Usability of the LimeApp

Research Plan & Moderation Guide Date: April 1, 2018 Researcher: Olga Kramarova Stakeholders: AnswerLab Stimuli/Prototypes Used: ​http://www.supremenewyork.com/ OBJECTIVE

● Highlight key components of the experience (features, functions) that could serve as a guideline for building a fully optimized experience in the future.

● Make recommendations that would have the most direct impact to the business goals.

● Ensure users can readily find, understand, and select (i.e. put into a shopping cart), and prepare to purchase their desired product.

WHAT WE WANT TO LEARN

● Assess usability and comprehension of the ​Home page ○ What functions are available on the Home page? ○ How easy/difficult was it to find them? ○ How can users find out more information about the products offered?

● Elicit feedback on user navigation to​ begin shopping ​experience ○ Where do users initially click to search for products? ○ How can users browse the site’s merchandise? ○ How can users see the entire catalog of merchandise offered on the site?

● Assess discoverability and usability of ​search​ feature ○ How can users search for a specific type of clothing product on this site?

● Assess user expectations, usability, and comprehension of ​Shop​ page ○ Is this what users expected to see upon clicking here? ○ Do users understand what they are looking at? ○ What type of merchandise is being shown? How can they tell? ○ How can users see more merchandise (i.e. scroll to display more)? ○ How can users get more information about a product?

● Assess usability of ​Product Detail​ page ○ How can users identify the title of the product?

○ How can users identify the designer of the product? ○ Can users learn about the product materials & how it is made? ○ How can users select the size of their choice? ○ How can users get information on size dimensions? ○ Are there other designs (colors) available for the same product? ○ How can users indicate the quantity they want to purchase? ○ How can users contact the seller if the product they desire is sold out?

● Assess usability and comprehension of ​Check-Out Procedure ○ How can users make their purchase? ○ How can users remove an item from their cart (if placed there by

mistake)? ○ What forms of payment are accepted? ○ Are refunds accepted? Exchanges? ○ How can users tell that their order was placed successfully?

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SCRIPT ==================================================================

INTRO

My name is Olga, and I’m a user researcher. Thank you so much for agreeing to participate in today’s research study. Before we begin, I just want to make sure that you have signed the NDA. The NDA acts as a contract between you and our research team. First of all, it gives us your permission to record our session (for research purposes only). Secondly, it ensures that you are agreeing to a particular confidentiality agreement.

Have you ever participated in a usability study before? If not, no worries! The goal for today is to get feedback on your interactions with a particular website that is of interest to my team. Our session will be really informal. It is not an exam. I want you to know that there are no right or wrong answers. We just want to best understand your own personal view to help make these designs better for users.

So here are a few things that you can do that will help me a lot: 1) Please feel be completely honest. I didn’t design or build this so please don’t feel that any negative opinions about it will affect me in any way or hurt my feelings; 2) I cannot see or hear what you are thinking. I would like you to vocalize your thoughts and to think out loud as much as possible, especially whenever you feel confused, surprised or something

unexpected happens. I’ll be taking notes on my laptop, trying to capture what you’re saying, but you’ll have my undivided attention. If you feel like you need to take a break at any time, please let me know and we can do so. Any questions so far? Alright! Let’s begin! [start recording] Warm-Up Today, we are going to be talking about online shopping!

● Do you like online shopping? Why or why not? ● How often would you say you make purchases online? ● What are some of your favorite retail websites? Why? ● Do you prefer going to a store in person or to shop online? Why?

Great! Thanks for that information.

Now, we are going to look at a retail website. I am going to ask you to perform some tasks that users typically would perform when purchasing something online. Again, there is no right or wrong way to do this, and if you can think out loud as much as possible, that would be great!

Let’s imagine that one of your friends (whose style you admire) purchased something on this online store called Supreme. You decided that you wanted to get something similar for yourself, so you navigate to their website:​ ​http://www.supremenewyork.com/ [Go to website. User lands on Home page] Home Page

● What are your first impressions? ○ Is this what you expected to see? Why or why not?

● What are you seeing here? ● What are some of the things you can do from this home page? ● From the home page, how could you find out more about this store and the

merchandise they offer? ○ What kind of store is this? What types of products do they sell?

● How can you start browsing for merchandise? ○ Where would you click first to start your browsing experience? Why?

[User clicks on Shop]

Shopping Page ● What are you seeing here?

○ Is this what you expected to see? Why or why not? ● What type of merchandise is being shown?

○ How can you tell? ● How can you see additional merchandise for sale?

○ Would you scroll? ○ Did you see the arrow that appears in hover state to the right of the

images? ● From this page, how can you see a list of all the merchandise that this store

offers? ​[User clicks on View All] ○ How can you filter out the results by merchandise category? ○ Let’s take a look at the Pants section.

Product Detail Page

● Imagine that there is an item on this page that you like. How can you find the product description for that product? ​[User clicks on Add to Cart]

○ How much does it cost? ○ What material(s) is it made from? ○ Who is the designer? ○ Are there similar designs to this product available? ○ How many are available? ○ What are the available sizes?

■ How can you find out the sizing dimensions? ○ Is it available for purchase?

■ How do you know? ■ If it is out of stock, and you wanted to find out when/if it would be

available for purchase again, what would you do? ■ How can you contact the seller?

Check-Out Process

● Now that you have decided that you are interested in purchasing this product, what would you do next?

● How can you undo your selection (if you added it to your cart by mistake)? ● What forms of payment are accepted? ● What is the store’s refund/exchange policy?

○ How can you find it? ● How can users tell that their order was placed successfully?

CONCLUSION

Now that you have had a chance to interact with this website, I just have some final questions:

● What did you find particularly difficult about this experience? ● What did you find enjoyable about this experience? ● If there was something you could change about the website, what would it be?

Why? ○ Is there anything you would add/subtract to make this a better

experience? ● What are three words you would use to describe your experience? ● How did your interaction with this website compare to your experience with other

retail sites? THANK YOU SO MUCH FOR YOUR TIME!