The document provides a usability assessment and recommendations for improving the searching, browsing, signing up, and purchasing experiences on a website. It finds issues such as irrelevant search recommendations, confusing filters, long sign up forms, and an anxiety-inducing one-step checkout process. Recommendations include improving the search algorithm, streamlining filters and forms, adding sign in options, and breaking checkout into multiple steps to reduce user anxiety. The overall assessment is that the purchasing experience needs improvements to usability and ease of use.

1. IE MDMK2011 BibianaNunes Prof. Eric Reiss March 2011 Usability Assessment

2. Methodology

3. Searching & Browsing Whether looking for something very specific, or a broad search, there’s no guide on where/how to start All of these links lead to the login/registration page. Possible sources of distraction or confusion Easy to spot customer service number Drilldown of the store’s goods

4. Searching & Browsing Recommendations of previously viewed and related items If the person has not visited the website before or visits from a different browser, recommendations are irrelevant

5. Searching & Browsing The search results are not automatically narrowed down for easier shopping. Instead irrelevant filters are shown No visual aid for colors for easier, faster picking

6. Searching & Browsing Indication of selected filters and easy removal After clicking on the “Shoes” filter, it appears again on the category filter selection. Notice “flats” doesn’t show in the available filters

7. Searching & BrowsingRecommendations Provide a search wizard where people can pick type of product, color, size and shape in order to get immediate relevant results Eliminate either “My account” or “Log in/Register” links on the top bar to avoid unnecessary distractions or confusions. Allow users –new and returning to sign in with Facebook and integrate with their Facebook account in order to give more relevant results and recommendations. Improve the search algorithm to automatically activate certain filters that match with the search query. Improve search filters with categories consistent throughout the entire website. Having a “shoes” filter after already selected “Shoes” can be quite confusing. “I already know I want shoes, please show me all the different types of shoes available for my search!” Reduce the amount of colors into 10 basic ones that include a visual representation along with the name. This should make the filtering decision and looking for specific colors much easier. (Hey! Ask Amazon.com for help!)

8. Signing Up Only the necessary fields to complete registration, no big sign up forms Left aligned labels are slower and more difficult to fill out than top aligned labels. Too many options and opportunities to bail out before getting to the registration button

9. Signing Up When making a mistake in the form, does not directly point to the field of error, making the user read and think

10. Make a sign up form with less noise around the registration button. Make use of top-aligned labels to reduce time and make it easier for the user to press the “Register Now” button. Provide better visual help when a field is incorrectly filled, making easier for the user to correct the problem New Sign Up form Signing UpRecommendations

11. Purchasing and checkout Clear navigation path Indicates there’s a problem adding to the cart, but doesn’t say exactly where Clear indication of what to do. An item can be added to the cart without the need for registration Size chart for easier decision making

12. Purchasing and checkout When clicking to enlarge the photo, a pop-up interferes with the navigation flow Zoom controls do not follow industry’s accepted use of the scroll

13. Purchasing and checkout Cart doesn’t show how many items are already added Checking out requires to login or register an account If you don’t have an email, they can provide help to continue the check out process

14. Purchasing and checkout The Submit order process of selecting shipment, payment information is not divided in more than one step. Breaking checkout process into several steps makes it easier for visitors to convert as it reduces the anxiety, as visitors don’t like lengthy forms. There’s no way to review the order before placing it, other than reading again the form that was just filled out

15. Purchasing and CheckoutRecommendations Make use of Lightbox or any other transition product that allows enlarging a picture without a pop-up interrupting the navigation flow. Show how many items are stored in the cart while continuing shopping. Do not require a registered account to make a purchase. Offer the option to create a password if they wish to remain registered. Otherwise, just request email and send a link where the user can track the order, regardless of being registered. Make the purchasing process pleasant. It’s proven that just one step in the checking out funnel creates anxiety on the user. Divide the purchasing process in several steps and allow the user to review the order before hitting “Submit”: Shipping option Payment/Billing information Order review (change quantities, shipping option or payment method)

16. Assessment Summary Overall, the current purchasing experience is lacking easiness and does not provide a pleasant experience to the user. Of course these web usability issues are balanced out by Zappos’ out-of-this-world customer service However, pleasing customers is not only about having and amazing call center or an incredible twitter stream, it is also about pleasing them with a smooth purchasing process.