UserTesting.com was used to develop and administer remote usability tests for Senior eCommerce Merchandising Strategy analysis.

1. Grade School & Toddler Footwear
Taxonomy Study | 8.17.16
Page 1eCommerce User Experience
Table of Contents
Executive Summary....................................................................................
Grade School Taxonomy...........................................................................
Toddler Taxonomy......................................................................................
Grade School / Toddler Combined Taxonomy......................................
Enhancements / Recommendations......................................................
2
3
4
5
6
Grade School &
Toddler Footwear
Taxonomy Study | 8.17.16
Tim Broadwater

2. Grade School & Toddler Footwear
Taxonomy Study | 8.17.16
Page 2eCommerce User Experience
Executive Summary
UserTesting.com was used to develop and administer two different remote usability tests for Senior eCommerce
Merchandising Strategy analysis. Individual tests focused on either Grade School footwear taxonomy, or Toddler footwear
taxonomy, and contained six tasks that gauge the following user experience:
• Previous shopping experience at DICK’s Sporting Goods
• Findability of the user shopping path without the use of a search box
• Ability to find an applicable/desired shoe
• Determining if shoes have an expected affordances for locating
• Determining if the shoe is in the desired size
• Any additional comments
Research Objectives
• Gauge how user’s interact with facet filters for both Grade School and Toddler footwear.
• Test findability around age and size attributes
• Determine user’s expectations and usage around age and size facet filters.
• Establish if the current attributes and user experience meet/exceed expectations.

3. Grade School & Toddler Footwear
Taxonomy Study | 8.17.16
Page 3eCommerce User Experience
Similar User Demographics
Device: Computer
Have children: Yes
Bought children’s footwear online: Yes
Country: United States
Diverse User Demographics
Age: 20­–38
Sex: 30% Male / 70% Female
Web Expertise: 50% Average User
50% Advanced User
Household Income: 30% < $40,000
70% $40,000–$100,000
Results 0:56 Minute Average Completion Time *
Have you ever shopped at DICK’s Sporting Goods before today?
40% No, I have not.
20% Yes, I’ve shopped in one of the stores.
40% Yes, I’ve shopped both in the store and on the website.
Show how you would find a pair of SNEAKERS for your 10-year old WITHOUT USING SEARCH. *
70% of users used mega-menu to go to ‘Athletic & Sneaker; link under Footwear/Kid’s Footwear
30% of users used mega-menu to go to ‘Kids Footwear’ link, then chose the ‘Athletic & Sneakers’ image/link
(20% of the above users would immediately facet by ‘Grade School’)
Is this shoe designed for grade school children? How do you know?
10% of users knew by both clicking on the ‘Kids Footwear’ link and the ‘Grade School’ facet
20% of users knew by both the ‘Grade School’ facet and ‘Grade School’ being in the product description
30% of users knew just by ‘Grade School’ being in the product description
40% of users knew just by the ‘Grade School’ facet
Is this shoe available in your child’s size? How do you know?
20% of users would know by results paginated with size facets
10% of users would know by results paginated with size facets and available sizes on PDP
70% of users would know by available sizes on PDP
Grade School Footwear
Usability Test Introduction:
You are in the market to buy your 10-year old a pair of shoes! Please follow the instructions; thanks for participating!

4. Grade School & Toddler Footwear
Taxonomy Study | 8.17.16
Page 4eCommerce User Experience
Similar User Demographics
Device: Computer
Have children: Yes
Bought children’s footwear online: Yes
Country: United States
Diverse User Demographics
Age: 21­–40
Sex: 30% Male / 70% Female
Web Expertise: 30% Average User
70% Advanced User
Household Income: 20% < $40,000
80% > $40,000
Results 1:06 Minute Average Completion Time *
Have you ever shopped at DICK’s Sporting Goods before today?
10% I’m not sure.
10% No, I have not.
50% Yes, I’ve shopped in one of the stores.
30% Yes, I’ve shopped both in the store and on the website.
Show how you would find a pair of BOOTS for your toddler WITHOUT USING SEARCH. *
10% of users used ‘Up To $30 Off Select Athletic Footwear’ first before faceting
20% of users used the mega-menu’s ‘Boots & Outdoor’ link under ‘Kid’s Footwear’
70% of users used the mega-menu’s ‘Boots & Outdoor’ link under ‘Kid’s Footwear’, then the ‘Toddler’ facet
Is this boot designed for toddler-aged children? How do you know?
10% of users knew by just the product’s size, color, and style
10% of users knew by just the product description
20% of users knew by both ‘Toddler’ facet and the product description
20% of users knew by both ‘Toddler’ facet and familiarity with child sizes
40% of users knew by ‘Toddler’ facet
Is this boot available in your toddler’s size? How do you know?
10% of users would know by being able to ‘Add To Cart’
10% of users would know by familiarity with child sizes
10% of users would know by both button being available/not disabled on PDP, and by adding to ‘Add To Cart’
20% of users would know by button being available / not disabled on PDP
20% of users would know by the ‘Toddler’ facet
30% of users didn’t know because of confusion on sizing / no size chart 
Toddler Footwear
Usability Test Introduction:
You are in the market to buy your toddler a pair of shoes! Please follow the instructions; thanks for participating!

5. Grade School & Toddler Footwear
Taxonomy Study | 8.17.16
Page 5eCommerce User Experience
Similar User Demographics
Device: Computer
Have children: Yes
Bought children’s footwear online: Yes
Country: United States
Diverse User Demographics
Age: 20­–40
Sex: 30% Male / 70% Female
Web Expertise: 40% Average User
60% Advanced User
Household Income: 25% < $40,000
75% > $40,000
Results 1:01 Minute Average Completion Time *
Have you ever shopped at DICK’s Sporting Goods before today?
5% I’m not sure.
25% No, I have not.
35% Yes, I’ve shopped in one of the stores.
35% Yes, I’ve shopped both in the store and on the website.
Show how you would find a pair of shoes for your child WITHOUT USING SEARCH. *
80% of users used the mega-menu to click on a specific type of shoe link under ‘Kid’s Footwear’
15% of users used the mega-menu to click on the ‘Kids Footwear’ link, then chose a shoe category
5% of users used an advertisement, then chose a shoe category
Is this shoe designed for children? How do you know?
5% of users knew by just the product’s size, color, and style
15% of users knew by both clicking on the age facet and the section of the website
20% of users knew by both the age facet and the product description
20% of users knew by just the product description
40% of users knew just by the an age facet
Is this shoe available in your child’s size? How do you know?
5% of users would know by results paginated with size facets and available sizes on PDP
5% of users would know by being able to ‘Add To Cart’
5% of users would know by familiarity with child sizes
5% of users would know by both button being available/not disabled on PDP, and by adding to ‘Add To Cart’
10% of users would know by results paginated with size facets
10% of users would know by button being available / not disabled on PDP
10% of users would know by the age facet
15% of users didn’t know because of confusion on sizing / no size chart 
35% of users would know by available sizes on PDP
Grade School & Toddler Combined Footwear

6. Grade School & Toddler Footwear
Taxonomy Study | 8.17.16
Page 6eCommerce User Experience
Enhancements & Recommendations
Grade School Observations
• 10% of users didn’t see a size chart
• 10% of users wanted to facet by gender/sex instead of reading product titles, or details on the PDP
http://www.usertesting.com/videos/FG5RxLkjdDBwa48DQ7KKIg/clips/1?shared=true
Toddler Observations
• 10% of users wanted to facet by gender/sex instead of reading product titles, or details on the PDP
http://www.usertesting.com/videos/Q_Ey_HpfN_mFBrTs8YqoeQ/clips/2?shared=true
• 10% of users thought that the mega menu being accessed by click instead of hover was unusual
• 50% of users didn’t understand children’s sizes, wanted a size chart/size chart-by-age that wasn’t available, or didn’t
see a size the chart while they were faceting
http://www.usertesting.com/videos/NqPHem2NOlzy4lL-1MCPTw/clips/1?shared=true
http://www.usertesting.com/videos/4EC84cOyNr73XBb5hppacQ/clips/1?shared=true
http://www.usertesting.com/videos/4EC84cOyNr73XBb5hppacQ/clips/2?shared=true
http://www.usertesting.com/videos/Q_Ey_HpfN_mFBrTs8YqoeQ/clips/1?shared=true
http://www.usertesting.com/videos/DrBsUxKUZzNm4WAMt-6WEw/clips/1?shared=true
http://www.usertesting.com/videos/wb8uGo4OnmhFxs43G4kdyA/clips/1?shared=true
https://www.usertesting.com/videos/wb8uGo4OnmhFxs43G4kdyA/clips/2?shared=true
http://www.usertesting.com/videos/4EC84cOyNr73XBb5hppacQ/clips/3?shared=true
Recommendations
• Conduct optimization testing for a male/female or boy/girl facets for all ‘Kids Footwear’ sub-categories.
• Include size charts on all ‘Kids Footwear’ shoe results on PDP, especially for all boots, and not just select shoes.
• Consider including a generic size chart and/or explanation of child sizes within the ‘SIZE’ faceting mechanism on
the ‘Kids Footwear’ family pages.
• Request data from Insights that examines desktop footwear customers - cross-referenced against duration and
number of clicks - to further examine pain points with the mega-menu by both casual and task-orientated shoppers.