{"id":2174,"date":"2023-06-10T03:21:19","date_gmt":"2023-06-10T03:21:19","guid":{"rendered":"https:\/\/staging1.worldoux.com\/?p=2174"},"modified":"2025-12-26T03:29:37","modified_gmt":"2025-12-26T03:29:37","slug":"a-tale-of-heuristic-impact","status":"publish","type":"post","link":"https:\/\/staging1.worldoux.com\/index.php\/2023\/06\/10\/a-tale-of-heuristic-impact\/","title":{"rendered":"A Tale of Heuristic Impact"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2174\" class=\"elementor elementor-2174\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5c3b9dd8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5c3b9dd8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-349b477a\" data-id=\"349b477a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-342abb0a elementor-widget elementor-widget-text-editor\" data-id=\"342abb0a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"ft tf nq qw tg\"><div class=\"ac cr\"><div class=\"hf bi hg hh hi hj\"><figure class=\"yr ys yt yu yv yw yo yp paragraph-image\"><h2 class=\"yo yp akc\" style=\"text-align: left;\">Introduction<\/h2><\/figure><p id=\"4e64\" class=\"pw-post-body-paragraph xq xr ti xs b xt zz xv xw xx aba xz ya yb abb yd ye yf abc yh yi yj abd yl ym yn ft bl\" data-selectable-paragraph=\"\">What do you think of when\u00a0you hear the word \u201cheuristics?\u201d For many, the first thing that comes to mind is the\u00a0famous illustration created by Jakob Nielsen\u00a0(updated version shown, below). Those with a zeal for or interest in heuristics, respecting the author, embrace these principles and (off to the races) seek to apply them to their work.<\/p><figure class=\"yr ys yt yu yv yw yo yp paragraph-image\"><div class=\"yx yy dt yz bi za\" tabindex=\"0\" role=\"button\"><div class=\"yo yp aki\"><picture><source srcset=\"https:\/\/miro.medium.com\/v2\/resize:fit:640\/format:webp\/0*p3S0vfTBwtp7QJZz.jpg 640w, https:\/\/miro.medium.com\/v2\/resize:fit:720\/format:webp\/0*p3S0vfTBwtp7QJZz.jpg 720w, https:\/\/miro.medium.com\/v2\/resize:fit:750\/format:webp\/0*p3S0vfTBwtp7QJZz.jpg 750w, https:\/\/miro.medium.com\/v2\/resize:fit:786\/format:webp\/0*p3S0vfTBwtp7QJZz.jpg 786w, https:\/\/miro.medium.com\/v2\/resize:fit:828\/format:webp\/0*p3S0vfTBwtp7QJZz.jpg 828w, https:\/\/miro.medium.com\/v2\/resize:fit:1100\/format:webp\/0*p3S0vfTBwtp7QJZz.jpg 1100w, https:\/\/miro.medium.com\/v2\/resize:fit:1400\/format:webp\/0*p3S0vfTBwtp7QJZz.jpg 1400w\" type=\"image\/webp\" sizes=\"(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px\" \/><source srcset=\"https:\/\/miro.medium.com\/v2\/resize:fit:640\/0*p3S0vfTBwtp7QJZz.jpg 640w, https:\/\/miro.medium.com\/v2\/resize:fit:720\/0*p3S0vfTBwtp7QJZz.jpg 720w, https:\/\/miro.medium.com\/v2\/resize:fit:750\/0*p3S0vfTBwtp7QJZz.jpg 750w, https:\/\/miro.medium.com\/v2\/resize:fit:786\/0*p3S0vfTBwtp7QJZz.jpg 786w, https:\/\/miro.medium.com\/v2\/resize:fit:828\/0*p3S0vfTBwtp7QJZz.jpg 828w, https:\/\/miro.medium.com\/v2\/resize:fit:1100\/0*p3S0vfTBwtp7QJZz.jpg 1100w, https:\/\/miro.medium.com\/v2\/resize:fit:1400\/0*p3S0vfTBwtp7QJZz.jpg 1400w\" sizes=\"(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px\" data-testid=\"og\" \/><img fetchpriority=\"high\" decoding=\"async\" class=\"bi xb zb c aligncenter\" src=\"https:\/\/miro.medium.com\/v2\/resize:fit:1400\/0*p3S0vfTBwtp7QJZz.jpg\" alt=\"Jakob Nielsen\u2019s heuristics\" width=\"700\" height=\"963\" \/><\/picture><\/div><\/div><\/figure><p id=\"1988\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">There are, however, some critical oversights:<\/p><ul class=\"\"><li id=\"6dde\" class=\"xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">Though people\u00a0might seek to use Nielsen\u2019s principles,\u00a0many who embrace them\u00a0still don\u2019t understand heuristics\u00a0(e.g., proven principles, best practices, and common conventions). They are\u00a0NOT opinion-based or centered.