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These materials (and the information contained therein) are confidential and proprietary in nature to Dick’s Sporting Good...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 2
EXECUTIVE SUMMARY
This report ...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 3
METHODOLOGY
TEST SCRIPTS
Guest...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 4
TEST PARTICIPANTS
UnmoderatedS...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 5
ISSUE CLASSIFICATION
All ident...
SUPPLEMENTARY DATAGUEST USER CHECKOUT
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
GUEST USER CHECKOUT UAT FEATURE VALIDATIONS
A summary of tasks as...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 8
GUEST USER CHECKOUT USABILITY ...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
GUEST USER CHECKOUT OBSERVATIONS
eCommerce User Experience | Page...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
GUEST USER CHECKOUT FEEDBACK
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...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 11
GUEST USER CHECKOUT RECOMMEND...
SUPPLEMENTARY DATAREGISTERED USER CHECKOUT
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
REGISTERED USER CHECKOUT UAT FEATURE VALIDATIONS
A summary of tas...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 14
REGISTERED USER CHECKOUT USAB...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
REGISTERED USER CHECKOUT OBSERVATIONS
eCommerce User Experience |...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
REGISTERED USER CHECKOUT FEEDBACK
eCommerce User Experience | Pag...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 17
REGISTERED USER CHECKOUT RECO...
SUPPLEMENTARY DATAMY ACCOUNT
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
MY ACCOUNT UAT FEATURE VALIDATIONS
A summary of tasks as they rel...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 20
MY ACCOUNT USABILITY ISSUES B...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
MY ACCOUNT OBSERVATIONS
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Users...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
MY ACCOUNT FEEDBACK
eCommerce User Experience | Page 22
I think t...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 23
MY ACCOUNT RECOMMENDATIONS
DE...
SUPPLEMENTARY DATASUPPLEMENTARY DATA
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
eCommerce User Experience | Page 25
TITLE HYPERLINK
UserTesting R...
PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016
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TERM ISSUES ENCOMPASSED
Compr...
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Purchase Path User Testing Report

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This report will examine findings related to key features in the Purchase Path desktop experience.

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Purchase Path User Testing Report

  1. 1. These materials (and the information contained therein) are confidential and proprietary in nature to Dick’s Sporting Goods, and they are intended solely for the participant(s) receiving them. You are permitted to review and use these materials for the limited and express business purpose provided, and you are prohibited from copying, transmitting, sharing or distributing these materials for any purpose. Additionally, you must protect these confidential materials in accordance with the confidentially provisions set forth in the contractual agreements in effect between you and Dick’s Sporting Goods. PROJECT EAGLE SOFT LAUNCH USABILITY STUDY PURCHASE PATH - DESKTOP ZackPontious&TimBroadwater 12/21/2016 CONTENTS Executive Summary 2 Methodology 3 Test Participants 4 Issue Classification 5 Guest User Checkout 6 Registered User Checkout 12 My Account 18 Supplementary Data 24
  2. 2. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 2 EXECUTIVE SUMMARY This report will examine findings related to key features in the Purchase Path desktop experience. Please note that the website stability was in development, which isn’t ideal, and contributed to some scripts being altered. The following pages will outline what features were assessed, primary factors influencing success or failure, and provide detailed usability findings. Additionally, the report will describe observations of user behavior that could be indicative of pain points within the experience. The key features assessed in this study were identified by the Purchase Path Pod during Q3/Q4 of 2016. Functional pass/fail criteria is in parity to the scripts utilized by testing teams in Project Eagle UAT. Usability pass/fail and issue classification will be assigned based on the frequency and potential impact of the issue in question. KEY FEATURES • Delivery Methods Page • Overall Cart & Checkout Layout for Phone • Guest User Checkout & Leaving Checkout Flow • Registered User Checkout, Saved Addresses, & Cards • ScoreCard Widget and Modal in Checkout • Shipping Eligibility & Restrictions • BOPIS • Promo Rewards • My Account • Save for Later • Inventory Calls on Cart & Checkout
  3. 3. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 3 METHODOLOGY TEST SCRIPTS Guest User Test Script http://bit.ly/2hUerEn Registered User Test Script http://bit.ly/2hUj3up My Account Test Script http://bit.ly/2hIiXaU Users were tested via moderated and unmoderated task-based studies. During the moderated sessions, users sat with a moderator and observer from the UX Team, who facilitated the tasks and noted issues/observations. Unmoderated testing was taken by the user alone, utilizing a testing interface via the UserTesting platform. All sessions were recorded (audio and screen capture) via UserTesting and TechSmith Camtasia.
  4. 4. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 4 TEST PARTICIPANTS UnmoderatedSession1 SHOPPING BEHAVIOR 100% of Users Shopped Both In-Store and Online at DICK’S Sporting Goods Desktop Operating System 08% Macintosh 92% Windows Online Shopping Device Preference 35% Use Desktop / Laptop 65% Use Desktop / Laptop / Tablet / Smartphone Overlap Percentages of Most Used Shopping Websites 91% Amazon 21% Target 17% Kohl’s 13% Best Buy 13% Walmart SEX BROWSER 0 1 2 3 4 5 6 7 8 45 - 5435 - 4425 - 3418 - 24 0 1 2 3 4 5 6 7 8 N/AIEFirefoxSafariChrome AGE 0 3 6 9 12 15 No ResponseMaleFemale 0 1 2 3 4 5 6 7 8 45 - 5435 - 4425 - 3418 - 24 0 1 2 3 4 5 6 7 8 N/AIEFirefoxSafariChrome 0 2 4 6 8 10 > 53 - 52 - 3< 1N/A 0 3 6 9 12 15 No ResponseMaleFemale 0 1 2 3 4 5 6 7 8 45 - 5435 - 4425 - 3418 - 24 0 1 2 3 4 5 6 7 8 N/AIEFirefoxSafariChrome 0 2 4 6 8 10 > 53 - 52 - 3< 1N/A SHOP ONLINE PER MONTH 0 3 6 9 12 15 No ResponseMaleFemale 0 1 2 3 4 5 6 7 8 45 - 5435 - 4425 - 3418 - 24 0 1 2 3 4 5 6 7 8 N/AIEFirefoxSafariChrome 0 2 4 6 8 10 > 53 - 52 - 3< 1N/A
  5. 5. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 5 ISSUE CLASSIFICATION All identified issues will be assigned a severity and a frequency. This criteria helps with prioritizing corrective actions to remedy reported usability issues. SEVERITY High : User has no obvious way to work around Medium: User has to actively try to overcome or work around Low: User may pause or stop for a moment FREQUENCY A Few: Approximately 5-15% of users Some: Approximately 16-50% of users Most: Approximately 51-80% of users Almost All: Approximately 81-90% of users All: 100% of users Based on a rating system implemented by the Baymard Institute: baymard.com FREQUENCY 100%80%60% LOWMEDHIGH 40%20%0% SEVERITY
  6. 6. SUPPLEMENTARY DATAGUEST USER CHECKOUT
  7. 7. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 GUEST USER CHECKOUT UAT FEATURE VALIDATIONS A summary of tasks as they relate to key features within the experience. The success rate is the number of total users who completed the task accurately. Observed issues is a high-level summary of themes impacting usability of these features. eCommerce User Experience | Page 7*See “Explanation of Terms” for more detail on these themes FEATURE TASK USER SUCCESS RATE OBSERVED ISSUES* Promo Rewards Show how you would view more details about the promotion. 8/8 Findability, Interaction Add a warranty to the tent. 8/8 Comprehension, Content Shopping Cart Show how you would pick-up the tent at a local Dick’s Sporting Goods store near you. 8/8 Comprehension, Content, Function, Performance Click on the ‘Checkout’ button, and checkout as a Guest. 8/8 Interaction, Performance Billing Address Fill out the billing address page. 8/8 Function Fill out the shipping address page 8/8 -- Show how you would view more details about the different types of shipping. 8/8 Comprehension, Findability, Interaction Delivery Methods Show how you would change your shipping methods to deliver as quick as possible. 8/8 Findability, Performance Use the following credit card information to checkout. 8/8 Interaction Show how you would add the following promo code to your order. 8/8 Findability, Function, Performance ScoreCard Modal Dick’s Sporting Goods wants to know if you want to apply your Scorecard to this order. Please choose an option. 4/8 Function Review Page Review your order, then click the “Submit Order” button. 6/8 Performance
  8. 8. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 8 GUEST USER CHECKOUT USABILITY ISSUES BY FEATURE FEATURE ISSUE SEVERITY FREQUENCY Loading & Performance Environment is slow to update delivery date Adding BOPIS store took a very long time Delivery page took a very long time to load Applying a promo took a very long time Submitting an order takes a very long time Low Low Low Low High All All All All All General Experience When user edits the address first name isn’t updating User receives we are experiencing technical difficulties error Flash sale modal with x in graphic keeps popping up No images showing in cart High Medium Medium Low All A Few Most Almost All Promotions Promo submission displayed error then accepted Language changes under promo code to “Lorem Ipsum” when applying promo Promo code is invalid, then accepted Promo code is already used, then accepted Low Medium Low Low All All Most Most Shipping Methods Shipping details needs to be completed/has placeholder text Threshold or room of choice detail information is not present Medium Medium All All ScoreCard Scorecard detection and modal didn’t trigger “Lorem ipsum” text appears above promo 0 out to left of promo appears in order summary Medium Medium Low Most All Some BOPIS BOPIS produces error with various zip codes BOPIS modal shows no black overlay in background Medium Low Some Some
