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DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 1eCommerce User Experience
My Account Mega-Test (Takeaw...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 2eCommerce User Experience
Track Orders 20 23 43
Modify...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 3eCommerce User Experience
Set Your Shopping Preference...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 4eCommerce User Experience
● See Account Creation Date
...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 5eCommerce User Experience
You want to send a gift you ...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 6eCommerce User Experience
You have to update your Visa...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 7eCommerce User Experience
New Feature Ranking
Select ​...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 8eCommerce User Experience
Get Help/Support 11 12 23
Ac...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 9eCommerce User Experience
personal information and may...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 10eCommerce User Experience
DSG (50) Non (50)
Yes No Ye...
DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 11eCommerce User Experience
Label Audit
The UX Team sug...
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Retail Account Mega User Study

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An eight part user test for retail accounts.

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Retail Account Mega User Study

  1. 1. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 1eCommerce User Experience My Account Mega-Test (Takeaways) UserTesting​ Demographics PdM and UX should consider the following demographics when competitive benchmarking, iteratively designing interactive prototypes for MyAccount, and recruiting for user tests: Demographics DSG Users Non Both Age 52% 30–39 32% 40–49 16% 50–59 48% 30–39 34% 40–49 18% 50–59 50% 30–39 33% 40–49 17% 50–59 Gender 66% Female 34% Male 72% Female 28% Male 69% Female 31% Male Online Retailer Experience 100% Amazon 70% Apple 88% Best Buy 44% Costco 88% Home Depot 74% Macy's 88% Walmart 30% QVC 60% Staples 94% Amazon 38% Apple 74% Best Buy 48% Staples 74% Walmart 62% Home Depot 18% Costco 48% Macy's 26% QVC 97% Amazon 81% Best Buy 81% Walmart 75% Home Depot 61% Macy's 54% Apple 54% Staples 31% Costco 28% QVC Top-Task Ranking Select ​5 tasks​ (from the list below) that are ​MOST IMPORTANT​ to you in an online retail account (e.g. a Walmart, Amazon, or Target account that you have with their retail website). Want Want Less ​Don’t Want Question DSG Non Both Create Account 2 9 11 Sign In/Out 13 7 20 Manage Addresses 3 4 7
  2. 2. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 2eCommerce User Experience Track Orders 20 23 43 Modify Account Password 4 2 6 Manage Phone Numbers 0 0 0 View Profile 3 1 4 View & Manage Saved Products 3 8 11 View All Online Orders & Specific Order Details 16 18 34 View Recent Order Status' 15 14 29 Ability to Cancel a Previous Order (30 min window) 12 8 20 Edit Email Address 5 0 5 See Loyalty Points Until Next Reward 1 1 2 Manage Email & Mail Subscriptions 4 3 7 Manage Saved Credit Cards 5 7 12 View All Store Orders & Specific Store Order Details 5 6 11 Manage Loyalty Account 2 5 7 View Loyalty Points & Rewards 9 4 13 View Loyalty Points History 2 2 4 Credit My Rewards Account From a Past Purchase 0 2 2 Review Loyalty Program Terms & Conditions 0 0 0 Opt-Out of Receiving Marketing Emails 3 3 6 Get Answers to Questions 6 6 12 Purchase a Saved Product 3 2 5 View Your Loyalty Account Number 0 0 0 Provide, Edit, and View Previously Reviewed Products 2 4 6 Print Return Labels 3 1 4 View/Redeem Exclusive Member Rewards & Pricing 6 5 11 Customize Emails Based on Sport & Shopping Preferences 1 0 1 Add Your Birthday 0 1 1 See Account Creation Date 0 0 0 Get Incentivizes for Leaving Reviews 2 4 6 View % of Profile Completion 0 0 0 See Newest Updates to Your Account with Notifications 0 0 0
