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Blank label3 may2010-final
 

Blank label3 may2010-final

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    Blank label3 may2010-final Blank label3 may2010-final Presentation Transcript

    • 1
      Blank-Label.comUsability Test Results
      Presented by 
      Alicia Flanders 
      Christine Danko
      Jessica Holt
      Whitney Gordon
    • 2
      Table of Contents
      Executive Summary
      Study Introduction
      Background
      Goals and Test Activities
      Methodology
      Demographics
      Findings
      High Level Likes
      High Level Dislikes
      Performance
      Credibility
      Navigation
      Customization
      Getting the Fit Right
      Review Order
      Appendix A Graphs
      Appendix B Design Recommendations
    • 3
      Executive Summary
      A usability study of Blank-Label.com explored site credibility and features as they related to usability and business goals
      Key findings included:
      Features to improve credibility
      Inconsistent navigation
      Issues selecting fabrics and monograms
      Lack of confidence with size selection
      Review Order screen is unclear and incomplete
      7/8 participants would recommend the site to a friend
    • 4
      Background
      Blank-Label
      A startup founded by Bentley students
      Sells customized men's shirts online
      Targets ages18-38
      Features
      customization wizard
      displays choices immediately
      keeps an ongoing tally of cost
    • 5
      Goals and Test Activities
    • 6
      Methodology
      Online Screener
      Credibility questionnaire
      Post test questionnaire
      8 moderated sessions - 4 in Bentley DUC
      Tech Smith Morae
      - 4 remote
      Go-To-Meeting
      - Think Aloud Protocol
      Home page preference
      Home page review
      and exploration
    • Severity Ratings
      High – Usability: Prevents task completion. Business: interferes with the realization of a business goal.
      Medium – Usability: Causes confusion and hesitation when performing a task. Business: compromises the realization of a business goal. Low – Cosmetic issue which distracts or temporarily confuses users.
      Testing Process Overview
      7
    • 8
      Participant Demographics
      Participants were evenly distributed within the 24-49 age range
      90% shopped online in the last 30 days
      70% were IT/Software and Electronics professionals
      90% had advanced computer skills
    • 9
      High Level Likes
      Concept of custom designing a shirt
      Seeing selections in real time
      Clean, uncluttered design
      Prominent links to articles about the company
      Connections to social networking sites
    • 10
      High Level Dislikes
      “Say Hi” label
      Homepage models
      Bright red feedback button “that follows you”
      Cartoonish appearance of cash register
    • 11
      Performance 97% Success*
      *Margin of error for larger populations with a 90% confidence level is .88% success rate. http://www.measuringusability.com/wald.htm
    • 12
      Issue: 40% Bounce Rate
      They
      come and they leave…
      Why?
      How can we find out?
      • Home page review
      • Home page exploration
      • Credibility questionnaire
    • 13
      Home Page Review and Exploration
      Positives
      8/8 recognized site’s purpose
      7/8 would be comfortable using credit card
      Interesting, curious, like visual layout and logo
      Negatives
      1/8 noted the Perfect Shirt Guarantee
      2/8 noted the props
      No phone number on the home page
      Contact tab is called “Say Hi”; many missed it
      Return Terms and Privacy Policy are under the fold
    • 14
      Credibility
      Credibility questions* received 3.5 or higher ratings on a scale of 1-5
      7/8 would be comfortable using credit card on the site
      Credibility ratings do not vary significantly by age
      * Credibility questionnaire was based Fogg, BJ, 1999. The Elements of Computer Credibility. Proceedings of SIG CHI Conference.
    • 15
      Home Page Preference
      Majority preferred avant-garde theme which supports current design
      Features noted
      visible phone number
      focus on clothes not guys
      order tracker and customer service visible
      Preference had no impact on site credibility ratings
      66%
      33%
    • 16
      Issue: Bounce Rate Recommendations
      Severity: High, relevant to business goal of reducing bounce rate
      Raise prominence of
      Perfect Shirt Guarantee
      Return and Privacy Policies
      Provide a phone number
      Change “Say Hi” label to “Contact”
    • 17
      Issue: Navigation
      Business Goals:
      Create an enjoyable shopping experience
      Increase conversion ratefrom 1.5 to 2.5%
      Graph: Answers reflect initial impressions prior to task completion.
    • 18
      Issue: Navigation
      Problem: Inconsistent global navigation throughout the site Severity: Usability Medium
      Masthead navigation appears only on Home page. Customization and Review Order screen have unique navigation.
      Recommendation: Provide consistent global navigation throughout the site. Align navigation in the customization and review order sections with other site navigation.
      Current Screens
      Recommendations
    • 19
      Issue: Navigation
      Problem:Back button causes duplicate order
      Severity: Usability High
      When users clicked the browser’s back button from Review Order
      screen, a duplicate order is
      added in error.
      Recommendation: Ensure extra
      items are not added by having a
      site cookie that holds the
      order number from the Review
      Order screen. Add a specific call
      to action to add another
      duplicate shirt.
      Current Screen
    • 20
      Issue: Customization
      Business Goals:
      Increase conversion rate from 1.5 to 2.5%
      Provide enjoyable shopping experiences
    • 21
      Issue: Customization
