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Careers Website Redesign
UX AUDIT | 7.27.16
Page 1eCommerce User Experience
Table of Contents
Executive Summary....................................................................................
Competitor Analysis...................................................................................
Hiring Analytics............................................................................................
Accessibility.................................................................................................
User Experience Analysis..........................................................................
Existing Data................................................................................................
Going Forward ............................................................................................
Page 2
Page 3
Page 6
Page 7
Page 8
Page 12
Page 16
Careers Website Redesign
Existing Website UX Audit | 7.27.16
Tim Broadwater
Careers Website Redesign
UX AUDIT | 7.27.16
Page 2eCommerce User Experience
Executive Summary
DICK’S Sporting Goods (DSG) is beginning the process of redesigning their Careers website located at http://www.dickssportinggoods.jobs.
This report and its content serves as a user experience (UX) audit that identifies and analyzes competitive benchmarking, identifies
accessibility concerns, identifies interaction elements that are inconsistent with user expectations, presents data requests that will inform
and impact wireframe design, and proposes additional usability testing that could positively impact the DSG Careers website.
This report does not contain usability testing, usability testing results, customer personas, in-depth analytics/quantitative data, final
recommendations, or wireframes.
Research Objectives
•	 Research competitive benchmarking of the DSG Careers website
•	 Compare and assess UX elements of the current DSG Careers website to those of identified benchmarks
•	 Identify accessibility concerns with the current DSG Careers website
•	 Identify pain points and instances of potentially problematic UX with the current DSG Careers website
•	 Present data requests that informs wireframe design
•	 Propose additional opportunities for usability testing
Careers Website Redesign
UX AUDIT | 7.27.16
Page 3eCommerce User Experience
Competitor Analysis Introduction
In the initial meeting and discussion that was scheduled through MeetingPlanner (ID# 469577), the eCommerce Project Manager
identified the following website as being a relevant per institution and career application experience:
UX & Workflow Discussion - 7.26.16
•	 Vanity Fairs Corporation: http://www.vfc.com/careers
Additionally, the eCommerce Competitor List created on Jun 30, 2016 can be used as a starting point to identify a list of similar
websites that are consistently noted as having positive eCommerce user experiences. The following competitor career websites
are predominantly standalone, responsive, contemporary, and reflect the peer baseline for UI and UX that the DSG Careers website
should strive to achieve/surpass:
Baymard Institute Usability Study Average Rankings
•	 Gilt			 40.5 Average Rank 	 http://www.gilt.com/careers/
•	 Rakuten 		 39.2 Average Rank 	 http://www.rakuten.com/jobs
•	 Best Buy 		 39 Average Rank 	 http://www.bestbuy-jobs.com/
•	 Foot Locker 	 35.7 Average Rank 	 http://sneakerjobs.com/
•	 Ann Taylor 		 35.6 Average Rank 	 http://www.anncareers.com/anntaylor/
•	 Toys’R’Us 		 33.8 Average Rank 	 https://www.toysrusinc.com/careers
•	 Williams-Sonoma 	 33.4 Average Rank	 http://careers.williams-sonomainc.com/
•	 Kohl’s 		 32.4 Average Rank	 http://kohlscareers.com/
•	 Disney		 31 Average Rank	 https://jobs.disneycareers.com/
•	 Cabela’s		 30.8 Average Rank	 http://cabelas.jobs/
Careers Website Redesign
UX AUDIT | 7.27.16
Page 4eCommerce User Experience
Competitor Analysis Comparison
After an examination of the ten previously identified career websites - Ann Taylor, Best Buy, Cabela’s, Disney, Foot Locker, Gilt, Kohl’s, Rakuten,
Toys’R’Us, and Williams-Sonoma - the following are career website attributes to consider when redesigning the DSG Careers website:
HistoryStatement
Mission/Values
Team/Culture
Locations/Offices
Text/VideoBiographies
Benefits/Perks
MultipleJobSearches
InternshipsInformation
ContactMechanism
InHeader
InFeatureArea
InWebpage
InNavigation
InHeader/Hamburger
SearchAllOption
Hamburger(>1024px)
Hamburger(<768px)
ResponsiveWebsites
SocialMediaInFooter
HeaderPathToWebsite
Ann Taylor                
Best Buy           
Cabela’s           
Disney         
Foot Locker    
Gilt             
Kohl’s        
Rakuten                
Toys’R’Us             
Williams-Sonoma         
Homepage Content Job Search Box Interactive Elements
Careers Website Redesign
UX AUDIT | 7.27.16
Page 5eCommerce User Experience
Competitor Analysis Percentages
Compiling the benchmark career website comparisons into percentages, and focusing on the landing page, the primary call-to-action of
searching/applying for jobs, and examining the main interactive elements, provides insight to elements that can be included in the redesign.