<\/li><li id=\"0059\" class=\"xq xr ti xs b xt zf xv xw xx zg xz ya yb zh yd ye yf zi yh yi yj zj yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">This is only one of\u00a0SEVERAL heuristic models UXers should be considering.<\/li><li id=\"2ddb\" class=\"xq xr ti xs b xt zf xv xw xx zg xz ya yb zh yd ye yf zi yh yi yj zj yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">They are more powerful than what many expect or believe.<\/li><\/ul><p id=\"9091\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">I think we\u2019ve laid a good foundation. Let\u2019s move on to a story that will provide an example of the potential impact of heuristics.<\/p><h2 id=\"f05c\" class=\"zr zs ti bg qc kr akd ks kv kw ake kx la lb akf lc lf lg akg lh lk ll akh lm lp zy bl\" data-selectable-paragraph=\"\">The Story<\/h2><p id=\"df2b\" class=\"pw-post-body-paragraph xq xr ti xs b xt zz xv xw xx aba xz ya yb abb yd ye yf abc yh yi yj abd yl ym yn ft bl\" data-selectable-paragraph=\"\">There was a company whose business depended predominantly on its e-commerce activities. In other words, their success depended upon sales from its website \u2014\u00a0sales that had been dwindling,\u00a0especially as it pertained to one specific product offering. The team discovered that one customizable product offering had been\u00a0experiencing high levels of abandonment\u00a0during the purchasing process. The team didn\u2019t understand why and began searching for answers. On their own, they found none!<\/p><p id=\"3d17\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">One day, the\u00a0team decided to reach out to UX and tell their story. Upon becoming informed about the context, UX commenced their investigation with the\u00a0goal of returning in a few days with a presentation and recommendations.<\/p><h2 id=\"e984\" class=\"zr zs ti bg qc kr akd ks kv kw ake kx la lb akf lc lf lg akg lh lk ll akh lm lp zy bl\" data-selectable-paragraph=\"\">UX Strategy<\/h2><p id=\"01ef\" class=\"pw-post-body-paragraph xq xr ti xs b xt zz xv xw xx aba xz ya yb abb yd ye yf abc yh yi yj abd yl ym yn ft bl\" data-selectable-paragraph=\"\"><strong class=\"xs kq\">UX is not one thing. UX is basically a catch-all acronym that refers to\u00a0<\/strong><strong>several methods, methodologies, techniques, and deliverables<\/strong><strong class=\"xs kq\">. It is the job of the (true) UX professional to assess situations presented and decide which parts of the UX toolbox would best serve providing value in a given scenario.<\/strong><\/p><p id=\"c363\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">For this project, the UX operatives used the following approaches:<\/p><ul class=\"\"><li id=\"b61e\" class=\"xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">Task analysis<\/li><li id=\"2003\" class=\"xq xr ti xs b xt zf xv xw xx zg xz ya yb zh yd ye yf zi yh yi yj zj yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">Heuristic analysis<\/li><\/ul><figure class=\"yr ys yt yu yv yw yo yp paragraph-image\"><div class=\"yx yy dt yz bi za\" tabindex=\"0\" role=\"button\"><div class=\"yo yp akj\"><picture><source srcset=\"https:\/\/miro.medium.com\/v2\/resize:fit:640\/format:webp\/0*6hbkM4dRfyW4llu-.png 640w, https:\/\/miro.medium.com\/v2\/resize:fit:720\/format:webp\/0*6hbkM4dRfyW4llu-.png 720w, https:\/\/miro.medium.com\/v2\/resize:fit:750\/format:webp\/0*6hbkM4dRfyW4llu-.png 750w, https:\/\/miro.medium.com\/v2\/resize:fit:786\/format:webp\/0*6hbkM4dRfyW4llu-.png 786w, https:\/\/miro.medium.com\/v2\/resize:fit:828\/format:webp\/0*6hbkM4dRfyW4llu-.png 828w, https:\/\/miro.medium.com\/v2\/resize:fit:1100\/format:webp\/0*6hbkM4dRfyW4llu-.png 1100w, https:\/\/miro.medium.com\/v2\/resize:fit:1400\/format:webp\/0*6hbkM4dRfyW4llu-.png 