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DSG Payment Methods
USABILITY STUDY | 3.6.17
DSG Payment Methods
USABILITY STUDY | 3.6.17
Page 2eCommerce User Experience
Table of Contents
Executive Summary............................................................................3
Existing Research................................................................................4
Test Scripts...........................................................................................9
Test Findings: Promo/ScoreCard Validation.................................. 11
Test Findings: Promo/ScoreCard Run-Through............................ 15
Findings & Next Steps........................................................................18
DSG Payment Methods
Usability Study | 3.6.17
Tim Broadwater
DSG Payment Methods
USABILITY STUDY | 3.6.17
Page 3eCommerce User Experience
Executive Summary
The eCommerce Purchase Path Team has requested existing user data and additional user research on the checkout Payment
Methods webpage, specifically focusing on Promotion Codes and ScoreCard Reward Certificates. Purchase Path is concerned that
customers are getting confused about the difference between promos and ScoreCard Rewards and where to enter them on the
Payment Methods webpage.
Research Objectives
•	 Gauge potential problems with applying Gift Card, eGift Card, ScoreCard Reward Certificate, and Promotion Codes.
•	 Determine user confusion and identify pain points for the Payment Methods webpage.
•	 Ascertain user expectations and preferences towards form instruction and validation.
•	 Identify information architecture, label, and terminology gaps between current state and user expectation.
Research Methodology
•	 Assess existing research for the Payment Methods webpage.
•	 Determine areas where user data is lacking and develop testing scripts.
•	 Conduct remote usability testing with DSG customers and non-customers.
•	 Summarize total findings from existing and new user research.
DSG Payment Methods
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Existing Research
After conducting two meetings with Purchase Path, and reviewing some of the existing research, the UX Team and Purchase Path
discussed compiling all of the existing user research (which would inform what remains to be tested).
Research Sources
•	 Desktop and Mobile Usability Audit (Baymard Institute), September 2016
•	 Oracle RightNow Chat Transcript (DICK’s Sporting Goods Customer Service Team), February 2017
•	 User Acceptance Testing (DICK’s Sporting Goods UX Team), December 2016
•	 Voice of the Customer (DICK’s Sporting Goods CX Team), February 2017
DSG Payment Methods
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Existing Research Desktop and Mobile Usability Audit
Recommendations and suggestions are from a desktop and mobile usability audit conducted by the Baymard Institute from August
through December in 2016. The following items have been filtered to the Payment Methods webpage:
User Research Findings
•	 Improve adaptive error messaging
Provide context based error messages, which helps users understand how to fix the issue.
•	 Design drop-downs to accommodate keyboard selection
When users have tabbed into field, it is not evident by showing the field in focus. If they have lost their track on the form, their
flow is interrupted and they must use the mouse to continue. The DSG website currently doesn’t use active visual states.
•	 Mark both optional and required fields
During usability testing, Baymard found that 32% of users encountered an error when only optional fields were marked, and 17%
of users encountered an error with phone number fields that were required but not marked as required. DSG only shows optional
field markers.
•	 Perform inferred selections to assist user’s checkout flow
Requiring users to take counter-intuitive actions seems redundant and likely annoy users.
•	 Be very cautious when using custom designed selection UIs
Custom designed UI elements can confuse or distract users when they do not behave as expected (e.g. the ScoreCard
interaction in the top-right, accordion-based discount input).
DSG Payment Methods
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Page 6eCommerce User Experience
Existing Research Oracle RightNow
The following Oracle Right Now chat transcript was provided by the DICK’s Sporting Goods Customer
Service team:
Chat Transcript
[06:42:56 PM] You are now chatting with Marykathleen W from Dick’s Sporting Goods!
[06:43:14 PM] stephanie: customers reward certificate isn’t working
[06:43:32 PM] stephanie: rwdycp42bkc
[06:43:37 PM] Marykathleen W: How much was the certificate for?
[06:43:42 PM] stephanie: that is the online code $10
[06:43:56 PM] Marykathleen W: One moment and I will generate a new code.
[06:44:25 PM] Marykathleen W: $10 off correct?
[06:44:30 PM] stephanie: yes
[06:45:31 PM] Marykathleen W: The new code is CSfA83p9Gi4DHj
[06:46:05 PM] Marykathleen W: Please let me know if that works.
[06:46:33 PM] stephanie: I only type in capital letters it wont go lower case (note from Jamie: this only happens in the rewards
box)
[06:46:59 PM] stephanie: cap lock is not on also
[06:47:11 PM] Marykathleen W: You should be able to use all capital letter. If not you can try to copy and paste the code.
[06:47:31 PM] stephanie: option not available and code said you already used it.
[06:47:43 PM] Marykathleen W: Can you tell me the price of the item?
[06:47:56 PM] stephanie: 33.97
[06:48:28 PM] Marykathleen W: One moment while I make a new code.
[06:49:19 PM] Marykathleen W: The new code is AOSDSG6F7PM
[06:50:17 PM] stephanie: says it invalid
[06:50:58 PM] Marykathleen W: Try this one AOSDSGSW0PM
[06:52:21 PM] stephanie: nope
[06:54:53 PM] Marykathleen W: Try this one AOSDSGCSDPM
[06:56:30 PM] ‘stephanie’ is currently ‘Absent’.
Approximately 35 seconds until disconnect.
[06:57:07 PM] ‘stephanie’ disconnected (‘Participant Left’).
[06:57:07 PM] ‘stephanie’ is currently ‘Disconnected’.
User Research Findings
The chat informs the business of the following testing opportunities:
•	 Test Case Sensitive Input
Further testing is required to ascertain if users generally expect to see instructions informing them
if a code is case sensitive.
•	 Test Capitalization-Enforced Input
Further testing is required to ascertain if codes are case sensitive, do users expect everything they
type is automatically capitalized.
•	 Test Discount Terminology
Further testing is required to ascertain if users understand the difference between a Gift Card, an
eGift Card, a ScoreCard Reward Certificate, and Promotion Code.
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Existing Research User Acceptance Testing
Users were tested via 10 moderated and 10 unmoderated task-based studies in December of 2016.
During the moderated sessions, users sat with a moderator and observer from the UX Team, who
facilitated the tasks and noted issues/observations. Unmoderated testing was taken by the user alone,
utilizing a testing interface via the UserTesting platform. All sessions were recorded (audio and screen
capture) via UserTesting and TechSmith Camtasia, and the following are research findings from those
tests:
User Research Findings
•	 Input Instructions
Users don’t readily see the input instructions for forms, and the forms aren’t designed in a way that
currently stands out.
•	 Drop-Down Inputs
Whenever drop-down inputs are really long (e.g. when adding a new credit card on the Payment
Methods webpage), they should populate above and below the browser window, depending on their
location in regards to the browser edge and cursor.
