“Usability testing is an absolute must-have for any business with an online presence, but it’s a broad field. The three metrics generally agreed upon for usability testing are satisfaction, efficiency, and effectiveness.”

If a product is difficult to use, then customers are unlikely to come back. Usability testing helps you identify and fix usability problems, resulting in satisfied customers and better customer retention.

Having real users test your product also helps you establish how effective a product is. In other words, you get to see whether users are able to achieve their goals with minimal friction throughout the journey.


There are a variety of methods we can use to evaluate a user experience. Basalam.com is one of the Iranian marketplace applications. I felt we could get some very quick wins through conducting a heuristic evaluation thus I performed a heuristic evaluation for the Basalam application, PWA, and web using Nielsen’s 10 general principles for interaction design.

the heuristic evaluation would allow me to both:

1. Help provide an understanding of the current product experience based on top interaction design principles.

2. Get hands-on myself on the product and learn it just like any user

One of the main benefits…


Basalam Website Card sorting case study:

Card sorting is a research technique used by information professionals to explore how people group items in order to develop structures that maximize the probability of users being able to find those items, such as optimizing structured information being used for site navigation.

There are various forms of this (closed sort, open sort, and hybrid); for the purposes of our project, we decided to start off with an open card sorting, which involves presenting users with a list of “cards” consisting of pieces of items that could be found on a site.

Users are…

pegah afjeh

i am a UX researcher

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