Evaluation Report about "Thread" website.

Sujith Kumar Anand U31
Evaluation of a novel
website “Thread”
By, Sujith Kumar Anand

INTRODUCTION:.....................................................................................................................2
BACKGROUND:........................................................................................................................2
EVALUATION FRAMEWORK:...............................................................................................3
Research Method and Approaches.........................................................................................3
Evaluation Methods..............................................................................................................3
DATA COLLECTION:..............................................................................................................4
DATA ANALYSIS......................................................................................................................4
Interview:............................................................................................................................5
Observation:.......................................................................................................................6
Heuristic Evaluation: ..........................................................................................................7
Usability Test:.....................................................................................................................9
CONCLUSION...........................................................................................................................9
APPENDICES............................................................................................................................9
References.........................................................................................................................9
Appendices A (PRET A Rapporter Checklist).................................................................10
Appendices B (Email Interview Transcript) .....................................................................11
Appendices C (InterviewTranscript) ...............................................................................12
Appendices D (Heuristic Evaluation result with severity ratings)....................................15
Appendices E (User Testing: Audio and Video Recording)............................................19
Appendices F (User Testing: Observation).....................................................................19
Appendices G (for Portfolio) ............................................................................................22
Appendices H (NVivo)......................................................................................................23
Introduction:
Overview: The purpose of this report is to evaluate a novel wardrobe website, i.e., Thread.
Due to the timescale and academic coursework capacity, two questions related to the website
will be evaluated through Interviews, observations, Heuristic Evaluation, and Usability
Testing. The interview data was coded in three stages, i.e., open, axial and selective[1]. Later,
recommendations will be suggested based on the usability problems.
Background:
Thread is a start-up from London, limited to UK, attempting to solve the problem amongst
machine and men, with the help of intelligent algorithms to men’s wear stylists to be more
efficient and convey personalized fashion suggestions. Their focus is towards fast-growing
menswear market. Their service is free for customers. A customer during signing, will be
prompted to answer a thorough, multi-part questionnaire, that is about their personal style,
size, brand preferences, typical spend per product category, preferred fits, dressing habits and
income. Later, a human stylist is assigned according to their preference over questionnaire.

Based over their profiles, seven new outfits will be sent for first three days. After the three
days, seven outfits will be emailed every week. [2][3].
Evaluation Framework:
The two questions addressed about the website are:
Question 1. How well does the website support the way people think about their
wardrobe and choosing outfits?
Question 2. How well does the Questionnaire support the way people think about their
outfits?
ResearchMethod and Approaches
A qualitative method is chosen because this investigation is concerned with people’s
opinions. Thus the quantitative method is not considered. Deductive Approach was followed
since a hypothesis was developed in the form of questions, with the help of existing theory
i.e., thread website, and then an evaluation strategy was designed to test the hypothesis[3].
The whole process was initially addressed through PRET A Rapporter checklist.[4] (See
Appendices A)
Evaluation Methods
Due to the recommendations of the design qualities, this report acts as a summative
evaluation[5]. For Question 1, methodological triangulation approach[6] is used to gather
multiple data, i.e., interviews and observations was considered as data sources, since user’s
perception and their behavior was needed to understand how they think about their wardrobe
and choosing outfits. An interview was opted to obtain personal feelings, perceptions and
opinions from target users. Furthermore, observations to understand the users shopping
behavior inside the clothing store. However, due to very small number of samples, the result
can have limited impact. It is always difficult to rely on people feelings and their opinions,
which could change in due period. [4]
It was noted that only 65% of the users finish questionnaire, which is very important, from
the email Interview with Kieran, Thread CEO and Co-Founder (See Appendices B). With
that response there raised questions, why 35% of the users do not finish, when the
information is important? Is the questionnaire to long? , Is it too time consuming? Is it
Boring? is the content accurate?. These raised doubts led the arrival of the second question.
As suggested by Nielsen[7], Heuristic Evaluation was considered to find out cost-effective
usability problems in the questionnaire interface and usability testing to check the findings is
consistent with equally informing.