•	 Detail Text Links
Users expect shipping, promotion, and questions that have icons that link to details, to also link to
details (and not just the icon itself).
•	 Button Signification
Users expect buttons to have hover states and click states that respond to the user’s actions.
•	 Case Sensitivity
Users don’t expect auto caps for form fields that aren’t case sensitive
•	 Input Failure
Don’t clear user input in form fields so user can see their mistakes.
•	 Specific Modals
Incorporate specific information per the promotion, not generic information that confuses users.
DSG Payment Methods
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Page 8eCommerce User Experience
Existing Research Voice of the Customer
The following verbatims came from the DICK’s Sporting Goods CX Team’s ‘Voice of the Customer’,
which is collected using Forsee: Customer Experience Analytics:
User Comments
•	 “I keep getting a notification that the code I am entering is not valid! It says to use all 12 characters
but there is only 11 characters in my online code!”
•	 “During checkout I tried to use my scorecard reward that was mailed to me. It said “the code
has expired” which doesn’t make any sense, cuz the expiration date on the paper says valid thru
02/18/2017....and today is 01/24/2017.”
•	 “I cannot use my rewards promo code. I even stopped at a store and they could not order it for me.
I get a invalid code rrror. The store checked my certificate and it is fine.”
•	 “Your system failed to pick up my Scorecard Rewards certificate of $200 and did not apply it
to my order -- in spite of several attempts on my part to apply the appropriate discount. -- and
about 30 minutes of effort on my part were wasted. I will now have to expend more effort on my
part tomorrow when your sales support team is in the office and on-line in an attempt to fix this
situation. I should not have to spend ANY TIME on resolving things like this. Your website should be
a seamless process for a customer. If they want to spend over $200 dollars with you, it shouldn’t be
a pain in the backside to do so.”
User Research Findings
•	 Test Character Limit Validation
Further testing is required to ascertain if users expect to see instructions informing them that the
codes have a character limit.
•	 Test Space Validation
Further testing is required to ascertain if users generally think blank spaces count as a character
when entering a code.
DSG Payment Methods
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Test Scripts Promo/ScoreCard Validation
The UX Team used UserTesting to screen run 25 DICK’s Sporting Goods customers, and 25 non-DICK’s
Sporting Goods customers, through the following script on desktop:
Test Script
Intro: Click on the following link: http://bit.ly/2kRxxQb. You are viewing a static design, but imagine
you are shopping at DICK’s Sporting Goods, and this is a website. Take a moment to look over the
design, imagine that you’re buying a pair of New Balance shoes, and that you’re in the payment step of
checking out.
1.	 Do you see a place to enter a discount code?
a.	 Yes
b.	 I Don’t Know
c.	 No
2.	 Describe where you would expect to enter a discount code? Write your response below.
a.	 Open Text Field
3.	 Describe what you think the difference is between a Gift Card, a eGift Card, a ScoreCard Reward
Certificate, and Promotion Code. Write your response below.
a.	 Open Text Field
4.	 Has Jane Doe’s ScoreCard been applied to this order?
a.	 Yes
b.	 I Don’t Know
c.	 No
5.	 How do you know if Jane Doe’s ScoreCard has been applied to this order? Write your response
below.
a.	 Open Text Field
6.	 In general, when entering a discount code, do you expect the code to be case sensitive?
a.	 Yes
b.	 I Don’t Know
c.	 No
7.	 When entering a discount code that is case sensitive, do you generally expect to see instructions
informing you of this?
a.	 Yes
b.	 I Don’t Know
c.	 No
8.	 When entering a discount code, and everything you type is automatically capitalized, do you expect
to see instructions informing you that the codes are case sensitive?
a.	 Yes
b.	 I Don’t Know
c.	 No
9.	 In general, when entering a discount code that is exactly 12 characters in length, do you expect to
see instructions informing you that the codes are 12 characters in length?
a.	 Yes
b.	 I Don’t Know
c.	 No
10.	 When entering a discount code that has a character length, do you generally think blank spaces
count as a character?
a.	 Yes
b.	 I Don’t Know
c.	 No
DSG Payment Methods
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Test Scripts Promo/ScoreCard Run-Through
The UX Team used UserTesting to screen run 50 DICK’s Sporting Goods customers, and 50 non-DICK’s
Sporting Goods customers, through the following script on desktop:
Test Script
Click on the following link: http://bit.ly/2ll8y36. Click on any of the products on this page, and click the
‘Add To Cart’ button. Click on ‘View Cart’ button. Click on the ‘Checkout’ button. Click on the ‘Guest
Checkout’ button.
You are now viewing the Billing Address page. Make sure that the checkbox next to ‘Use as my shipping
address’ is selected, and use the following information:
John Doe
123 Pleasant St
Morgantown, WV 26505
111-111-1111
john@doe.com
Click the ‘Continue’ button.
You are now viewing the Delivery Methods page. Please choose ‘Standard’ shipping and click the
‘Continue’ button.
1.	 You are now on the Payment Methods page. Do you see a place to enter a discount code?
a.	 Yes
b.	 No
2.	 Did you find a place to enter a discount code?
a.	 Yes
b.	 No
3.	 Show how you would most likely add a discount code to your order. Does this make sense to you?
Why or why not? Write your response below.
a.	 Open Text Field
4.	 Is this where you would expect to enter a discount code? Write your response below.
a.	 Yes
b.	 No
5.	 Do the places to enter your discount code being hidden by default, meet your expectations? Why or
why not? Write your response below.
a.	 Open Text Field
6.	 Describe what you think the difference is between a Gift Card, a eGift Card, a ScoreCard Reward
Certificate, and Promotion Code. Write your response below.
a.	 Open Text Field
7.	 How would you expect to see if you had a ScoreCard, and if it was logged in and applied to your
account? Write your response below.
a.	 Open Text Field
8.	 Does it meet your expectations that the ScoreCard Rewards is separate from the ScoreCard login?
a.	 Yes
b.	 No
9.	 Why or why not? Write your response below.
a.	 Open Text Field
10.	 What is confusing to you about this page? Write your response below.
a.	 Open Text Field
11.	 If you could improve anything about this page, what would you improve? Write your response
below.
a.	 Open Text Field
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Test Findings Promo/ScoreCard Validation
 25 Current DSG Customers  25 Potential DSG Customers
Test Tasks Yes I Don’t Know No Yes I Don’t Know No
Do you see a place to enter a discount code? 96% 0% 4% 92% 0% 8%
Has Jane Doe’s ScoreCard been applied to this order? 16% 16% 64% 8% 36% 52%
In general, when entering a discount code, do you expect the code to be case sensitive? 40% 0% 60% 60% 8% 32%
When entering a discount code that is case sensitive, do you generally expect to see instructions informing you of this? 88% 0% 12% 84% 4% 12%
When entering a discount code, and everything you type is automatically capitalized, do you expect to see instructions
informing you that the codes are case sensitive?