Consideration should be given to the following elements that have a score of 50% or higher for the DSG Careers website:
Homepage Content
Mission/Values 60%
Team/Culture 50%
History Statement 50%
Benefits/Perks 50%
Another Job Search Outside Navigation 50%
Text/Video Biographies 40%
Contact Mechanism 40%
Locations/Offices 30%
Internships Information 30%
Job Search Box Location
In Navigation 100%
In Header 70%
In Feature Area 20%
In Webpage 10%
Other Job Search Features
Search All Option 100%
In Header/Hamburger (Mobile) 80%
Interactive Elements
Hamburger Navigation (>1024px) 30%
Hamburger Navigation (iPad Landscape) 10%
Hamburger Navigation (iPad Portrait) 50%
Hamburger Navigation (<768px) 100%
Other Elements
Responsive Websites 80% *
Header Path To Main Website 70%
Social Media In Footer 60%
* Remainder is 10% no mobile and 10% server-side redirection.
Careers Website Redesign
UX AUDIT | 7.27.16
Page 6eCommerce User Experience
Hiring Analytics Hodes
The following are the top key performance indicators (KPI) from July 25, 2015 through July 26, 2016 for the DS Careers website:
•	 Visits				 373,980
•	 Conversions			 26,108
•	 Hires				 21,105
•	 Media Spend			 $285,716
•	 Media Hires				 1,070
•	 Media Cost Per Hire (CPH)		 $267
Top Five Hiring Media Sources Top Five Hiring Non-Media Sources
* Data statistics/visualization are based on a year of analytics data.
Careers Website Redesign
UX AUDIT | 7.27.16
Page 7eCommerce User Experience
Accessibility
The following errors are based on major to medium infractions identified using the Web Accessibility Evaluation Tool (WAVE) and a
web console. All errors pertain to the homepage, primary navigation pages, and secondary navigation pages.
Web Content Accessibility Guidelines - Level AAA
•	 Featured Jobs .widget_joblist_row class fails contrast check *
•	 DSG Logo has non-specific/insufficient alternative text
•	 Heading 2 is skipped on homepage/Featured Jobs should be H4 or without
heading tags
Headings provide document structure and facilitate keyboard navigation by
users of assistive technology. These users may be confused or experience
difficulty navigating when heading levels are skipped.
•	 Twelve broken same-page and redundant links
A link to another location within the page is present but does not have a
corresponding target, and adjacent links go to the same place.
•	 Four links to PDF files/Link to website, or host content in-page
Unless authored with accessibility in mind, PDF documents often have
accessibility issues. Additionally, PDF documents are typically viewed using a
separate application or plug-in, and can thus cause confusion and navigation
difficulties.
•	 A <noscript> element is present/Ensure scripted content in accessible
Content within <noscript> is presented if JavaScript is disabled. Because nearly
all users (including users of screen readers and other assistive technologies)
have JavaScript enabled, <noscript> cannot be used to provide an accessible
version of inaccessible scripted content.
•	 Title attribute text is the same as text or alternate text
The advisory information presented should not be identical to or very similar to
the element text or alternative text.
General
•	 Website title isn’t self-explanatory/user friendly (CWS?)
JavaScript
•	 Prefixed Fullscreen API is deprecated
In Mozilla Firefox the Fullscreen API provides an easy way for web content to
be presented using the user’s entire screen. Resolve by unprefixing the DOM
fullscreen API; details can be seen at Bugzilla.
•	 Google Maps API warning: NoApiKeys
The script element that loads the API has no API key. Resolve by including a
valid API key as a key parameter by generating a new API key on the Google API
Console.
Web Content Accessibility Guidelines - Level AA
•	 One linked image is missing alternative text
•	 Four forms don’t have a corresponding label
•	 Fourteen anchor tags/links contain no text
•	 Featured New Stores’ scrollbar fails contrast check
The visual presentation of text and images of text has to have a contrast ratio of
at least 4.5:1 for interactive element and medium to small scale text.
Careers Website Redesign
UX AUDIT | 7.27.16
Page 8eCommerce User Experience
UX Analysis Navigation
1
2
3
1
2
3
This is potentially confusing by not being
on DSG brand, and if coming from the
main website. The user expectation would
be able to go to/navigate back/return to
main website through a global and local
navigation.
