Blank label3 may2010-final
Download as PPTX, PDF0 likes366 views
The document summarizes the results of a usability study conducted on the Blank-Label.com website. Some key findings from the study include issues with site navigation, shirt customization options, and the order review process. Recommendations are provided to address problems in areas like improving site credibility, selecting fabrics and monograms, understanding sizing options, and clarifying the order editing workflow. The study involved testing the site with 8 participants and collecting feedback on usability and the customer experience.
Blank label3 may2010-final
- 1. 1Blank-Label.comUsability Test Results Presented by Alicia Flanders Christine Danko Jessica HoltWhitney Gordon
- 2. 2Table of ContentsExecutive SummaryStudy IntroductionBackgroundGoals and Test ActivitiesMethodologyDemographicsFindingsHigh Level LikesHigh Level DislikesPerformanceCredibilityNavigationCustomizationGetting the Fit RightReview OrderAppendix A GraphsAppendix B Design Recommendations
- 3. 3Executive SummaryA usability study of Blank-Label.com explored site credibility and features as they related to usability and business goalsKey findings included: Features to improve credibility Inconsistent navigationIssues selecting fabrics and monogramsLack of confidence with size selection Review Order screen is unclear and incomplete7/8 participants would recommend the site to a friend
- 4. 4BackgroundBlank-LabelA startup founded by Bentley studentsSells customized men's shirts onlineTargets ages18-38Features customization wizarddisplays choices immediatelykeeps an ongoing tally of cost
- 5. 5Goals and Test Activities
- 6. 6MethodologyOnline ScreenerCredibility questionnairePost test questionnaire8 moderated sessions - 4 in Bentley DUC Tech Smith Morae - 4 remote Go-To-Meeting- Think Aloud ProtocolHome page preferenceHome page review and exploration
- 7. Severity RatingsHigh – Usability: Prevents task completion. Business: interferes with the realization of a business goal.Medium – Usability: Causes confusion and hesitation when performing a task. Business: compromises the realization of a business goal. Low – Cosmetic issue which distracts or temporarily confuses users.Testing Process Overview7
- 8. 8Participant DemographicsParticipants were evenly distributed within the 24-49 age range 90% shopped online in the last 30 days70% were IT/Software and Electronics professionals90% had advanced computer skills
- 9. 9High Level LikesConcept of custom designing a shirtSeeing selections in real timeClean, uncluttered designProminent links to articles about the companyConnections to social networking sites
- 10. 10High Level Dislikes“Say Hi” label Homepage modelsBright red feedback button “that follows you”Cartoonish appearance of cash register
- 11. 11Performance 97% Success**Margin of error for larger populations with a 90% confidence level is .88% success rate. http://www.measuringusability.com/wald.htm
- 12. 12Issue: 40% Bounce RateThey come and they leave… Why?How can we find out? Home page review
- 13. Home page exploration
- 14. Credibility questionnaire13Home Page Review and ExplorationPositives8/8 recognized site’s purpose7/8 would be comfortable using credit cardInteresting, curious, like visual layout and logoNegatives1/8 noted the Perfect Shirt Guarantee2/8 noted the propsNo phone number on the home pageContact tab is called “Say Hi”; many missed itReturn Terms and Privacy Policy are under the fold
- 15. 14CredibilityCredibility questions* received 3.5 or higher ratings on a scale of 1-57/8 would be comfortable using credit card on the siteCredibility ratings do not vary significantly by age* Credibility questionnaire was based Fogg, BJ, 1999. The Elements of Computer Credibility. Proceedings of SIG CHI Conference.
- 16. 15Home Page PreferenceMajority preferred avant-garde theme which supports current designFeatures noted visible phone numberfocus on clothes not guysorder tracker and customer service visiblePreference had no impact on site credibility ratings66%33%
- 17. 16Issue: Bounce Rate RecommendationsSeverity: High, relevant to business goal of reducing bounce rateRaise prominence ofPerfect Shirt GuaranteeReturn and Privacy PoliciesProvide a phone numberChange “Say Hi” label to “Contact”
- 18. 17Issue: NavigationBusiness Goals: Create an enjoyable shopping experience Increase conversion ratefrom 1.5 to 2.5%Graph: Answers reflect initial impressions prior to task completion.
