cakestudio_evaluation

BIZLOGEVALUATION REPORT

-Maria Merchant

BIZLOGABOUTCakeStudio is an online cake – delivery company based in India.

Actonate is a web solutions firm that has taken up the project to reinvent redesign Cakestudio.in ‘s brandingand web presence.

Our priority target audience is the millennials who frequent the online food deliveries more than the other demographics.

The website in terms of its graphic is to demanded be bold and yet entic-ing. The functions of checkout and the on-boarding process should be lucid and user friendly. It should certainly encourage and help users complete their tasks from finding to buying and tracking.

The design process has been followed keeping in mind the above mentioned guidelines.

BIZLOGUSABILITY TESTOBJECTIVES: The Cakestudio site- design iteration needs to be tested before the final design is confidently shown to the client. This would also help resolve any assumptions made by the designer. The primary objectives at this stage of testing the prototype (made on Axure) are multi fold:

1. To know if the message and purpose of the site is conveyed to the site’s visitor (the user).

2. To explore the view’s of the user and find out if there are any ‘real problems’ in the functionality of the site or the current prototype.

APPROACH:The approach of this test, is to ask for open-ended questions so as to allow them to ‘explore’ the site. The test also prevails over presenting a hypothetical scenario to the user to equip them with an exercise and context. The test is also designed keeping in mind the ethical issues of maintaining the rights of the testers as well as the practical issues of the experience. The task length of answering the test is kept around 15 mins so as not to fatigue and/or discourage the testers.

BIZLOGUSABILITY TESTAs part of applying the DECIDE evaluation technique, an assessment test in the form of a survey has been de-signed using an online tool: Hotjar.com

Please find the complete survey here:http://insights.hotjar.com/s?siteId=41546&surveyId=2076

6/6/2015 insights.hotjar.com/s?siteId=41546&surveyId=2076

http://insights.hotjar.com/s?siteId=41546&surveyId=2076 1/4

0 1 2 3 4 5 6 7 8 9 10

Not likely at all to recommend Will definitely recommend

Cakestudio User Survey

Cakestudio is trying to make its site easy to use and earn customer satisfaction. We'dlove blunt and honest feedback – it's the only way we can continue improvingCakestudio!

Kindly open this prototype link after the first question http://3xyj3g.axshare.com (http://3xyj3g.axshare.com/)(password: merchant)

P.S. Your personal information such as date, name, gender mentioned shall not bedisclosed or published by filling this form.

Questions marked with an * are required.

Look at the site for 5 seconds then look away and answer this question(without peeking). What is this site about ? *

Please type here...

Now take your time to peruse the site. Try and click on all the promptedlinks of the prototype. Based upon your impression of the site's interface,how likely are you to recommend cakestudio.in to friends and familymembers? *

What would you tell your friends and family about cakestudio.in? (Whatyou liked, what you did not like) *

Please type here...

http://3xyj3g.axshare.com/



0 1 2 3 4 5 6 7 8 9 10

Completely disagree Completely agree

0 1 2 3 4 5 6 7 8 9 10


0 1 2 3 4 5 6 7 8 9 10


0 1 2 3 4 5 6 7 8 9 10


Which of the following is the most important reason that you might NOTrecommend cakestudio.in? (select one) *

Please indicate the extent to which you agree that each of the followingstatements describes cakestudio.in: The site clearly indicates the prices *

The site has a good search and navigation options. *

Quick Question – What is your biggest concern or fear about usingCakestudio.in? *

Please type here...

The organization of information on the site was clear *

Checkout was quick and easy. *

Look and feel

Product selection

Customer support

Over all Shopping Expereince

Other (please specify)



Please provide any additional feedback you would like to share:

Please type here...

SCENARIO: Imagine you want to send your loved one a cake from the site.However, you know the recipient has a peanut allergy, so you want tomake sure its ingredients are fully peanuts-free. What would you like to do(check all that applies) *

Please tell us about yourself. Your Gender :

What's your current age ?

I would like to have a quick-chat with a sales-representative and clarify.

Call on their toll-free number and speak with a customer-service agent.

Email customer support with my question

I would first read their FAQs page.

Female

Male

Prefer not to answer

Under 18

18 - 25

25 - 35

35 - 50

50 and above



If we need clarification on your responses, may we contact you ? *

SEND

Not using Hotjar (http://www.hotjar.com/?utm_source=client&utm_medium=survey&utm_campaign=insights) yet?

Yes, by email. (please specifiy)

No, thanks.

http://www.hotjar.com/?utm_source=client&utm_medium=survey&utm_campaign=insights

BIZLOGDATA/FINDINGSA targeted audience of 11 individuals were surveyed using a mixed questionnaire format.

Survey link:http://insights.hotjar.com/s?siteId=41546&surveyId=2076

Survey was distributed via Hotjar for input on testing the prototype shared via Axure. Eleven out of 23 people selected have provided a response in time to pre-pare this report.

Survey consisted of 10 -12 questions designed to solicit feedback on various aspects of the design and working of the site such as:

a. Recognizing the purpose of the site.b. Sharing concernsc. Task and scenario evaluationd. Ease of on-boarding processe. Customer support preferences

Survey results from all participants are summarized in the following slides.

BIZLOG

Cakes, 7

Online cake store, 1

Shopping cakes, 1

Cake shop website for

ordering cake, 1

Cake deliveries, 1

Q1. Look at the site for 5 seconds then look away and answer this quesBon (without peeking). What is this site about ?

Cakes

online cake store

Shopping cakes

cake shop website for ordering cake

Cake deliveries

ANALYSIS 1

The broad purpose of the website is well understood by the audience upon a quick glance.

