ASOS User Journeys: Heuristic Insights from Trustpilot

As an ASOS customer, I have had no issues with the user experience when using the website. Which is why when I started this project I was surprised to learn that not everyone has had the same experience as I have...

I initially wanted to assess isolated web elements using the heuristic principles, but that direction seemed to lack depth and real purpose so I abandoned that idea quickly.

It led me to seek out TrustPilot reviews to investigate what other user journeys have been like. As a result the pain points highlighted in the reviews drove the narrative forward, and the heuristic principles became the secondary resource to justify why certain features didn't support ASOS' mission statement.

I had a lot of fun doing this project -- it tested my assumptions about the brand and left me humbled! 😅