Hover states are off from vertical bars. This
creates confusing interaction and targeting
for users.
Hover anchors/links should change based
on div hover, not just text hover. For a user
it is difficult to see if you are hovering over
the correct list item.
Virtual tour buttons have overlapping
navigation direction and individual slide
buttons.
4 4
Careers Website Redesign
UX AUDIT | 7.27.16
Page 9eCommerce User Experience
UX Analysis Job Search Box
1
2
1
2
Users expect search box location to be at
the top of the webpage, in the top right of
website header, or contained in a top-right
utility navigation.
Homepage feature, layout, or user interface
should explain taxonomy through content
and photo blocking buttons, and not simply
rely on industry labels and verbiage.
The feature is sparse and has no content
about DSG as an employer. The company’s
history should be included and values
should be included to preface such a huge
‘Search Jobs By’ call to action.
There is not enough emphasis placed on
the primary action - applying/searching
for jobs - with the search box being below
the header and feature area, and in a gray
box. Users might be presented with too
many search options, and not a ‘search all
positions’ option.
User memory studies by the Nielsen
Norman Group show that it’s taxed when
labels are included in the form rather than
above, or a float label pattern. Form labels
could be audited for improvement.
3
3
4
4
Careers Website Redesign
UX AUDIT | 7.27.16
Page 10eCommerce User Experience
UX Analysis Footer
1
3
1
2
On a mobile device content runs together.
These chunks of content need separators,
possibly more vertical space, or make
.LinksHd class visually different to make
content more digestible.
Contact or help links shouldn’t link to
a PDF file that potentially could have
accessibility issues. Integrate a contact
form mechanism.
EOE verbiage could be separated from
links, and have a different <p> treatment
to visually differentiate links. Users expect
social media to be present at the bottom of
the webpage instead of the top.
The scroll-up button should be more
visually dominant by enlarging the carrot,
differentiating the color for interaction
elements, or changing the shape to a circle.
3
4
2
4
Careers Website Redesign
UX AUDIT | 7.27.16
Page 11eCommerce User Experience
UX Analysis Mobile Navigation
1
1
2
The mobile menu icon is a bulleted list, and
should rather be a hamburger/list icon for
user DSG brand recognition (possibly with
the word ‘Menu’, and contained in a border.
Upon click, the icon takes up too much
vertical mobile screen real estate, when
mobile user interfaces should be more
about spatial economy. An SVG of a menu
icon should be utilized over a font family in
case users have ad-blocking that disables
font loading enabled.
With a medium to large primary navigation
the vertical space of the mobile menu
could be better economized with the use
of + and – (or carrots). This allows for
expandable navigation for secondary and
third-tier elements, and reduces toll on a
user’s memory storage.
2
Careers Website Redesign
UX AUDIT | 7.27.16
Page 12eCommerce User Experience
Existing Data Requests
To inform the construction of the redesign wireframes, it would be beneficial and informative to request both qualitative and
quantitative data for the existing DICK’S Sporting Goods Careers website. Applicant demographics, position demographics, and any
help requests – combined with analytics, server-side statistics, and traffic reports – will greatly inform the focus and interaction of
future/potential applicants, thereby affecting the wireframes for the project.
Qualitative Data - Human Resources
•	 Applicant Demographics
•	 Searching Preferences - primary, secondary, tertiary sorting mechanisms
•	 region
•	 keyword
•	 category
•	 business unit
•	 Target Audience - primary, secondary, and tertiary target audience
•	 percentages - age, race, sex, education level, spoken languages, etc.
•	 current employee demographics - sharable?
•	 improve diversity
•	 Position Demographics
•	 Most Available/Turnover - informs featured jobs on homepage
•	 Most Applicants
•	 callout areas/news
•	 featured jobs on search pages
•	 Help Requests - ‘If You Require Assistance’ link
Quantitative Data - Analytics & Traffic
•	 Analytics/Server-Side Statistics
•	 Device and Browser Width - wireframe sizes/responsive break points
•	 Task Priority
•	 original applications/resume building - desktop
•	 sign-off/agreement/continuing steps – mobile
•	 Region - primary or secondary sorting mechanisms
•	 Referral Traffic Statistics
•	 DSG Footer Career Link Referrals - necessitates breadcrumbs/hierarchy
•	 Employment Site Referrals
•	 negates the need for breadcrumbs/hierarchy
•	 expedite application process
Careers Website Redesign
UX AUDIT | 7.27.16
Page 13eCommerce User Experience
Existing Data Hodes * Data statistics/visualization are based on a year of analytics data.
