USABILITY STUDIES

These days, there’s so much to uncover about how people interact with your brand. With modern UX research tools, it’s possible to test customer experiences across multiple channels. By getting creative with different methodologies, you can observe how people interact with your product over time, how different audience segments perceive your brand, and how you measure up to the competition.

I'm a fierce advocate of testing. It never ceases to amazing me how frequently users say one thing, but do another. For this reason, it's critical to combine user testing, with surveys, machine learnings, and A/B tests when developing a blueprint for product roadmaps and site features.

If you smell microwave popcorn around the office, there's a high likelihood you’ll find me at my desk, eating popcorn and watching user testing videos 🤓.

Role: UX Lead, Researcher & Analyst. The work below was completed both by myself and in collaboration with my team at Crocs, Inc

Example Usability Report: 2018 Labor Day Sale User Test

doorbusters.png

Goal: Holiday preparation! Understand if the term “doorbuster” resonates with consumers. Is it clear that the doorbuster promotion is different than the site wide sale? Identify any pain points on the shopping journey that can be corrected prior to the holiday selling season.

Demographics:
Participants: 15
Location: US
Gender: Male & Female
Age: 30 - 65 years old
Income: $40K - $150K+ annually
Device: Mobile Only
Screener: Has to have purchased clothing/shoes online in the last 60 days

Results: (links are to highlight reels)

  1. Doorbusters pricing communication was CLEAR to the users, but it was difficult for the users to find them if s/he was not on the home page

    • KEY TAKEAWAY: Always Include doorbusters in the navigation as we have done for the holidays in the past

  2. 7 of 15 users did not know how to close the promo drawer when it auto-opened.

    • KEY TAKEAWAY: Consider the making the main site area behind the promo drawer darker to differentiate it from the promo drawer content. This would allow them to tap outside the drawer to close it.

    • KEY TAKEAWAY: Bug identified for first time users related to the email sign up, the team is investigating

  3. 9 of 15 user mis-read the expected shipping arrival time, they did not add the 1-2 days for order fulfillment

    • KEY TAKEAWAY: Either reflect the true number of days in the summary, or remove the day estimation and force the user to read. Eventually we want to show estimated arrival times when the DC barriers have been removed.

  4. Return policy is unclear from the footer

    • KEY TAKEAWAY: link the footer to the return policy details in the FAQs section

  5. Competitive Teva CTA Test - this is a great example how quickly CTAs can lose context in mobile when the user is scrolling

  6. Other identified issues: