1. CLEVAMAMA
WEBSITE EVALUATION
TECHNOLOGY AND USER EXPERIENCE
Prepared by:
Dayna Sara Baker
March 2015
X14116286

2. 1
Contents Page
Part Area Page
1. CompanyDescription 2
2. Importance of User experience forClevamama.com 2
3. PersonaforClevamama.com 3
4. Jane’sScenario 4
5. Screenshotsforscenario 5

3. 2
1. Company Description
Created by sisters Martina Craine and Suzanne Browne. Clevamama is every mums answer to the
everyday challenges of a baby to toddler’s life. Clevamama brings innovative, everyday products to
the market. Their products cover every aspect of the baby’s life from feeding to bedtime. The
Clevamama.com site offer tips and tricks from experts, recent news from the business and industry
and works as a catalogue and link for all Clevamama products. Appreciated by babies and mommies
on all four corners of the globe, this “Cleva” Irish company has taken the baby and toddler market by
storm.
2. Importance of user experience for Clevamama
The importance of user experience for Clevamama.com:
 Target Audience: Clevamama are using brick/click stores and dotcom stores to sell their items
instead of directly on their own site. This in itself puts great pressure on their website as the
product is not available directly from the website. This in itself would raise the question:
What does the site have to offer me?
The website needs to offer the user a reason to interact and visit the page. The content
available on Clevamama needs to be up to date, interesting and relevant, along with great
description and images of their products. The content then needs to be presented in a user
friendly, target related form. The main reason for this is because their target market are
parents, particularly mums. This target audience have busy, hectic schedules and therefore the
content layout needs to be in a clear and searchable manner. Their target market is therefore
an essential reason why user experience on Clevamama.com is of fundamental importance. If
mommy can’t find it, mommy won’t buy it.
 Competition: The company offer a solution to mothers (and fathers) parenting problems. This
needs to be clear and visible when their user enters the site. If they feel there’s too much
going on, or an information overload, they may feel Clevamama.com are offering problems
not solutions in their lives. User experience of the site is again of high importance for
Clevamama.com because there’s is a lot of competition in this particular market and therefore
there is always an alternative product as well as an alternative website for parents.

4. 3
3. Persona for Clevamama.com
This persona reflects the typical user of the Clevamama.com website.
Jane Roberts is 31 years old and lives in Swords, Co. Dublin. She has recently
given birth to her first child, Ela. Jane is happily married 5 years with Martin.
She works from home, for an Italian company as a translator. The job entailed
a lot of travelling so she decided to take on a part time position, so she could
spend more time with her child. This put pressure on Martin to take overtime
at weekends, which means he is home very little.
As this was her first child, Jane was very nervous in every step of the
pregnancy. She bought and downloaded every pregnancy book she could, so
she was fully prepared for what to expect. Now, in these first few months she's
learning that the books didn't really reflect the reality of motherhood. Jane is
now starting to feelthe pressure of being a working mum and knows there are
many areas she still needs to adapt and plan for.
She is in search for any help she can get, other than from her mother-in-law
who seems to think she’s supper nanny. This has put pressure on Jane and she
now feels she needs to prove herself as a mother. Jane is an active member of
over 20 pregnancy and infant blogs and spends her free time taking notes and
tips from other mums. These tips are very helpful for products and tricks she
can try as she doesn’t really have the time to experiment herself. She’s looking
for the quick fixes to all baby/mummy issues.
Shopping trips are not an option as Jane feels shopping with Ela is too much
pressure so she has ordered everything online since she had Ela. She is reliant
in following the links recommended on the blogs or viciously searching
through online catalogues, trying to work out what half the products do. She's
in search for a site she can access at ease, clearly find the answer and product,
and be able to buy it within a reasonable amount of time as she hasn’t got a
moment to spare. She needs a site that offers all, the tips, tricks and the magic
products.
Jane welcome to Clevamama.com. What do you think?

5. 4
4. Jane’s Scenario
Persona:Jane, the woman who met motherhood 6 months ago.
Goal: Find a product that will help relieve the stress and wetness of Ela’s bathtime.
Jane has been working mornings all week. She’s tired and stressed as Martin hasn’t been home much. She
decided she needed to find something to relieve the stress in her evenings ,particularly during bathtime.
Every evening Ela and Jane are involved in, what may seemlike the crash of the titanic at bathtime. Jane is
like a headless chicken trying to keep her daughterwarm and calm while she’s grabbing 3 towels to cover
her fully. She has nearly broken her back on more than one occasion,as holding Ela with one hand is getting
more difficult as the months pass by.The books she read, forgot to establish how bathing a child can be very
complicated.
Jane decides she will try out Clevamama.com. She’s been told it has products that can fix everyday
problems of the parenting world. (Please refer to appendix 1 for Screenshots of scenario)
1. She enters www.clevamama.com. (SS 1)
2. The home page is very bright and active. She see’s many interesting links such as the
Clevacommunity, which she plans on joining later. She then notices the scrolling icons and clicks
the “Bathtime” tab. (SS, Gold star)
3. She’s immediately brought to a product page of the “Splash & Wrap Baby
Bath Towel”. The page offers a timeline of photos,description,reviews and the places it is
available on and offline. It also has many other bathtime products scrolling at the bottom but this
product is exactly what she had imagined, although she hadn’t thought it existed. (SS2)
4. Jane as always scrolls straight to the review, as she is reliant on othermother’s opinions to guide
her. It states “Product is amazing! Really big towel, nice and thick, perfect for snuggles and most
importantly being able to get baba out the bath with both hands.I would recommend this product to
all mums out there! It's about time mums got a little help along the way! Thank you so much!” Jane
is sold on the review. Seems like Clevamama has been the hidden secret she was looking for. (SS3,
Gold star)
5. She decides to use the Argos link, but home delivery is unavailable. (SS4)
6. She then chooses the Amazon link. (SS5) The item is available and offers a next day home delivery
option (SS6) which means her problem will be solved a lot earlier then she’d imagined.
7. She adds to her basket but decides she will go back onto Clevamama.com to see what other
products they have on offer to solve her otherproblems within a day.

