UserTesting.com was used to develop and administer remote usability tests for Senior eCommerce Merchandising Strategy analysis.

1. Women’s Footwear
Taxonomy Study | 9.28.16
Page 1eCommerce User Experience
Table of Contents
Executive Summary....................................................................................
Test Participants.........................................................................................
Footwear Studies........................................................................................
Observations / Pain Points.......................................................................
2
3
4
12
Women’s Footwear
Taxonomy Study | 9.28.16
Tim Broadwater

2. Women’s Footwear
Taxonomy Study | 9.28.16
Page 2eCommerce User Experience
Executive Summary
UserTesting.com was used to develop and administer remote usability tests for Senior eCommerce Merchandising Strategy
analysis. Tests focused on women’s footwear taxonomy and contained five tasks that gauge the following user experience:
• Previous shopping experience at DICK’s Sporting Goods
• Findability of the user shopping path without the use of a search box
• Findability of the user shopping path with only an image as reference
• Ability to find a predetermined shoe
• Determining if shoes have expected affordances for locating via image
• Any additional comments
Research Objectives
• Gauge how user’s interact with mega-menu and facet filters for women’s footwear.
• Test shoe findability from an image and user’s faceting preferences against prior knowledge.
• Determine user’s expectations and usage around brand, category, and color facet filters.
• Establish if the current attributes and user experience meet/exceed expectations.

3. Women’s Footwear
Taxonomy Study | 9.28.16
Page 3eCommerce User Experience
Test Participants
Participant Demographics
Age: 18–65+
Browser: 75% Chrome
15% Firefox
10% Safari
Country: United States
Device: Computer
Online Footwear Shopper Yes
Sex: Female
Type Bought Online 15% Casual
20% Dress
75% Sneakers
Web Expertise: 05% Beginner
25% Average User
70% Advanced User
Household Income: 65% < $40,000
35% $40,000–$100,000
Participant Survey Results
Have you ever shopped at DICK’s Sporting Goods before today?
05% No, I have not.
60% Yes, I’ve shopped in one of the stores.
35% Yes, I’ve shopped both in the store and on the website.

4. Women’s Footwear
Taxonomy Study | 9.28.16
Page 4eCommerce User Experience
New Balance Women’s
515 Casual Shoes
View on the Internet
Usability Test Introduction:
Imagine you think this shoe is pretty cool. Show how you would find this shoe WITHOUT USING SEARCH.
Results 1:48 Minute Average Completion Time
Did you successfully find the shoe?
95% Yes, I found the shoe
05% No, I did not find the shoe
First Point of Interaction
70% of users used mega-menu to click on ‘Athletic & Sneaker’ link under Footwear/Women’s Footwear
10% of users used ‘Up To $30 Off’ promotion
05% of users used mega-menu to click on ‘Athletic & Sneaker’ link under Footwear/Men’s Footwear
05% of users used mega-menu to click on ‘Casual & Dress’ link under Footwear/Women’s Footwear
05% of users used mega-menu to click on ‘Women’s Footwear’ link under Footwear
05% of users used mega-menu to click on Footwear

5. Women’s Footwear
Taxonomy Study | 9.28.16
Page 5eCommerce User Experience
New Balance Women’s 515 Casual Shoes User Flow
 - Not Found
 - User Preferred Path
 - User Secondary Path
 - Pain Point f/User

6. Women’s Footwear
Taxonomy Study | 9.28.16
Page 6eCommerce User Experience
Merrell Women’s Dassie
Mary Jane Shoes
View on the Internet
Usability Test Introduction:
Imagine you like this shoe style. Show how you would find this shoe WITHOUT USING SEARCH.
Results 1:56 Minute Average Completion Time
Did you successfully find the shoe?
90% Yes, I found the shoe
10% No, I did not find the shoe
First Point of Interaction
65% of users used mega-menu to click on ‘Casual & Dress’ link under Footwear/Women’s Footwear
20% of users used mega-menu to click on ‘Women’s Footwear’ link under Footwear
05% of users used mega-menu to click on ‘Slides & Sandals’ link under Footwear/Women’s Footwear
05% of users used mega-menu to click on ‘Footwear by Sports’ link under Footwear
05% of users skipped this in error