24% 8% 68% 28% 16% 52%
In general, when entering a discount code that is exactly 12 characters in length, do you expect to see instructions
informing you that the codes are 12 characters in length?
36% 16% 48% 32% 4% 60%
When entering a discount code that has a character length, do you generally think blank spaces count as a character? 44% 12% 44% 12% 24% 64%
* Results highlighted in orange represent the largest percentage of responses.
Results where current DSG customers greatly differ from results of potential DSG customers.
*



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Page 12eCommerce User Experience
Test Findings Promo/ScoreCard Validation
Describe where you would expect to enter a discount code? Write your response below.
Current DSG Customers
•	 68% of current DSG customers identified a correct way to
enter a discount code.
•	 32% of current DSG customers expected to enter a discount
code in the upper-right ScoreCode widget, next to the credit
card, near the order total, or a place other than what’s in the
current experience.
Potential DSG Customers
•	 60% of potential DSG customers identified a correct way to
enter a discount code.
•	 40% of potential DSG customers expected to enter a discount
code in the upper-right ScoreCode widget, next to the credit
card, near the order total, or a place other than what’s in the
current experience.
Customer Comments
•	 “I would expect the discount code to be approximately where
it is on your demo or under Order Summary.”
•	 “I would primarily look to the right sidebar of the site (where
the ScoreCard entry box is currently). I felt that the placement
of the promotion code information at the very bottom of the
screen was a bit buried.”
•	 “Near or below the price.”
•	 “Before the final total. After entering payment type/card
information.”
•	 “In its current location it can easily be missed. I prefer to
have it in the cart, before going through checkout. That way
I can see the discount applied to my order, and the visual
confirmation of the discount also sometimes encourages
further spending.”
•	 “I’m not really sure whether promotion code and discount
code are the same or not. If yes, I was able to see it clearly
down there. If not, i believe it should be there before entering
the credit card details.”
•	 “I would expect to enter a discount code prior to entering the
credit card information.”
•	 “I expected it to be in the upper right where the scorecard
number is or up under the credit card information.
•	 “I would want to see it right where I pay. Sometimes when it’s
way below all that it can be hard to find. I’ve also seen it and
would look in the order summary area that shows your total
amount. You can input it there to see the updated order total.”
•	 “Above credit card info... I would think about applying a
discount and seeing total before making a payment option.”
•	 “I would expect it to be right next to my payment information,
where I enter in my credit card info.”
•	 “I would expect a box above the payment section or right
below it, but definitely a box that would stand out and draw
my attention.”
•	 “I expect to see the discount code place on the bottom part
of the payment page, or sometimes on a subsequent page. I
prefer it to be on the main payment page.”
•	 “Usually I like it best when there is a box to enter the code
under the credit card info.”
•	 “I would expect to enter this somewhere below the credit/
payment information section.”
•	 “I would prefer to enter a discount prior to the payment
screen.”
•	 “Right above the continue button near the subtotals.”
•	 “I usually expect to find them right near the payment area.”
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Test Findings Promo/ScoreCard Validation
Describe what you think the difference is between a Gift Card, an eGift Card, a ScoreCard Reward Certificate, and Promotion Code. Write your response below.
Current DSG Customers
•	 96% of current DSG customers know the difference between
a Gift Card, a eGift Card, a ScoreCard Reward Certificate, and
Promotion Code.
•	 4% of current DSG customers didn’t understand the difference
between a Gift Card/eGift Card and a ScoreCard Reward
Certificate.
Potential DSG Customers
•	 84% of potential DSG customers know the difference
between a Gift Card, a eGift Card, a ScoreCard Reward
Certificate, and Promotion Code.
•	 16% of potential DSG customers didn’t know what a
ScoreCard was, or didn’t understand the difference between
ScoreCard Rewards and Promotions.
Customer Comments
•	 “Gift card - physical card egift card - gift card that’s electronic
(received via email, I have a printout maybe, but no plastic
physical card) scoreCard - rewards certificate (not sure if
physical or e””card””) - more like a gift certificate/rewards
money. promotion code - % off a purchase or $off a purchase
- more like a coupon. it may have stipulations that you have
purchase a certain amount, etc.”
•	 “Understand the gift card and a eGift card to be the same
thing essentially. The difference being that the gift card is a
physical card that you give to someone versus the electronic
gift card being something that you can buy online and just
simply email to someone. I would still have the understanding
that they could both are there be used in store or online.
The scorecard reward appeared to be a type of dicks credit
card that perhaps build the point so then you get a reward
certificate. Finally the promotion code I would understand
wood come directly from the company selling the product
which could be used anywhere or I suppose it could apply to
specific stores. But it would only be issued by the company
selling the products.”
•	 “Gift card is a physical gift card, egift card is an eletronic with
a code to redeem it, no idea what a scorecard reward... maybe
a rewards program. Promotion code is like a coupon code.”
•	 “Promo code: dollars or percent off, tied to a promotion that
anyone can use. Gift card and eGIft card: I think should be the
same thing, just one is a physical card and one is virtual; both
are a dollar amount that is applied to the order (e.g. my mom
buys me a gift card for $50 for my birthday). If not entire card
used, the balance remains for future purchases; promo code
above--does not apply to future purchases reward certificate
-- I assume is a promotional type gift card that I ‘earned’ from
being a reward member and has a dollar value like a gift card
however, it may have some limitations (eg a gift card can
never legally expire however this promotional reward might be
able to expire).”
•	 “Gift Card - a physical gift card that someone has given you
that has money on it that you can spend in the store or online.
eGift Card - a digital gift card that someone has given you
that has money on it that you can spend online on the store’s
website. ScoreCard Reward Certificate - I have no idea what
that is. Promotion Code - a discount, coupon, or promo code
that gives you some kind of discount (such as dollars off,
percent off, free shipping, etc. ).”
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Test Findings Promo/ScoreCard Validation
How do you know if Jane Doe’s ScoreCard has been applied to this order? Write your response below.
Current DSG Customers
•	 16% of current DSG customers can tell that Jane’s ScoreCard
has been applied to this order.
•	 84% of current DSG customers can’t tell if Jane’s ScoreCard
has been applied to this order because of gray text, not seeing
points, or the placement is not expected.
Potential DSG Customers
•	 12% of potential DSG customers can tell that Jane’s
ScoreCard has been applied to this order.
•	 88% of potential DSG customers can’t tell if Jane’s ScoreCard
has been applied to this order because of gray text, not seeing
points, or the placement is not expected.
Customer Comments
•	 “If Jane Doe’s ScoreCard had been applied to the order, i
would expect that it would reflect someplace on the page that
I’m looking at. I see multiple places where cards can be input
or where reward point can be applied, but nowhere does it
say “Your scorecard has been applied” or “ScoreCard rewards
point have been applied!”
