Cristina Doncel

Pproject details

Type: E-commerce

Sector: Retail

Available: Android & iOS

Launch: 2010

Version: 23.20.0

Study date: September, 2023

MANGO is a Spanish fashion company founded in 1984 by brothers Isak and Nahman Andic and based in Barcelona. It has become one of the world's leading apparel and accessories brands.

It operates an extensive network of retail stores around the world, in addition to its online presence, where customers can purchase their products through its website or mobile app. The brand is characterized by its commitment to sustainability and social responsibility in the fashion industry.

Context

Today, the technological landscape has undergone a radical transformation, marking a significant impact on the way consumers interact with companies and make purchases.

The rise of mobile devices and the proliferation of high-speed connections have led to a revolution in e-commerce, with mobile applications playing a key role.

Heuristic analysis is presented as an essential tool to evaluate the effectiveness and usability of digital products, ensuring that they meet user expectations in a constantly evolving market.

In this analysis we have used Google heuristics to define the weaknesses and strengths of the Mango App, in its mobile version, making a list of possible improvements that facilitate the usability of the digital product.

Case study

GLOBAL ANALYSIS

Mango has managed to combine an attractive interface and a consistent, simple, clear and visually elegant design.
Its App stands out for offering an efficient and pleasant shopping experience by providing detailed product information, quality images and useful tools for users, in addition to product availability and multi-device interaction options.

DISCOUNTS

Mango offers discounts when installing the App for the first time.

STORE LOCATOR

Store availability and store locator to find your nearest store.

MULTI-DEVICE SALES

Allows you to continue shopping from any device.

AFTER-SALES SERVICE

After-sales service and user assistance.

INSPIRATION AND NEWS

CATALOG

Classification of garments according to their category and product detail.

SECURE PAYMENT

Different payment methods without registration.

SEARCH

Visible search through filters by preferences and product characteristics.

FAVORITES

Wishlist and favorites service for registered users.

CROSS SELLING

Offers a carousel with products that "may interest you".

DUSABILITY CHALLENGE

During the heuristic analysis we have identified significant opportunities for improvement in some areas in terms of usability: onboarding, conversion and overall user experience.

In addition, we recommend a re-evaluation and refinement of the home page to provide a more engaging and efficient experience. This will provide a solid foundation to improve the application and ensure a more satisfying and effective user experience in the future.

IMPROVEMENTS IN THE ONBOARDING PROCESS

Display functionalities, offer incentives and/or discounts and implement registration options via social networks or Smart Lock.

CONVERSION IMPROVEMENTS

Provide a progress bar and ensure that product and order details are visible at all times.

GENERAL IMPROVEMENTS

Allow contact and help information to be visible and accessible at all times. Use terms that are recognizable to the user, avoiding mixing languages. Additionally, supplement icons with a literal to enhance comprehension and usability.