BIZLOGANALYSIS 2

The average score for this survey ques-tion is 7.6 on a scale of 0-10.

0

1

2

3

4

5

6

7

8

9

10

Q2 Based upon your impression of the site's interface, how likely are you to recommend cakestudio.in to friends and family members?

BIZLOGANALYSIS 3

Most users like the look of website, col-or, user interface and product collection.Three unique responses:User not sure about availability of more product lines.Product prices not very clear.Would like to see user reviews and more detailed product description.

Q3 What would you tell your friends and family about cakestudio.in? (What you liked, what you did not like)

User interface is good.

This is great website and one stop to order cakes.

Good range of cakes for various occasions.

to order from this place.

I liked that the website is easy to follow and has pictures of cakes with the price wri=en under it. What I would like to know is whether they make other bakery items such as cupcakes or not.

user-‐friendly interface, similar to other ordering websites. Easy to understand

Lovely cakes. Site looks pre=y and a=racDve.

BeauDful pastel colors used for the site, making it different from other cake websites. Reviews on each cake along with a descripDon will make it easy for customers to select the exact cake for their specific taste and occasion. The prices listed for each cake looks a bit blur.

liked : clean layout and tabs didn't like : would like to see user reviews on individual cakes. also more descripDon on the cake.

fancy website and good collecDon

Awesome collecDon !

BIZLOGANALYSIS 4


0

1

2

3

4

5

6

7

8

9

10

Q4 Please indicate the extent to which you agree that each of the following statements describes cakestudio.in: The site clearly indicates the prices

BIZLOGANALYSIS 5


0

1

2

3

4

5

6

7

8

9

10

Q5 The site has a good search and naviga;on op;ons.

BIZLOGANALYSIS 6

1. 3 out of 11(27.2%) respondents have no concerns.

2. 3 out of 11(27.2%) respondents were concerned about quality of the cake.

3. 1 out of 11(9%) respondent was concerned about difficulty of scrolling through the whole product selection.

4. 1 out of 11(9%) respondent was concerned about no finding customer review tab.

5. 1 out of 11(9%) respondent found the ‘Our Story’ content confusing.

6. 1 out of 11(9%) respondent was con-cerned that it is a new website.

7. 1 out of 11(9%) respondent was con-cerned about missing specific product details

Q6 Quick Ques*on: What is your biggest concern or fear about using Cakestudio.in?

Customer review tab missing

No concerns. Great website to order cakes.

Site looks authen:c, no concern at all

No concerns

Website pictures are no guarantee of how the cake would eventually turn out. So no ma@er how the website looks in the end the quality of the cake and its taste ma@ers the most.

the cakes themselves

Should have some special displays.. not possible to go through all the cakes.

The "Our Story" drop down doesn't very well fit in the purpose of this website.

not knowing how the cake would turn out .

new website

No idea where to look for ingredients.

BIZLOGANALYSIS 7


0

1

2

3

4

5

6

7

8

9

10

Q7 The organiza7on of informa7on on the site was clear

BIZLOG

0

1

2

3

4

5

6

7

8

9

10

Q8 Checkout was quick and easy. ANALYSIS 8


BIZLOGANALYSIS 9

The product reviews might be getting unnoticed on the product’s page.

Got 3 responses to an optional question:

Please provide any additional feedback you would like to share. :

1. “There should be an option to customize our own cake.”

2. “ The website could use some bright colors”.

3. “Love the idea of giving a description for each cake. Also the idea of displaying a few reviews would be extremely helpful and different.”

BIZLOGANALYSIS 10

1. 63.63% of respondents would prefer to have a quick chat with a sales rep-resentative.

2. 18.18% of respondents would prefer to call on the toll free number and speak with a customer service agent.

3. 9% of respondents would prefer to email customer support.

4. 9% of respondents would prefer to find information on FAQ page.

Call on their toll-‐free number and speak with a customer-‐service agent.,

2

I would like to have a quick-‐chat with a sales-‐

representa>ve and clarify., 7

I would first read their FAQs

page., 1

Email

customer support with

my ques>on, 1

Q9 SCENARIO: Imagine you want to send your loved one a cake from the site. However, you know the recipient has a peanut allergy, so you want to make sure its ingredients are

fully peanuts-‐free. What would you like to do (check all that applies)

Call on their toll-‐free number and speak with a customer-‐service agent.

I would like to have a quick-‐chat with a sales-‐representa>ve and clarify.

I would first read their FAQs page.

Email customer support with my ques>on

BIZLOGANALYSIS 11:

1. 54.5% of respondents were females.2. 45.5% of respondents were of males

Note: All respondents are living in USA and are between ages 25-35 years.

Female, 6

Male, 5

Q10. Please tell us about yourself. Your Gender :

Female

Male

BIZLOGCONCLUSIONWhile the purpose of the site seems to be clear to the users, there are certain issues that have surfaced from their responses. The following interpretations have been made after analysis of the collected data:

1. ‘Our Story’ Page link seems to be ambiguous and not as familiar as an ‘About us’ page.

2. Allowing further cake customization tools and options seems inviting.

3. Product reviews should be more accessible on page-load of product-pages.

4. While 60% participants supported online chat support, further investigation into it can be made using different contextual scenarios.

5. One of the main concerns seem to be about the quality of the cake, since it is an upcoming brand. Potential solutions to address this are: i. Provide a source of the bakery under its product details. ii. Provide a separate link to testi-monials/reviews on their Facebook page. iii. Provide links to any positive reviews from established food critic sources such as Zagat or a food maga-zine more upfront on their landing page.

BIZLOGThank You!