Careers Website Redesign
UX AUDIT | 7.27.16
Page 14eCommerce User Experience
Existing Data Google Analytics
•	 Audience Overview:
•	 New Visitors		 71.3%
•	 Returning Visitors 	 28.7%
•	 Geographic Location of Visitors:
•	 United States		 99.00%
•	 India			0.13%
•	 Canada		 0.09%
•	 United Kingdom	 0.07%
•	 Mexico		0.05%
•	 Browser/OS:
•	 Chrome		 43%
•	 Safari			31%
•	 Internet Explorer	 13%
•	 Firefox			6%
•	 	All Others		 7%
•	 Acquisition Channels:
•	 Referral		 59%
•	 Organic Search	 24%
•	 	Direct			16%
•	 All Others		 1%
•	 Job Search Box:
•	 Keyword/ID		 13,592 Clicks
•	 Location		 22 Clicks	
•	 Category		 22 Clicks
•	 Business Unit		 17 Clicks
•	 Resolution Ranges:
•	 Desktop 			57.09%
•	 < 1024
•	 1010x670		 1.97%
•	 Laptop (1366 by 768)
•	 1350x670		 5.76%
•	 1370x670		 3.89%
•	 1350x640		 3.00%
•	 1370x640		 2.08%
•	 1350x660		 1.57%
•	 1350x650		 1.12%
•	 1280x740		 0.59%
•	 1260x920		 0.58%
•	 1280x650		 0.56%
•	 1280x640		 0.53%
•	 1350x630		 0.90%
•	 > 1024px
•	 1580x800		 1.20%
•	 1900x980		 1.15%
•	 1370x660		 1.12%
•	 1900x960		 0.96%
•	 1600x800		 0.93%
•	 1580x780		 0.83%
•	 1600x780		 0.83%
•	 1920x980		 0.78%
•	 1900x970		 0.75%
•	 1920x960		 0.74%
•	 1370x650		 0.70%
•	 1370x630		 0.70%
•	 Tablet			7.15%
•	 980x640		 11.25%
•	 1020x670		 11.23%
•	 770x930		 10.13%
•	 	980x1180		 9.56%
•	 Mobile			35.76%
•	 375x667		 22%
•	 360x640		 22%
•	 320x568		 17%
•	 	768x1024		 11%
•	 414x736		 7%
•	 All Others		 21%
* Data statistics/visualization are based on a year of analytics data.
Careers Website Redesign
UX AUDIT | 7.27.16
Page 15eCommerce User Experience
Existing Data CX & SEO * Data based on comments provided by Customer Service/CX/Voice of Customer, and search engine terms from SEO examinations.
Comment from May, 26th 2016
The job site is poorly written. It’s a waste of time. Time is most peoples
most valuable resource. There is no way to contact anyone when
the hourly wage window will not let you through. There are no listing
parameters and nobody to communicate with for clarification that should
have been provided up front. It looks to me like Dick’s Sporting Goods
is trying to insulate themselves from the public. For DSG to require
personal information from job applicants without a very clear avenue
of real (or quick anyway) time two way communication is in my opinion
unacceptable. My personal information is clearly more important to
me that DSG thinks it is. I didn’t even finish filling out the job application
before I ran into technical problems with the interface after uploading
my information. I think these are some very basic problems with DSG’s
on line job application process. I will probably not be finishing my job
application. Too bad too. I’m well qualified.
Average Monthly Searches (exact matches only)
dicks sporting goods jobs		 14,800
merchandising jobs			 4,400
dicks sporting goods careers		 9,900
ecommerce jobs			 1,600
dicks careers				 1,000
dicks jobs				880
jobs at dicks sporting goods		 260
corporate retail jobs			 170
pittsburgh marketing jobs		 110
pittsburgh finance jobs			 70
retail jobs pittsburgh			 40
Careers Website Redesign
UX AUDIT | 7.27.16
Page 16eCommerce User Experience
Going Forward
In addition to the observations made in this UX audit, there is a general lack of career content contained in the DSG Careers website.
More robust data could provide additional insight for continuation, but the following content improvements and usability measures
could also provide valuable information in redesigning the DSG Careers website:
Content Improvements
•	 Promote Internships
•	 Possibly link to http://www.dsgopen.com/internship-program.php
•	 Possibly link to http://www.vault.com/internship_program/retail/dicks-sporting-goods/overview
•	 Show culture by incorporating photographs of diverse employees - alone or in groups - working, collaborating, and having fun.