  9. 9. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 GUEST USER CHECKOUT OBSERVATIONS eCommerce User Experience | Page 9 Users expected that typing ‘PA’ or ‘Pen’ in the state drop-down would populate Pennsylvania. Users had a difficult time seeing when items would be shipped, and didn’t notice the delivery dates. Users also didn’t notice instructional text below input fields, and in general users thought the form fields were clunky and cumbersome. Users expressed frustration with the performance of drop-down form fields being cut off, and would prefer to click on the detail text as links rather than the ‘i’ icons. Users also expect visual feedback for hover and click state of all buttons, and to be scrolled to anchored errors. ENHANCEMENTS / QUICK WINS • Zip code-first address entry to populate city/state • State drop-down that takes ‘OH’ and ‘Ohio’ text entry • Move expected delivery dates next to shipping options • Make input instructions stand out more • Drop-downs populate above and below the browser window • Make shipping, promotion, and question detail text also a link • Add button hover and click states • Add functionality to scroll/anchor to errors after user clicks on call to action
  10. 10. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 GUEST USER CHECKOUT FEEDBACK eCommerce User Experience | Page 10 I think that I would like to use this online checkout frequently. I found the entire checkout experience to be unnecessarily complex. I thought that the online checkout was a pleasant experience. I think that I would need help to be able to use the online checkout. I found the various steps of the checkout experience to be intuitive.
  11. 11. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 11 GUEST USER CHECKOUT RECOMMENDATIONS DESCRIPTION RATIONALE Explore different solutions for bundling/displaying orders that have multiple shipping options. Users find the presentation of shipping orders confusing, and counter intuitive. Conduct a label audit or taxonomy study for shipping terminology. Standard, expedited, threshold, and other terminology doesn’t meet user expectations. We have a study on this previously ran for the optimization team that could prove useful. Perform content strategy and testing for specific shipping and promotion details for relevancy, user expectations, and comprehension. Users want relevant information, and not have to read through walls of text, a glossary, or codex of information. Prototype and test tooltip functionality on desktop for details as opposed to modals. Users want information quickly, and not have to interact with pop-up or modals, when their expectation is that this can be done in-page. Conduct an optimization test for BOPIS that only populates a user interface with results that have BOPIS buttons. ‘Limited Stock’ doesn’t meet user expectations, and if they are going to use BOPIS some may only want to see relevant store locations. Prototype and test user being able to change and edit information in the shopping cart, without having to go back to the beginning of the checkout process. User feel like they should be able to change information dynamically inside of a linear checkout process, and not have to restart the process if a change is made. Prototyping and test a more intuitive way for users to make accounts in the process of guest checkout. 80% of checkouts are from guest users, and users will make an account if they have a positive experience, and the account is easy to make. User test incentive for guest users making accounts in the guest checkout, like 20% off this/next purchase. 80% of checkouts are from guest users, and users will make an account if they have incentive to do so.
  12. 12. SUPPLEMENTARY DATAREGISTERED USER CHECKOUT
  13. 13. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 REGISTERED USER CHECKOUT UAT FEATURE VALIDATIONS A summary of tasks as they relate to key features within the experience. The success rate is the number of total users who completed the task accurately. Observed issues is a high-level summary of themes impacting usability of these features. eCommerce User Experience | Page 13*See “Explanation of Terms” for more detail on these themes FEATURE TASK USER SUCCESS RATE OBSERVED ISSUES* Promo Rewards Show how you would view more details about the promotion. 7/7 Findability, Interaction Shopping Cart Show how you would add a warranty to the tent. 7/7 Comprehension, Content Show how you would login with your Dick’s Sporting Goods account and start to checkout. 7/7 Findability Show how you would continue through the checkout process. 7/7 -- Delivery Methods Show how you would view more details about the different types of shipping. 8/8 Comprehension, Findability, Interaction Show how you would change your shipping methods to deliver as quick as possible. 7/7 Comprehension, Findability, Performance Show how you would add the following credit card to your account 7/7 Function, Interaction Payment Show how you would update your expiration date to your saved card to any future date of what it is currently. 7/7 -- Show how you would add the following promo code to your order. 7/7 Findability, Function, Performance ScoreCard Has your Scorecard been applied to this order? How do you know? Answer, and click the “Continue” button. 4/7 Comprehension, Content, Visual Review Page Review your order, then click the “Submit Order” button. 5/7 Performance
  14. 14. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 14 REGISTERED USER CHECKOUT USABILITY ISSUES BY FEATURE FEATURE ISSUE SEVERITY FREQUENCY Loading & Performance Environment is slow to update delivery date Adding BOPIS store took a very long time Delivery page took a very long time to load Applying a promo took a very long time Submitting an order takes a very long time Low Low Low Low High All All All All All General Experience When user edits the address first name isn’t updating User receives we are experiencing technical difficulties error Flash sale modal with x in graphic keeps popping up, and is confusing for viewers No images showing in cart User returns to cart page when hitting submit order button High Medium Medium Low Medium All A Few Most Almost All Some Payment Entered visa card doesn’t save when user clicks to edit other card Update button credit card isn’t very visible User isn’t seeing an immediate button click feedback Promotion Modal doesn’t load background transparency Medium Low Low Low All All All Some Shipping Methods Shipping details needs to be completed Threshold or room of choice detail information is not present Shipping costs remain with free shipping. Medium Medium High All All Some ScoreCard Scorecard detection and modal didn’t trigger Lorem ipsum text appears above promo 0 out to left of promo appears in order summary User thinks ScoreCard hasn’t been applied because it’s grayed-out Medium Medium Low Medium Most All Some Most Checkout Two credit cards are showing up in checkout. Fee Gift Modal not working properly Low Medium A Few All
  15. 15. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 REGISTERED USER CHECKOUT OBSERVATIONS eCommerce User Experience | Page 15 Users expressed a desire for more obvious placement of delivery estimates as being next to the radial buttons. Users are also confused by the form field entry methods, and why ScoreCards aren’t being automatically applied when they are logged-in to their account. Users exhibited a tendency to clicking on promotion and shipping detail text as opposed to the ‘i’ icon, as well as a desire to read specific information by doing so. ENHANCEMENTS / QUICK WINS • Utilize a more obvious placement of delivery info in line with radio buttons • Auto caps for form fields that aren’t case sensitive • Revise ScoreCard to apply all of the time for logged-in users • Implement clicking on promo text to open promo details modal • Don’t clear login username in form fields so user can see their mistakes • Incorporate specific information per the promotion, and not generic information in modal
  16. 16. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 REGISTERED USER CHECKOUT FEEDBACK eCommerce User Experience | Page 16 I think that I would like to use this online checkout frequently. I found the entire checkout experience to be unnecessarily complex. I thought that the online checkout was a pleasant experience. I think that I would need help to be able to use the online checkout. I found the various steps of the checkout experience to be intuitive.
  17. 17. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 17 REGISTERED USER CHECKOUT RECOMMENDATIONS DESCRIPTION RATIONALE Test users to establish more clarity around shipping cost, promos, credits Users seem to lose information that isn’t in the account summary, so testing perception and visibility of users for promos, shipping cost, and credits could yield valuable information. Test visibility of promo code input in and out of accordion on the payment page Users wonder why these are in accordions, and why they aren’t inside order summary, or more visible. Conduct label audit or test taxonomy against user expectations for extension plan, warranty, or contract terminology. Extension plan, warranty, or contract terminology doesn’t meet user expectations. Test user expectations and understanding of check-boxes for billing and shipping on the same page, as opposed to other display methodologies Users want information quickly, and not have to interact with pop-up or modals, when their expectation is that this can be done in-page. Conduct label audit or test taxonomy for threshold and room of choice verbiage Standard, expedited, threshold, and other terminology doesn’t meet user expectations. The UX Team have a study on this previously ran for the optimization team that could prove useful. Test user expectations and prototype solutions for products being broken out by shipping methods, versus display alternatives for bundling Users find the presentation of shipping orders confusing, and counterintuitive.
  18. 18. SUPPLEMENTARY DATAMY ACCOUNT
  19. 19. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 MY ACCOUNT UAT FEATURE VALIDATIONS A summary of tasks as they relate to key features within the experience. The success rate is the number of total users who completed the task accurately. Observed issues is a high-level summary of themes impacting usability of these features. eCommerce User Experience | Page 19*See “Explanation of Terms” for more detail on these themes FEATURE TASK USER SUCCESS RATE OBSERVED ISSUES* Save For Later Show how you would save these shoes to purchase at a later time. 5/7 Findability, Function, Interaction, Performance Find a shirt that you like on the Dick’s Sporting Good’s website. Show how you would save this shirt to purchase at a later time. 7/7 Findability, Performance My Account Now, show how you would view all the items that you saved for later. 3/7 Comprehension, Content, Findability, Navigation Saved Products Go ahead and click on the ‘Shop Now’ button next to an item that you saved. 7/7 Comprehension, Content, Navigation Click the ‘Back’ button on the browser, and show how you would remove one of your saved items. 4/7 Function Subscription Show where you would go to sign-up or unsubscribe from Dick’s Sporting Goods emails? 5/7 Comprehension, Content, Navigation Manage Login Show where you would go if you wanted to change your email or password. 7/7 Comprehension, Content, Navigation, Performance Credit Card Show where you would add or edit a credit card. 7/7 -- Address Book Show where you would add or edit an address. 7/7 --
  20. 20. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 20 MY ACCOUNT USABILITY ISSUES BY FEATURE FEATURE ISSUE SEVERITY FREQUENCY My Account Utility Navigation Account drop-down not working Users not seeing My Account High Medium Most Most Saved Products Remove link doesn’t remove items Remove link causes an error No error when user saved item without attributions selected No scrolling when user saved item without options Confirmation modal didn’t show after user login Saved items weren’t in saved products Medium Low Medium Medium Medium High Some Some All All Almost All Some Performance / Load Times Webpage load times were extremely long Medium All Subscription Subscription page was broken on-load, user had to reload Medium A Few
  21. 21. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 MY ACCOUNT OBSERVATIONS eCommerce User Experience | Page 21 Users find the My Account experience to be too broken out, sparse, and cumbersome. Users feel they have to go too many places to get pieces of information, rather than it being combined in relevant locations. Users expect to be able to see saved products in cart, and don’t understand the semi-list/semi-saved product functionality for that reason. Users also expect the button text in Saved Products to be ‘See Item’ or ‘Add To Cart’, and don’t understand why it takes them back to the PDP. Finally, users don’t understand the majority of the left-hand navigation terminology in My Account, and generally want more robust email subscription options like weekly, based on deals, or holidays. ENHANCEMENTS / QUICK WINS • Merge ScoreCard points and rewards onto the same page • Make saved products viewable in cart • Change button text from ‘Shop Now’ to ‘See Item’, or ‘Add To Cart’ and then add product to cart • Explore ways to make email opt-in to be more visible and not counter-intuitive • Allow users to subscribe to emails weekly, based on deals, or holidays, or other preferences • Explore ways to make ‘Save for Later’ on PDP and in cart more dominant • Remove the ticker from My Account to reduce accidental clicking of registered users
  22. 22. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 MY ACCOUNT FEEDBACK eCommerce User Experience | Page 22 I think that I would like to use the online account frequently. I found the entire account management experience to be unnecessarily complex I thought that using the online account was a pleasant experience. I think that I would need help to be able to use the online account. I found the various parts of the account management experience to be intuitive.
  23. 23. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 23 MY ACCOUNT RECOMMENDATIONS DESCRIPTION RATIONALE Prototype and conduct user tests for saved items being visible in cart, and their placement in the cart A decent percentage of users expect saved products to be accessible on return through their cart. Test functionality, expectations, verbiage, and usability of ‘Lists’ or ‘Wish Lists’ versus ‘Saved Products’ Users are confused between the verbiage and functionality of lists, saved products, and the quasi-methodology employed on the DSG website. Prototype and incorporate more recognizable user utility navigations that show a person icon, and let them have quick links to their needs Users feel that the My Account utility navigation isn’t located, recognizable, or visually similar with their expectations of other utility navigation accounts. Label audit/taxonomy study for subscriptions, preferences, manage login, and account summary Users find the My Account experience to be too broken out, sparse , and cumbersome. The terminology doesn’t meet user expectations, and should be audited. Prototype and conduct user tests for merging various my account functionality and sections Users feel they have to go too many places to get pieces of information, rather than it being combined in relevant locations.
