skoro gotov

1. Executive summary

This project describes user experience of the website kupinapopust.mk . Our group wants to have relevant information and to know how users can perform tasks on the site, so we used three researches to make our conclusions. First of all we explore the competition of the site and discovered that the main competitors of kupinapopust.mk are grouper.mk, kolektiva.mk and sakampopust.mk. Grouper has well known brand and good database of customers and that makes Grouper leading site on the market. And the main conclusion of this analyze is that kupinapopust.mk is not leader on the market, but there are a lot of opportunities to be first choice of customers.

To get information about customer experience we used two research methods: user profiles and usability testing. User profiles were made with information previously gathered about users of the site. In this project there are four user profiles. They are different persons with different age, marriage status and income. All of them are fictive and describe group of people with similar preferences and interests. On the other hand the usability test was the more relevant research because it gave more profound results. From these methods we are able to see how observants react on site, where they have difficulties with the web site and how much time they are spending to find something. The main conclusion of usability test is that kupinapopust.mk has problem with navigation, but the site is simple and people who don’t have much experience with online shopping can use it.

2. Introduction – The web site of kupinapopust

The web site for group discounts kupinapopust.mk is owned by the company named Group Point

DOOEL. The basic goal of this site is to satisfy the needs of its customers through creating a

wide range of offer deals. Primary motive of kupinapopust.mk is:”Save more”, that shows that

unique customer needs are perceived and deals are created using unrivaled prices.

Exclusive deals that can be found on the site reach 80% discount from regular price. On the web

site, deals can be found from a wide range of categories like: health services, cosmetics services,

language courses, travel vouchers, restaurant menu deals, tickets for events and more.

The increasing trend of websites for group discounts was the main reason why our group chose

kupinapopust.mk as the theme for the project. This Internet site though exists more than two

years, it can’t be said that is the market leader. We were interested in what

constraintskupinapopust.mk to be the first in generating the buyers that use group discounts.

2.1 Internal organization

The company is established in year 2012 by JovicaBelovksi. It has five employees at this time

who work on arranging deals with partners, as well as servicing clients. The company’s owner

together with his employees are constantly trying to justify their customers trust through hard

and dedicated work, with hope that each new offer will satisfy the need of as many customers as

possible. Main strategic partner of Group Point is the company dr. Belovski from Skopje,

Association for intellectual services and management consulting. IT and accounting services are

outsourced. In the work of the kupinapopust.mk team principles of fair collaboration and polite

relationships with company’s partners and its customers are highlighted. They believe that that

should be basic prerequisite for creating and developing of new customers and clients.

2.2 How does kupinapopust.mk work

Until now, the work of this web site included a base of partners from different categories with

who the company is trying to create continuous relationship. In other words, to offer the partners

free advertisement through which website visitors will get informed about the companies. The

offers which are published on the site bring to the firms long lasting customers.

On the other hand, web site users through purchase of discounted offers save money and time.

For each customer, separate user profile is created where all offers are calculated and clients

collect points. These same points can be used for some other offer in the future, and that’s one of

the reasons for high customer loyalty. Also, on the profile are displayed all the basic information

for the user like date of birth (kupinapopust.mk congratulates the birthday of its customers with

extra points), list of purchased vouchers and cards purchased in a form of a gift.

2.3 Administrative part and user interface

Kupinapopust.mk implemented their new website design in January 2014.The changes were

made in the design of the home page, categorization of the offers, cover photo and basic

information about the offers.The web site has an administrative part where only employees can

log in, add offers, change information and follow the sales. Also this part of the website serves

for following the profit that every employee makes and only the manager has access to this part

of the website.The first thing users see when opening the website is the pop up window for

generating email addresses. After adding their email address, or cancel the form, they enter the

homepage. On the top left site are the social media buttons, search tab and tabs for active and

past offers. In the middle of the upper part is the logo which is in white and orange colors, those

two colors are signature colors for kupinapopust.mk. On the right part of the website users can

see the tabs for email forms, "why buy through us" and "contact". Right underneath them are the

buttons: log in and register. In the center part of the website are shown the three main offers with

the name of the offers and their cover photos. On the right side are shown additional information

for the customers (how to complete money offers, how to achieve more points and how to buy

voucher for present) and place for advertisement. After the three main offers in extension you

can see all active offers. At the bottom of the site are again placed the additional information for

the customers, information for the companies and: About us, Contact, Frequently asked

questions, How we work. In the footer are placed RSS Feed, Safety of private information and

Rules for using the website.