Data Collection:
Informal Interview: Six participants participated in the informal interview. According to
the Kieran, the target users would be “all types of men. The clothes and budgets tailor
themselves to the individual” (See Appendices B). However, I would like to disagree on that
term, since there are men (i.e., myself) who prefer low-budget clothing from Primark and
other similar clothing store, which is not considered by Thread at the moment. So the
participants were carefully considered on the merits of their profession with income and their
location i.e., London. The location was also necessary since Thread operates only to UK
customers. The interviews were accomplished by taking prior appointments with informed
consent and audio recorded with permission. All the participants were interviewed in
Camden, London except one i.e., software engineer, which was conducted through Skype
video session due to the time constraints.
Short-Term Observation: This technique was performed at Urban Outfitters for over a 3-
day period with a maximum of 2 hours divided between morning and evening on each day.
The aim for the technique was to observe men’s behavior towards selection pattern of outfits;
Will men consider help from staff or their companion; Do they buy a complete or a multiple
or a single outfit.
Heuristic Evaluation: As mentioned by Nielsen[7][8], five evaluators examined the
heuristic evaluation. The evaluators can be considered as experts since they were from HCI
background with a mix of male and female. Due to different location of the evaluators, a
document with scenarios and an explanation about thread was emailed. The evaluators
performed the evaluation individually and later severity rating was provided through a shared
Google document.
Usability Testing: Three participants, i.e., students, performed this evaluation at Camden,
London. Participants were considered based on their previous experience towards online
shopping. During the session, they were briefed about thread and later asked to perform one
scenario involved answering the questionnaire. Due to technical problem and individuality,
screen capture and audio recording were collected separately. One person performed the role
of the facilitator and observers. (See Appendices E &F)

Data Analysis
For Question 1:
Interview: Initially the audio recording was transformed into a transcript (See Appendices
C). This was coded using the three stages advised by Strauss and Corbin[1]. There are three
stages i.e., open coding, axial coding and selective coding. With the open coding, the
transcript was coded line-by-line were the information was categorized using keywords such
as selection pattern, outfits preferred and so on. Later, with the help of axial coding the
categories were interconnected and few of them were neglected (See figure 1). Finally with
the help of selective coding, the categories were connected into a group to produce a story
line. The coding was performed manually at first and later with the use of NVivo (a platform
for analyzing all forms of unstructured data) for categorizing of keywords [9]. (See
Appendices H)
Figure 1: Open Coding (Top and lower right) and Axial coding (lower left).
Selective Coding: The individuality is present in every male were they express their own
feelings, behavior and reasoning about outfits. Outfits are bought according to their
occasions, i.e., work, weekend, dinner, and activities, i.e., gym cycling and with their
preferred choice of colors. The clothes are bought individually rather than whole outfits from
their preferred outfits stores. The outfits are purchased based on a weekly or monthly basis
with limited budget according to their salary income. Majority of the men have online

shopping experience. Similarly, men have considered advice from friends and companions
and are in need for a personal stylist.
Observation:
Over the span of three days, 50 men were observed regarding their movements and pattern of
buying outfits. Three main activities, i.e., Purchase Clothes, Assistance, No Purchase, were
considered and observed carefully. This resulted in, 30 men purchasing clothes, with 3 people
purchasing 2 or more outfits, remaining 27 men with single piece from the outfit.
Additionally, 15 men took assistance from staff or from their companion. Lastly, 20 men
didn’t purchase any clothes. (See figure 2).
Figure 2: Result of the observation method.
Recommendations:
This two evaluation methods results in similarity over certain concepts from the Thread, i.e.,
men’s looking for personal stylist for suggestions, thinking of whole outfit when they are
purchasing a part of outfit, purchase outfits based on occasions.
However, there are some suggestions, which could be pointed out based on the two
evaluations, i.e., men’s buy clothes on a fixed budget. So it will be good to send outfits
within their spending limit. Also, selecting their outfits based on their favorite colors, which
is not considered while sending outfits.

For Question 2:
Heuristic Evaluation:
Figure 3: The table summarizes the total amount of encountered usability problems and the severity
of every single one.
In this task, five usability experts heuristically evaluated the Questionnaire part of the thread
website. All the evaluators followed the Nielsen Norman Group guidelines[10]. The
evaluators resulted in a documentation of 49 usability problems (Figure 3). After rating the
severity of problems, 13 Usability Catastrophes, 10 Major Usability problems, 19 Minor
Usability problems and 7 Cosmetic problems were found. (See Appendices D)
The most of the usability problems were found in the ‘heuristics’ of “Match between system
and the real world” and “User control and freedom”. In these two ‘heuristics’, the most
serious usability problems found were, no action at the final page (See Figure 6), confused
over trousers size (See Figure 4), restricted back and skip access (See Figure 5). To solve
these problems, an exit button at the end page, a universal trousers size measurement option
and back & skip button to access questionnaire easily, is needed.
Another serious usability problems were found in the ‘heuristic’ of “Error Prevention”. The
team found, there was information about the questionnaire status and the inappropriate use of
“I don’t know” option is hindering the users journey. To solve this problem, a progress bar
with remaining stages or questions will the users and use of back and skip button at
appropriate stages will enhance experience of users.
After fixing the aforementioned problems the overall usability of the questionnaire will be
improved tremendously and in the next stage designers can focus on the details and the
smaller problems afterwards.