1400w\" type=\"image\/webp\" sizes=\"(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px\" \/><source srcset=\"https:\/\/miro.medium.com\/v2\/resize:fit:640\/0*6hbkM4dRfyW4llu-.png 640w, https:\/\/miro.medium.com\/v2\/resize:fit:720\/0*6hbkM4dRfyW4llu-.png 720w, https:\/\/miro.medium.com\/v2\/resize:fit:750\/0*6hbkM4dRfyW4llu-.png 750w, https:\/\/miro.medium.com\/v2\/resize:fit:786\/0*6hbkM4dRfyW4llu-.png 786w, https:\/\/miro.medium.com\/v2\/resize:fit:828\/0*6hbkM4dRfyW4llu-.png 828w, https:\/\/miro.medium.com\/v2\/resize:fit:1100\/0*6hbkM4dRfyW4llu-.png 1100w, https:\/\/miro.medium.com\/v2\/resize:fit:1400\/0*6hbkM4dRfyW4llu-.png 1400w\" sizes=\"(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px\" data-testid=\"og\" \/><img decoding=\"async\" class=\"bi xb zb c aligncenter\" src=\"https:\/\/miro.medium.com\/v2\/resize:fit:1400\/0*6hbkM4dRfyW4llu-.png\" alt=\"Abby Covert\u2019s heuristics\" width=\"700\" height=\"795\" \/><\/picture><\/div><\/div><figcaption class=\"akk rh akl yo yp akm akn bg b bh ab dy\" data-selectable-paragraph=\"\"><br \/>Abby Covert\u2019s heuristic model. It says \u201cInformation Architecture Heuristics,\u201d but that\u2019s an understatement. It\u2019s applicable to much, much more.<\/figcaption><\/figure><p id=\"b9e2\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">In just two days, after combining the aforementioned two methods, the UX contingent made a wonderful discovery. The problems associated with the abandonment was quite clear. The findings from the\u00a0heuristic analysis were presented to the stakeholders. The UXers were able to\u00a0identify problematic issues associated with cognitive load\u00a0and a\u00a0lack of clarity with the information architecture. Providing more feedback throughout the process, changing labels, making calls to action more prominent, and improving the customization process resolved the issues.<\/p><p id=\"851c\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">Each of the fixes was identified through the use and application of heuristics\u2014ALONE!!!<\/p><p id=\"ce2f\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">Based on the scenario (and yes, it\u2019s a true story), failing to approach the UXers would have resulted in the following:<\/p><ul class=\"\"><li id=\"e0ca\" class=\"xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">The problems on the page would have continued to exist.<\/li><li id=\"9de8\" class=\"xq xr ti xs b xt zf xv xw xx zg xz ya yb zh yd ye yf zi yh yi yj zj yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">Sales would have continued to plummet.<\/li><li id=\"e9df\" class=\"xq xr ti xs b xt zf xv xw xx zg xz ya yb zh yd ye yf zi yh yi yj zj yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">A slew of meetings featuring a mountain of stakeholder assumptions would have been held.<\/li><li id=\"c7b3\" class=\"xq xr ti xs b xt zf xv xw xx zg xz ya yb zh yd ye yf zi yh yi yj zj yl ym yn zc zd ze bl\" data-selectable-paragraph=\"\">Some stakeholders would not have experienced the value presented by a skilled UX group.<\/li><\/ul><h2 id=\"8da7\" class=\"zr zs ti bg qc kr akd ks kv kw ake kx la lb akf lc lf lg akg lh lk ll akh lm lp zy bl\" data-selectable-paragraph=\"\">Conclusion<\/h2><p id=\"176c\" class=\"pw-post-body-paragraph xq xr ti xs b xt zz xv xw xx aba xz ya yb abb yd ye yf abc yh yi yj abd yl ym yn ft bl\" data-selectable-paragraph=\"\">The stakeholders were absolutely delighted to learn about the discovery. They implemented the recommendations immediately. The\u00a0abandonment issues were eliminated and sales began to rise. Problem resolved!!!<\/p><p id=\"c627\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">What\u2019s most critical to note with this brief story is that the resolution was attended to without using any formal research approaches.