  3. 3. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 3eCommerce User Experience Set Your Shopping Preferences by Sport 0 1 1 Apply for Store Credit Card 0 0 0 Pay Store Credit Card 6 2 8 View Password Strength 0 0 0 Set Your Clothing Sizes 3 4 7 Save Gift Cards & See Current Balances 4 2 6 Digitally Scan Cards and Discount Coupons 4 2 6 Set a Default/Favorite Store 2 1 3 Sign in/Create an Account with Facebook, Google, or Twitter 2 5 7 Get Store and Local Event Notifications 2 0 2 Store & View all Active Coupons & Promotions 6 5 11 Notification When Products are Available 3 3 6 Product Recommendations 4 5 9 View Password When Logging In By Opting to View or Hide 0 2 2 Get Help/Support 9 13 22 Open Card Sort The following are open card sorts based on similar actions from a non-customer perspective: User-Defined Categories Card Labels 8% Account 8% Account Creation 2% Account Details 2% Account Information 24% Account Management 8% Account Profile 4% Account Variables 4% Account Settings ● Manage Phone Numbers ● View Password When Logging In By Opting to View or Hide ● Manage Saved Credit Cards ● View % of Profile Completion ● Set Your Clothing Sizes ● Set Your Shopping Preferences by Sport ● Edit Email Address ● Set a Default/Favorite Store ● Manage Email & Mail Subscriptions ● View Profile ● Add Your Birthday ● Modify Account Password ● Manage Addresses ● Sign in/Create an Account with Facebook, Google, or Twitter ● Notification When Products are Available
  4. 4. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 4eCommerce User Experience ● See Account Creation Date ● View Password Strength ● See Newest Updates to Your Account with Notifications 4% Gift Cards/Promotions 8% Credit Card / Credit Cards 4% Promotional Items and Credits 4% Coupons and promotions 4% Coupons 4% Cards and Coupons 4% Coupons & Promos 4% Promotions ● Save Gift Cards & See Current Balances ● Store & View all Active Coupons & Promotions ● Digitally Scan Cards and Discount Coupons ● Get Incentivizes for Leaving Reviews ● Apply for Store Credit Card ● Manage Saved Credit Cards ● Pay Store Credit Card ● View/Redeem Exclusive Member Rewards & Pricing ● Get Store and Local Event Notifications ● Credit My Rewards Account From a Past Purchase 4% Extras 16% Manage Rewards 16% Loyalty / Loyalty Program 4% Reward and Loyalty Program 4% Loyalty & Rewards ● View Loyalty Points History ● View Your Loyalty Account Number ● View Loyalty Points & Rewards ● Manage Loyalty Account ● See Loyalty Points Until Next Reward 48% Help 20% Support 12% Manage Orders ● Get Answers to Questions ● Get Help/Support ● Track Orders ● Print Return Labels 28% Shopping 36% Order / Order Details 36% Saved Products / Products / Product Recommendations ● Purchase a Saved Product ● View Recent Order Status' ● View All Online Orders & Specific Order Details ● Track Orders ● Product Recommendations Tree Test The following are the direct failure (without backtracking), indirect failure (with backtracking), and total failure scores for current Dick’s Sporting Goods customers across all tasks: + User Failure - Task Direct Failure % Indirect Failure % Total Failure % Where Users Searched
  5. 5. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 5eCommerce User Experience You want to send a gift you buy to your aunt. You need to add her address. How would you do this? 0% 0% 0% You bought and sent a gift to your aunt, and you want to track the package. How would you track the package? 0% 0% 0% You are concerned about identity theft, and you need to modify your account password. How would you do this? 0% 0% 0% You moved and your phone number has changed. How would you change your phone number? 44% 0% 44% Account Summary You want to view your profile. How would you do this? 4% 4% 8% You want to view shoes you added to a list a month ago. How would you do this? 4% 0% 4% You want to view a specific online order you made three months ago. How would you see the online order details? 0% 0% 0% You recently placed an order. How would you see the order status? 4% 8% 12% How would you cancel an order you just made? 0% 0% 0% How would you edit your email address? 48% 12% 60% Manage Login, Account Summary, and Address Book You want to see how many loyalty points there are until your next reward. How would you do this? 80% 16% 96% My ScoreCard, My Rewards, and My Points History You are receiving too many mailers, and you need to update your mail settings. How would you do this? 8% 8% 16%