•	 “I don’t know and that’s because the “letters” in the field are
grayed out but the edit button is there. I really can’t tell if
those are the numbers entered already or if the numbers
grayed out are to show you how many numbers you need to
enter.”
•	 “I don’t know. There’s nothing in the order summary that
indicates that her ScoreCard has been applied to the order.”
•	 “The number from her scorecard would show up on the page,
and the box for the Scorecard number would not be there.”
•	 “There is a value in the field, but it’s grayed out. I would
expect a valid scorecard to be darker with some kind of
acknowledgment / points earned text found nearby.”
•	 “I feel it hasn’t been applied because i still see the option
APPLY SCORE CARD REWARD CERTIFICATE. If it was
applied,it would have been showing the details of it as
expanded section instead of a closed one.”
•	 “I should see it under Order Details.”
•	 “You would be able to see the points generated near the top
right hand corner.”
•	 “I assume because in the upper right corner it asks for the
number to be entered, that means it has not yet been entered.”
•	 “I don’t know if it is. I would think I’d find it under ‘Apply
ScoreCard Reward Certificate’.”
•	 “There is no indication that the ScoreCard has been applied to
this order.”
•	 “I really don’t. I see the letters in the box, which lead me to
believe that they’ve been applied. Without some kind of
statement showing it’s applied, it’s really difficult to know.”
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Test Findings Promo/ScoreCard Run-Through
 50 Current DSG Customers  50 Potential DSG Customers
Test Tasks Yes No Yes No
You are now on the Payment Methods page. Do you see a place to enter a discount code? 98% 2% 92% 8%
Did you find a place to enter a discount code? 100% 0% 92% 8%
Is this where you would expect to enter a discount code? 90% 10% 86% 14%
Does it meet your expectations that the ScoreCard Rewards is separate from the ScoreCard login? 61% 39% 47% 53%
* Results highlighted in orange represent the largest percentage of responses.
Results where current DSG customers greatly differ from results of potential DSG customers.
*


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Test Findings Promo/ScoreCard Run-Through
Show how you would most likely add a discount code to your order. Does this make sense to you? Why or why not? Write your response below.
Current DSG Customers
•	 96% of current DSG customers identified the way to enter a
promotion code.
•	 4% of current DSG customers thought that the way to add a
promotion code to their order didn’t make sense.
Potential DSG Customers
•	 94% of potential DSG customers identified the way to enter a
promotion code.
•	 6% of potential DSG customers thought that the way to add a
promotion code to their order didn’t make sense.
Customer Comments
•	 “Expected to see the box where I can enter a code closer to
the Estimated Order Total, but when it wasn’t there, I had an
easy time finding the Apply Promotion Code link and box.”
•	 “It makes sense. I’m used to adding codes towards the end of
checkout, as it is being done here, to adjust the cart total at
the end.”
•	 “I mistakenly thought it was the “scorecard”, but now see that
it is lower on the page - in a drop down menu.”
•	 “I usually copy the code from the place where I found/got the
code, such as an email offer, website, etc.”
•	 “Type in or copy/paste promo code, click apply, expect to see
price change. Yes, that does make sense, b/c that is standard
way of doing this. However, what doesn’t make sense is how
the promo code section is collapsed/not viewable by default
view.”
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Test Findings Promo/ScoreCard Run-Through
Do the places to enter your discount code being hidden by default, meet your expectations? Why or why not? Write your response below.
Current DSG Customers
•	 58% of current DSG customers say that having an
expandable area to enter a Promotion Code either meets their
expectations, or it doesn’t affect their experience.
•	 42% of current DSG customers would prefer that the
Promotion Code area was visible all of the time, or in a
different location that’s more visible.
Potential DSG Customers
•	 53% of potential DSG customers say that having an
expandable area to enter a Promotion Code either meets their
expectations, or it doesn’t affect their experience.
•	 47% of potential DSG customers would prefer that the
Promotion Code area was visible all of the time, or in a
different location that’s more visible.
Customer Comments
•	 “I prefer to have it not hidden and easier to find so I’m not
having to spend time searching for the box.”
•	 “No these do not meet my expectations because I would
expect to see this information higher up on the payment page.
However, I don’t mind having to collapse a menu to enter the
code.”
•	 “No it does not, b/c it is deviating from the standard. Also, if I
had a promo code, it would be frustrating and not intuitive as
to where to enter in the code.”
•	 “I would prefer the discount code box not to be hidden
because it seems like the company is deliberately making it
more difficult to apply a promo code.”
•	 “I will say that usually I find it on the checkout page and it
isn’t hidden. So this did take a bit more work than usual, but
nothing too difficult. Definitely is nice to save clicks though
when in a hurry.”
•	 “No they really don’t. I would want to and expect to see them
before the payment information so I know it’s going to be
added.”
•	 “I would prefer you didn’t have to expand it from the beginning,
since it is a heavily used feature.”
•	 “No it would be better to have it be more obvious. More
obvious by not minimizing it or keeping it at the very bottom
of the page.”
•	 “It doesn’t meet my expectations, I would rather view this as
an open box toward the top of the page.”
•	 “I would expect the place to enter discount codes to be more
obvious. I would not expect to have to click on a tab to open
the promotional code box.”
•	 “I don’t like having the field hidden. I would display the field, to
make it very obvious where to enter a discount code.”
•	 “It did take me longer than anticipated, or longer than I would
have liked, to find the Apply Promotion Code area. I would
prefer a text box already present on the page where it would
be obvious that I should enter my discount code, as opposed
to having to locate and open this feature myself.”
•	 “I do see them being hidden often, and I do seek them out,
since I’m on a budget, but I’m more than okay with them being
more visible. I think making them more visible can create a
sense of trust between shopper and shop.”
•	 “Prefer unhidden.”
DSG Payment Methods
USABILITY STUDY | 3.6.17
Page 18eCommerce User Experience
Users Want...
Error Messaging
•	 that’s specific (e.g. case sensitivity)
•	 that’s context-based
Form Instructions
•	 that stand out more
•	 to be specific (e.g. character limits)
•	 that are non-contradictory (e.g. auto-caps for form fields that
are case sensitive, or have case sensitive messaging)
•	 for character limits
•	 for case sensitivity
Form Interaction
•	 that populate above and below the browser window (e.g.
adding a new credit card)
•	 marked both optional and required
•	 that auto-capitalize if only capitals accepted (without
messaging)
Form Validation
•	 for keyboard and selection (tabbing and spacebar)
•	 to not completely clear so they can see their mistakes
Users Don’t Agree On If...
Blank Spaces
•	 count as a character when entering a code that has a
character length
Code Entry
•	 should be case sensitive when entering
•	 should be in an expandable area
•	 should be next to the credit card
•	 should be in the ScoreCard widget
•	 should be next to order total
•	 after expanding meets their expectations
•	 after expanding positively/negatively affects their experience.
