2. BIZLOG
ABOUT
CakeStudio is an online
cake – delivery company based in
India.
Actonate is a web solutions firm that
has taken up the project to reinvent
redesign Cakestudio.in ‘s branding
and web presence.
Our priority target audience is the
millennials who frequent the
online food deliveries more than
the other demographics.
The website in terms of its graphic is
to demanded be bold and yet entic-
ing.
The functions of checkout and the
on-boarding process should be lucid
and user friendly. It should certainly
encourage and help users complete
their tasks from finding to buying and
tracking.
The design process has been followed
keeping in mind the above mentioned
guidelines.
3. BIZLOG
USABILITY TEST
OBJECTIVES:
The Cakestudio site- design iteration
needs to be tested before the final
design is confidently shown to the client.
This would also help resolve any
assumptions made by the designer.
The primary objectives at this stage of
testing the prototype (made on Axure)
are multi fold:
1. To know if the message and purpose
of the site is conveyed to the site’s visitor
(the user).
2. To explore the view’s of the user and
find out if there are any ‘real problems’ in
the functionality of the site or the
current prototype.
APPROACH:
The approach of this test, is to ask for
open-ended questions so as to allow
them to ‘explore’ the site. The test also
prevails over presenting a hypothetical
scenario to the user to equip them with
an exercise and context. The test is also
designed keeping in mind the ethical
issues of maintaining the rights of the
testers as well as the practical issues of
the experience. The task length of
answering the test is kept around 15
mins so as not to fatigue and/or
discourage the testers.
4. BIZLOG
USABILITY TEST
As part of applying the DECIDE
evaluation technique, an assessment test
in the form of a survey has been de-
signed using an online tool: Hotjar.com
Please find the complete survey here:
http://insights.hotjar.com/s?siteId=41546&surveyId=2076
5. 6/6/2015 insights.hotjar.com/s?siteId=41546&surveyId=2076
http://insights.hotjar.com/s?siteId=41546&surveyId=2076 1/4
0 1 2 3 4 5 6 7 8 9 10
Not likely at all to recommend Will definitely recommend
Cakestudio User Survey
Cakestudio is trying to make its site easy to use and earn customer satisfaction. We'd
love blunt and honest feedback – it's the only way we can continue improving
Cakestudio!
Kindly open this prototype link after the first question
http://3xyj3g.axshare.com (http://3xyj3g.axshare.com/)
(password: merchant)
P.S. Your personal information such as date, name, gender mentioned shall not be
disclosed or published by filling this form.
Questions marked with an * are required.
Look at the site for 5 seconds then look away and answer this question
(without peeking). What is this site about ? *
Please type here...
Now take your time to peruse the site. Try and click on all the prompted
links of the prototype. Based upon your impression of the site's interface,
how likely are you to recommend cakestudio.in to friends and family
members? *
What would you tell your friends and family about cakestudio.in? (What
you liked, what you did not like) *
Please type here...
6. 6/6/2015 insights.hotjar.com/s?siteId=41546&surveyId=2076
http://insights.hotjar.com/s?siteId=41546&surveyId=2076 2/4
0 1 2 3 4 5 6 7 8 9 10
Completely disagree Completely agree
0 1 2 3 4 5 6 7 8 9 10
Completely disagree Completely agree
0 1 2 3 4 5 6 7 8 9 10
Completely disagree Completely agree
0 1 2 3 4 5 6 7 8 9 10
Completely disagree Completely agree
Which of the following is the most important reason that you might NOT
recommend cakestudio.in? (select one) *
Please indicate the extent to which you agree that each of the following
statements describes cakestudio.in: The site clearly indicates the prices *
The site has a good search and navigation options. *
Quick Question – What is your biggest concern or fear about using
Cakestudio.in? *
Please type here...
The organization of information on the site was clear *
Checkout was quick and easy. *
Look and feel
Product selection
Customer support
Over all Shopping Expereince
Other (please specify)
7. 6/6/2015 insights.hotjar.com/s?siteId=41546&surveyId=2076
http://insights.hotjar.com/s?siteId=41546&surveyId=2076 3/4
Please provide any additional feedback you would like to share:
Please type here...
SCENARIO: Imagine you want to send your loved one a cake from the site.
However, you know the recipient has a peanut allergy, so you want to
make sure its ingredients are fully peanuts-free. What would you like to do
(check all that applies) *
Please tell us about yourself. Your Gender :
What's your current age ?
I would like to have a quick-chat with a sales-representative and clarify.
Call on their toll-free number and speak with a customer-service agent.
Email customer support with my question
I would first read their FAQs page.
Female
Male
Prefer not to answer
Under 18
18 - 25
25 - 35
35 - 50
50 and above
9. BIZLOG
DATA/FINDINGS
A targeted audience of 11 individuals
were surveyed using a mixed
questionnaire format.
Survey link:
http://insights.hotjar.com/s?siteId=41546&surveyId=2076
Survey was distributed via Hotjar for
input on testing the prototype shared via
Axure. Eleven out of 23 people selected
have provided a response in time to pre-
pare this report.
Survey consisted of 10 -12 questions
designed to solicit feedback on various
aspects of the design and working of the
site such as:
a. Recognizing the purpose of the site.
b. Sharing concerns
c. Task and scenario evaluation
d. Ease of on-boarding process
e. Customer support preferences
Survey results from all participants are
summarized in the following slides.
10. BIZLOG
Cakes,
7
Online
cake
store,
1
Shopping
cakes,
1
Cake
shop
website
for
ordering
cake,
1
Cake
deliveries,
1
Q1.
Look
at
the
site
for
5
seconds
then
look
away
and
answer
this
quesBon
(without
peeking).
What
is
this
site
about
?
Cakes
online
cake
store
Shopping
cakes
cake
shop
website
for
ordering
cake
Cake
deliveries
ANALYSIS 1
The broad purpose of the website is
well understood by the audience upon a
quick glance.
11. BIZLOG
ANALYSIS 2
The average score for this survey ques-
tion is 7.6 on a scale of 0-10.
0
1
2
3
4
5
6
7
8
9
10
Q2
Based
upon
your
impression
of
the
site's
interface,
how
likely
are
you
to
recommend
cakestudio.in
to
friends
and
family
members?
12. BIZLOG
ANALYSIS 3
Most users like the look of website, col-
or, user interface and product collection.
Three unique responses:
User not sure about availability of more
product lines.
Product prices not very clear.
Would like to see user reviews and more
detailed product description.
Q3
What
would
you
tell
your
friends
and
family
about
cakestudio.in?
(What
you
liked,
what
you
did
not
like)
User
interface
is
good.
This
is
great
website
and
one
stop
to
order
cakes.
Good
range
of
cakes
for
various
occasions.
to
order
from
this
place.
I
liked
that
the
website
is
easy
to
follow
and
has
pictures
of
cakes
with
the
price
wri=en
under
it.
What
I
would
like
to
know
is
whether
they
make
other
bakery
items
such
as
cupcakes
or
not.
user-‐friendly
interface,
similar
to
other
ordering
websites.
Easy
to
understand
Lovely
cakes.
Site
looks
pre=y
and
a=racDve.
BeauDful
pastel
colors
used
for
the
site,
making
it
different
from
other
cake
websites.
Reviews
on
each
cake
along
with
a
descripDon
will
make
it
easy
for
customers
to
select
the
exact
cake
for
their
specific
taste
and
occasion.
The
prices
listed
for
each
cake
looks
a
bit
blur.
liked
:
clean
layout
and
tabs
didn't
like
:
would
like
to
see
user
reviews
on
individual
cakes.
also
more
descripDon
on
the
cake.
fancy
website
and
good
collecDon
Awesome
collecDon
!
13. BIZLOG
ANALYSIS 4
The average score for this survey ques-
tion is 7.7 on a scale of 0-10.
0
1
2
3
4
5
6
7
8
9
10
Q4
Please
indicate
the
extent
to
which
you
agree
that
each
of
the
following
statements
describes
cakestudio.in:
The
site
clearly
indicates
the
prices
14. BIZLOG
ANALYSIS 5
The average score for this survey ques-
tion is 8.3 on a scale of 0-10.
0
1
2
3
4
5
6
7
8
9
10
Q5
The
site
has
a
good
search
and
naviga;on
op;ons.
15. BIZLOG
ANALYSIS 6
1. 3 out of 11(27.2%) respondents have
no concerns.
2. 3 out of 11(27.2%) respondents were
concerned about quality of the cake.
3. 1 out of 11(9%) respondent was
concerned about difficulty of scrolling
through the whole product selection.
4. 1 out of 11(9%) respondent was
concerned about no finding customer
review tab.
