1. Report on Usability Findings of shoedazzle.com
November 2016 | Darlene Garcia
Introduce myself
What is the presentation

2. Findings and recommendations to these findings
Contents
Introduction
Methodology
Findings and recommendations to these findings
Additional recommendations
Conclusion
Personal notes
What the presentation is covering

3. Introduction
Shoedazzle.com is an online retail store that offers shoes and other accessories such clothing and handbags. It also offers personal customization (Style Profile) so that to present to you shoes and accessories that meet your fashion style.
This study is to know the accessibility and effortlessness of shopping at the Shoe Dazzle website, by asking participants to perform particular shopping tasks.
As a result to this study, a report of findings will contain usability issues and usability successes of the Shoe Dazzle website in the following slides.
To assess the usability of the shoedazzle.com website, the Validately tool was used to conduct the research. Validately provides usability assessment tools for moderated and unmoderated user research which will be explained next.
The web site under test
Why we are testing this site
Present findings of usability issues and successes
The method for collecting data

4. Methodology – Recruiting Participants
This study is one of an unmoderated usability testing. In other words there will be no face-to-face (in-person) moderator conducting this study. Although this type of study is quantitative in nature, qualitative data will also be collected.
The unmoderated usability study was distributed to participants that match the profile of:
Female
Ages 18 and above
Shop online
Shop for clothing or shoes online
Two formats were distributed to participants, a desktop version and mobile version. This facilitated the recruiting of participants.
A total of 6 participants completed the unmoderated usability study:
Three desktop participants
Three mobile participants
Type of study conducted
Recruiting participants
Format in the distribution of test
How many participants

5. Methodology - Tasks performed by participants
It's time to buy some new boots. You prefer black or brown boots because it matches with anything you wear. Winter is drawing near and the weather is getting cooler. To prepare yourself for the cold, you want to buy boots that are just below the knee. Go to shoedazzle.com and choose a pair of black or brown boots that you would like to purchase.
Task 2
A friend of yours was wearing a pair of shoes that were to die for. She told you she bought them online at shoedazzle.com. Your friend also said they offer great deals. You're interested in knowing what kind of deals they offer. Go to the shoedazzle.com website and find out what deals they offer.
Task 3
You want to buy a purse to match the color boots you just bought. Go to the shoedazzle.com website and choose a purse that you would like to buy.
Shopping tasks for participants

6. Findings – Quantitative Data
Qualitative findings
50%

7. Qualitative Data for Tasks
Findings – Qualitative Data
Qualitative Data for Tasks
Task 1:
Buy a pair of boots
Participants didn’t know where to begin because where ever they clicked they were sent to the ‘style profile’, a functionality that supposedly helps the site to know the user’s taste in fashion. They were also forced to sign-up before they can browse the site. They complained about having to create an account just to browse the site. Didn’t want to give their address to sign-up.
Recommendations: Allow visitors to browse the site and give them the option to sign-up and to do a style profile.
Task 2:
Look for deals
Participants needed more direction to know how to get deals. It was required they become a VIP member first to get the deals. The site lacked clarity to help participants understand the relation to deals and VIP membership.
Recommendations: Shoe dazzle needs to distinguish their offerings by providing the right information at the right time. For example if the site displays deals/discounts (visitor clicks on it) and the visitor isn’t a VIP member, the site needs to offer the visitor the appropriate information at that time which gives visitors direction and let them know they need VIP membership to get these deals.
Task 3
Buy a purse to match the boots
As mentioned earlier, unless participants sign-up and do the style profile they can’t browse the site for any of the items they see on the home page. Once the above are completed a navigation bar appears with 9 pull-down menus and a search option.
Recommendations: Again, allow visitors to browse the site before creating a style profile and signing up. Give visitors the option to sign-up and to do a style profile.
Qualitative data of tasks
Recommendations for each task

8. More Qualitative Data (quotes from participants)
Findings – Follow up questions
More Qualitative Data (quotes from participants)
How did you feel about the purchasing process of shoedazzle.com?
Don’t like it. I tried this website before. It looked like they had fun cheap shoes. I didn’t like it then so I didn’t shop there…nothings changed
It’s confusing. I think there was a glitch in the app because every selection I chose it took me to the same page.
It was easy except for not being able to find where the option for purses were.
Good. Pretty simple.
Very cumbersome and complicated, I want to shop not commit to signing-up and do a style profile
I don’t really like having to sign up for membership. I would like to check out as a guest.
Can you tell me at least two things you liked about the Shoe Dazzle site? 
Clean layout, nice design, relatively intuitive No
It seemed focused on style and it was clean
Variety and prices
I liked the layout of the site, and the clarity in the photos
Categories and selection
Can you tell me at least two things you disliked about the Shoe Dazzle site?
Website not user-friendly….
Not too many options to choose from, very glitchy
Can't find purse selection
Have to have account to shop around. If you don't have VIP or not a member, credit prices can be a little high
Having to sign up for membership before anything opened up to you and that it was only for women
Quotes made by participants

9. Findings – Follow up questions cont’d
< Difficult to use – Easy to use >
More follow-up questions represented on a 5-point scale
< Not organized – Very organized >
< Frustrating experience – Enjoyable experience >
< Definitely will not – Definitely will >
< Definitely will not – Definitely will >

10. Additional Recommendations
It is recommended that the Shoe Dazzle web site re-evaluate its approach to convert visitors. The current design does not accommodate to increasing the conversion rate. According to our findings the current design hinders and also frustrates visitors. The site should allow visitors to browse the site without first forcing them to do a Style Profile and to Sign-up.
This usability study can be used as a baseline to measure its usability against future usability studies performed on the Shoe Dazzle web site.
Re-evaluate the site for a better conversion rate
Findings show that visitors are frustrated because they feel hindered
This study can be used as a baseline measurement for usability studies

11. Conclusion
In conclusion, in doing what is recommended by this study, the Shoe Dazzle web site will support their visitor’s expectations and thereby giving them a better user experience. According to our findings, visitor’s expectations when they come to the site is to shop not to be hindered from shopping.
The 5-point scale depicts the participant’s dissatisfaction with the Shoe Dazzle web site, in that the satisfaction averages at where 1 being the least satisfied.
Improving user experience by incorporating recommendations
5-point satisfaction depicts participant dis-satisfaction averaging at its lowest ‘1’

12. Notes
For future unmoderated studies, I would have participants read each of the tasks out loud in hopes that it will help break the ice of the unfamiliarity of thinking out loud. Three of the six participants didn’t think out loud.
Some participants may have used the website that is under test in the past. I would then inform them to logout before the test begins.
Have participants read each task out-loud
Ensure in similar studies that participant is logged of the website under test