Figure 4: Usability problem: Users confused over size in inches.
Figure 5: Usability problem: Restricted use of Next and Skip button.
Figure 6: Usability problem: Users confused over no action at the final page.

Usability Test:
At this task, three users were interviewed one-to-one to completed three tasks. But only one
task information was considered i.e., as a new user to start and complete the questionnaire.
The summary from the test yielded the same problems, which usability experts had pointed in
their heuristic evaluation. Users didn’t know what to do after finishing the questionnaire (See
Figure 6). Also, had problems selecting the trouser size and demanded a size guide to assist
them (See Figure 4). Later, mistakes were purposely done due to the excessive questions and
they were getting bored due to the excessive time spent on questionnaire (See Appendices E
and F).
Conclusion
This coursework goals was to address two questions related to thread website using
appropriate evaluation techniques with proper reasoning. The results from the used
evaluation techniques has resulted in substantial information addressing the required
questions and highlighting the usability problems from the Thread website. It is likely to
achieve greater user interaction if the designers addressed the provided recommendations.
Appendices
References
[1] A. Strauss and J. M. Corbin, Basics of qualitative research: Grounded theory procedures
and techniques. Thousand Oaks, CA, US: Sage Publications, Inc, 1990.
[2] “A Personal Stylist for Every Shopper - The Business of Fashion.” [Online]. Available:
http://www.businessoffashion.com/2013/12/thread-kieran-oneill-offers-a-personal-stylist-
for-every-shopper.html. [Accessed: 15-Jan-2015].
[3] A. Håkansson, “Portal of Research Methods and Methodologies for Research Projects
and Degree Projects,” in FECS’13 - The 2013 International Conference on Frontiers in
Education: Computer Science and Computer Engineering, 2013.
[4] A. Blandford, A. Adams, S. Attfield, G. Buchanan, J. Gow, S. Makri, J. Rimmer, and C.
Warwick, “The PRET A Rapporter Framework: Evaluating Digital Libraries from the
Perspective of Information Work,” Inf Process Manage, vol. 44, no. 1, pp. 4–21, Jan.
2008.
[5] “Types of evaluation.” [Online]. Available:
http://evaluationtoolbox.net.au/index.php?option=com_content&view=article&id=15:typ
es-of-evaluation&catid=6:what-is-evaluation&Itemid=19. [Accessed: 18-Jan-2015].
[6] P. Kennedy, “How to combine multiple research methods: Practical Triangulation |
Johnny Holland.” .
[7] J. Nielsen, “Finding Usability Problems Through Heuristic Evaluation,” in Proceedings
of the SIGCHI Conference on Human Factors in Computing Systems, New York, NY,
USA, 1992, pp. 373–380.

[8] “Heuristic Evaluation: How-To: Article by Jakob Nielsen.” [Online]. Available:
http://www.nngroup.com/articles/how-to-conduct-a-heuristic-evaluation/. [Accessed: 17-
Jan-2015].
[9] “Qualitative Data Analysis Software | Mixed Methods Research | NVivo.” [Online].
Available: http://www.qsrinternational.com/products_nvivo.aspx. [Accessed: 19-Jan-
2015].
[10] “10 Heuristics for User Interface Design: Article by Jakob Nielsen.” [Online].
Available: http://www.nngroup.com/articles/ten-usability-heuristics/. [Accessed: 19-Jan-
2015].
Appendices A (PRET A Rapporter Checklist)
Purpose of the evaluation:
1) Evaluate twoquestions
2) Needtofindusers experience.
3) Usability problems.
4) Improvements.
Resources and Constraints:
1) Cost effective
2) LessTime
3) Target Usersfrom Camden, London
4) Students asPotential Users
5) MacBook for ScreenCapture anddata analysis software
6) Mobile foraudiorecordings.
Ethics
1) Informed consent.
2) Privacy and Confidentiality.
Techniques for data collection
1) Qualitative.
2) Summative.
3) Deductive.
4) Interview.
5) Observation.
6) HeuristicEvaluation