- 19. 18Issue: NavigationProblem: Inconsistent global navigation throughout the site Severity: Usability MediumMasthead navigation appears only on Home page. Customization and Review Order screen have unique navigation.Recommendation: Provide consistent global navigation throughout the site. Align navigation in the customization and review order sections with other site navigation.Current ScreensRecommendations
- 20. 19Issue: Navigation Problem:Back button causes duplicate orderSeverity: Usability HighWhen users clicked the browser’s back button from Review Order screen, a duplicate order is added in error. Recommendation: Ensure extra items are not added by having a site cookie that holds the order number from the Review Order screen. Add a specific call to action to add another duplicate shirt.Current Screen
- 21. 20Issue: CustomizationBusiness Goals: Increase conversion rate from 1.5 to 2.5%Provide enjoyable shopping experiences
- 22. 21Issue: CustomizationProblem: Selecting contrasting fabric for collar and cuffs is confusingSeverity: Usability High; Business Goals MediumSelecting a contrasting fabric for collar or cuffs returns user to the fabric selection screen, which is disorienting and confusing.Recommendation: Integrate fabric selection with collar and cuff screen instead of routing user back to initial fabric selection screen.Current Screen
- 23. 22Issue: CustomizationProblem: Monogram does not appear on sleeve when selectedSeverity: Usability Low; Business Goals LowFrequency: 3/8 Participants liked that their selections immediately appearedon the shirt display, however, some noted surprise that the monograms didn’t also appear on the shirt. The monograms were also not on the shirt shown at checkout, leading one participant to question whether his order was correct.Recommendation: Display selected monogram on the image of the shirt.
- 24. 23Issue: CustomizationProblem: Color in swatch does not match color displayed on shirtSeverity: Business Goals MediumWhen selecting fabrics, a small swatch of color appears on the right side of the screen, while the shirt in the display also changes color. Significant colordifferences exist between the swatch and the display.Recommendation: Ensure the swatch colors match as closely as possible to the example and actual shirt color.
- 25. 24Issue: Getting the Right FitBusiness Goal: Increase conversion rate from 1.5 to 2.5%
- 26. 25Issue: Getting the Right FitProblem: Users can’t customizesleeve length and collar sizeSeverity: Usability High; Business Goals HighFrequency: 5/8Users are brought through a series of questions about size, body type, and cut,but one feature that was missing was the chance to customize sleeve length and collar size.Recommendation: Allow users to specify sleeve and neck sizes.
- 27. 26Issue: Getting the Right FitProblem: Selection of “Body Type” and “Height and Weight” are confusingSeverity: Usability Low; Business Goals Medium Frequency: 6/8 The website brings users through a sizing process that asks them to pick a body type and specify height and weight. Several users questioned how their selections would influence the shirt sizing.Recommendation: Drop these questions unless they affect the shirt’s fit. If they do have an effect, include a brief explanation.
- 28. 27Issue: Getting the Right FitProblem: No information ontype of fabricSeverity: Usability Medium; Business HighFrequency: 2/8A couple of participants wanted more information on the type of fabric. One commented that fabric type, and whether it shrinks, is important to know when deciding sizing.Recommendation: Include description of the type of fabric.
- 29. 28Issue: Review OrderBusiness Goals: Create an enjoyable shopping experienceIncrease conversion rate from 1.5 to 2.5%
- 30. 29Issue: Review Order Problem: Editing order is complicated and confusingSeverity: Usability Medium; Business Goals High When asked to make changes to their order some users did not see the Edit link. Those who clicked on the link were taken back to the first page of the customization process, causing confusion.Recommendation: Add ability to edit specific shirt details so it is clear to users what they are changing. Modify the layout to clarify how users can make changes.Current ScreenRecommendations
- 31. 30Issue: Review Order Problem: Order summary description is difficult to read. Severity: Usability Medium; Business Goals MediumBecause the order summary description is not formatted, legibility is threatened.Recommendation: Provide a better visual layout of the order summary by adding bullets or white space.Current ScreenRecommendations
- 32. 31Issue: Review Order Problem: Missing shirt featureson order description Severity: Usability High; Business Goals HighThe order description summary failed to list all selected shirt features. This caused confusion with users when reviewing the order.Recommendation: Ensure all features are clearly listed on the short order summary.Current ScreenRecommended Changes
- 35. 34Findings // Post Test Results
- 37. 36Findings Credibility by Home Page Preference
- 39. 38Appendix: B Design Recommendations
- 40. Recommendations: NavigationWe added a stronger call-to-action to subscribe to newsletters. We recommend making Twitter and Facebook more prominent. We recommend a consistent global navigation that would be persistent on all pages. We added a tag line to promote quick scannability and fill in the gap.We decreased the amount of text on the button . We made the call to action consistent with the global navigation.
- 41. Recommendations: NavigationWe recommend including the following sub navigation. This allows for the site to be scalable for potential growth.
- 42. Recommendations: Review OrderWe recommend making the price easily viewable.We recommend adding the ability to change the order number from this screen. We recommend adding bullets to promote easy scannability. Additionally, we recommend adding the option to edit each feature .
- 43. 42Recommendations: Fabric SelectionsAdd zoom-in functionality to preview.Provide a clear description or specific icon for each different fabric. Ensure navigation is clear in the fabric selection process to indicate where users are in the process.