3. Competition analysis

In the competitive analysis we must determine who the competitors are, what aspects should be

compared, and how to compare them. The following steps are appropriate:

Identify the competition for kupinapopust.mk

Compare them with the key attributes

Conclusion

Identify the competition for kupinapopust.mk

For almost two years in online shopping the ads for group discounts are inevitable. "Grouper",

"SakamPopust, "Kolektiva"and “Kupinapopust" are just some of the websites that offer group

discounts on products and their goal is to discover the best deals in town at the lowest price.

There are discounts up to 80 percent. The most attractive offers are those for groceries, but also

there are a lot of offers for discounts in restaurants, cafes, spa and beauty centers, beauty services

... In this business everyone is winning - the places that offer discounts receive advertising, the

website for the discount gets percent, and the buyers receive information where to buy something

for the lowest price.

Currently in Macedoniathere are a lot of internet sitesfor group discounts that offer a variety of

bids at reduced prices. Major competitors for kupinapopust.mk are: grouper.mk, kolektiva.net,

sakampopust.mk.

Compare them with the key attributes

The mentioned sites will be compared for the following attributes:

Design

Functionality

Likes on Facebook fan page

Number of active deals

Number of daily page views

Grouper

Grouper is the first and most popular site for discounts in Macedonia. It offers great discounts on

different categories of products and service. The site clearly reviews all categories of discounts

that they offer. When you are buying a deal, the site requires a username and password and as an

additional option you can log in via Facebook. However, some consumers are not satisfied with

the service offered by the site, so there are a lot of complaints about the poor organization of

travel arrangements or certain services are overcrowded but are not removed from the online

store, though the quota is filled.Anyway the number of likes from their Facebook fan page is

156.712 and the number of daily page views is 4704 which showsgreat interest in the site and

popularity. Thenumber of active deals is 166 and it constantly increases which shows interest in

cooperation and trust in this site.

Kolektiva

Kolektiva is also one of the largest and top sites for discounts. With poor websiteorganization

and the same complaints about the discounts like Grouper. Although this site was originally

created just for travel discounts, now has a variety of categories of the products and services it

offers. Although the number of active deals is 50 and the number of daily page views is 534

there are small indicators for success. On the other hand the number of likes on Facebook

106551 indicates their popularity and great opportunity for growth and development of the site.

SakamPopust

Sakampopust.mk is a unique site in Macedonia, with fresh, interesting and creative design, but

without the additional value of the bids except discounts. A big advantage is that on the site you

can easy find what you are looking for. Despite the small number of deals-38 that actually

shows that this site is still being established, the number of likes is 50.363 and the number of

daily visitors is 661, which shows great interest in the site and belief for major growth and

development of the site . This numbers are achieved from one year existence.

KupinaPopust

From the generator of all sites for discounts in Macedonia, Kupinapopustis on third place from

the number of purchased bids and the number of likes on Facebook fan page. Kupinapopust

offers several categories of services, with which covers almost all categories that you can see on

other sites. The purchase is done online or via payment slip with which you get a coupon that

needs to be shown when realizing the purchase.The design of the site has recently been improved

with categorization of products and services,butthe categorization tab is small and it can easily

become unnoticed by the visitors of the site. Also frequently asked questions tab and benefits of

using this site is significantly small and insignificant. The advantage of the site that should be

noted is the fact that Kupinapopust is the only online store wherewith shopping you collect

points that can later be used for further discounts or free vouchers. As mentioned

earlierKupinapopustis quite popular on its Facebook fan page. We can see that from the number

of likes which is 80.902. Although the number of active deals constantly increases, currently is

179, the total number of daily visitors is 1233.

4. Research methods

We used two methods for research: Usability testing and User profiles. The choice of these two methods was influenced by completive analysis. The results of the research are described in the following pages.