7) User Testing
8) Think aloud.
9) Audio, Videorecordings.
Analysis of Data
1) Grounded theory
2) Coding
3) Severity ratings
Reporting
1) Recommendations.
Appendices B (Email Interview Transcript)
1. Do they need to go through a long list of pre-set questionnaire? Is it been effective?
Yes. 65% finish and the information is essential for us.
2. Have you considered a alternative way of approach, like shortening questions or different
way to present the questionnaire?
Conceptually yes, but in practice the conversion rate is high enough for us not to
prioritise this right now.
3. Have you considered showing the same outfits on the picture referred to “WEAR IT LIKE
THIS” instead of different outfits with similar fashion. i.e., a model with same clothes which
are suggested.
We try to make it similar, but it's impossible to find the exact same things always
4. Do you consider advising through live chat or video chat for fashion stylists to help
customers?
We may do in the future, but right now it would cost too much in stylist time.
5. Is it effective, by keeping user restricted to only his wardrobe of outfits which is selected
by stylist?

We haven't tried other options yet, so we don't know.
6. Will there be considerations to see what my friends outfits are like or what they bought
recently?
Potentially, but most men aren't *that* sociable around clothes, so while some men
will like it, I don't think it will be a killer feature.
7. As a customer of Thread, I believe the target users are working class people. It it true?
No, we target all types of people. The clothes and budgets tailor themselves to the
individual.
8. Are you thinking to broadening the target users towards students or elderly people?
Students and elderly people do use Thread, though they're not big segments right
now. They probably won't be a priority due to less disposable income.
9. In future, will you consider users who are buying low cost outfits from Primark?
Yes, as long as we can make the economics work.
10. Is there any reason for considering email contact over direct number?
It's the way we've built our systems. It's the most cost effective
Appendices C (Interview Transcript)
Name : Ricky Ahmed.
Profession: Estate Agent.
Because I don't have much time. I work 6 days a week, I always bulk stuffs, couple suits.
When shopping on jeans, I will bring couple of jeans. Same way to Tops, Jumpers, T-Shirts.
I don’t do one item and come home and think of other items. Either, Online I order in bulk
and get it delivered to the work place or at the store. Online shopping is better for me because
by the time I finish shops are closed by 7 or 8 o clock at night. By the time if i travel to high
street shops in oxford circus like that, shops are closed. so i rather do it online, its better. I
used ASOS, ZARA, Louise phillips. High Street brands really. Because I already know my
size. It saves and my colleagues in buying suit. I already know my size. I can go online to
order it and it gets… its really quick instead of going to the store. I like casual clothes on the
weekend. So I can wear jeans and t-shirts, things like that. If going to the gym its tracksuits
and bums. Otherwise in the weekend need to be casual clothes because suits are worn over
the week. So I prefer casual clothes on weekend. Yes, it would the same for party, drinks or
evenings it would more casual move. if going out for a meeting of course its a suits and even
for business related. But during the weekend casual wear like shirt, jumper, jeans, shoes like
that. I prefer wearing suits, i’m used to it. So i rather wear a suits, to somewhere its easier for
me because its got a selection, wearing jeans. I hardly wear jeans to business events because i
don’t have time really. so i think formal wear is more easier for me, just something and go
outside. Time depends in buying an item then online is really quick. I don't browse, Im not
kind a person who browse the shopping for discounts or something like that. If i need buy

something, i go online and quickly order something and get back to work. I don’t sit there and
check if there any new deals going on or not. Formal wear would be something like ZARA. I
do not designer clothes for work on six days a week, i would be tractional in a week. I
wouldn't really wear expensive clothes to work. There is a set bracket upto 150 to 200£ per
suit but anything more is not worth for me. There are lot of casual clothes I don't have to
wear it just sitting out home in my bags. so really just on the weekends probably here and
there i will wear somethings but majority of my casual clothes are still in my bags, I haven’t
used them. In my work I have certain time bracket we have for breaks to go through any
websites and stuffs but on the weekends maybe yeah of course If somebody helps me get
selective about what i’m gonna wear any suggestions i will take on board. If it doesn't really
apply to me necessarily it will apply to so me people, obviously people who have time on
their hand who works 9 to 4 then maybe for them visiting clothes store will be better because
we work so late in the evening we don’t have much time to browse so whenever it does come
across i will have a look definitely i wouldn’t say no or forget it, i would try to think about it
Name: Alex
Profession: Mens Floor Manager at Urban Outfitters in Camden Branch.
It select clothes if i’m in the stock room i would wear jumpers, comfortable trainers. if I'm on
shop floor mainly in terms presentation i would wear bit more smart. I got split wardrobe so
kinda have casual, street wear like sweaters, denim and trainers and i got shirts roll necks
dark martin shirts monkey boots, i would like black denim so its kind got split wardrobe. It
probably be the same clothes in the weekends. it would depend on if I'm going to a party i
would bit more formal but if going to a cinema or just for drink or for a dinner. I don't want
to be sloppy food on my clothes. I feel i can wear bit more smarter. These mornings when i
wake up on 7am shift i need to get at 5 o clock i don't want to set something i would just grab
some basic tees and got a lot of denim. I don't lot of shirts so kinda. so i need some smarted
clothes. I like carlhar which is comfortable fit, so they got nice shirts, t-shits and all of them.
then there is denim jeans and stop martins. I wear according to the seasons. There are some
shirts i wouldn't wear but i do regular clean up of wardrobe. I leave in one room i don't want
it to the overfilled , sometimes i give them to charity or just to the people who like them, like
kinds my flatmates. Earlier i used have suitcases suitcases filled with clothes. Now i have
managed to fill on one cupboard. I would shopping online if its kinda on sales. I use
newcastle based independent store which really has nice brands on it, if they are going to sale
i would get discounts in the store as well so i kinda get the price as the high street because
our clothes are bit higher and high in the quality compared to H&M. I would buy a vintage
shirt for 20£ if its was for 50£ in the store. Again it only depend on the whats coming to the
store collection. For start i i f would buy everything i like straight away it would affect my
bank balance. I worked with urban for 5 years now so i have seen lot of development, urban
are making mens wear bit stronger now, its been a lot of graphic shirts before which is been
twine down a bit. I have a girl friend who i ask for some help. Sometimes when I'm own, i
need some help if this goes with this or not, so i would ask someone by taking a photo. In
store i wouldn't expect that kinda service but i would expect staff to know little bit of each
brand. but in hardy nickels, they sell higher product similar product to urban based in
Edinburgh where i am from, that where i get person shopper assistance because its not busy,
its kinda department store for high end clothing. it would depend on the store i go in to shop.
thats where i expect assistance. If i went into size i would expect assistance from them. I do
like for a personal assistance in online. I do like some inspiration to wear some clothes and it
always depends on my bank balance. I would like to know or get an idea of what would go
with it, like denim jeans and shirt rom H&M and a belt from somewhere i would look at it.

Name: Tom
Profession: Visual Manager at GAP in Camden
For work, i have to wear clothes something that is current and we have in store. thats in the
current collections, as i’m part of the management team, i need to wear quite smart and
professional but also needs to represent the GAP brand. if a customer says woo where can i
find this clothes it will easy for me to share them my style. I'm more of a sporty casual kinda
person . i like lot of baseball inspired, sports inspired and fashionable at same time. if there is
one piece i want to buy, i work around that as to know which top i wanna wear and i need to
get something it has to match that top if i know which bottoms i have to wear hen i pick
something that has to match that. I mainly shop high street and obviously i need to buy from
GAP, I like urban outfitters, TOP MAN. I spend 100£ a month thats like personal and for
work uniform i spend 50 a month on GAP clothes. I tend not to follow trends, i like to be a
bit different and at the same time i wear what everyone is wearing. If i’m wearing something
which is worn by everyone i like to had some of my own twist to it. I get inspired when i see
shop windows, its part of my work which is shop windows, mannequin thats were i get lot of
inspiration. There is lot of stuff which i was bought when i was younger, which i still have
and never have again. there are lot of stuff which i had to buy for work which isn't me but i
have to wear it sometimes. I shop online only because its easier but the it also there a
downside if i have to return it. i like to trying clothes on store and then buy it online or take it
in store. if it matches my style and budget i would try personal assistance. I had always
thought of having assistance but could afford one.
Name: Alex Garner
Profession: Receptionist at University Halls
I normally wear a suit for work. I do think before hand what to wear for next day. I do
cycling in the weekend so i have lot of clothes related to that depending on summer or winter.
it depends on occasion but i wear canals for dinners or drink in the evening. it would jeans
and shirt. I try to link my outfits according to my work. so my previous job i worked i didn't
wear suits because it involved lot of walkings upto 10miles a day, so i had wear shoes that
allow me to walk, simultaneously shifting and moving but i still i had to look smart but have
to deal with the situation and different outfit for travelling. I don't regularly spend on clothes
because i don't really get paid that much. In my work team i’m in the junior role but i’m older
to all of them except one. so in-terms of what I'm paid its less. so u had to look for bargains
because i’m at the office i get paid less. I try to match clothes with what i have. if i’m buying
shirt, i ill try with the trouser and jackets i have and also depends on the look i’m trying to
have. Im trying usual black, grey suit because thats not the job what i’m doing. since i’m
working in reception i got to look smart. i prefer to work in greens and browns or dark
yellow. The waist coat is from NEXT, the trousers from DOCKERS and shirt is from FRED
BEAR, so i’m not going to one shop for buying. I mix and match clothes because lot of times
i use TKMAX, thats the place i get most. it got mixture and its cheap. I do less shopping
online. I had bought one jacket which was tried in store and didn't had the size. For some
security reason i don't like to spend online. if some clothes are not fitting me i will give it to
charity or my dad who has similar fitting like myself. I like to levis in online because its
looks section to check what is trendy at the moment so that helps me how much fashionable i
am or not and look for it and try and buy them cheaper. If a costume i like to high price then i
look for similar ones. In All SAINTS, the clothes from last season go to TKMAX so i see this

