03/06/2015
After the research was completed, the analysts discovered the following negative aspects of the 's design:
1) Home screen clustered with icons: Although it may seem as if you're accommodating shoppers by displaying 20 mid-sized items that will lead them to different features, this isn't a best practice. Why? Processing one image takes a small amount of mental effort. However, when multiple icons are shown, a person requires more time to fully understand the meaning behind each one.
2) The icons were difficult to register: When people viewed icons, they made an extra effort to read the written descriptions beneath them as the icons themselves were not clear. As one can imagine, this can incite frustration and may cause users to abandon altogether. Remember, to the average consumer, touch-based technology is (or should be) easy to work with.
3) Essential areas weren't acknowledged: The center of the interactive map received the most attention from users, as opposed to the search box that would direct them to specific stations. This behavior points to certain aspects of the layout dominating the . If necessary icons or functions are not easy to find, it can cause disruptions in the user experience.