Usability testing focuses on measuring a human-made product's capacity to meet its intended purpose. The value of testing comes from the method of observing and listening as people use the site. The things we see and the things we hear are often surprising, illuminating, and unpredictable. When we implemented usability testing first of all we developed test plan and chose relevant participants.

A user profile is a visual display of personal data associated with a specific user, or a customized desktop environment. A profile refers to the explicit digital representation of a person's identity. A user profile can also be considered as the computer representation of a user model. A profile can be used to store the description of the characteristics of person. This information can be exploited by systems taking into account the persons' characteristics and preferences. In the project we described four user profiles who are representatives of four different segments.

5.User Profiles

1. LjubankaPetlevska

Age: 26

Profession: Cashier

Location: Skopje

Ljubanka enjoys traveling and likes to spend her

free time on attractive touristic places, in country and abroad. Because she lives of one average

Macedonian pay, it is of great importance forLjubanka to purchase deals on quantitative discount

bases.

Ljubanka travels mostly with her boyfriend Dzvonko. When making reservations, the most

important thing to Ljubanka and Dzvonko is to get theirs money worth, meaning to get the

relative quality for the price they pay. The biggest problem during reservations is the incomplete

information for the travel arrangements and the resort.

During their last trip Ljubanka and her boyfriend were not satisfied with the accommodation and

the attitude of the employees which questioned their trust in online group discount sites.

Goals and motivations:

Travel and vocation on non-luxury but relaxing destinations and quality

accommodations.

Detailed information of the characteristics and quality of service.

Frustrations:

Can’t find detailed description of the characteristics and quality of service.

In need of “customer critics” functions.

The available services, although always cheap, are not always of money worth quality

2.Daniel Ivanovski

Age: 21

Profession: Student

Birth place: Bitola

Lives in: Skopje

Daniel is a student at Economic University. He spends his time studying and partying with his

friends. He enjoys going to pubs, drinking beer and having fun. As a student he pays rent and the

money that his parents are sending are never enough. He is also not very good at cooking so

most of the time he eats outside. Because of this he often searches for good offers for pubs and

restaurants.

Usually he goes to pubs with his friends who are also students, so discounts are always

welcomed for all of them. But he doesn't miss a chance to take a girl to a restaurant from time to

time.

His biggest problem is that he can't always find good offer on drinks in popular pubs where most

of the people that he knows are going. Other thing that bothers him is that he can't find meal with

good quality and service in the restaurants where he pays with coupons is a little bit different,

they are sometimes not treating him right.

His other big problem is that most of the offers, if not all, are for Skopje only. He would love to

use the discounts in Bitola too.

Goals and motivations:

Drinking offers in popular pubs in Skopje

More meal offers

Frustrations

He can't find offers for Bitola

Can't find food with good quality, most of the time is fast food or similar

He would like to be treated the same as people who are not paying with coupons

3. Vladimir Petrov

Age: 35

Occupation: Banker

Hometown: Stip

Vladimir is a man who enjoys a good

atmosphere and delicious food, but because his free

time is too short he can not afford to getthat

satisfaction. So often he satisfies with cooked meals from his wife.

Due to lack of free time and limited budget, restaurants that hechoosestovisit with hiswife alone

without their daughter,he is almost always dissatisfied with the service, the food and the

ambience, and it costs him a lot of money. So he can’t afford this pleasure every week, maybe

just once in a month.

So he decides to find something on the sites of group discounts where is cheaper and nicer. But

he has some trust issues. The pictures on how the restaurant and the food looks like are not very

reliable for him. However he decides to make it a try. The result confirms his suspicions. From

the picture the meal looked nice but when he tasted it had something that he is allergic to.

Objectives and motivations:

Tasting delicious food in a beautiful ambient

Relaxing with his wife and not worrying about anything

Frustrations :

Can not find the ingredients of the cooked meal

Unrealistic view of the size and regularity of the restaurant

Incorrect positioning of the restaurant on the map

To be informed about the content of food

4. SlobodankaTrajkovska

Age: 45

Profession: Teacher

Hometown: Skopje

Slobodanka is a modern woman, who takes

care about her look. She has two children and she

is divorced. Her hair and nails are always

good looking. She goes to hairdresser four

times a week and visits beauty salon at least

once a week.Also because her work is

stressed she wants to relax at spa centers.