season styles wait for one or two season, i would wait until it comes to TKMAX. I might be
not be wearing clothes at moment but i m not completely out of fashion. Its just at time or
maybe 3 or 4 months i get 40% less. There are some looks i follow but its on small budget
and i try charity shops like OXFAM where high street clothes are given out in very less price.
Name: Nick Bezokious.
Profession Software Engineer in Capgemini
As i work in IT there is no like dress code but normally its formal thing. we don't need to
wear suits but smart casuals. Usually i select clothes which i wear for next day the night
before but sometimes if i woke in the morning there is that early morning crises what i’m
going to wear. I usually have clothes read waiting, the night before. I have lot black and grey
clothes but i’m trying to get few more colours some red, blue. During weekend i try to bring
down from casuals if i’m going for a club or something like that. It i got out with company
friends it will formal but if its with friends then it will casuals. I like the ones which i have for
work but i’m thinking of changing the casual wardrobe. So i looking for new styles. I’m
changing because it felt i need to update since i have bought casual clothes for sometime
now. i try to limit my spendings according to the salary. i cant spend thousands of pounds. I
try to buy once a month but some clothes i know i could use for long time like a year. I’m not
keen on specify brand, if its looks nice on me and the quality is good i don't mind much I
have some casual shoes for work and few to outdoors. I don't buy clothes in bilk, but i buy
few pieces but them i think what outfit i need to wear but i buy then in separate pieces. I try
to think of my wardrobe and match some trousers when i buy shirt. I have so many clothes
which i haven't used. I might have look at online to check what kinds clothes are there and
then visit store to buy it. I get suggestions from friends and sometimes i go with friends
together for shopping and sometimes i go on by myself. If there is some one who can mix and
match and suggest, i would like that. I had some problems with sizes when i buy online.
because one brand sizes is different from other brands. Sometimes if i try on clothes and the
size is not available in store then i buy from online.
Name: Chris
Profession: MA in Linguistics
I don't select my clothes randomly. If i stay in home i like wear something its easy. when i
got out i like formal. I usually prefer my clothes beforehand. During evenings i wear formal
which i use in the morning. but maybe in the evening i like to some suits too. I try to pattern
interns of what i’m wearing. Normally i like to follow new trend. i spend 50£ every month
for clothes. I like UNIQLO, ZARA and TOPSHOP. I prefer to go to store and haven't try
them on. I haven't bought clothes online, never tried it. I use my clothes and and constantly
rotate them so i don't have clothes which are not used. I like dark colour, blue or black,
maybe sometimes white. I buy single piece at a time, normally i try to look at the clothes i
have first then i of to shop to buy something that match. I gets inspired to try some clothes
when i see on other men while commuting. I try to find similar clothes to what i had seen. for
men , there is less selection to choose compared to females. I used to have lot of shoes back
in my country but not here.
Appendices D (Heuristic Evaluation result with severity ratings)