5. 1 out of 11(9%) respondent found the
‘Our Story’ content confusing.
6. 1 out of 11(9%) respondent was con-
cerned that it is a new website.
7. 1 out of 11(9%) respondent was con-
cerned about missing specific product
details
Q6
Quick
Ques*on:
What
is
your
biggest
concern
or
fear
about
using
Cakestudio.in?
Customer
review
tab
missing
No
concerns.
Great
website
to
order
cakes.
Site
looks
authen:c,
no
concern
at
all
No
concerns
Website
pictures
are
no
guarantee
of
how
the
cake
would
eventually
turn
out.
So
no
ma@er
how
the
website
looks
in
the
end
the
quality
of
the
cake
and
its
taste
ma@ers
the
most.
the
cakes
themselves
Should
have
some
special
displays..
not
possible
to
go
through
all
the
cakes.
The
"Our
Story"
drop
down
doesn't
very
well
fit
in
the
purpose
of
this
website.
not
knowing
how
the
cake
would
turn
out
.
new
website
No
idea
where
to
look
for
ingredients.
16. BIZLOG
ANALYSIS 7
The average score for this survey ques-
tion is 8.3 on a scale of 0-10.
0
1
2
3
4
5
6
7
8
9
10
Q7
The
organiza7on
of
informa7on
on
the
site
was
clear
17. BIZLOG
0
1
2
3
4
5
6
7
8
9
10
Q8
Checkout
was
quick
and
easy.
ANALYSIS 8
The average score for this survey ques-
tion is 7.9 on a scale of 0-10.
18. BIZLOG
ANALYSIS 9
The product reviews might be getting
unnoticed on the product’s page.
Got 3 responses to an optional question:
Please provide any additional feedback you would like to share. :
1. “There should be an option to customize our own cake.”
2. “ The website could use some bright colors”.
3. “Love the idea of giving a description for each cake. Also the idea of displaying a
few reviews would be extremely helpful and different.”
19. BIZLOG
ANALYSIS 10
1. 63.63% of respondents would prefer
to have a quick chat with a sales rep-
resentative.
2. 18.18% of respondents would prefer
to call on the toll free number and
speak with a customer service agent.
3. 9% of respondents would prefer to
email customer support.
4. 9% of respondents would prefer to
find information on FAQ page.
Call
on
their
toll-‐free
number
and
speak
with
a
customer-‐service
agent.,
2
I
would
like
to
have
a
quick-‐chat
with
a
sales-‐
representa>ve
and
clarify.,
7
I
would
first
read
their
FAQs
page.,
1
Email
customer
support
with
my
ques>on,
1
Q9
SCENARIO:
Imagine
you
want
to
send
your
loved
one
a
cake
from
the
site.
However,
you
know
the
recipient
has
a
peanut
allergy,
so
you
want
to
make
sure
its
ingredients
are
fully
peanuts-‐free.
What
would
you
like
to
do
(check
all
that
applies)
Call
on
their
toll-‐free
number
and
speak
with
a
customer-‐service
agent.
I
would
like
to
have
a
quick-‐chat
with
a
sales-‐representa>ve
and
clarify.
I
would
first
read
their
FAQs
page.
Email
customer
support
with
my
ques>on
20. BIZLOG
ANALYSIS 11:
1. 54.5% of respondents were females.
2. 45.5% of respondents were of males
Note: All respondents are living in
USA and are between ages 25-35
years.
Female,
6
Male,
5
Q10.
Please
tell
us
about
yourself.
Your
Gender
:
Female
Male
21. BIZLOG
CONCLUSION
While the purpose of the site seems to
be clear to the users, there are certain
issues that have surfaced from their
responses. The following
interpretations have been made after
analysis of the collected data:
1. ‘Our Story’ Page link seems to be
ambiguous and not as familiar as an
‘About us’ page.
2. Allowing further cake customization
tools and options seems inviting.
3. Product reviews should be more
accessible on page-load of
product-pages.
4. While 60% participants supported
online chat support, further investigation
into it can be made using different
contextual scenarios.
5. One of the main concerns seem to be
about the quality of the cake, since it is
an upcoming brand. Potential solutions
to address this are:
i. Provide a source of the
bakery under its product details.
ii. Provide a separate link to testi-
monials/reviews on their Facebook page.
iii. Provide links to any positive
reviews from established food critic
sources such as Zagat or a food maga-
zine more upfront on their landing page.