HEURISTIC
EVALUATION:
POSHMARK

TEAM
KARINA GUTIERREZ
KIKI HUANG
RACHAEL SOGLIN (ME)



MY ROLES
UX EVALUATOR
UX/UI DESIGNER
TOOLS
FIGMA
GOOGLE SLIDES




TIME
2 WEEKS
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PROJECT
BACKGROUND

USER FRIENDLY FUN

I and two other UX Designers used 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.

PROJECT OBJECTIVE:

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.

CONSTRAINTS:

  • Time Frame of 2 weeks

  • Existing mobile App redsign

  • Adherence to existing brand guidelines

SOLUTION
PLAN

LET'S SHOP GO!

Timeline Poshmark.png

Rachael Soglin

RESEARCH

poshmark-logo.png

Poshmark is a social commerce marketplace to buy and sell new or used items. Compatible with both iOS and Android, primary users are sellers and buyers. Listing details include photos, description, pricing, sizing, brand, and category of the item. 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. Because selling on the app was the focus of many of these reviews, we chose to focus on the seller's journey from signing up to posting a listing.

CHOSEN
TASK FLOW

SIGN UP & LIST AN ITEM

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1

Create account

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2

Suggested username

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3

Complete profile

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4

Choose shoe size

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5

Choose dress size

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6

Enter zip code

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7

Zip code error

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8

Follow 3 brands

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9

Feed

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10

Add Photo

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11

Create listing

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12

Additional details

Screenshots from Poshmark Mobile App

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. 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?

Thinking divergently to cast a wide net to catch our solutions in, we individually crafted HMW questions and through dot-voting landing on the framework of our design challenge.

HEURISTICS
DEFINED

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Rachael Soglin

EVALUATION
SCALE

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Rachael Soglin

Our Issues Identified on Heuristics Ratings Defined.png

Rachael Soglin

USABILITY
ISSUES

IDENTIFIED & RATED

As a team, we identified 5 out of 10 heuristics that stood in the way of a user smoothly completing the "sign up & list an item" flow. There were no Catastrophic or Major issues. There were 3 Cosmetic Problems and 3 Minor Usability Problems.

We collaboratively determined recommended changes and designed new screens following Poshmark's branding guidelines to satisfy those changes. There was some discussion as to whether it would make a difference to change the inconsistent modals throughout the app - some team members felt this was too small a change to take on and would not produce any relevant positive outcomes. I assured my team that, although this is a small change, it is this kind of visual continuity that breeds feelings of trust in users, whether they notice it consciously or not.

Follow 3 Brands Improvement Chart.jpg
Enter Zip Improvement Chart.jpg
Various Modals Improvement Chart.jpg

Screenshots from Poshmark Mobile App

alongside redesigns by Kiki Huang, Karina Gutierrez, and Rachael Soglin.

Images compiled and labeled by Rachael Soglin

HEURISTIC
EVALUATION

SIGN UP & LIST AN ITEM

Create Account Improvement Chart.jpg
Layout 10.png

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.

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.