Scenario 1: Questionnaire
Visibility of system status
 Questions keepappearingafteransweringthem, butthere isnoindicatorof how many
steps or questions are still missing. (Severity=4)
 “Whichof these styles doyoulike forthe weekend?”Ididn’tunderstand if they are asking
me:what I currently like orwhatI would like towearasmy “new style”.Because they donot
know whatcouldbe mycurrent style Iwill assume thatthey are askingfor mynew style
(Severity=2)
 “Which of these styles doyoulike forwork?”Ifound repeated imagesfromthe previous
stepand I don’tunderstand why itis relevantthe weekend andmywork. Inmy case, I could
dress exactly the same formy work and my weekend. Same for“Whichof these stylesdo
youlike fora date, a dinner, oreveningdrinks?”(Severity=3)
 Why did I need to select women in the first page, if the questionnaire asks that
anyway? The system already had that information. (Severity=2)
Match between system and the real world
 There isonly one elementthatcouldbe compared toa real worldelementwhichisthe
button. There are buttonsto move to the nextstepinthe questionnaire. (Severity=1)
 In general, sometimes Ilike partof the outfitsoI don’t know if I should choose itor not
(model). (Severity=2)
 “Are there any occasions you're particularly lookingfor?”I thinkthe options hasa lotof
overlap. Weekend, Work, Date/Dinner/Drinks - Icouldworkon weekends orhave adate on
workdays. (Severity=2)
 Now they ask “How much do youusually spend?”I’mone of the guysthat the site
mentioned inthe beginning- Idon’t like shoppingsoasa consequence Idon’thave any idea
aboutprices. (Severity=2)
 “What brands do youwear?”Maybe step7 should be before step6?That couldprovide
some information tothe systemintermsof prices. (Severity=1)
 “Uploadphotos of you”I skipped thisstepbutitwasnot clearto me how the stylistswill use
my picture (when they say stylistsisametaphorforan algorithmorthey really have manual
work?) (Severity=1)
 (shoes) wassimilar, Icouldn’tfindthe converse thatI use butI assumed thatthose are from
the type family Plimsolls. (Severity=2)
 “Are there any of these clothingitemsyou’dneverconsiderwearing?”, there isabig
difference betweenstylesandclothing?. If Iwasn’tcopy-pastingthe titlesIwould think that
step13 and 14 are the same. (Severity=2)
 Step16 “How Threadworks”really?Very Lessinformation.(Severity=1)
 The field "Yourcountry"maybe isa bitambiguous, asI chose ArgentinaandIshould have
chosen UK. Maybe a more directquestion as"Where doyoulive"would be better.
(Severity=4)

 What if I am a women interested ingettingadvice formyboyfriend?Insteadof askingif Iam
a womanor a man, the systemshouldaskif I'mlookingforstylesforwomen ormen.
(Severity=3)
 What if I don't spendmoney onT-shirtsandpoloshirts?There's nooptionforthat.
(Severity=2)
 No actionavailable afterthe lastpage of the questionnaire. Iwasexpectingtostartusing
the systemrightaway. (Severity=4)
 I don't know the measurementof mywaistininches(butI doknow my trousers size)
(Severity=4)
User control and freedom
 It isdifficulttogoback, while Ican selectnextbuttonthere isnobackbutton to go back and
change my selections. (Severity=4)
 inthe sliders, the value istoohigh--->40 pounds forshoes isa lot, if compared to H&M or
Primark prices -->and same thingfor all the rest(Severity=1)
 there isno easy wayto skipthe choice of pics--> nextappears clickable butitisntsince you
dontpick something. (Severity=3)
 The landingpage included anoption forchoosingmale orfemale butthe firstquestion in
the questionnaireisagainmygender(Iunderstand thatitshouldbe confirmed butthen
whatis the pointon havingthe optioninthe landingpage?). Maybe thisisaway of helping
the userto correct from a mistake?Ger) (Severity=3)
 Sometimes Iwould liketozoominand check the detailsorsee the outfitina different
contextthatthe one presented inthe image ormaybe evenwithadifferentmodelorwith
my ownbody measures (Severity=3)
 “Congratulations - Brooke isyournew stylist!”FINALLY. Anotherproblemwiththisstepis
that itdoesnot have any link toreturnto the main site ordo anything! (Severity=4)
 Once I couldstart selectingclothes Ilike forthe weekend, whenIwasready topress next, I
found the listof styles Ihad selected atthe bottomof the page. Which I like, because it
helps me review mychoices anddeletemistakeswithoutgoingthroughthe longlistagain.
Nevertheless, Iwantedtoopen one insteadof deletingone, andjustclickingonthe picture
deletes. Icouldn'tundo. Itdidn'tpromptfor(Severity=2)
Consistency and standards
 Step(2) I think ispointless, the email should be confirmingbythe common processof
clickingalink that I receive inthe mailbox (Severity=2)
 Step(2) anotherproblemof thisquestionnaireisthe date picker, Iwasnavigation the form
by usingthe keyboard (pressingtabandthe firstkeyof mydesired option) whilethisprocess
worked forthe country, it didn’tworkfor the day - I typed the numberof mybirthday’sday
and nothinghappened. ThenIrealized thatthe orderof the fieldswasnotdd-mm-yyyy but
mm-dd-yyyy andthatthe monthwasnot a numberbut a string. (Severity=2)
 In the second picture selection page, the skipbuttonshould be atthe beginning.(Severity=
1)
 Some pageshave a SKIP button and some don't, but I can't recognize why some pagesare
skip-able andothersaren't. (Severity=4)
Error prevention