This modern woman uses Internet to search information about fashion. Also she uses sites for

group purchasing to buy interesting offers. The main reason why she buys from this type of sites

is that she wants to save money for her children’s education. Usually she buys offers about hair

style, nail art, and language courses.

Her biggest problem is that she can’t find good offer about specific language. Private schools are

not competent or have just English classes. Offers for beauty salons and hair salons have good

price, but the service is poor.

Objectives and motivations:

Low price offers from beauty salons

Professional language courses for children.

Frustrations:

Can’t compare two different offers.

To be informed about teacher education

6. Usability Testing

The goal of the usability analysis is to gather users' impressions of kupinapopust.mk, including

the overall functionality, user experience, design of the website, mobile version of the website.

Participants

In the usability analysis we included 8 examiners. They were from different generations, all of

them people who are familiar with using the Internet. From the conversation we had before we

started the analysis, we understood that all of them have heard of kupinapopust.mk before, some

of them have used it before.

Scenario

Participants were gathered together, it was explained to them what should they do. They were

asked to speak out loud while performing the tasks, we were writing down their comments. To

complete this task they needed a computer and a phone, those things were provided to them.

Task analysis

1. Task 1: Find what categories are available on the website

2. Task 2: Find the cheapest nail deal

3. Task 3: Create new account on the mobile version of the web site (we acquired HTC one

for this task)

4. Task 4: Find all holiday deals

5. Task 5: Access all past offers

6. Task 6: Share an offer on Twitter

7. Task 7: Follow their profile on g+

8. Task 8: Open an offer and find out how you can pay for it

Maximum time given per task is 5 minutes.

Observation #1 – ZoranaMilevska (21)

Task 1: Find what categories are available on the website

Instantly starts to read all the categories: “food, health, beauty…”

She points to all the categories listed on the top navigation

Task2: Find the cheapest nail deal

Clicks on the “cosmetics” button on the top navigation

List and evaluate the prices of all the nail polish deals.

Chooses one.

Task3: Create new account on the mobile version of the web site

She instantly spots the “Register” button and click on it.”

Fills all the required fields and finishes with the “I agree” button.

Task4: Find all holiday deals

She spots two buttons that are connected with travel destinations (Travel and Bansko)

After a few seconds confusion she recognizes that the destination “Bansko” has its own

place in the navigation because its most popular place, and that the both buttons are

connected to holiday deals.

Task5: Access all past offers

In a few seconds she sees the button “past offers” and clicks on it

Task6: Share an offer on twitter

She randomly picks an offer

Finds the twitter button and shares the deal to her followers

Task7: Follow their profile on google+

After 10 seconds scrolling through the homepage she says:”well I don’t know…oh there

it is!”

She finds the button click on it and clicks on “follow”

Task8: Open an offer and find out how can you pay for it

She clicks on an offer just to get to the checkout page.

She sees the different credit cards, and states that there is only one way to pay and that is

via debit or credit card.

In last moment the spots the picture on the right side of the page of a “money order”

picture.

After the discovery she is certain that there are two ways to pay on the site, with credit or

debit card, and with cash via money order.

Maximum time for observation 5 minutes

Zorana’s time: 6:20

Task completed 7/8

Observation #2 – Stefan Vangelski


Looks for a button that says “list of categories”

After seeing the top navigation, he understands that all the categories are listed, and that

there is no separate page that lists all the categories.

Task2: Find the cheapest nail deal

Clicks on the “cosmetics” button on the top navigation

Looks for a function that orders all the offers by price.

After a minute he states that it can’t be done and that he needs to find the cheapest offer

manually. He gives up and doesn’t finish the task.

Task3: Create new account on the mobile version of the web site

He instantly spots the “Register” button and click on it.”


Task4: Find all holiday deals

With a bit of hesitation he clicks the button “travels”.

He goes back to the homepage and sees the button “Bansko” with confusion.