ScoreCard Rewards
•	 functions how they expect it should function
•	 should be separate from the ScoreCard login
Users Know...
•	 how to find a place to enter a Gift/eGift Card, ScoreCard
Reward, or Promotion code
•	 where to enter a Gift/eGift Card, ScoreCard Reward, or
Promotion code
•	 the way to enter a Gift/eGift Card, ScoreCard Reward, or
Promotion code
•	 the differences between a Gift Card, an eGift Card, a
ScoreCard Reward Certificate, and a Promotion Code
Users Don’t Know...
•	 if their ScoreCard has been applied to their order
Next Steps
The UX Team would recommend that next steps be designing and
user testing wireframes that explore:
•	 always visible discount inputs
•	 user-expected placement options of discount inputs
•	 combining ScoreCard widget with ScoreCard Rewards
•	 different ScoreCard login visibility options
•	 different form instructions
Findings & Next Steps
By combining previous user research with the test script user data – 150 participants, four remote
usability tests, with current and potential DICK’s Sporting Goods customers – the UX Team has
discovered:

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Payment Methods Usability Research

  • 2. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 2eCommerce User Experience Table of Contents Executive Summary............................................................................3 Existing Research................................................................................4 Test Scripts...........................................................................................9 Test Findings: Promo/ScoreCard Validation.................................. 11 Test Findings: Promo/ScoreCard Run-Through............................ 15 Findings & Next Steps........................................................................18 DSG Payment Methods Usability Study | 3.6.17 Tim Broadwater
  • 3. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 3eCommerce User Experience Executive Summary The eCommerce Purchase Path Team has requested existing user data and additional user research on the checkout Payment Methods webpage, specifically focusing on Promotion Codes and ScoreCard Reward Certificates. Purchase Path is concerned that customers are getting confused about the difference between promos and ScoreCard Rewards and where to enter them on the Payment Methods webpage. Research Objectives • Gauge potential problems with applying Gift Card, eGift Card, ScoreCard Reward Certificate, and Promotion Codes. • Determine user confusion and identify pain points for the Payment Methods webpage. • Ascertain user expectations and preferences towards form instruction and validation. • Identify information architecture, label, and terminology gaps between current state and user expectation. Research Methodology • Assess existing research for the Payment Methods webpage. • Determine areas where user data is lacking and develop testing scripts. • Conduct remote usability testing with DSG customers and non-customers. • Summarize total findings from existing and new user research.
  • 4. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 4eCommerce User Experience Existing Research After conducting two meetings with Purchase Path, and reviewing some of the existing research, the UX Team and Purchase Path discussed compiling all of the existing user research (which would inform what remains to be tested). Research Sources • Desktop and Mobile Usability Audit (Baymard Institute), September 2016 • Oracle RightNow Chat Transcript (DICK’s Sporting Goods Customer Service Team), February 2017 • User Acceptance Testing (DICK’s Sporting Goods UX Team), December 2016 • Voice of the Customer (DICK’s Sporting Goods CX Team), February 2017
  • 5. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 5eCommerce User Experience Existing Research Desktop and Mobile Usability Audit Recommendations and suggestions are from a desktop and mobile usability audit conducted by the Baymard Institute from August through December in 2016. The following items have been filtered to the Payment Methods webpage: User Research Findings • Improve adaptive error messaging Provide context based error messages, which helps users understand how to fix the issue. • Design drop-downs to accommodate keyboard selection When users have tabbed into field, it is not evident by showing the field in focus. If they have lost their track on the form, their flow is interrupted and they must use the mouse to continue. The DSG website currently doesn’t use active visual states. • Mark both optional and required fields During usability testing, Baymard found that 32% of users encountered an error when only optional fields were marked, and 17% of users encountered an error with phone number fields that were required but not marked as required. DSG only shows optional field markers. • Perform inferred selections to assist user’s checkout flow Requiring users to take counter-intuitive actions seems redundant and likely annoy users. • Be very cautious when using custom designed selection UIs Custom designed UI elements can confuse or distract users when they do not behave as expected (e.g. the ScoreCard interaction in the top-right, accordion-based discount input).
  • 6. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 6eCommerce User Experience Existing Research Oracle RightNow The following Oracle Right Now chat transcript was provided by the DICK’s Sporting Goods Customer Service team: Chat Transcript [06:42:56 PM] You are now chatting with Marykathleen W from Dick’s Sporting Goods! [06:43:14 PM] stephanie: customers reward certificate isn’t working [06:43:32 PM] stephanie: rwdycp42bkc [06:43:37 PM] Marykathleen W: How much was the certificate for? [06:43:42 PM] stephanie: that is the online code $10 [06:43:56 PM] Marykathleen W: One moment and I will generate a new code. [06:44:25 PM] Marykathleen W: $10 off correct? [06:44:30 PM] stephanie: yes [06:45:31 PM] Marykathleen W: The new code is CSfA83p9Gi4DHj [06:46:05 PM] Marykathleen W: Please let me know if that works. [06:46:33 PM] stephanie: I only type in capital letters it wont go lower case (note from Jamie: this only happens in the rewards box) [06:46:59 PM] stephanie: cap lock is not on also [06:47:11 PM] Marykathleen W: You should be able to use all capital letter. If not you can try to copy and paste the code. [06:47:31 PM] stephanie: option not available and code said you already used it. [06:47:43 PM] Marykathleen W: Can you tell me the price of the item? [06:47:56 PM] stephanie: 33.97 [06:48:28 PM] Marykathleen W: One moment while I make a new code. [06:49:19 PM] Marykathleen W: The new code is AOSDSG6F7PM [06:50:17 PM] stephanie: says it invalid [06:50:58 PM] Marykathleen W: Try this one AOSDSGSW0PM [06:52:21 PM] stephanie: nope [06:54:53 PM] Marykathleen W: Try this one AOSDSGCSDPM [06:56:30 PM] ‘stephanie’ is currently ‘Absent’. Approximately 35 seconds until disconnect. [06:57:07 PM] ‘stephanie’ disconnected (‘Participant Left’). [06:57:07 PM] ‘stephanie’ is currently ‘Disconnected’. User Research Findings The chat informs the business of the following testing opportunities: • Test Case Sensitive Input Further testing is required to ascertain if users generally expect to see instructions informing them if a code is case sensitive. • Test Capitalization-Enforced Input Further testing is required to ascertain if codes are case sensitive, do users expect everything they type is automatically capitalized. • Test Discount Terminology Further testing is required to ascertain if users understand the difference between a Gift Card, an eGift Card, a ScoreCard Reward Certificate, and Promotion Code.
  • 7. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 7eCommerce User Experience Existing Research User Acceptance Testing Users were tested via 10 moderated and 10 unmoderated task-based studies in December of 2016. During the moderated sessions, users sat with a moderator and observer from the UX Team, who facilitated the tasks and noted issues/observations. Unmoderated testing was taken by the user alone, utilizing a testing interface via the UserTesting platform. All sessions were recorded (audio and screen capture) via UserTesting and TechSmith Camtasia, and the following are research findings from those tests: User Research Findings • Input Instructions Users don’t readily see the input instructions for forms, and the forms aren’t designed in a way that currently stands out. • Drop-Down Inputs Whenever drop-down inputs are really long (e.g. when adding a new credit card on the Payment Methods webpage), they should populate above and below the browser window, depending on their location in regards to the browser edge and cursor. • Detail Text Links Users expect shipping, promotion, and questions that have icons that link to details, to also link to details (and not just the icon itself). • Button Signification Users expect buttons to have hover states and click states that respond to the user’s actions. • Case Sensitivity Users don’t expect auto caps for form fields that aren’t case sensitive • Input Failure Don’t clear user input in form fields so user can see their mistakes. • Specific Modals Incorporate specific information per the promotion, not generic information that confuses users.
  • 8. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 8eCommerce User Experience Existing Research Voice of the Customer The following verbatims came from the DICK’s Sporting Goods CX Team’s ‘Voice of the Customer’, which is collected using Forsee: Customer Experience Analytics: User Comments • “I keep getting a notification that the code I am entering is not valid! It says to use all 12 characters but there is only 11 characters in my online code!” • “During checkout I tried to use my scorecard reward that was mailed to me. It said “the code has expired” which doesn’t make any sense, cuz the expiration date on the paper says valid thru 02/18/2017....and today is 01/24/2017.” • “I cannot use my rewards promo code. I even stopped at a store and they could not order it for me. I get a invalid code rrror. The store checked my certificate and it is fine.” • “Your system failed to pick up my Scorecard Rewards certificate of $200 and did not apply it to my order -- in spite of several attempts on my part to apply the appropriate discount. -- and about 30 minutes of effort on my part were wasted. I will now have to expend more effort on my part tomorrow when your sales support team is in the office and on-line in an attempt to fix this situation. I should not have to spend ANY TIME on resolving things like this. Your website should be a seamless process for a customer. If they want to spend over $200 dollars with you, it shouldn’t be a pain in the backside to do so.” User Research Findings • Test Character Limit Validation Further testing is required to ascertain if users expect to see instructions informing them that the codes have a character limit. • Test Space Validation Further testing is required to ascertain if users generally think blank spaces count as a character when entering a code.
  • 9. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 9eCommerce User Experience Test Scripts Promo/ScoreCard Validation The UX Team used UserTesting to screen run 25 DICK’s Sporting Goods customers, and 25 non-DICK’s Sporting Goods customers, through the following script on desktop: Test Script Intro: Click on the following link: http://bit.ly/2kRxxQb. You are viewing a static design, but imagine you are shopping at DICK’s Sporting Goods, and this is a website. Take a moment to look over the design, imagine that you’re buying a pair of New Balance shoes, and that you’re in the payment step of checking out. 1. Do you see a place to enter a discount code? a. Yes b. I Don’t Know c. No 2. Describe where you would expect to enter a discount code? Write your response below. a. Open Text Field 3. Describe what you think the difference is between a Gift Card, a eGift Card, a ScoreCard Reward Certificate, and Promotion Code. Write your response below. a. Open Text Field 4. Has Jane Doe’s ScoreCard been applied to this order? a. Yes b. I Don’t Know c. No 5. How do you know if Jane Doe’s ScoreCard has been applied to this order? Write your response below. a. Open Text Field 6. In general, when entering a discount code, do you expect the code to be case sensitive? a. Yes b. I Don’t Know c. No 7. When entering a discount code that is case sensitive, do you generally expect to see instructions informing you of this? a. Yes b. I Don’t Know c. No 8. When entering a discount code, and everything you type is automatically capitalized, do you expect to see instructions informing you that the codes are case sensitive? a. Yes b. I Don’t Know c. No 9. In general, when entering a discount code that is exactly 12 characters in length, do you expect to see instructions informing you that the codes are 12 characters in length? a. Yes b. I Don’t Know c. No 10. When entering a discount code that has a character length, do you generally think blank spaces count as a character? a. Yes b. I Don’t Know c. No
  • 10. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 10eCommerce User Experience Test Scripts Promo/ScoreCard Run-Through The UX Team used UserTesting to screen run 50 DICK’s Sporting Goods customers, and 50 non-DICK’s Sporting Goods customers, through the following script on desktop: Test Script Click on the following link: http://bit.ly/2ll8y36. Click on any of the products on this page, and click the ‘Add To Cart’ button. Click on ‘View Cart’ button. Click on the ‘Checkout’ button. Click on the ‘Guest Checkout’ button. You are now viewing the Billing Address page. Make sure that the checkbox next to ‘Use as my shipping address’ is selected, and use the following information: John Doe 123 Pleasant St Morgantown, WV 26505 111-111-1111 john@doe.com Click the ‘Continue’ button. You are now viewing the Delivery Methods page. Please choose ‘Standard’ shipping and click the ‘Continue’ button. 1. You are now on the Payment Methods page. Do you see a place to enter a discount code? a. Yes b. No 2. Did you find a place to enter a discount code? a. Yes b. No 3. Show how you would most likely add a discount code to your order. Does this make sense to you? Why or why not? Write your response below. a. Open Text Field 4. Is this where you would expect to enter a discount code? Write your response below. a. Yes b. No 5. Do the places to enter your discount code being hidden by default, meet your expectations? Why or why not? Write your response below. a. Open Text Field 6. Describe what you think the difference is between a Gift Card, a eGift Card, a ScoreCard Reward Certificate, and Promotion Code. Write your response below. a. Open Text Field 7. How would you expect to see if you had a ScoreCard, and if it was logged in and applied to your account? Write your response below. a. Open Text Field 8. Does it meet your expectations that the ScoreCard Rewards is separate from the ScoreCard login? a. Yes b. No 9. Why or why not? Write your response below. a. Open Text Field 10. What is confusing to you about this page? Write your response below. a. Open Text Field 11. If you could improve anything about this page, what would you improve? Write your response below. a. Open Text Field
  • 11. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 11eCommerce User Experience Test Findings Promo/ScoreCard Validation  25 Current DSG Customers  25 Potential DSG Customers Test Tasks Yes I Don’t Know No Yes I Don’t Know No Do you see a place to enter a discount code? 96% 0% 4% 92% 0% 8% Has Jane Doe’s ScoreCard been applied to this order? 16% 16% 64% 8% 36% 52% In general, when entering a discount code, do you expect the code to be case sensitive? 40% 0% 60% 60% 8% 32% When entering a discount code that is case sensitive, do you generally expect to see instructions informing you of this? 88% 0% 12% 84% 4% 12% When entering a discount code, and everything you type is automatically capitalized, do you expect to see instructions informing you that the codes are case sensitive? 24% 8% 68% 28% 16% 52% In general, when entering a discount code that is exactly 12 characters in length, do you expect to see instructions informing you that the codes are 12 characters in length? 36% 16% 48% 32% 4% 60% When entering a discount code that has a character length, do you generally think blank spaces count as a character? 44% 12% 44% 12% 24% 64% * Results highlighted in orange represent the largest percentage of responses. Results where current DSG customers greatly differ from results of potential DSG customers. *   
  • 12. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 12eCommerce User Experience Test Findings Promo/ScoreCard Validation Describe where you would expect to enter a discount code? Write your response below. Current DSG Customers • 68% of current DSG customers identified a correct way to enter a discount code. • 32% of current DSG customers expected to enter a discount code in the upper-right ScoreCode widget, next to the credit card, near the order total, or a place other than what’s in the current experience. Potential DSG Customers • 60% of potential DSG customers identified a correct way to enter a discount code. • 40% of potential DSG customers expected to enter a discount code in the upper-right ScoreCode widget, next to the credit card, near the order total, or a place other than what’s in the current experience. Customer Comments • “I would expect the discount code to be approximately where it is on your demo or under Order Summary.” • “I would primarily look to the right sidebar of the site (where the ScoreCard entry box is currently). I felt that the placement of the promotion code information at the very bottom of the screen was a bit buried.” • “Near or below the price.” • “Before the final total. After entering payment type/card information.” • “In its current location it can easily be missed. I prefer to have it in the cart, before going through checkout. That way I can see the discount applied to my order, and the visual confirmation of the discount also sometimes encourages further spending.” • “I’m not really sure whether promotion code and discount code are the same or not. If yes, I was able to see it clearly down there. If not, i believe it should be there before entering the credit card details.” • “I would expect to enter a discount code prior to entering the credit card information.” • “I expected it to be in the upper right where the scorecard number is or up under the credit card information. • “I would want to see it right where I pay. Sometimes when it’s way below all that it can be hard to find. I’ve also seen it and would look in the order summary area that shows your total amount. You can input it there to see the updated order total.” • “Above credit card info... I would think about applying a discount and seeing total before making a payment option.” • “I would expect it to be right next to my payment information, where I enter in my credit card info.” • “I would expect a box above the payment section or right below it, but definitely a box that would stand out and draw my attention.” • “I expect to see the discount code place on the bottom part of the payment page, or sometimes on a subsequent page. I prefer it to be on the main payment page.” • “Usually I like it best when there is a box to enter the code under the credit card info.” • “I would expect to enter this somewhere below the credit/ payment information section.” • “I would prefer to enter a discount prior to the payment screen.” • “Right above the continue button near the subtotals.” • “I usually expect to find them right near the payment area.”
  • 13. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 13eCommerce User Experience Test Findings Promo/ScoreCard Validation Describe what you think the difference is between a Gift Card, an eGift Card, a ScoreCard Reward Certificate, and Promotion Code. Write your response below. Current DSG Customers • 96% of current DSG customers know the difference between a Gift Card, a eGift Card, a ScoreCard Reward Certificate, and Promotion Code. • 4% of current DSG customers didn’t understand the difference between a Gift Card/eGift Card and a ScoreCard Reward Certificate. Potential DSG Customers • 84% of potential DSG customers know the difference between a Gift Card, a eGift Card, a ScoreCard Reward Certificate, and Promotion Code. • 16% of potential DSG customers didn’t know what a ScoreCard was, or didn’t understand the difference between ScoreCard Rewards and Promotions. Customer Comments • “Gift card - physical card egift card - gift card that’s electronic (received via email, I have a printout maybe, but no plastic physical card) scoreCard - rewards certificate (not sure if physical or e””card””) - more like a gift certificate/rewards money. promotion code - % off a purchase or $off a purchase - more like a coupon. it may have stipulations that you have purchase a certain amount, etc.” • “Understand the gift card and a eGift card to be the same thing essentially. The difference being that the gift card is a physical card that you give to someone versus the electronic gift card being something that you can buy online and just simply email to someone. I would still have the understanding that they could both are there be used in store or online. The scorecard reward appeared to be a type of dicks credit card that perhaps build the point so then you get a reward certificate. Finally the promotion code I would understand wood come directly from the company selling the product which could be used anywhere or I suppose it could apply to specific stores. But it would only be issued by the company selling the products.” • “Gift card is a physical gift card, egift card is an eletronic with a code to redeem it, no idea what a scorecard reward... maybe a rewards program. Promotion code is like a coupon code.” • “Promo code: dollars or percent off, tied to a promotion that anyone can use. Gift card and eGIft card: I think should be the same thing, just one is a physical card and one is virtual; both are a dollar amount that is applied to the order (e.g. my mom buys me a gift card for $50 for my birthday). If not entire card used, the balance remains for future purchases; promo code above--does not apply to future purchases reward certificate -- I assume is a promotional type gift card that I ‘earned’ from being a reward member and has a dollar value like a gift card however, it may have some limitations (eg a gift card can never legally expire however this promotional reward might be able to expire).” • “Gift Card - a physical gift card that someone has given you that has money on it that you can spend in the store or online. eGift Card - a digital gift card that someone has given you that has money on it that you can spend online on the store’s website. ScoreCard Reward Certificate - I have no idea what that is. Promotion Code - a discount, coupon, or promo code that gives you some kind of discount (such as dollars off, percent off, free shipping, etc. ).”
  • 14. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 14eCommerce User Experience Test Findings Promo/ScoreCard Validation How do you know if Jane Doe’s ScoreCard has been applied to this order? Write your response below. Current DSG Customers • 16% of current DSG customers can tell that Jane’s ScoreCard has been applied to this order. • 84% of current DSG customers can’t tell if Jane’s ScoreCard has been applied to this order because of gray text, not seeing points, or the placement is not expected. Potential DSG Customers • 12% of potential DSG customers can tell that Jane’s ScoreCard has been applied to this order. • 88% of potential DSG customers can’t tell if Jane’s ScoreCard has been applied to this order because of gray text, not seeing points, or the placement is not expected. Customer Comments • “If Jane Doe’s ScoreCard had been applied to the order, i would expect that it would reflect someplace on the page that I’m looking at. I see multiple places where cards can be input or where reward point can be applied, but nowhere does it say “Your scorecard has been applied” or “ScoreCard rewards point have been applied!” • “I don’t know and that’s because the “letters” in the field are grayed out but the edit button is there. I really can’t tell if those are the numbers entered already or if the numbers grayed out are to show you how many numbers you need to enter.” • “I don’t know. There’s nothing in the order summary that indicates that her ScoreCard has been applied to the order.” • “The number from her scorecard would show up on the page, and the box for the Scorecard number would not be there.” • “There is a value in the field, but it’s grayed out. I would expect a valid scorecard to be darker with some kind of acknowledgment / points earned text found nearby.” • “I feel it hasn’t been applied because i still see the option APPLY SCORE CARD REWARD CERTIFICATE. If it was applied,it would have been showing the details of it as expanded section instead of a closed one.” • “I should see it under Order Details.” • “You would be able to see the points generated near the top right hand corner.” • “I assume because in the upper right corner it asks for the number to be entered, that means it has not yet been entered.” • “I don’t know if it is. I would think I’d find it under ‘Apply ScoreCard Reward Certificate’.” • “There is no indication that the ScoreCard has been applied to this order.” • “I really don’t. I see the letters in the box, which lead me to believe that they’ve been applied. Without some kind of statement showing it’s applied, it’s really difficult to know.”
