To help make informed decisions when selecting an advertising planning tool, we conducted a heuristic evaluation of three popular tools: SQAD, Redmill Solutions, and Media Tools. This approach assesses a product's usability and user experience based on predefined heuristics or principles.

The primary aim of the evaluation was to identify the strengths and weaknesses of each tool and identify opportunities for improvement. We used the evaluation results to create a roadmap for redesigning Global Plans to enhance each product's usability and user experience.

The goal was to comprehensively analyze each tool's features, usability, and user experience, along with recommendations for improvements. By incorporating these insights into the redesign of Global Plans, we aim to develop a more efficient and user-friendly advertising planning tool.

Global Plans Heuristic Rating

The user interface needs a visual refresh to align with other applications at Mediaocean, improve the user's experience and align with the market's expectations*

Some workflows use multiple stacking modals with varying widths; the layout is visually complex, blocks the background content, and causes additional cognitive load. Some users may forget what they were doing and get frustrated when trying to back out.

Some workflows use tabs; some users could overlook these as optional rather than required. They are using a single page or step-by-step guided wizard to improve the user's ability to scan the form and give them an idea of the requirement before committing.

There UI is complicated for a new user. There are a lot of hidden controls.

*Jakob's Law - Users spend most of their time on other apps. This means that users prefer your app to work the same way as all the other apps they already know.

SQAD Media Tools Heuristic Rating

The report builder seems easy to use based on the videos and screenshots. Each task is grouped in a collapsed accordion that opens, directing users onto the next stage.

On the right of the page is a panel that updates as the user makes their selections. Some options appear to be prepopulated by default which could be misleading to users as they may perceive the element to be already selected.

Status text and notifications are tough to read because they are not using accessible colour combinations.

Redmill Solutions Heuristic Rating

The hub-style dashboard is a great way to direct users into the various parts of the application quickly.

The UI lacked a visual hierarchy, spacing and grouping. It was hard to understand which titles belonged to which graph based on the screenshots. There is very little space between the title and the secondary menu in another screenshot. It seems like they tried to squish everything into one screen above the fold.

The main navigation is easy and direct with three clear options - 'Plans,' 'Reports,' 'Web Dashboards". However, the 'More' menu item felt like a catch-all area.

Some of the charts are missing legends, data values and titles.

Media Tool Heuristic Rating

Media Tool seems to be very user-focused. Using a grid makes the content easy to scan and appears easier to use. The header has tools that facilitate wayfinding, such as search and filter. There are two clear calls to action' help center' and 'contact support.'

The background image in the header is distracting. The colours used in the UI are bright – when used sparingly, they can complement the brand. In this case, they are too bright and may cause eye strain for some users. It is also hard to distinguish the visual hierarchy because the blue colour is overused.

There are some visual inconsistencies in the UI; for example, the icons have varied visual styling and no hierarchy of titles and buttons.

PURE Analysis

The PURE analysis is a usability-evaluation method used to explore how good the experience would be from the perspective of our personas. Due to limitations, the study does not explore the steps a user could take while using the application.

Operations

Reporting

Productivity

Collaboration