      Problem: Selecting contrasting fabric for collar and cuffs is confusing
      Severity: Usability High; Business Goals Medium
      Selecting a contrasting fabric for collar or cuffs returns user to the fabric selection screen, which is disorienting and confusing.
      Recommendation: Integrate fabric selection with collar and cuff screen instead of routing user back to initial fabric selection screen.
      Current Screen
    • 22
      Issue: Customization
      Problem: Monogram does not appear on sleeve when selected
      Severity: Usability Low; Business Goals Low
      Frequency: 3/8
      Participants liked that their selections immediately appeared
      on the shirt display, however, some noted surprise that the monograms didn’t also appear on the shirt. The monograms were also not on the shirt shown at checkout, leading one participant to question whether his order was correct.
      Recommendation: Display selected monogram on the image of the shirt.
    • 23
      Issue: Customization
      Problem: Color in swatch does
      not match color displayed on shirt
      Severity: Business Goals Medium
      When selecting fabrics, a small swatch of color
      appears on the right side of the screen, while the
      shirt in the display also changes color. Significant colordifferences exist between the swatch and the display.
      Recommendation: Ensure the swatch colors match as closely as possible to the example and actual shirt color.
    • 24
      Issue: Getting the Right Fit
      Business Goal:
      Increase conversion rate from 1.5 to 2.5%
    • 25
      Issue: Getting the Right Fit
      Problem: Users can’t customize
      sleeve length and collar size
      Severity: Usability High; Business
      Goals High
      Frequency: 5/8
      Users are brought through a series of
      questions about size, body type, and cut,
      but one feature that was missing was the
      chance to customize sleeve length
      and collar size.
      Recommendation: Allow users to specify sleeve and neck sizes.
    • 26
      Issue: Getting the Right Fit
      Problem: Selection of
      “Body Type” and “Height and
      Weight” are confusing
      Severity: Usability Low; Business
      Goals Medium
      Frequency: 6/8
      The website brings users through
      a sizing process that asks them to pick a body type and specify height and weight. Several users questioned how their selections would influence the shirt sizing.
      Recommendation: Drop these questions unless they affect the shirt’s fit. If they do have an effect, include a brief explanation.
    • 27
      Issue: Getting the Right Fit
      Problem: No information on
      type of fabric
      Severity: Usability Medium; Business High
      Frequency: 2/8
      A couple of participants wanted more
      information on the type of fabric. One
      commented that fabric type, and whether it
      shrinks, is important to know
      when deciding sizing.
      Recommendation: Include description of
      the type of fabric.
    • 28
      Issue: Review Order
      Business Goals:
      Create an enjoyable shopping experience
      Increase conversion rate from 1.5 to 2.5%
    • 29
      Issue: Review Order
      Problem: Editing order is
      complicated and confusing
      Severity: Usability Medium; Business Goals High
      When asked to make changes to their
      order some users did not see the Edit
      link. Those who clicked on the link
      were taken back to the first page of the
      customization process, causing confusion.
      Recommendation: Add ability to edit specific shirt
      details so it is clear to users what they are changing.
      Modify the layout to clarify how users can make changes.
      Current Screen
      Recommendations
    • 30
      Issue: Review Order
      Problem: Order summary description is difficult to read.
      Severity: Usability Medium; Business Goals Medium
      Because the order summary description is not formatted, legibility is threatened.
      Recommendation: Provide a better visual layout of the
      order summary by adding
      bullets or white space.
      Current Screen
      Recommendations
    • 31
      Issue: Review Order
      Problem: Missing shirt featureson order description Severity: Usability High; Business Goals High
      The order description summary
      failed to list all selected shirt
      features. This caused confusion
      with users when reviewing
      the order.
      Recommendation: Ensure all features are
      clearly listed on the short order summary.
      Current Screen
      Recommended Changes
    • 32
      Appendix: A Graphs
    • 33
      Participant Demographics
    • 34
      Findings // Post Test Results 
    • 35
      Findings // Performance
       
    • 36
      Findings Credibility by Home Page Preference
    • 37
      Findings Credibility by Age
    • 38
      Appendix: B Design Recommendations
    • Recommendations: Navigation
      We added a stronger call-to-action to subscribe to newsletters. We recommend making Twitter and Facebook more prominent.
      We recommend a consistent global navigation that would be persistent on all pages.
      We added a tag line to promote quick scannability and fill in the gap.
      We decreased the amount of text on the button . We made the call to action consistent with the global navigation.
    • Recommendations: Navigation
      We recommend including the following sub navigation. This allows for the site to be scalable for potential growth.
    • Recommendations: Review Order
      We recommend making the price easily viewable.
      We recommend adding the ability to change the order number from this screen.
      We recommend adding bullets to promote easy scannability. Additionally, we recommend adding the option to edit each feature .
    • 42
      Recommendations:
      Fabric Selections
      Add zoom-in functionality to preview.Provide a clear description or specific icon for each different fabric.   Ensure navigation is clear in the fabric selection process to indicate where users are in the process.