 There isno error prevention mechanism, whenIchoose nothingthereisnomechanism
tellingme that.WhenIclicknextI endup inthe same page. ThenI somehow understand I
have to choose somethingmandatory. (Severity=4)
 It should be toldthatits necessary topickat leastone photowhat if a userdoes not identify
withthisclassy style?Cannotskipthispartor add extraimages. (Severity=4)
 Step(2b) after selectingmycurrentcountry (Sweden) Igota message sayingthatisnot
available. Whythe offerSwedenasacountry inthe firstplace?(Severity=4)
 Step12 “How openare you to tryingmore daringfashion styles?”instep3I already say that
I’m open (mix) sowhy they have the option“Notreally intothat”(Severity=3)
 I specified beingawomantwice (inthe home page andwhenaskedinthe questionnaire).
Nevertheless, itwasn'tpossible forthe website toofferstylistsforwomen, whichappears as
a kindof error(Notlive yetforwomen). Sowhy didthey letme fill the secondpartof the
questionnaire if Iwasa women?Iunderstand thatit mightbe because the business has
interestinknowingif there isamarketforwomen. Butform a UX pointof view, asa first
time user, Iwould have ratherrecognized fromthe startthat it wasonly for menand go
away. (Severity=4)
 If it's mandatory, the option "Idon't know"shouldn'tbe available. (Severity=4)
Recognition rather than recall
 Now they ask “How much do youusually spend?”I’mone of the guysthat the site
mentioned inthe beginning- Idon’t like shoppingsoasa consequence Idon’tremember
them(Severity=2)
 Despite the wizardsupports the backbuttonof the browser, probably some userswon't
think of usingit to go back on theirsteps. (Severity=2)
Flexibility and efficiency of use
 There isno “expertmode”forthe userwhile creatinganaccount. Every stepisthe same for
people new tothe site thanfrequentvisitors. (Severity=2)
 Step13 “Are there any of these stylesyou’dneverconsiderwearing?”again, limitedoptions
(Severity=2)
 There isno easy way of startingwitha very basic profile andimprove itlater. Forexample:
all the mandatory pagesof the questionnaire couldbe togetheratthe beginning, thenthe
systemcouldaskthe user "Wouldyouprefertocontinue buildingyourprofilewithmore
details orstart shopping?", andif the useraccepts, putthe "skip-able"pagesthen. If the
userdoesn'taccept, he should be able toadd thatinformation later. (Severity=3)
Aesthetic and minimalist design
 The landingpage-- Ifound excessive touse awhole steponthe questionnaire toonly select
your gender(Severity=3)
 “Tell usa couple thingsaboutyourself”. Onthe question “WHICHINCOMEBRACKET ARE YOU
IN?(100% PRIVATE)”,Idon’tlike thatthey are sayingprivate/private/privateall the time. I
should assume thatthe amountsare peryear, right?(Severity=2)
 Step16. “SelectYourSizes”The lasttextbox “Message”iswhite asthe background without
border. so itis really difficulttospot. (Severity=2)

 Step17 “Congratulations- Brooke isyournew stylist!”FINALLY. Thisscreenhastoomuch
text. (Severity=1)
Help users recognize, diagnose, and recover from errors
 I faced(notavailable inurcountry) screenwithnooption togo back or change countries.
(Severity=3)
 I wentback withthe back button of the webbrowser, changedtoUK andthenI foundthe
same "nowhere togo"problemwiththisscreen:(Womenstillunderconsideration)
(Severity=3)
Help and documentation
 There isno helpor documentation. (Severity=4)
 Now they ask “How much do youusually spend?”Thisisthe worststep, noassistance in
termsof examples oranything(Severity=2)
 Step9 “Whichtrouserfitsdo youprefer?”(THISISGETTING TOO LONG!). The imageswere
clear. (Severity=2)
Appendices E (User Testing: Audio and Video Recording)
https://www.youtube.com/watch?v=nPMPCLWDJIM&feature=em-upload_owner
Appendices F (User Testing: Observation)

Appendices G (for Portfolio)
Lab activities as performed in papers, which was destroyed after class.
Serco Slide:

Appendices H (NVivo)

Word Count: 249 + 1765 + 349 = 2363
END

Evaluation Report about "Thread" website.

Recommended

Recommended

More Related Content

Similar to Evaluation Report about "Thread" website.

Similar to Evaluation Report about "Thread" website. (20)

More from Sujith Kumar Anand

More from Sujith Kumar Anand (12)

Recently uploaded

Recently uploaded (20)

Evaluation Report about "Thread" website.