7. Women’s Footwear
Taxonomy Study | 9.28.16
Page 7eCommerce User Experience
Merrell Women’s Dassie Mary Jane Shoes User Flow
 - Not Found
 - User Preferred Path
 - User Secondary Path
 - Pain Point f/User

8. Women’s Footwear
Taxonomy Study | 9.28.16
Page 8eCommerce User Experience
Nike Women’s Free 5.0 TR
FIT PRT 5 Training Shoe
View on the Internet
Usability Test Introduction:
Imagine you think these shoes are really zazzy! Show how you would find this shoe WITHOUT USING SEARCH.
Results 2:40 Minute Average Completion Time
Did you successfully find the shoe?
75% Yes, I found the shoe
25% No, I did not find the shoe
First Point of Interaction
80% of users used mega-menu to click on ‘Athletics & Sneakers’ link under Footwear/Women’s Footwear
10% of users used mega-menu to click on ‘Women’s Footwear’ link under Footwear
05% of users used mega-menu to click on ‘Men’s Footwear’ link under Footwear
05% of users used mega-menu to click on Footwear

9. Women’s Footwear
Taxonomy Study | 9.28.16
Page 9eCommerce User Experience
Nike Women’s Free 5.0 TR FIT PRT 5 Training Shoe User Flow
 - Not Found
 - User Preferred Path
 - User Secondary Path
 - Pain Point f/User

10. Women’s Footwear
Taxonomy Study | 9.28.16
Page 10eCommerce User Experience
Sperry Top-Sider Women’s
Angelfish Boat Shoes
View on the Internet
Usability Test Introduction:
Imagine you think this shoe is pretty trendy. Show how you would find this shoe WITHOUT USING SEARCH.
Results 1:43 Minute Average Completion Time
Did you successfully find the shoe?
95% Yes, I found the shoe
05% No, I did not find the shoe
First Point of Interaction
95% of users used mega-menu to click on ‘Casual & Dress’ link under Footwear/Women’s Footwear
05% of users used mega-menu to click on ‘Slides & Sandals’ link under Footwear/Women’s Footwear

11. Women’s Footwear
Taxonomy Study | 9.28.16
Page 11eCommerce User Experience
Sperry Top-Sider Women’s Angelfish Boat Shoes User Flow
 - Not Found
 - User Preferred Path
 - User Secondary Path
 - Pain Point f/User

12. Women’s Footwear
Taxonomy Study | 9.28.16
Page 12eCommerce User Experience
Observations & Pain Points
Observations
• Footwear links in the mega-menu serve as a Type facet-filter with most users.
• Users looking for footwear want to facet-filter by Brand primarily and Color secondarily.
• Type facet-filters are used tertiary, if the initial mega-menu selection was incorrect, or the user desires perceives the taxonomy to be incorrect.
• Users experienced little to no difficulty in understanding different footwear categories, and demonstrated less footwear category selections.
Pain-Points
• Users wants to be able to sort Boots and Outdoors footwear by color.
• A lot of users have trouble understanding the differences between certain shoes in the ‘Slides and Sandal’ or ‘Casual and Dress’ categories.
• Users experience exhaust when there are too many pages of shoes, which often leads to users scrolling the shoes for which they are looking.
• User expect to see similar products in the ‘You May Also Like’ section of the PDP rather than random items, and loads too slowly.
Video 2 Video 3
• Facet text may be too small for users, and users sometime miss or overlook facet listings.
• L3 naming conventions versus images on the category page creates confusion for users.
• L3 link titles versus category H1s create confusion for users (e.g. Casual & Dress L3 isn’t the same as H1 ‘Casual Shoes & Sneakers’).
• 30% of users want to apply print and color alternatives in the PDP, not as different shoes, which add to scrolling results.
• Users quickly learn that shoes aren’t located in more than one category.
• 20% of users want to see a brand searching option in the mega-menu.
• Users are startled by main navigation’s functionality for click to open instead of hover.
• 50% of users used the color facet: blue for the Sperry Top-Sider Women’s Angelfish Boat Shoes, but they aren’t listed under blue.
• Carousel advertisements UI above the family page confuses user as to if it is for ad or center court interface.
• Multicolor doesn’t meet 50% of users’ expectations.