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HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
TABLE OF CONTENTS
HOMEPAGE REDESIGN
USABILITY STUDY | 3.14.17
Tim Broadwater
E...
eCommerce User Experience | Page 2
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
EXECUTIVE SUMMARY
Designers from the DICK’s...
eCommerce User Experience | Page 3
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
TEST USERS
The User Experience Team ran 25 ...
eCommerce User Experience | Page 4
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
FREE SHIPPING TASKS
Click on the following ...
eCommerce User Experience | Page 5
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
BEST NEW DEALS TASKS
Click on the following...
eCommerce User Experience | Page 6
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
“WHAT’S IN THE BAG” TASKS
Click on the foll...
eCommerce User Experience | Page 7
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
“M1/M2” TASKS
Scroll to the top of the page...
eCommerce User Experience | Page 8
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
P2 TASKS
Click on the following link: http:...
eCommerce User Experience | Page 9
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
VIDEO TASKS
Click on the following link: ht...
eCommerce User Experience | Page 10
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
SOCIAL SHARING TASKS
In general, do you te...
eCommerce User Experience | Page 11
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
CAROUSEL TASKS
Click on the following link...
eCommerce User Experience | Page 12
HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17
TEST SUMMARY
FREE SHIPPING
•	 80% of users...
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Homepage Redesign Study

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The UX Team informed what assets that they needed from the UI Team, and launched remote usability tests through UserTesting.

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Homepage Redesign Study

  1. 1. HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 TABLE OF CONTENTS HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 Tim Broadwater Executive Summary ���������������������������������������������������������2 Test Users ������������������������������������������������������������������������3 Tasks �������������������������������������������������������������������������������4 Test Summary ������������������������������������������������������������������12
  2. 2. eCommerce User Experience | Page 2 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 EXECUTIVE SUMMARY Designers from the DICK’s Sporting Goods eCommerce User Interface (UI) Team designed interactions and redesigns for the Golf Galaxy website homepage, and collaborated with members of the User Experience (UX) Team to identify/screen potential user testers and define testing tasks. The UX Team then informed what assets that they needed from the UI Team, and launched remote usability tests through UserTesting. RESEARCH OBJECTIVES • Findability, interactivity, and visibility of spending-based promotions • User preferences to different P1 spot, P2 spot, and P3 spot designs and interactions • User preferences to carousel design and interactions • User predisposition to shopping and recommendations from social media • User preference and understanding for the following sections: • The Best New Deals • What’s In The Bag • Discover The Game • Video Snapshots • Shop The Look sections
  3. 3. eCommerce User Experience | Page 3 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 TEST USERS The User Experience Team ran 25 remote users through a Golf Galaxy homepage redesign usability study, and were screened by the following criteria: USER TEST SCREENING Demographic Participants using computers Age 18–65+ Income $0K–$150K+ Gender Any Country United States Web Browsers Any Have you previously shopped at any of the following online stores? Select all that apply. Global Golf: [ May Select ] Golf Discount: [ May Select ] Golf Galaxy: [ Must Select ] The Golf Warehouse: [ May Select ] Edwin Watts Golf: [ May Select ] PGA Tour Superstore: [ May Select ] ONLINE SHOPPING • 36% Golf Warehouse • 28% Golf Discount • 24% PGA Tour Superstore • 16% Edwin Watts Golf • 16% Global Golf USER AGE • 36% Ages 30–39 Yrs. • 28% Ages 20–29 Yrs. • 16% Ages 40-49 Yrs. • 16% Ages 50–59 Yrs. • 04% Ages 60+ Yrs. USER SEX • 60% Female • 40% Male USER WEB BROWSER • 60% Chrome • 20% Safari • 12% Firefox • 08% Other SOCIAL MEDIA • 92% Facebook • 72% Twitter • 68% Pinterest • 64% Google+
