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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.