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
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.