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Blank-Label.comUsability Test Results

Presented by Alicia Flanders Christine Danko Jessica HoltWhitney Gordon

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Table of Contents

• Executive Summary• Study Introduction

– Background– Goals and Test Activities– Methodology– Demographics

• Findings– High Level Likes– High Level Dislikes– Performance– Credibility– Navigation– Customization– Getting the Fit Right– Review Order

• Appendix A Graphs• Appendix B Design Recommendations

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Executive Summary• A usability study of Blank-Label.com explored site

credibility and features as they related to usability and business goals

• Key findings included: – Features to improve credibility – Inconsistent navigation– Issues selecting fabrics and monograms– Lack of confidence with size selection – Review Order screen is unclear and incomplete– 7/8 participants would recommend the site to a friend

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Background

Blank-Label• A startup founded by

Bentley students• Sells customized men's

shirts online• Targets ages18-38• Features

– customization wizard– displays choices

immediately– keeps an ongoing tally of

cost

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Goals and Test ActivitiesBusiness Goal Usability Goal Usability Test Activity

Increase conversion rates from 1.5% to 2.5%

Identify - sales funnel distractions- areas of confusion in the customization process-80% success rate for customizing and confirming shirt orders

Observe participants - initiating the customization process - performing customization tasks- reviewing their orders

Decrease bounce rate* (30-40%)* Percentage of visitors who leave before navigating to other pages.

Evaluate users’ perception of the site’s credibilityIdentify features that encourage users to stay or leave the site

- Observe participants exploring the home page- Ask for their feedback- Credibility questionnaire- Home page preference

Create an enjoyable shopping experience

Capturing participant’s perceptions of the site and customization process

Post test questionnaire

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MethodologyOnline Screener

8 moderated sessions - 4 in Bentley DUC Tech Smith Morae - 4 remote Go-To-Meeting- Think Aloud Protocol

Home page preferenceHome page review

and exploration

Credibility questionnairePost test questionnaire

Testing Process Overview

Severity Ratings

High – 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.

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Participant Demographics

• Participants were evenly distributed within the 24-49 age range

• 90% shopped online in the last 30 days• 70% were IT/Software and Electronics

professionals• 90% had advanced computer skills

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High Level Likes

• Concept of custom designing a shirt• Seeing selections in real time• Clean, uncluttered design• Prominent links to articles about the

company• Connections to social networking sites

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High Level Dislikes

• “Say Hi” label • Homepage models• Bright red feedback button “that follows you”• Cartoonish appearance of cash register

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Performance 97% Success*Task Result

Start customizing a shirt 100%

Select fabric 100%

Select contrasting lining for collar 100%

Put your initials on the cuff 90% 1 Assist

What is the cost so far? 100%

Specify a your size 100%

Initiate check out 100%

Review your order 100%

Make a change to the collar 90% 1 Failure

Noticed 2nd fabric page 75%

*Margin of error for larger populations with a 90% confidence level is .88% success rate. http://www.measuringusability.com/wald.htm

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Issue: 40% Bounce Rate

How can we find out?

• Home page review

• Home page exploration

• Credibility questionnaire

They

come and they leave…

Why?

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Home Page Review and Exploration

Positives• 8/8 recognized site’s purpose• 7/8 would be comfortable using credit card• Interesting, curious, like visual layout and logo

Negatives• 1/8 noted the Perfect Shirt Guarantee• 2/8 noted the props• No phone number on the home page• Contact tab is called “Say Hi”; many missed it• Return Terms and Privacy Policy are under the fold

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Credibility

• Credibility questions* received 3.5 or higher ratings on a scale of 1-5

• 7/8 would be comfortable using credit card on the site

• Credibility ratings do not vary significantly by age

* Credibility questionnaire was based Fogg, BJ, 1999. The Elements of Computer Credibility. Proceedings of SIG CHI Conference.

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Home Page Preference

• Majority preferred avant-garde theme which supports current design

• Features noted – visible phone number– focus on clothes not guys– order tracker and customer

service visible

• Preference had no impact on site credibility ratings

33%

66%

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Issue: Bounce Rate Recommendations

Severity: High, relevant to business goal of reducing bounce rate

• Raise prominence of– Perfect Shirt Guarantee– Return and Privacy Policies

• Provide a phone number• Change “Say Hi” label to “Contact”

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Issue: NavigationBusiness Goals:

• Create an enjoyable shopping experience

• Increase conversion rate from 1.5 to 2.5%

Graph: Answers reflect initial impressions prior to task completion.

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Issue: NavigationProblem: Inconsistent global navigation throughout the site Severity: Usability Medium

Masthead 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 Screens

Recommendations

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Issue: Navigation Problem: Back button causes duplicate orderSeverity: Usability High

When 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

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Issue: CustomizationBusiness Goals:

• Increase conversion rate from 1.5 to 2.5%

• Provide enjoyable shopping experiences

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Problem: Selecting contrasting fabric for collar and cuffs is confusing

Severity: Usability High; Business Goals Medium

Selecting 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.

Issue: Customization

Current Screen

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Issue: 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.

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Issue: CustomizationProblem: Color in swatch does not match color displayed on shirtSeverity: Business Goals Medium

When 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 color differences exist between the swatch and the display.

Recommendation: Ensure the swatch colors match as closely as possible to the example and actual shirt color.

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Issue: Getting the Right Fit

Business Goal:

• Increase conversion rate from 1.5 to 2.5%

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Issue: Getting the Right FitProblem: Users can’t customizesleeve length and collar sizeSeverity: Usability High; Business Goals HighFrequency: 5/8

Users 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.

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Issue: 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.

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Issue: Getting the Right FitProblem: No information ontype of fabricSeverity: Usability Medium; Business HighFrequency: 2/8

A 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.

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Issue: Review OrderBusiness Goals:

• Create an enjoyable shopping experience

• Increase conversion rate from 1.5 to 2.5%

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Issue: Review Order Problem: Editing order is complicated and confusing

Severity: 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.

Recommendations

Current Screen

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Issue: Review Order Problem: Order summary description is difficult to read. Severity: Usability Medium; Business Goals Medium

Because 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.

Recommendations

Current Screen

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Issue: Review Order Problem: Missing shirt featureson order description Severity: Usability High; Business Goals High

The 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.

Recommended Changes

Current Screen

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Appendix: A Graphs

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Participant Demographics

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Findings // Post Test Results 

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Findings // Performance

 

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Findings Credibility by Home Page Preference

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Findings Credibility by Age

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Appendix: B Design Recommendations

Recommendations: Navigation

We recommend a consistent global navigation that would be persistent on all pages.

We added a stronger call-to-action to subscribe to newsletters. We recommend making Twitter and Facebook more prominent.

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.

Recommendations: Navigation

We recommend including the following sub navigation. This allows for the site to be scalable for potential growth.

Recommendations: Review Order

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 .

We recommend making the price easily viewable.

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Recommendations: Fabric Selections

Add 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.