  • 15. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 15eCommerce User Experience Test Findings Promo/ScoreCard Run-Through  50 Current DSG Customers  50 Potential DSG Customers Test Tasks Yes No Yes No You are now on the Payment Methods page. Do you see a place to enter a discount code? 98% 2% 92% 8% Did you find a place to enter a discount code? 100% 0% 92% 8% Is this where you would expect to enter a discount code? 90% 10% 86% 14% Does it meet your expectations that the ScoreCard Rewards is separate from the ScoreCard login? 61% 39% 47% 53% * Results highlighted in orange represent the largest percentage of responses. Results where current DSG customers greatly differ from results of potential DSG customers. *  
  • 16. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 16eCommerce User Experience Test Findings Promo/ScoreCard Run-Through Show how you would most likely add a discount code to your order. Does this make sense to you? Why or why not? Write your response below. Current DSG Customers • 96% of current DSG customers identified the way to enter a promotion code. • 4% of current DSG customers thought that the way to add a promotion code to their order didn’t make sense. Potential DSG Customers • 94% of potential DSG customers identified the way to enter a promotion code. • 6% of potential DSG customers thought that the way to add a promotion code to their order didn’t make sense. Customer Comments • “Expected to see the box where I can enter a code closer to the Estimated Order Total, but when it wasn’t there, I had an easy time finding the Apply Promotion Code link and box.” • “It makes sense. I’m used to adding codes towards the end of checkout, as it is being done here, to adjust the cart total at the end.” • “I mistakenly thought it was the “scorecard”, but now see that it is lower on the page - in a drop down menu.” • “I usually copy the code from the place where I found/got the code, such as an email offer, website, etc.” • “Type in or copy/paste promo code, click apply, expect to see price change. Yes, that does make sense, b/c that is standard way of doing this. However, what doesn’t make sense is how the promo code section is collapsed/not viewable by default view.”
  • 17. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 17eCommerce User Experience Test Findings Promo/ScoreCard Run-Through Do the places to enter your discount code being hidden by default, meet your expectations? Why or why not? Write your response below. Current DSG Customers • 58% of current DSG customers say that having an expandable area to enter a Promotion Code either meets their expectations, or it doesn’t affect their experience. • 42% of current DSG customers would prefer that the Promotion Code area was visible all of the time, or in a different location that’s more visible. Potential DSG Customers • 53% of potential DSG customers say that having an expandable area to enter a Promotion Code either meets their expectations, or it doesn’t affect their experience. • 47% of potential DSG customers would prefer that the Promotion Code area was visible all of the time, or in a different location that’s more visible. Customer Comments • “I prefer to have it not hidden and easier to find so I’m not having to spend time searching for the box.” • “No these do not meet my expectations because I would expect to see this information higher up on the payment page. However, I don’t mind having to collapse a menu to enter the code.” • “No it does not, b/c it is deviating from the standard. Also, if I had a promo code, it would be frustrating and not intuitive as to where to enter in the code.” • “I would prefer the discount code box not to be hidden because it seems like the company is deliberately making it more difficult to apply a promo code.” • “I will say that usually I find it on the checkout page and it isn’t hidden. So this did take a bit more work than usual, but nothing too difficult. Definitely is nice to save clicks though when in a hurry.” • “No they really don’t. I would want to and expect to see them before the payment information so I know it’s going to be added.” • “I would prefer you didn’t have to expand it from the beginning, since it is a heavily used feature.” • “No it would be better to have it be more obvious. More obvious by not minimizing it or keeping it at the very bottom of the page.” • “It doesn’t meet my expectations, I would rather view this as an open box toward the top of the page.” • “I would expect the place to enter discount codes to be more obvious. I would not expect to have to click on a tab to open the promotional code box.” • “I don’t like having the field hidden. I would display the field, to make it very obvious where to enter a discount code.” • “It did take me longer than anticipated, or longer than I would have liked, to find the Apply Promotion Code area. I would prefer a text box already present on the page where it would be obvious that I should enter my discount code, as opposed to having to locate and open this feature myself.” • “I do see them being hidden often, and I do seek them out, since I’m on a budget, but I’m more than okay with them being more visible. I think making them more visible can create a sense of trust between shopper and shop.” • “Prefer unhidden.”
  • 18. DSG Payment Methods USABILITY STUDY | 3.6.17 Page 18eCommerce User Experience Users Want... Error Messaging • that’s specific (e.g. case sensitivity) • that’s context-based Form Instructions • that stand out more • to be specific (e.g. character limits) • that are non-contradictory (e.g. auto-caps for form fields that are case sensitive, or have case sensitive messaging) • for character limits • for case sensitivity Form Interaction • that populate above and below the browser window (e.g. adding a new credit card) • marked both optional and required • that auto-capitalize if only capitals accepted (without messaging) Form Validation • for keyboard and selection (tabbing and spacebar) • to not completely clear so they can see their mistakes Users Don’t Agree On If... Blank Spaces • count as a character when entering a code that has a character length Code Entry • should be case sensitive when entering • should be in an expandable area • should be next to the credit card • should be in the ScoreCard widget • should be next to order total • after expanding meets their expectations • after expanding positively/negatively affects their experience. ScoreCard Rewards • functions how they expect it should function • should be separate from the ScoreCard login Users Know... • how to find a place to enter a Gift/eGift Card, ScoreCard Reward, or Promotion code • where to enter a Gift/eGift Card, ScoreCard Reward, or Promotion code • the way to enter a Gift/eGift Card, ScoreCard Reward, or Promotion code • the differences between a Gift Card, an eGift Card, a ScoreCard Reward Certificate, and a Promotion Code Users Don’t Know... • if their ScoreCard has been applied to their order Next Steps The UX Team would recommend that next steps be designing and user testing wireframes that explore: • always visible discount inputs • user-expected placement options of discount inputs • combining ScoreCard widget with ScoreCard Rewards • different ScoreCard login visibility options • different form instructions Findings & Next Steps By combining previous user research with the test script user data – 150 participants, four remote usability tests, with current and potential DICK’s Sporting Goods customers – the UX Team has discovered: