Usability of the LimeApp

Site Location Observation

Home Page ● Participant felt that page looked as if it was “under construction” ● “Shop” was not immediately noticeable; font was small ● It was not clear what type of merchandise was sold on this site

Shop Page ● Participant was not sure who is selling this merchandise because of the variety of brand names present ● No obvious indication of what type of clothing the “technical fabric” thumbnails represented. ● Hover state arrow and scroll bar were not salient ● “View All” tab was in very fine print and not very noticeable

View All Tab ● Content on this page matched participant expectations ● There is a lot of unused white space, which can be used to make product thumbnails larger ● Participant was easily able to locate the category filter

Product Detail Page

● Participant was frustrated that most products were “sold out”; feels like “game over, you’re screwed at that point.” ● No way to contact the seller to inquire about restocking of the item ● Description of product is vague (i.e. cotton “blend”) ● White clothing camouflages with white background of site, so it is not visible ● Some products have photos front/rear view, while others only have front view ● “Next product” button is available on the screen, but there is no option for “previous”

Check-Out Flow

● Participant found it intuitive to press “add to cart” ● Cart interaction appears on the left side of the screen, while “add to cart” button was on the bottom right ● “Remove” is separated from other cart features on the screen ● No way to add/edit quantity of products in the cart ● Disappointing that only form of acceptable payment is a credit card ● It was difficult to locate the return/exchange policy ● Constant site crashing/reloading was suspicious ● Participant was able to locate confirmation of purchase

Recommendations

Home Page · Consider adding additional visuals (i.e. graphics, colors, images) on the home page. The way it currently looks may cause people to believe it is still under construction or inactive. Users also may not feel attracted to the site as it does not have stimuli that can grab their attention.

· Consider making the “shop” tab more visible. It may take users longer than desired amount of time to locate the entry point to access the merchandise. The presence of others tabs (such as “random” or “stores” may distract from desired entry point to the online store).

· Consider adding a paragraph about the store on the home page. There is currently an “about” tab, but perhaps providing this information immediately on the home page will help users identify what type of merchandise is sold on this site.

Recommendations

Shop Page ·Consider showing thumbnails of the merchandise instead of only design samples. Users are confused about the products being sold and have to take extra clicks to learn about them.

·Consider having the right facing arrow (>) to appear at all times, not only in hover state. Users may not understand that there are more options to look through, and the scroll bar is very dim and easily overlooked.

·Consider making the tabs in the bottom right (i.e View All) larger and darker. Users may not find the size and contrast salient enough on the site.

Recommendations View Tab · Consider enlarging the thumbnails so they take up more space on the screen and reduce the amount of white space surrounding the merchandise.

Product Detail Page · Consider allowing a way for users to contact the seller to inquire about restocking of sold out items. Users often want to be notified of times when the product is available again.

· Consider providing more specific descriptions for the products, in terms of materials that have been used to make the product (i.e. 90% cotton, 10% spandex).

· Consider changing the background of the site. White products are poorly visible on the white background and users may not see them.

· Consider providing consistent images (both front and rear views) of each product. Users should be able to see both sides of a product before they buy it.

· Consider adding the option to view previous product. If users have an option to view the product next in the sequence, they should be able to view the previous product, as well.

Recommendations

Check-Out Flow · Consider displaying the boxes with shopping cart info beside the CTA “add to cart.” Users do not understand why the interactions for the shopping cart are placed so far from the rest of their interactions on the screen.

· Consider placing the “Remove” CTA beside all the other shopping cart interactions.

· Consider adding additional forms of payment, such as Apple Pay or PayPal. Most online purchases can be made with a stored payment system so users can avoid going through a tedious payment flow.

· Consider allowing users to edit the quantity of their desired items. If only one of the product is available, that should be communicated to the user, as well.

· Consider displaying return/exchange information as part of the check-out flow. Users often want to know what the terms are for placing online orders, as well as shipping times, etc.

· Consider checking on the logistics of the website. User experienced reloading and crashing of the site multiple times. This causes users to lose trust in the site and discourage them from making purchases.