6. 5
5. Outline and plan for website evaluation
Accordingto Rouse,2011 “A work breakdownstructure (WBS) isachart in whichthe critical work
elements,calledtasks,of aprojectare illustratedtoportraytheirrelationshipstoeachotherand to
the projectas a whole.”
The use of a WBS wasimportantforthisprojectas it allowedforanunderstandingof individual
tasks,while focusingonthe directgoal.Italsoallowedfortimelinechangesthatmaybe neededif
difficultiesarouse. Please findbelowthisprojectsworkbreakdownstructure (WBS).Itgivesaclear
understandingof the processandtimeline forthisparticularproject.
Clevamama.com WBS
Ref
Number
Name Duration
Overall project
1 Scoping the project 18th
-20th
February
2 Understand the brief and class discussions 21st
–25th
February
3 Start the project 26th
February
Creation of Evaluation
4 Begin researching the company and area 26th
– 27th
February
5 Create person 28th
February
6 Create Scenario 29th
February
7 Develop a document for evaluators including the 10 Heuristics template 30th
February
8 Confirm 3 or 4 evaluators 30th
February
19 Send evaluator documents, stating date of expected return 30TH
February
10 Complete my own evaluation 1st
April
11 Focus on problematic areas/ Fix issues* 1st
April
Project Management
12 Collection of evaluations (email preferred) 8th
April
13 Check all areas are answered sufficiently 9th
April
14 Compare and contrast all evaluations 10th
– 11th
April
15 Document overall finding 12th
April
16 Focus on problematic areas/ Fix issues* 13th
April
17 Find 3 or 4 Heuristics that appear in trouble and focus 14th
April
18 Prepare recommendations for Clevamama according to business objectives 15th
April
19 Creation of full website evaluation document 16th
April
20 Finalise document/ Proofread 17th
- 20th
April
21 Final submission 21st
April
* Issuesdifferdependingonwhere theyfall withinthe process.Anexample,onthe 13th
of April
review,anevaluationmaynothave beencompletedproperlyandthiswouldneedtobe amended
on the day.

7. 6
6. Methods/Techniques for Evaluation for Clevamama
There are manymethodsandtechniquesavailable forevaluationof thiswebsite.
An example wouldbe astoryboard.Thiscouldbe createdwithpictures,drawingsandother
elementstoillustrate auser’sjourney,inrelationtothe user’sactions.A storyboardcanbe very
time consumingdue tothe amountof planningneededforits creationandtherefore wasnot
chosenforthisproject.
Afterconsideration,the chosenmethodforthisprojectwasJakobNeilson’s10Heuristics.
Whythis method?
Thiswas chosenbecause:
 Alongwithbeingthe favouriteof the usabilitytests,ithasa 10 clearstagesto the evaluation,
whichmeansall areas of usabilityare coveredindetail.This allowsforaclear picture of all
areas onthe site thatusersmay dislike orhave trouble with.
 Thismethodhighlightsthe problemswithinthe design,whichgivesarealisticview of the
issuesusersmayhave dayto day interactingwiththe site/design.
 Althoughthe 10 heuristics maynothighlightthe majorissuesasaccuratelyasothermethods,
it tendstopinpointmajorareaswiththe amountof minorissuesithighlights.Thatsaid,the
methoddoeshave the abilitytofindthe majorissues butalsoboaststhe rankingmethod.
Thisallowsforprioritisationof all problems,andcreatesa pressure andemphasisonsevere
issues.
 The cost of the methodisminimal andit’snotas time consumingasothermethods.
What is thismethod?
Neilson(1994),said“Heuristicevaluationsisthe mostinformal methodandinvolveshavingusability
specialist’s judge whethereachdialogue elementfollowsestablishedusabilitythe “heuristics”.This
methodentailsbetweenarecommended3-5usabilityspecialiststoevaluate yourwebsiteor
artefactunderthe following10headings/heuristics:
 H1: Aestheticandminimaldesign
 H2: Match betweensystemandreal world
 H3 : Recognitionratherthanrecall
 H4: Consistencyandstandards
 H5: Visibilityof systemstatus
 H6: User control and freedom
 H7: Flexibilityandefficiencyof use
 H8: Helpusersrecognise,diagnose andrecoverfrom errors
 H9: Error prevention
 H10: Helpand documentation
Theycan thenrate each heuristicbetween0-4:
0- no issues
1- Cosmeticproblems,irrelevantunlessthere’stimetospare onthe project
2- Minor issues,lowpriorityproblems
3- Major issues- Highpriorityproblems
4- Devastation- Donotrelease if notfixed.Considerstarting again.