  24. 24. SUPPLEMENTARY DATASUPPLEMENTARY DATA
  25. 25. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 25 TITLE HYPERLINK UserTesting Raw Data http://bit.ly/2hhEng4 User Feedback Data Charts http://bit.ly/2herzp9 Guest User Moderated UserTesting Videos https://www.usertesting.com/v/a827cca6-9738-4616-a560-a4d4373a9790?back=%23study_2011042#/notes https://www.usertesting.com/v/ec9e6d13-55df-49ab-9102-5c554cb647c3?back=%23study_2011042#/notes https://www.usertesting.com/v/c72190d9-4814-403f-81b4-13ee7a2d5245?back=%23study_2011042#/notes https://www.usertesting.com/v/82aeea47-6a7f-45c4-b79f-a49404bab8f5?back=%23study_2011042#/notes Guest User Unmoderated UserTesting Videos https://www.usertesting.com/v/8f2e7a46-4848-4b6c-824d-13de511b374a?back=%23study_2011039#/notes https://www.usertesting.com/v/0760c84d-e332-4e86-853f-1243f294f52a?back=%23study_2011039#/notes https://www.usertesting.com/v/15ca9ea6-1d38-4616-8a25-2d24718d7c8b?back=%23study_2011039#/notes Registered User Moderated UserTesting Videos https://www.usertesting.com/v/91a1e302-06e8-43a8-b23d-c22d0c637ce4?back=%23study_2011049#/notes https://www.usertesting.com/v/ce54cc64-b7ca-4113-adad-f7058c901f34?back=%23study_2011049#/notes https://www.usertesting.com/v/2b14a49a-4e90-40ce-9f0e-e23bf7ea5dc6?back=%23study_2011049#/notes https://www.usertesting.com/v/6d936386-0610-4181-8a38-48ba3612b169?back=%23study_2011049#/notes Registered User Unmoderated UserTesting Videos https://www.usertesting.com/v/598e093e-9f73-48a3-9f0b-05712119f8e2?back=%23study_2011047#/notes https://www.usertesting.com/v/74a09e02-2f48-4bf0-8f4c-acd9c4643f09?back=%23study_2011047#/notes https://www.usertesting.com/v/8b4db064-a8f8-42fa-9291-9dc30a4fb0c0?back=%23study_2011047#/notes https://www.usertesting.com/v/c2c8db33-1adf-4a1f-9163-23556f695d88?back=%23study_2011047#/notes My Account Moderated UserTesting Videos https://www.usertesting.com/v/c5f1e4d4-7753-4410-a826-f0b41ff1f2e5?back=%23study_2026473#/notes https://www.usertesting.com/v/c9543169-672f-44f9-8b73-63126266c1e7?back=%23study_2026473#/notes https://www.usertesting.com/v/0da13f8f-9a35-411b-b2e1-bb380792767f?back=%23study_2026473#/notes https://www.usertesting.com/v/1202edd2-c7d2-48c5-9d30-e818b4130892?back=%23study_2026473#/notes My Account Unmoderated UserTesting Videos https://www.usertesting.com/v/f4064334-bd06-4570-8b73-d3a074606f98?back=%23study_2011019#/notes https://www.usertesting.com/v/778493b0-39ad-43ad-8aa2-045782e1a774?back=%23study_2011019#/notes https://www.usertesting.com/v/73ca5fa3-1e70-4ef0-8d3c-a2fe0291030e?back=%23study_2011019#/notes EXTERNAL DATA
  26. 26. PURCHASE PATH SOFT LAUNCH USABILITY TESTING | 12.21.2016 eCommerce User Experience | Page 26 TERM ISSUES ENCOMPASSED Comprehension Understanding, interpretation, wording, tone Content Interpretation or understanding of graphic/text elements Findability Noticing elements Function Unexpected or broken behavior, including bugs Interaction Triggering actions, noticing elements, understanding behavior resulting from clicks or gestures Legibility Visual contrast lending to comfortable reading Navigation Ability to find pages, go back and forward, taxonomy Performance Site speed, page load Site-Specific Promotions, product availability, loyalty, pricing Visual Insufficient contrast for non-text elements, hierarchy, proportion, consistency EXPLANATION OF TERMS
  • nkala1

    Sep. 17, 2020

This report will examine findings related to key features in the Purchase Path desktop experience.

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