  6. 6. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 6eCommerce User Experience You have to update your Visa card. How would you update your card? 0% 0% 0% You need the store information for a recent purchase. How would you get this? 4% 0% 4% You would like to change how you receive your loyalty program awards. How would you do this? 16% 0% 16% How would you view your loyalty program balance? 60% 12% 72% My Points History, and My Rewards You wonder how many loyalty award you received for a store purchase four months ago. How would you do this? 4% 0% 4% You recently made a purchase in-store, but you didn't receive credit for your loyalty program. How would you credit your account? 32% 48% 80% Order Status, My ScoreCard, and Account Overview You want to review the loyalty program's terms and conditions. How would you do this? 68% 24% 92% ScoreCard FAQs, My ScoreCard, My Rewards, and Preferences You want to opt-out of receiving marketing emails. how would you do this? 4% 16% 20% How would you get answers about the loyalty program? 0% 8% 8% You want to purchase a hat on your desktop that you found and saved on your phone yesterday. How would you do this? 0% 0% 0% You forgot your loyalty account number. How would you view your loyalty account number? 24% 64% 88% ScoreCard FAQs, My ScoreCard, My Rewards, and Preferences
  7. 7. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 7eCommerce User Experience New Feature Ranking Select ​5 tasks​ (from the list below) that are the ​MOST IMPORTANT FEATURES​ in an online retail account (e.g. a Sears, Target, or JC Penny account that you have with their retail website). Want Want Less ​Don’t Want Question DSG Non Both Provide, Edit, and View Previously Reviewed Products 1 4 5 Print Return Labels 7 3 10 View/Redeem Exclusive Member Rewards & Pricing 7 8 15 Customize Emails Based on Sport & Shopping Preferences 0 3 3 Add Your Birthday 0 0 0 See Account Creation Date 0 0 0 Get Incentivizes for Leaving Reviews 2 6 8 View % of Profile Completion 0 1 1 See Newest Updates to Your Account with Notifications 1 1 2 Set Your Shopping Preferences by Sport 2 2 4 Apply for Store Credit Card 1 1 2 Pay Store Credit Card 3 6 9 View Password Strength 1 0 1 Set Your Clothing Sizes 5 3 8 Save Gift Cards & See Current Balances 5 7 12 Digitally Scan Cards and Discount Coupons 4 5 9 Set a Default/Favorite Store 5 4 9 Sign in/Create an Account with Facebook, Google, or Twitter 2 6 8 Get Store and Local Event Notifications 2 1 3 Store & View all Active Coupons & Promotions 9 11 20 Notification When Products are Available 4 2 6 Product Recommendations 6 7 13 View Password When Logging In By Opting to View or Hide 2 2 4 Get Help/Support 11 12 23 Account Sentiments
  8. 8. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 8eCommerce User Experience Get Help/Support 11 12 23 Account Sentiments Do you typically make an account to shop at an online retail website? 17% answered “NO”, 83% answered “Yes” Why or why not? ​Verbatims are filtered by those who answered ‘No’ to the above question. DSG User ● “It’s just easier to checkout as a "guest" if I'm not planning to return to the site. I hate remembering all the different passwords.” ● “I like the flexibility and the speed of being able to make purchases as a guest. I am also super sick of setting up usernames and passwords for everything, especially if it might be the only time I shop at that retailer.“ ● “Unless I have to. I like being a guest. I don't like emails and junk mail. Or remembering a password.” ● “Unless it's a website that I recently shop at, no. If yes, then I want my information stored to quickly check out and my shipping status available.” ● “Time is usually my most important factor i n this issue. But when the guest order form has an option to create an account by just clicking 1 more button then I usually do that. I then don/t have to fill out another form.” ● “I tend to only add an account if I have a credit card with them. Or if I am shopping at the website frequently. I don't like the emails that are sent continuously once you create an account.“ ● “I just am usually in a hurry to make a purchase and I don't want to bother with the extra info that they will require me to input. I am usually pressed for time and just want to get the order completed. I feel like sometimes it adds too much time and then I get a million extra emails from the retailer that I don't want.” ● “I try to avoid creating an account. It is just one more login and password to remember. I prefer to checkout as a guest on websites that I don't frequent often. It is usually faster.” ● “I do not create an account if I know this will be my only purchase at that store.” ● “Most places I'm just buying one or two items, not regularly.” ● “Usually quicker to go through guest checkout. don't really know how long the sign up process is usually.” Non-DSG ● “If the site requires that I must create an account to shop, then I will do so, or I will provide my information if I am interested in receiving coupons from that company. When not required to create an account I prefer not to do so because I don't like to give out
