Gopher Grocery Presentation

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Gopher Grocery Presentation

  1. 1. 1<br />HCD Analysis <br />of a software interface<br />Lauren Horman present:<br />
  2. 2. Outline<br />Software introduction<br />Subjective Analysis<br />Heuristics<br />Usability Testing<br />Methods<br />Results<br />Feedback<br />Recommendations <br />
  3. 3. Online grocery delivery service<br />10,000+ products<br />Based in St. Paul, metro area delivery<br />Delivery is $2<br />(Full disclosure: Scott works @ GopherGrocery)<br />Intro to Website<br />
  4. 4. Website<br />Aisle page<br />Main page<br />
  5. 5. Website<br />Account page<br />Shopping cart<br />
  6. 6. Subjective Analysis<br />Content………………………………………………………………..3<br />Navigation…………………………………………………………….4<br />Visual Design…………………………………………………………4<br />Functionality………………………………………………………….4<br />Interactivity……………………………………………………………3<br />Ranked on 5 point Likert scale. 1=Low/Poor, 5=High/Good<br />
  7. 7. Heuristics<br />Content<br />Thorough product info<br />Wide variety of items<br />Navigation<br /><ul><li>Easy to get home
  8. 8. Effective search feature
  9. 9. Multiple ways to navigate the site
  10. 10. Starting point is emphasized</li></li></ul><li>Heuristics contd.<br />Visual Design<br />Effective color scheme<br />Streamlined design<br />No more content than necessary<br />Proper use of photos/visual cues<br />White space<br />Photos help emulate actual grocery aisles<br />
  11. 11. Heuristics contd.<br />Functionality<br />Interactivity<br />No broken links<br />Search is quick and accurate<br />Real time cart updating<br /><ul><li>Order-O-Meter tracks purchases
  12. 12. Suggest a product
  13. 13. Account settings</li></li></ul><li>Heuristics contd.<br />Readability<br />Top buttons are big and easy to read<br />Most product photos are easy to read<br />Aisle labels are small<br />Each item/product has thorough product information<br />Color<br />Color scheme matches the brand name and market<br />Yellow and red are know to simulate hunger<br />Uses proper coloring for warnings and important information<br />Consistent color coding <br />Good balance between white space and content<br />Needs to use contrasting colors for shopping cart<br />
  14. 14. Heuristics contd.<br />Help & Documentation<br />Contact Us link<br />Phone number, email address, and questions/comments form<br />Not easy to find <br />Frequently asked questions link<br />Understandability<br />Everything is pretty self-explanatory <br />How It Works link<br />Step by step process<br />Pictures correspond with the aisle<br />Step by step checkout<br />
  15. 15. Heuristics contd.<br />Graphical vs. textual:<br />Majority is text, limited graphics<br />Text can get cluttered <br />Food photos assist with navigation<br />Graphical buttons help with navigation<br />Shopping cart icon draws attention to tab<br />
  16. 16. Usability Testing<br />1. You are new to the area. Make sure that Gopher Grocery delivers to your zip code.<br />2. Your fridge is empty. Locate 3 common items you buy weekly (milk, eggs, & TP) and add them to your shopping cart.<br />3. You already have eggs. Remove them from shopping cart<br />4. You forgot the cheese! Find the cheapest block of sharp cheddar cheese and add it to your cart<br />5. You need to ask the company a question. Locate the contact information<br />
  17. 17. Usability Testing<br />Subjects<br />(1) Male, 24, had used CobornsDelivers.com. <br />(2) Female, 20, never used GG.com<br />(3) Female, 18, had used Lunds.com<br />Details<br /><ul><li>Couldn’t simulate actual checkout without purchasing
  18. 18. Told to find items any way possible
  19. 19. Measured time elapsed to complete tasks
  20. 20. Everyone completed the tasks
  21. 21. Spoken observations recorded as well</li></li></ul><li>Usability Reenactment<br />
  22. 22. Results<br />Subject (2)<br /><ul><li>(Task 1) 7 seconds
  23. 23. (Task 2) 120 seconds
  24. 24. (Task 3) 30 seconds
  25. 25. (Task 4) 55 seconds
  26. 26. (Task 5) 10 seconds</li></ul>Subject (3)<br /><ul><li>(Task 1) 21 seconds
  27. 27. (Task 2) 130 seconds
  28. 28. (Task 3) 10 seconds
  29. 29. (Task 4) 25 seconds
  30. 30. (Task 5) 14 seconds</li></ul>Subject (1)<br />(Task 1) 12.2 seconds<br />(Task 2) 47 seconds<br />(Task 3) 22 seconds<br />(Task 4) 17.5 seconds<br />(Task 5) 15 seconds<br />
  31. 31. Results<br />Average times<br />(Task 1)--26.2 seconds<br />(Task 2)--99 seconds<br />(Task 3)--20 seconds<br />(Task 4)--32.5 seconds<br />(Task 5)--13 seconds<br />
  32. 32. Observations<br />Subject (1)<br />(Task 1) “Zip code on list, must be included”<br />(Task 2) Used search box to locate items<br />(Task 4) Used aisle photos. “Cheapest items are on top”<br />(Task 5) “Several ways to get in contact with them”<br />(General comments) The name/color is good for the area. No help/tutorial needed.<br />Subject (2)<br /><ul><li>(Task 1) Found, used Zip code locator on home page
  33. 33. (Task 2) Used category list, and search box to locate items
  34. 34. (Task 3) Used view cart tab on top of site
  35. 35. (Task 4) Struggled with price sorting. Already pre-sorted from lowest to highest
  36. 36. (General comments) “GG.com is way better organized than Lunds.com”</li></li></ul><li>Observations<br />Subject (3)<br />(Task 1) Found, used Zip code locator on home page<br />(Task 2) Struggled with organic selection. Separate sections for “dairy” and organic”<br />(Task 3) Used view cart tab on top, instead of small shopping cart on side of page<br />(Task 5) Clicked, “Contact Info” in site map on bottom of page<br />(General comments) Didn’t know pictures expand--thought thumbnails are too small. Cares more about what it looks like than what it is called.<br />
  37. 37. Design Claims<br />No manufacturer claims. Instead we find a single customer testimonial<br />“Gopher Grocery&apos;s website is fast and clean”<br />Response and loading times are quick; white space keeps site simple and uncluttered.<br />
  38. 38. Recommendations<br />Make it more obvious that photos expand<br />Larger item photos<br />Don’t keep organic foods in their own category<br />Adjust search results page<br />Overlapping categories (TP in paper products and bathroom/shower)<br />Larger description text<br />
  39. 39. Questions?<br />

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