•	 Develop employee biographies and/or video biographies to engage users, and increase applicants.
•	 Company snapshot, or a truncated version of ‘About Us’, should be developed. This is what applicants need to see and
experience first and foremost through the website. This includes our history, values, team climate, and mission.
Data Improvements
•	 Enable Google Analytics Demographics/Interest Reports
•	 Setup a CX feedback mechanism into website
•	 Link Google Search Console with Google Analytics.
Usability Testing Opportunities
•	 Card Sorting – determine information architecture/navigation structure against user’s expectations
•	 Label Auditing – determine if terminology is confusing (SSC, Distribution Center, etc.)
•	 Current Employee Surveying – quantitative feedback on their experience with the application process

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Existing Website UX Audit

  • 1. Careers Website Redesign UX AUDIT | 7.27.16 Page 1eCommerce User Experience Table of Contents Executive Summary.................................................................................... Competitor Analysis................................................................................... Hiring Analytics............................................................................................ Accessibility................................................................................................. User Experience Analysis.......................................................................... Existing Data................................................................................................ Going Forward ............................................................................................ Page 2 Page 3 Page 6 Page 7 Page 8 Page 12 Page 16 Careers Website Redesign Existing Website UX Audit | 7.27.16 Tim Broadwater
  • 2. Careers Website Redesign UX AUDIT | 7.27.16 Page 2eCommerce User Experience Executive Summary DICK’S Sporting Goods (DSG) is beginning the process of redesigning their Careers website located at http://www.dickssportinggoods.jobs. This report and its content serves as a user experience (UX) audit that identifies and analyzes competitive benchmarking, identifies accessibility concerns, identifies interaction elements that are inconsistent with user expectations, presents data requests that will inform and impact wireframe design, and proposes additional usability testing that could positively impact the DSG Careers website. This report does not contain usability testing, usability testing results, customer personas, in-depth analytics/quantitative data, final recommendations, or wireframes. Research Objectives • Research competitive benchmarking of the DSG Careers website • Compare and assess UX elements of the current DSG Careers website to those of identified benchmarks • Identify accessibility concerns with the current DSG Careers website • Identify pain points and instances of potentially problematic UX with the current DSG Careers website • Present data requests that informs wireframe design • Propose additional opportunities for usability testing
  • 3. Careers Website Redesign UX AUDIT | 7.27.16 Page 3eCommerce User Experience Competitor Analysis Introduction In the initial meeting and discussion that was scheduled through MeetingPlanner (ID# 469577), the eCommerce Project Manager identified the following website as being a relevant per institution and career application experience: UX & Workflow Discussion - 7.26.16 • Vanity Fairs Corporation: http://www.vfc.com/careers Additionally, the eCommerce Competitor List created on Jun 30, 2016 can be used as a starting point to identify a list of similar websites that are consistently noted as having positive eCommerce user experiences. The following competitor career websites are predominantly standalone, responsive, contemporary, and reflect the peer baseline for UI and UX that the DSG Careers website should strive to achieve/surpass: Baymard Institute Usability Study Average Rankings • Gilt 40.5 Average Rank http://www.gilt.com/careers/ • Rakuten 39.2 Average Rank http://www.rakuten.com/jobs • Best Buy 39 Average Rank http://www.bestbuy-jobs.com/ • Foot Locker 35.7 Average Rank http://sneakerjobs.com/ • Ann Taylor 35.6 Average Rank http://www.anncareers.com/anntaylor/ • Toys’R’Us 33.8 Average Rank https://www.toysrusinc.com/careers • Williams-Sonoma 33.4 Average Rank http://careers.williams-sonomainc.com/ • Kohl’s 32.4 Average Rank http://kohlscareers.com/ • Disney 31 Average Rank https://jobs.disneycareers.com/ • Cabela’s 30.8 Average Rank http://cabelas.jobs/