  9. 9. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 9eCommerce User Experience personal information and may be used for unwanted solicitation or even compromised in the event of a security breach.” ● “I feel like my privacy is invaded and I am going to get bombarded with emails and all types of ads and it is going to fill out my email box with junk and then flyers in the mail. I don't want to be marketed to - I want to shop for what I want and needs and I want to see reviews from real people and other product recommendations. I don't want to be advertised to or have my information sold to another company.” ● “It is inconvenient unless there are promotions and incentives to do so.” ● “Choosing to create an account depends on whether I plan to return to that online store in the future. If I'm just buying a rare item from the store, I would most likely checkout as a guest.” ● “It depends on if I think I will making future purchases, if it is easy to sign up for an account, and if there is an incentive to sign up for the account. If it is going to take time and seems inconvenient, then I will opt to check out as a guest.” ● “Because I don't feel it's necessary to create and account and don't want to have an account with every retailer I shop at, and I find it's too much trouble.” What’s most important feature for you in an online retail account? DSG User ● “Loyalty program, saved shipping info and address info.” ● “Easy and speed of signing up. I also like it when the retailer doesn't require me to enter a lot of information.” ● “Being able to see your order and status of it.” ● “Viewing current promotions on the home page.” ● “The ability to chat with support for questions.” ● “Ease to log into the account by username/email address and password.” ● “Orders! Order status, order history, order info. SO important.” ● “Track orders.” ● “To have the option of checking out by creating an account or a guest.” ● “Quick summary of all important details, balance, shipping, etc.” ● “Anything that makes ordering easy. Saved credit cards.” Non-DSG ● “Feeling that I will be secure when shopping and creating an account.” ● “Support. Being able to talk online to a rep or at the least get on the phone or FAQ's that are easy to find.” ● “Reward points, preferred settings (track products and sales), customer support.” ● “Loyalty rewards.” ● “Easy to use and create an account.” ● “Discounts.” Do you typically make an account to shop at an online retail website?
  10. 10. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 10eCommerce User Experience DSG (50) Non (50) Yes No Yes No All Amazon 37 10 42 6 95 Target 32 8 29 4 73 Walmart 25 6 28 4 63 Macys 13 0 9 1 23 Kohls 4 0 13 0 17 Best Buy 6 1 7 1 15 JC Pennys 4 0 10 0 14 Sears/Kmart 5 1 3 0 9 Old Navy/Gap/BR 6 0 3 0 9 eBay 1 0 4 3 8 DICKS 6 1 0 0 7 Home Depot 4 0 3 0 7 Sephora 3 1 1 0 5 Bed Bath & Beyond 0 0 3 0 3 Lowes 2 0 1 0 3 Costco 2 0 1 0 3 Sams Club 2 1 0 0 3 Nordstrom 0 1 2 0 3 Staples 1 0 0 1 2 Walgreens 0 0 2 0 2 iHerd 0 0 2 0 2 Meijer 0 1 1 0 2 Ulta 1 0 1 0 2 GameStop 1 0 1 0 2 QVC 1 0 1 0 2 TJ Maxx 1 1 0 0 2 New Egg 2 0 0 0 2 ● “Support. Being able to talk online to a rep or at the least get on the phone or FAQ's that are easy to find.” ● “Reward points, preferred settings (track products and sales), customer support.” ● “Loyalty rewards.” ● “Easy to use and create an account.” ● “Discounts.” Do you typically make an account to shop at an online retail website?
  11. 11. DICK’s Sporting Goods MyAccount MEGA USABILITY STUDY | 5.2.17 Page 11eCommerce User Experience Label Audit The UX Team suggests the following: Structural Changes ● Editing Account Details - Anything and everything you can edit would be in the same place ● Bundle all ScoreCard, points, rewards, loyalty information into one UI ● Build Taxonomy with multiple routes ○ E.g. make ‘Credit Account’ more visible, and accessible under Order Status, Help, and ScoreCard Suggested Navigation ● Default​ MyAccount webpage - UI that access the following: ○ Manage Account - everything that’s edit-able ○ My Products - recommendations, saved products, lists ○ My Cards - all cards ○ Loyalty Program ○ Help - faq, track order Competitive Benchmarking​ ​Look at UI, iconography, and taxonomy of the following: ● Amazon ● Target ● Walmart ● Macy’s ● Kohls ● Best Buy ● JC Pennys ● Sears/Kmart ● Old Navy/Gap/BR ● eBay ● Home Depot

An eight part user test for retail accounts.

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