  4. 4. eCommerce User Experience | Page 4 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 FREE SHIPPING TASKS Click on the following link: http://bit.ly/2meMMSM. You are viewing a static design, but imagine you are shopping on the Golf Galaxy website, and this is a functional website. Do you see any promotions for if you spend at least $200.00? • 80% Yes • 20% No In general, are you more likely to purchase items to get free shipping? Write your response below. (The following are random responses from users that answered ‘No’) • 56% Yes • 28% It Depends • 16% No • “Well, while I love free shipping, if there is an item I really want or need and I have to pay shipping I will. Or pick it up in store. So, ‘no’. I’m not.” • “I don’t like to pay shipping so if there’s a realistic dollar threshold to get free shipping than I am motivated by that.” • “I saw a promotion for No minimum order and $99 but not $200. I try not to pay for shipping but typically will only add items if it doesn’t change my cart total too much.” • Depends if they’re within the budget for my spending. I don’t add items to get to a specified amount usually, unless they were in the budget range of what I wanted to spend. • “It depends on what I am buying and how close I am to reach the free shipping threshold. In other words, if I am at $80, then there is a chance I could attempt to find other items to get me to free shipping; however, if I am currently at $60, then free shipping would not entice me to increase my spending amount.” • “It depends on the amount that I want the item.” • “I would only purchase more items for free shipping if the free shipping would save me money.” • “Not usually, unless I’m just a couple dollars away from free shipping.” • “No, unless if it’s cheaper than the paid shipping, which generally is not the case.” Show how you would find more info about the shipping promotion. Does this make sense to you? • 96% Yes • 04% No Does this type of interaction with the shipping promotion meet your expectations? Why or why not? Write your response below. (The following are random responses from users that answered ‘No’) • 84% Yes • 16% No • “Almost - there are 2 promotions with conflicting purchase amounts, one says No minimum order on Shoes, Apparel the other says orders over $99... I do like that the box drops down and grays out the page. i like that there is no code and the exclusions are very simple and clear and upfront.” • “I see the shipping info on the top bar of page.... however the statement in bright yellow conflicts with the bar across the middle of the page which asks you to spend minimum amount. So I’m confused because the yellow statement says free shipping no min purchase.... so these two statements are confusing.” • “It needs to be clarify in details so customers can understand how it really works.” • “I would expect some explanation near where you advertise it.”
  5. 5. eCommerce User Experience | Page 5 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 BEST NEW DEALS TASKS Click on the following link: http://bit.ly/2n78mGb. You are viewing another static design, but imagine you are shopping on the Golf Galaxy website, and this is a functional website. With your mouse, hover over ‘The Best New Deals’ section of the website. Do you find this interaction enjoyable? • 52% Yes • 48% No Does this type of interaction meet your expectations? Why or why not? Write your response below. (The following are random responses from users that answered ‘No’) • 40% Yes • 10% I Don’t Know • 40% No • “It doesn’t, because it didn’t really do anything or change the page, it just moved the text off of the image a bit.” • “No, I expect to be shown new deals and not just the wordings moving.” • “No. I do not see the point of this interaction.” • “Not sure - I don’t know where its going to take me, there is no button or find more or link...” • “No, I would expect to maybe see a preview of what the “new deals” are, rather than the text just moving over to the middle or side.” • “No it did not, it didn’t show me any deals it simply made the picture less fuzzy/ bigger.” • “I expected it to do something so it didn’t meet my expectations in that manner.” • “Well no because I had expected to once I hovered over the link to be able to see a list of screens or products listed under the section best new deals.” • “I don’t like it because I feel like clicking it but then it moves.”
  6. 6. eCommerce User Experience | Page 6 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 “WHAT’S IN THE BAG” TASKS Click on the following link: http://bit.ly/2meMMSM. You are viewing another static design, but imagine you are shopping on the Golf Galaxy website, and this is a functional website. With your mouse, hover over ‘What’s In The Bag?’ section of the website. Do you find this interaction enjoyable? • 52% Yes • 48% No Does this type of interaction meet your expectations? Why or why not? Write your response below. (The following are random responses from users that answered ‘No’) • 48% Yes • 40% I Don’t Know • 12% No • “The ‘enjoyable’ throws me. Its not bad but I can’t say it’s enjoyable. Being able to see another side/ dimension of a product is always a good idea but its not really ‘enjoyable’.” • “It does not meet my expectations, because I only saw one driver change positions. Nothing else happened.” • “No because its not giving me enough to see whats in the bag? So i don’t see any purpose to it.” • “I don’t find this view incredibly useful.”