  • 4. Careers Website Redesign UX AUDIT | 7.27.16 Page 4eCommerce User Experience Competitor Analysis Comparison After an examination of the ten previously identified career websites - Ann Taylor, Best Buy, Cabela’s, Disney, Foot Locker, Gilt, Kohl’s, Rakuten, Toys’R’Us, and Williams-Sonoma - the following are career website attributes to consider when redesigning the DSG Careers website: HistoryStatement Mission/Values Team/Culture Locations/Offices Text/VideoBiographies Benefits/Perks MultipleJobSearches InternshipsInformation ContactMechanism InHeader InFeatureArea InWebpage InNavigation InHeader/Hamburger SearchAllOption Hamburger(>1024px) Hamburger(<768px) ResponsiveWebsites SocialMediaInFooter HeaderPathToWebsite Ann Taylor                 Best Buy            Cabela’s            Disney          Foot Locker     Gilt              Kohl’s         Rakuten                 Toys’R’Us              Williams-Sonoma          Homepage Content Job Search Box Interactive Elements
  • 5. Careers Website Redesign UX AUDIT | 7.27.16 Page 5eCommerce User Experience Competitor Analysis Percentages Compiling the benchmark career website comparisons into percentages, and focusing on the landing page, the primary call-to-action of searching/applying for jobs, and examining the main interactive elements, provides insight to elements that can be included in the redesign. Consideration should be given to the following elements that have a score of 50% or higher for the DSG Careers website: Homepage Content Mission/Values 60% Team/Culture 50% History Statement 50% Benefits/Perks 50% Another Job Search Outside Navigation 50% Text/Video Biographies 40% Contact Mechanism 40% Locations/Offices 30% Internships Information 30% Job Search Box Location In Navigation 100% In Header 70% In Feature Area 20% In Webpage 10% Other Job Search Features Search All Option 100% In Header/Hamburger (Mobile) 80% Interactive Elements Hamburger Navigation (>1024px) 30% Hamburger Navigation (iPad Landscape) 10% Hamburger Navigation (iPad Portrait) 50% Hamburger Navigation (<768px) 100% Other Elements Responsive Websites 80% * Header Path To Main Website 70% Social Media In Footer 60% * Remainder is 10% no mobile and 10% server-side redirection.
  • 6. Careers Website Redesign UX AUDIT | 7.27.16 Page 6eCommerce User Experience Hiring Analytics Hodes The following are the top key performance indicators (KPI) from July 25, 2015 through July 26, 2016 for the DS Careers website: • Visits 373,980 • Conversions 26,108 • Hires 21,105 • Media Spend $285,716 • Media Hires 1,070 • Media Cost Per Hire (CPH) $267 Top Five Hiring Media Sources Top Five Hiring Non-Media Sources * Data statistics/visualization are based on a year of analytics data.
  • 7. Careers Website Redesign UX AUDIT | 7.27.16 Page 7eCommerce User Experience Accessibility The following errors are based on major to medium infractions identified using the Web Accessibility Evaluation Tool (WAVE) and a web console. All errors pertain to the homepage, primary navigation pages, and secondary navigation pages. Web Content Accessibility Guidelines - Level AAA • Featured Jobs .widget_joblist_row class fails contrast check * • DSG Logo has non-specific/insufficient alternative text • Heading 2 is skipped on homepage/Featured Jobs should be H4 or without heading tags Headings provide document structure and facilitate keyboard navigation by users of assistive technology. These users may be confused or experience difficulty navigating when heading levels are skipped. • Twelve broken same-page and redundant links A link to another location within the page is present but does not have a corresponding target, and adjacent links go to the same place. • Four links to PDF files/Link to website, or host content in-page Unless authored with accessibility in mind, PDF documents often have accessibility issues. Additionally, PDF documents are typically viewed using a separate application or plug-in, and can thus cause confusion and navigation difficulties. • A <noscript> element is present/Ensure scripted content in accessible Content within <noscript> is presented if JavaScript is disabled. Because nearly all users (including users of screen readers and other assistive technologies) have JavaScript enabled, <noscript> cannot be used to provide an accessible version of inaccessible scripted content. • Title attribute text is the same as text or alternate text The advisory information presented should not be identical to or very similar to the element text or alternative text. General • Website title isn’t self-explanatory/user friendly (CWS?) JavaScript • Prefixed Fullscreen API is deprecated In Mozilla Firefox the Fullscreen API provides an easy way for web content to be presented using the user’s entire screen. Resolve by unprefixing the DOM fullscreen API; details can be seen at Bugzilla. • Google Maps API warning: NoApiKeys The script element that loads the API has no API key. Resolve by including a valid API key as a key parameter by generating a new API key on the Google API Console. Web Content Accessibility Guidelines - Level AA • One linked image is missing alternative text • Four forms don’t have a corresponding label • Fourteen anchor tags/links contain no text • Featured New Stores’ scrollbar fails contrast check The visual presentation of text and images of text has to have a contrast ratio of at least 4.5:1 for interactive element and medium to small scale text.
