During the Competitive Analysis, I noticed that the bookshops use real photos of their stores to give the real experience feeling the online shop.


Ampersand Cafe & Bookshop |Gertrude & Aline Bookstore and Coffee Shop
Heuristics Evaluation
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The landing page is confusing and misleading, it doesn’t convey what Grand Days is about
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Informational Structure doesn’t match the real content, leading the user to errors: about section leading to opening hours and contact, shop online leading to shipping and policies
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UX Writing is not clear
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Low quality photos of the products
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Products lacking clear and appealing descriptions
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The product that expresses Grand Days' UVP - The Dress Up Box Experience - is not easily purchased, the description is confusing, and there’s no clarity about how to answer the required questions

Insights
Some assumptions were made during the Heuristics Analysis, but they were validated afterwards during Online Survey and Usability Test.
Document well all the design process, especially methods that involve third parties.

The first contact with the website is confusing because of the main picture - it does not convey what Grand Days is about.
An Online Survey was performed to validate the assumption that the picture is misleading. None of the answers was related to a bookshop.
Survey question:
If you reach a website and the first thing you see is the image below, what would you think their product/service is about?
Answers:
"Gentlemen's club"
"Perfume"
"They sell womenswear or dresses."
"Fashion/clothes shop"
"Something sexual"
"Clothes-perfume"
"Something related to fashion"
"Women's clothing or an event venue"

The first contact with the website is confusing because of the main picture - it does not convey what Grand Days is about.
An Online Survey was performed to validate the assumption that the picture is misleading. None of the answers was related to a bookshop.
Survey question:
If you reach a website and the first thing you see is the image below, what would you think their product/service is about?
Answers:
"Gentlemen's club"
"Perfume"
"They sell womenswear or dresses."
"Fashion/clothes shop"
"Something sexual"
"Clothes-perfume"
"Something related to fashion"
"Women's clothing or an event venue"