After a few moments of confusion he realizes that Bansko is in separate button because is

the most popular destination place.

Task5: Access all past offers

In a few seconds he notices the button “past offers” and clicks on it

Task6: Share an offer on twitter

He randomly picks an offer

Stefan doesn’t have twitter account

Task7: Follow their profile on google+

He immediately finds the Google+ button and says: “I knew it was here, because share

buttons are always at the top of the page”

Task8: Open an offer and find out how can you pay for it

He clicks on a random offer just to get to the checkout page.

He sees the different credit cards and notices the “money order” picture

He realizes that there are two ways to pay for the product or service, with credit or debit

card, and with cash via money order.


Stefan’s time: 6:08

Task completed 5/8

Observation #3 – Tamara Kazandjiska(22)


Opens kupinapopust.mk

The categories are on the home page

Task 2: Find the cheapest nail deal


Goes in the category “Козметички услуги”

After 2 min of searching finds 3 nail deals with the cheapest price

Task 3: Create new account on the mobile version of the web site (we acquired HTC one

for this task)

Opens Google Chrome

Enters kupinapopust.mk

Clicks on the tab “Регистрирај се“

Enters the required information

Task 4: Find all holiday deals


Goes in the category “Патувања”

Task 5: Access all past offers


Clicks on the tab “Изминати понуди”

Task 6: Share an offer on Twitter

Оpens kupinapopust.mk

Clicks on an offer

Under the picture from the offer there is the button Twitter

Task 7: Follow their profile on g+

Opens google.com

Logs in g+

Goes in the category pages

On the search box finds kupinapopust.mk

Clicks following

She has completed this task wrong

Task 8: Open an offer and find out how you can pay for it


Clicks on an offer

Clicks on the button “Купи за 1990ден.”



Tamara’s time: 4:40

Task completed 7/8

Observation #4 – MarinelaArsova(23)



She finds the categories on the home page

Task 2: Find the cheapest nail deal


Goes in the category “Козметички услуги”

After 2 min of searching finds 1 nail deal with the cheapest price ->She has completed

the task wrong

Task 3: Create new account on the mobile version of the web site (we acquired HTC one

for this task)

Opens Google Chrome


Scrolls down till the end of the page

She clicks on the tab “Контакт”

She has completed the task wrong

Task 4: Find all holiday deals


Goes in the category “Патувања”



Clicks on the tab “Изминати понуди”

Task 6: Share an offer on Twitter

Оpens kupinapopust.mk

Clicks on an offer

Under the picture from the offer there is the button Twitter

Task 7: Follow their profile on g+


On the home page in the top left corner she finds the button g+

Task 8: Open an offer and find out how you can pay for it


Clicks on an offer

Clicks on the button “Купи за...”



Marinela’s time: 5:0

Task completed 6/8

Observation #5 – Dario Andonovski(27)

Task 1: find what categories are available on the web site

Opens the website

Finds categories on the top of the site

Task 2: find the cheapest nail deal

Opens the website

Goes to the category cosmetic services

Searches through the offers, it takes a while first to find only the nail deals (there is no

subcategory) then to compare the prices, finds the cheapest after a while

Task 3: create new account on the mobile version of the website

Opens Google Chrome

Types kupinapopust.mk

Tries to cancel the add that appears on the front screen

Zooms in to press register

The form appears but he needs to zoom in again

Fills the form

Accepts the terms and conditions

Press register

Task 4: find all holiday deals

Opens website

Scans the categories

Finds travel deals

Finds Bansko deals also


Opens website

Finds it

Opens it

Task 6: share an offer on Twitter

Opens the website

Finds random offer

Opens the offer

Tweets about it

Task 7: follow their profile on g+

Opens the website

Finds social media buttons

Follows them on g+

Task 8: open an offer and find out how you can pay for it

Opens the website

Opens an offer

First it finds only one way to pay

With a card

Then notices that he can pay with money offer


Darko’s time: 3:20

Task completed 8/8

Observation #6 – ViktorijaArsovska(25)