  • 8. Careers Website Redesign UX AUDIT | 7.27.16 Page 8eCommerce User Experience UX Analysis Navigation 1 2 3 1 2 3 This is potentially confusing by not being on DSG brand, and if coming from the main website. The user expectation would be able to go to/navigate back/return to main website through a global and local navigation. Hover states are off from vertical bars. This creates confusing interaction and targeting for users. Hover anchors/links should change based on div hover, not just text hover. For a user it is difficult to see if you are hovering over the correct list item. Virtual tour buttons have overlapping navigation direction and individual slide buttons. 4 4
  • 9. Careers Website Redesign UX AUDIT | 7.27.16 Page 9eCommerce User Experience UX Analysis Job Search Box 1 2 1 2 Users expect search box location to be at the top of the webpage, in the top right of website header, or contained in a top-right utility navigation. Homepage feature, layout, or user interface should explain taxonomy through content and photo blocking buttons, and not simply rely on industry labels and verbiage. The feature is sparse and has no content about DSG as an employer. The company’s history should be included and values should be included to preface such a huge ‘Search Jobs By’ call to action. There is not enough emphasis placed on the primary action - applying/searching for jobs - with the search box being below the header and feature area, and in a gray box. Users might be presented with too many search options, and not a ‘search all positions’ option. User memory studies by the Nielsen Norman Group show that it’s taxed when labels are included in the form rather than above, or a float label pattern. Form labels could be audited for improvement. 3 3 4 4
  • 10. Careers Website Redesign UX AUDIT | 7.27.16 Page 10eCommerce User Experience UX Analysis Footer 1 3 1 2 On a mobile device content runs together. These chunks of content need separators, possibly more vertical space, or make .LinksHd class visually different to make content more digestible. Contact or help links shouldn’t link to a PDF file that potentially could have accessibility issues. Integrate a contact form mechanism. EOE verbiage could be separated from links, and have a different <p> treatment to visually differentiate links. Users expect social media to be present at the bottom of the webpage instead of the top. The scroll-up button should be more visually dominant by enlarging the carrot, differentiating the color for interaction elements, or changing the shape to a circle. 3 4 2 4
  • 11. Careers Website Redesign UX AUDIT | 7.27.16 Page 11eCommerce User Experience UX Analysis Mobile Navigation 1 1 2 The mobile menu icon is a bulleted list, and should rather be a hamburger/list icon for user DSG brand recognition (possibly with the word ‘Menu’, and contained in a border. Upon click, the icon takes up too much vertical mobile screen real estate, when mobile user interfaces should be more about spatial economy. An SVG of a menu icon should be utilized over a font family in case users have ad-blocking that disables font loading enabled. With a medium to large primary navigation the vertical space of the mobile menu could be better economized with the use of + and – (or carrots). This allows for expandable navigation for secondary and third-tier elements, and reduces toll on a user’s memory storage. 2
  • 12. Careers Website Redesign UX AUDIT | 7.27.16 Page 12eCommerce User Experience Existing Data Requests To inform the construction of the redesign wireframes, it would be beneficial and informative to request both qualitative and quantitative data for the existing DICK’S Sporting Goods Careers website. Applicant demographics, position demographics, and any help requests – combined with analytics, server-side statistics, and traffic reports – will greatly inform the focus and interaction of future/potential applicants, thereby affecting the wireframes for the project. Qualitative Data - Human Resources • Applicant Demographics • Searching Preferences - primary, secondary, tertiary sorting mechanisms • region • keyword • category • business unit • Target Audience - primary, secondary, and tertiary target audience • percentages - age, race, sex, education level, spoken languages, etc. • current employee demographics - sharable? • improve diversity • Position Demographics • Most Available/Turnover - informs featured jobs on homepage • Most Applicants • callout areas/news • featured jobs on search pages • Help Requests - ‘If You Require Assistance’ link Quantitative Data - Analytics & Traffic • Analytics/Server-Side Statistics • Device and Browser Width - wireframe sizes/responsive break points • Task Priority • original applications/resume building - desktop • sign-off/agreement/continuing steps – mobile • Region - primary or secondary sorting mechanisms • Referral Traffic Statistics • DSG Footer Career Link Referrals - necessitates breadcrumbs/hierarchy • Employment Site Referrals • negates the need for breadcrumbs/hierarchy • expedite application process
  • 13. Careers Website Redesign UX AUDIT | 7.27.16 Page 13eCommerce User Experience Existing Data Hodes * Data statistics/visualization are based on a year of analytics data.
