HEURISTIC EVALUATION & REDESIGN – BURGER KING APP
The year 2021 brought a new look for Burger King—a throwback to their logo from 1969. This rebranding appeals to customers’ nostalgia, a marketing technique widely embraced during the pandemic.
The new look took on a flat design aesthetic, trading in their previous rich design of gelled full textures with multiple colours and surface finishes. With this new rebranding, we anticipated the app to be one worth looking at, so we took a deep dive into it.
Our team was tasked with evaluating the usability of an existing digital product. We chose the Burger King Canada app, since it had recently undergone a visual rebranding and menu updates. We decided to evaluate the app through the iOS viewport.
We began by creating a task flow conveying the process of ordering a Family Bundle for a hungry family of four from the app. We then explored the app in detail and applied “Jakob’s Ten Usability Heuristics” to it in order to identify potential usability problems.
From our exploration, we rated it highly on Aesthetic and Minimalist Design, and Match Between System and the Real World, while lower ratings were given for User Control and Freedom, and Flexibility and Efficiency of Use.
In total, we identified 7 key heuristics that stood out from the 10 heuristics as defined by the Nielsen Norman Group and organized them by their severity.
Following the ratings, we then organized our suggested changes on a prioritization matrix, which we used in our selection for our redesign.
Overall, we found that the app was mostly user-friendly and user-centred, but it still had some points which would cause confusion for the user. With some improvements made to the app, it could provide an even better usability experience to users.
We also noticed that there was a difference of user experience between iOS and Android users. In which, higher performance ratings were given from iOS users and lower performance ratings to Android users.