Task 1: find what categories are available on the web site

Opens the website

Finds categories right away

Task 2: find the cheapest nail deal

Opens the website

Goes to the category cosmetic services

Scans the offers

Takes pan and paper

Compares the prices

Finds the cheapest deal

Task 3: create new account on the mobile version of the website

Opens Internet

Types kupinapopust.mk

Tries to cancel the add that appears on the front screen

Zooms in to press register

Fills the form

Accepts the terms and conditions

Press register

Task 4: find all holiday deals

Opens website

Scans the categories

Finds travel deals

Goes back on homepage

Finds Bansko deals also


Opens website

Finds it

Opens it

Task 6: share an offer on Twitter

Opens the website

Finds an offer

Opens the offer

Posts a tweet about it

Task 7: follow their profile on g+

Opens the website

Finds social media buttons

Follows them on g+

Task 8: open an offer and find out how can you pay for it

Opens the website

Sees on the right side of the site that she can pay with money offer

Opens an offer

Finds out she can pay with card also


Viktorija’s time: 3:50

Task completed 8/8

Observation #7 – AnetaBojkovska(44)

Task 1: Find what categories are available on the site (time: 45 sec)


Searching at the right site of the page

Starts to read categories from the middle

Task 2: Find the cheapest nail deal (time: 1 min)

Opens category Cosmetic

Scrolling down

Open tree tabs with different nail offers

Choose the cheapest nail deal

Task 3: Create new account on the mobile version of the web site ( She uses samsung

galaxy S3 Mini) (time: 1:45 sec)

Opens Google


Searching “Register” button.

Clicks on the tab “Register“


Task4: Find all holiday deals ( time: 35 sec.)

Opens kupiapopust.mk

Searching in main menu

Spot the categories “Travel” and “Bansko”

Open category “Travel”

Task 5: : Access all past offers (Time: 5 sec.)


Find button past offers

Task 6: Share an offer on Twitter (10sec.)

Aneta says that she doesn’t have twitter account

Spot the button on the right site

Task 7: Follow their profile on g+ (10sec.)

She find the button

Click follow

Task 8:Open an offer and find out how can you pay for it (30 sec)

She clicks on random offer

Click on the button “Buy for 290”.

She says that the credit card is only way to pay,.

The allotted time has run out.

Maximum time for observation: 5 min

Aneta’s time: 6 min

Task completed 6/8

Observation #8 – Lara Sopovska(18)

Task 1: Find what categories are available on the website ( 5 sec)

Opens kupinapopus.mk

Find categories at the home page

Task2: Find the cheapest nail deal (10 sec)

Click on the category “Cosmetic”

She is looking for option to select cheapest deal

She open different tabs and make compare between deals

Select the cheapest deal

Task3: Create new account on the mobile version of the web site (20 sec)

She open Google

Enter kupinapopust.mk

Find “Register” button


Task4: Find all holiday deals (5 sec)

She open home page

Searching in main menu

Click on category “Travel”

Task5: Access all past offers (5 sec.)

She finds tab “Past offers”

Click on the tab

Task6: Share an offer on twitter (10 sec.)

She pick one of the main offers

Searching for twitter button

Click on the button and share offer on her twitter account

Task7: Follow their profile on google+ (10 sec.)

She is searching for the button g+

She founds the button

Click on the button g+

Click follow

Task8: Open an offer and find out how can you pay for it (30 sec.)

Clicks in the random offer

Click on the button “Buy”

Enters required information

She complete task and says that on the right site of the page is “money order” picture.

Maximum time for observation: 5 min

Lara’s time: 1:35

Tasks competed: 8/8

7. Conclusion of usability Testing

Analyzing the results of the usability study we came up with a conclusion that Kupinapopust doesn’t have some big problems with the functionality or the navigation of the website. The design is simple and with it, it’s pretty simple to use the website, open an offer or buy something from it. We also noticed that using the website is easy even for people that don’t have much experience with online shopping.

Some users had problems performing the tasks that required more sophisticated tools, expecting that the website should have sophisticated navigation, meaning divided categories (example: sort orders by price).

Things that could be done about the website is changing the way offers are organized, for example combining offers and creating second level subcategories. Other thing that could be done is adding additional side navigation to layout displayed results in a particular sequence: price, location, etc.

skoro gotov

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