  7. 7. eCommerce User Experience | Page 7 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 “M1/M2” TASKS Scroll to the top of the page to the ‘M1/M2’ section. Do you think that this relates to the ‘Taylor Made’ section underneath? • 100% Yes Does this type of interaction meet your expectations? • 76% Yes • 24% No What do you think would happen if you clicked on one of the ‘TaylorMade M1/M2 Clubs’ club pictures? Write your response below. (The following are random user responses) • “I think if I clicked one of the pictures, I’d be taken to the product page where I can get more product information as well as buy.” • “I think it would either open up in a pop up or another tab the club I selected, where I’d be able to get more stats on it.” • “More detailed product info would appear, either where it’s at on the page, in a new light-box, or perhaps another page altogether.” • “It would take me to the product page.” • “If you click on one clubs, it should take you to a page with the club on it and a page where you could purchase it.” • “I will be directed/navigated to that particular clubs product information screen.” • “I think it would then go to an ordering/shopping process for that one item that I clicked on.” • “It would show specs and pricing, maybe a compare option.” • “It would give me information about the club.. its range and power.” • “I think that it would probably take me to a more detailed page of the specific clubs.” • “I believe that clicking would take me to the club details page where I could view things like the club’s price, details and more images of the club.” • “I believe it would take me to a page that has more details about the specific club I clicked on.”
  8. 8. eCommerce User Experience | Page 8 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 P2 TASKS Click on the following link: http://bit.ly/2mqh3xN. Rank the following interactions based on which you find more enjoyable (1-5). (All responses individually ranked and represent the mean) • 3.04 A • 2.6 B • 2.84 C • 3.6 D • 3.96 E • 3.88 F Which interaction do you feel is the most enjoyable? • 16% A • 00% B • 08% C • 00% D • 36% E • 40% F Individually rank the following interactions based on which you find more informative (1-5). (All responses individually ranked and represent the mean) • 2.36 A • 3.2 B • 2.48 C • 3.56 D • 4.2 E • 4.36 F Which interaction do you feel is the most informative? (The numbers below is the mean of all responses.) • 04% A • 08% B • 00% C • 04% D • 20% E • 64% F A B C D E F
  9. 9. eCommerce User Experience | Page 9 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 VIDEO TASKS Click on the following link: http://bit.ly/2mc3hNf. Scroll all the way to the ‘Discover the Game - Tips from our Pros’ section. Would you expect to be able to click on this section? • 64% Yes • 36% No Click on the following link: http://bit.ly/2meMMSM. Scroll all the way to the ‘Video Snapshots’ section. Would you expect to be able to click on this section? • 100% Yes What do you expect to happen if you clicked on this section? Write your response below. (The following are random user responses) • “I’d expect to open a video gallery of the actual video snapshots.” • “I would expect to see ‘multiple’ promotional videos and a library of resources to improve my game. • I expect the video to open and begin to play.” • “I see the Play (video) icon and the section altogether dims, I would expect a video to play, probably in a light-box since the embed looks too small to show a video.” • “I would expect a video to start playing.” • “I expect a pop up video player that automatically begins showing the video.” • “I would expect to see a video because there is a play button on the picture.” • “I would expect it to go to a video....and show me something of interest. Otherwise the space would be wasted and you already have a lot going on on your home page.”