\u00a0The UXers didn\u2019t conduct any guerilla testing. They didn\u2019t conduct any remote usability testing. They didn\u2019t conduct any surveys. They didn\u2019t install any code that allowed them to observe sessions with users.\u00a0The problems with the site were resolved solely via the use of heuristics!!!<\/p><p id=\"d05c\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">This brief story should help\u00a0encourage people to embrace heuristics AND demonstrate its power.\u00a0The issue with the site was resolved quickly and without unnecessarily using any additional resources. Likewise, heuristics can be used to impact practically any design project.<\/p><p id=\"6232\" class=\"pw-post-body-paragraph xq xr ti xs b xt xu xv xw xx xy xz ya yb yc yd ye yf yg yh yi yj yk yl ym yn ft bl\" data-selectable-paragraph=\"\">The operative question is\u2026. how heuristically mature are you? \ud83d\ude09<br \/><br \/><\/p><\/div><\/div><\/div><div class=\"ac cr nc zk zl zm\" style=\"text-align: center;\" role=\"separator\"><br \/>: : : : :<\/div><div class=\"ft tf nq qw tg\"><div class=\"ac cr\"><div class=\"hf bi hg hh hi hj\"><h2 id=\"4554\" class=\"zr zs ti bg qc kr zt ks kv kw zu kx la lb zv lc lf lg zw lh lk ll zx lm lp zy bl\" data-selectable-paragraph=\"\">About Darren<\/h2><p id=\"a1a8\" class=\"pw-post-body-paragraph xq xr ti xs b xt zz xv xw xx aba xz ya yb abb yd ye yf abc yh yi yj abd yl ym yn ft bl\" data-selectable-paragraph=\"\">Darren Hood is a 30+ year UX practitioner with a broad professional footprint that spans several types of B2B and B2C operations. In addition to having served as a UX manager, individual contributor, and freelancer in the business world, Darren serves or has served as an adjunct professor for such institutions as Michigan State University, UCLA, Brandeis University, Lawrence Tech University, and Champlain College. He is also one of the authors featured in \u201c<a class=\"ah od\" href=\"https:\/\/www.amazon.com\/Things-Every-Practitioner-Should-Know\/dp\/1492085170\" target=\"_blank\" rel=\"noopener ugc nofollow\">97 Things Every UX Practitioner Should Know<\/a>.\u201d He also regularly speaks at conferences and mentors people around the world.<\/p><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Introduction What do you think of when\u00a0you hear the word \u201cheuristics?\u201d For many, the first thing that comes to mind is the\u00a0famous illustration created by Jakob Nielsen\u00a0(updated version shown, below). Those with a zeal for or interest in heuristics, respecting the author, embrace these principles and (off to the races) ...<\/p>\n","protected":false},"author":1,"featured_media":2175,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133],"tags":[],"class_list":["post-2174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux-fundamentals"],"featured_image":"https:\/\/staging1.worldoux.com\/wp-content\/uploads\/2025\/12\/heuristic_nielsen.gif","_links":{"self":[{"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/posts\/2174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/comments?post=2174"}],"version-history":[{"count":10,"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/posts\/2174\/revisions"}],"predecessor-version":[{"id":2185,"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/posts\/2174\/revisions\/2185"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/media\/2175"}],"wp:attachment":[{"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/media?parent=2174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/categories?post=2174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging1.worldoux.com\/index.php\/wp-json\/wp\/v2\/tags?post=2174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}