medium Low

“Analysis and Reporting”
18
Heuristic
Learn about
place/event/
accommodation/Price
Choose the type of
event
Book the trip Total Occurrence
Visibility of system status 1 - 1 Severe
Match between system and the real world 3 - - 1 High, 1 Medium, 1 Low
User control and freedom 1 - - 1 Severe
Consistency and standards 1 2 2 1 Severe, 1 Medium
Error prevention 1 1 - 1 High, 1 Low
Recognition rather than recall 1 - - 1 Severe
Flexibility and efficiency of use 1 1 2 1 Severe, 2 High, 1 Medium
Aesthetic and minimalist design 2 1 2 5 Severe
User recognize, diagnose and recover from errors - 1 - 1 Severe
Help and documentation - 1 1 2 Low
3 Severe, 2 High,
1 Medium, 2 Low
1 Severe,
1 Medium, 1 Low
1 Severe,
1 High, 1 Low
36

“Evaluation Usability Criteria”
Measurable
Performance
Criterion Assumptions Users
Learning / Training Independently – no need to train
User willing to follow task flow
proscribed by interface
Users satisfaction
Efficiency
Less than 5 minutes
Less than 10 clicks
Has necessary information available Users satisfaction
Errors
No errors in submitted through the
entire action
User knows necessary information Users satisfaction
Memorability Error-free action in first action Previous experience on the app Keeping users
User satisfaction Extremely satisfied on survey
Representative percentage of users
complete survey
Users satisfaction
19

“Competitor Landscape”
20
Resorts
A Model
Resort in
the planet
(ROI)
Agoda.com
hiltonhotels
mea.com
momondo
.se
etrip.net
Expedia
.ie
One&Only
Competitor Source: www.ispionage.com
Need to explore more for competitor

Thank You!