!Problem
A new user signs up, browses, adds a product and tries to check out, and is blocked by an unserviceable address with no way forward.
→Approach
Expert walkthrough of the live Noon UAE website (Oct 2026), each issue mapped to Nielsen's heuristics and UX laws: a three-step email OTP detour (Jakob), 8+ competing elements on the product page (Miller), ~24px close buttons (Fitts).
✓Outcome
7 findings and 6 redesign directions: simplify onboarding, chunk the product page, protect checkout, make errors recoverable, fix click targets, earn the star rating.
Key frameworksHeuristic EvaluationJakob's LawMiller's LawFitts's LawEdge Cases