  10. 10. eCommerce User Experience | Page 10 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 SOCIAL SHARING TASKS In general, do you tend to make purchases based on product recommendations shared over social media (Instagram, Facebook, Twitter, Pinterest, etc.)? • 44% Yes • 56% No Would you ever make purchases based on product recommendations shared with you over social media (Instagram, Facebook, Twitter, Pinterest, etc.)? • 68% Yes • 32% No Click on the following link: http://bit.ly/2n78mGb. Find the #ShopTheLook section. Rate the usefulness of this section to you as a shopper (1-5)? (The numbers below is the mean of all responses) • 3.64 Why did you make this choice? Write your response below. (The following responses are from users who provided a low rating) • “I’m not really interesting in it. The look shown is someone elses, and I have my own style. I understand it’s about the product, but it just doesn’t interest.” • “It’s a little vague how the fashion experts extole their advice, is it through a particular social media platform (Instagram?) or are they canned blog posts/articles?” • “I feel like it is kind of hidden on the page and I don’t know that I need any expert fashion advice for golf apparel.” • “Because I really don’t care to see static images of people with the products. It does nothing for me. • “Shop the look did not make sense to me. Assumed this was for apparel but photos were not all about apparel. But in general section did not make sense to me.” • “It just kind of takes up space.” Click on the following link: http://bit.ly/2mc3hNf. Find the ‘Shop The Look’ section. Rate the usefulness of this section to you as a shopper (1-5)? (The following responses are from users who provided a low rating) • 4.2 Why did you make this choice? Write your response below. (The following responses are from users who provided a low rating) • “Just not really interested in that look.” • “While unclear what ‘shopping the look’ actually entails (is it about coordinating multiple pieces?) but it’s offering another way to shop so it’s ultimately adding value.” • “It just seems at a glance that the arrangement of items as well as the information presented for said items could be very useful to me as a shopper particularly when shopping quickly.” • “It’s better than the other one.” • “I don’t like the pictures it took me a while that it was a shop the look. I like the action pictures better.”
  11. 11. eCommerce User Experience | Page 11 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 CAROUSEL TASKS Click on the following link: http://bit.ly/2mnHOkF. Rank the following interactions based on how enjoyable you find the interaction (1-5). (All responses individually ranked and represent the mean) • 3.28 A • 4.12 B Which interaction do you feel is the most enjoyable? • 20% A • 80% B Rank the following interactions based on how informative you find the interaction (1-5). (All responses individually ranked and represent the mean) • 3.6 A • 4.04 B Which interaction do you feel is the most informative? • 40% A • 60% B A B
  12. 12. eCommerce User Experience | Page 12 HOMEPAGE REDESIGN USABILITY STUDY | 3.14.17 TEST SUMMARY FREE SHIPPING • 80% of users can locate the free shipping promotion in the proposed design. • 96% of users know how to interact with this section in the proposed design. • 84% of users feel the interaction with the proposed shipping promotion meets their expectations. • 56% of users are more likely to purchase items to get free shipping. BEST NEW DEALS • 52% of users feel this interaction is enjoyable, but it doesn’t meet or exceed their expectations. WHAT’S IN THE BAG • 52% of users feel this interaction is enjoyable, but only 48% feel that this interaction meets or exceeds their expectations. M1/M2 • 100% of users feel this interaction is enjoyable, and 76% feel that this interaction meets or exceeds their expectations. P2 TASKS • Interaction ‘F’ predominantly wins for users when finding it informative, and ties with/loses to interaction ‘E’ for users when finding it enjoyable (depending on individual rating versus ranking). VIDEO • Users depend on and understand video iconography and verbiage to signify video-based media. SOCIAL MEDIA • Users don’t make purchases based on product recommendations shared over social media, but feel that they would be inclined to do so if the feature was offered. • The following ‘Shop The Look’ section was rated more useful to users: CAROUSELS • The following carousel was rated more enjoyable and useful to users: RECOMMENDATIONS Interactive prototypes that create meaningful interactions with well thought out behaviors: • give users clues about behavior before actions are taken • provide systemic feedback in an acceptable response time • and are utilized strategically These types of interaction are preferred by users, and enhance customer experience. E F

The UX Team informed what assets that they needed from the UI Team, and launched remote usability tests through UserTesting.

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