  • 14. Careers Website Redesign UX AUDIT | 7.27.16 Page 14eCommerce User Experience Existing Data Google Analytics • Audience Overview: • New Visitors 71.3% • Returning Visitors 28.7% • Geographic Location of Visitors: • United States 99.00% • India 0.13% • Canada 0.09% • United Kingdom 0.07% • Mexico 0.05% • Browser/OS: • Chrome 43% • Safari 31% • Internet Explorer 13% • Firefox 6% • All Others 7% • Acquisition Channels: • Referral 59% • Organic Search 24% • Direct 16% • All Others 1% • Job Search Box: • Keyword/ID 13,592 Clicks • Location 22 Clicks • Category 22 Clicks • Business Unit 17 Clicks • Resolution Ranges: • Desktop 57.09% • < 1024 • 1010x670 1.97% • Laptop (1366 by 768) • 1350x670 5.76% • 1370x670 3.89% • 1350x640 3.00% • 1370x640 2.08% • 1350x660 1.57% • 1350x650 1.12% • 1280x740 0.59% • 1260x920 0.58% • 1280x650 0.56% • 1280x640 0.53% • 1350x630 0.90% • > 1024px • 1580x800 1.20% • 1900x980 1.15% • 1370x660 1.12% • 1900x960 0.96% • 1600x800 0.93% • 1580x780 0.83% • 1600x780 0.83% • 1920x980 0.78% • 1900x970 0.75% • 1920x960 0.74% • 1370x650 0.70% • 1370x630 0.70% • Tablet 7.15% • 980x640 11.25% • 1020x670 11.23% • 770x930 10.13% • 980x1180 9.56% • Mobile 35.76% • 375x667 22% • 360x640 22% • 320x568 17% • 768x1024 11% • 414x736 7% • All Others 21% * Data statistics/visualization are based on a year of analytics data.
  • 15. Careers Website Redesign UX AUDIT | 7.27.16 Page 15eCommerce User Experience Existing Data CX & SEO * Data based on comments provided by Customer Service/CX/Voice of Customer, and search engine terms from SEO examinations. Comment from May, 26th 2016 The job site is poorly written. It’s a waste of time. Time is most peoples most valuable resource. There is no way to contact anyone when the hourly wage window will not let you through. There are no listing parameters and nobody to communicate with for clarification that should have been provided up front. It looks to me like Dick’s Sporting Goods is trying to insulate themselves from the public. For DSG to require personal information from job applicants without a very clear avenue of real (or quick anyway) time two way communication is in my opinion unacceptable. My personal information is clearly more important to me that DSG thinks it is. I didn’t even finish filling out the job application before I ran into technical problems with the interface after uploading my information. I think these are some very basic problems with DSG’s on line job application process. I will probably not be finishing my job application. Too bad too. I’m well qualified. Average Monthly Searches (exact matches only) dicks sporting goods jobs 14,800 merchandising jobs 4,400 dicks sporting goods careers 9,900 ecommerce jobs 1,600 dicks careers 1,000 dicks jobs 880 jobs at dicks sporting goods 260 corporate retail jobs 170 pittsburgh marketing jobs 110 pittsburgh finance jobs 70 retail jobs pittsburgh 40
  • 16. Careers Website Redesign UX AUDIT | 7.27.16 Page 16eCommerce User Experience Going Forward In addition to the observations made in this UX audit, there is a general lack of career content contained in the DSG Careers website. More robust data could provide additional insight for continuation, but the following content improvements and usability measures could also provide valuable information in redesigning the DSG Careers website: Content Improvements • Promote Internships • Possibly link to http://www.dsgopen.com/internship-program.php • Possibly link to http://www.vault.com/internship_program/retail/dicks-sporting-goods/overview • Show culture by incorporating photographs of diverse employees - alone or in groups - working, collaborating, and having fun. • Develop employee biographies and/or video biographies to engage users, and increase applicants. • Company snapshot, or a truncated version of ‘About Us’, should be developed. This is what applicants need to see and experience first and foremost through the website. This includes our history, values, team climate, and mission. Data Improvements • Enable Google Analytics Demographics/Interest Reports • Setup a CX feedback mechanism into website • Link Google Search Console with Google Analytics. Usability Testing Opportunities • Card Sorting – determine information architecture/navigation structure against user’s expectations • Label Auditing – determine if terminology is confusing (SSC, Distribution Center, etc.) • Current Employee Surveying – quantitative feedback on their experience with the application process