There were two parts to this usability study Participants filled out an online survey via Google Forms In person interviews were conducted where the participant was given three task to perform within a 60 minute period Each task focused on different scenarios ID: 481342
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Slide1
Usability StudySlide2
There were two parts to this usability study.Participants filled out an online survey via Google Forms.In person interviews were conducted where the participant was given three task to perform within a 60 minute period. Each task focused on different scenarios.
The StudySlide3
The environments varied. The task stayed the same. In the wild studies; where participants were randomly selected.BookstoresCoffee shops
Eateries
Controlled Environment
; participants answered a Craig's list ad. The study was conducted in a office
Compensation was a $25 Visa Gift Certificate for all participants.
Lab EnvironmentSlide4
The Participants
Total number of Participants= 12Slide5
The ParticipantsSlide6
To view more online survey results. Please visit: Study StatsOnline survey Slide7
The Task / TakeawaysSlide8
Task 1- Product searchTask:Search and buy the Audio Technica ATH-M50S Headphones.
Participants were told to use any search engine and purchase from any online retailer.
Takeaways:
Users gravitated toward Amazon. Then priced checked other online retailers.
Main focus was on “Reviews” and “5-Star Reviews.”
Users look for “gotcha” phrases as a reason not to buy. In some cases a 3-star review pushed them to buy.
2-users used C-Net for product reviews.
25% of the users clicked on “see price in cart” on
Amazon.com
What users look for? Price and free shipping.
Google was the preferred search engine.Slide9
Task 2- Product search for vehicleTask:Searching for new car speakers and subwoofers for THEIR vehicle.
Tabbed experiment across 5 online retailers
Tabbed site:
Sonicelectronix.com
CrutchfieldBest BuyAmazonEbay
Takeaways
Hated Sonic logo-looks juvenile and hard to read.
Users type vehicle in the search bar. Example: Replacement speakers 2009 Audi S8.
Users confused on how the compare tool works. Not intuitive.
Current vehicle fitment and
AmpFinder
look like banner ads
Site doesn’t look trustworthy.
Red on blue error message hard to read (category page).
Suggested sale tile on category page where there is an empty spot.
Add “Pair” next to price on category pageSlide10
Task 3- Vehicle specific searchTask:Participants were told to purchase a new stereo for a 2001 Honda Accord with a $300 budgetParticipants were told to search for this stereo on
Sonicelectronix.com
and
Bestbuy.com
Takeaways:Users typed 2001 Honda Accord into the search field.Looking for vehicle compatibility in guided browsing, mega menu and specs.Wants a cleaner category page. Tiles look to similar.
Reviews and 5-star reviews were a leading buying trigger next to price.Slide11
Participant quotes“My price pain point is $300.” (incomes over 100k) “I noticed Amazon is starting to raise prices”“I’m concerned about sellers and returning items on
Ebay
—That
’
s why I don’t shop there”“I don’t associate Ebay with experts”“Amazon doesn’t have install”Slide12
Suggested improvementsSlide13
Suggested ImprovementsComments:
Study showed that users gravitate toward the NUMBER of reviews and stars.
Guided browsing is outdated. Users liked Crutchfield and Best Buy narrow search by checkboxes with real time screen re-fresh.
Users get confused if these are single products or pairs.
Especially at the lower price tier.SuggestionSuggest adding “Pair” to the price. Especially at the lower price tier.
Partner with third party to generate reviews. Increase Sonic
bux
for reviews
Change out guided browsing for checkboxes with real time results. Like search as you type.Slide14
Suggested ImprovementsComments:“View All Car Stereos” should match the vehicle listing. Current functionality resets the vehicle and the products listed don’t match the customers vehicle.
The user enters a problem space.
T
hey get all the way to the accessories page only to be told the product doesn’t fit they’re vehicle.
Users don’t notice the word (change). Its to small.SuggestionIncrease the pixel size and color of (change.)Change verbiage on “View All Car Stereos.”
Fix business logic on results page after the customer feedback for the
OnClick
event for
“View All Car Stereos”
Slide15
Suggested ImprovementsComments:Red error message is hard to read against the blue (We currently have no stereos that fit your vehicle).Suggestion:
Needs color change and larger font.Slide16
Suggested ImprovementsComments:Users thought the Amplifinder banner looked like a banner ad.
Users were also confused on the language. Didn’t know if they had to find an AMP first.
Suggestion:
Change banner look to represent more of a tool to help the consumer and look less like an advertisement.Slide17
Suggested ImprovementsComments:Users thought the vehicle look-up banner looked like a banner ad.To many messages on this artifact. Free installation and find what fits your car.
Suggestion:
Change banner look to represent more of a tool to help the consumer and look less like an advertisement.
Change messaging (we currently have an issue in
Jira to fix this problem)Slide18
Suggested ImprovementsComments:Tool tips hard to read. Compare feature is a disconnect with the user. Not intuitive enough
Suggestion:
On tool tip shorten the line length. Change font color and graphic elements.
Display the compare elements together on the same page. Stick it to the bottom of the browser window with an absolute position attribute.Slide19
Suggested ImprovementsComments:Users have a hard time finding the vehicle look up.Suggestion:We need to capture the vehicle type when they get to the category or product page. Forcing the vehicle look-up removes any errors
and provides a solid user experience that’s consistent with web usability standards.Slide20
Suggested ImprovementsAuto Anything has the vehicle look up in the navigation as well as the modal on the the category page.Slide21
Suggested ImprovementsComments:The SEO text has no value to the user and projects a negative perception.Improve category tiles to differentiate the various segments.
Solution:
Improve tile layout using different shape tiles with larger images and titles. Could add sale verbiage along with image.
Replace SEO text with a more condensed version or a impactful headline.
Empty tiles are an excellent place for cross promotion or sale announcements.Slide22
Suggested ImprovementsComments:Checkout page looks like a foreign site. Doesn’t lend itself to being trustworthy.Update and remove functions are removed from the “Quantity” checkbox for easy cart updates.
Shipping code and coupon code are to close and similar.
Vehicle specific info looks like product text.
Price is placed away from the product.
Solution:
Total redesign of this page.Slide23
Suggested ImprovementsComments:User commented that the current homepage looks like Sonic Electronix didn’t spend much money on its site.Looks like a templateSolution using (
O
ptimizely
):
For a quick win I deleted a lot of external lines.Removed the shop now button so the user selects the image or product name.Changed the font weight color and size of the product name, descriptor and free shipping.
Added the years in business banner to help increase trust with the end user.Slide24
Thank you