ARITZIA

USABILITY TEST

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ARITZIA

ANDY LINAMY ZHANGMEHRI SHOKOUHICHLOE SHIM

UX // JULY 2019

INTRODUCTION 3

TEST SUMMARY 5

- Abstract / Summary- Procedure

TEST

- Five Second Test 7- First Click Test 8- Preference Test 9

CONCLUSIONS 19

APPENDIX

- Testing Plan 19- Website Heuristics 24

TASKS

- Task List 10- Task: Think Aloud Protocol 11

RESULTS

- Pre - Test Assessment 15- Post - Test Survey 16- Potential Improvements 18

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USER PERSONA 4

PRE - TEST ASSESSMENT 6

ARITZIA

ARITZIA

Aritzia is a Canadian fashion brand retailer founded in Vancouver, British Columbia, that primarily sells in-house brands, such as:

Wilfred, Wilfred Free, TNA, Golden by TNA, Babaton, Sunday Best, Community and more.

The goal of the Aritzia’s website is to encourage people to shop in-store or through online order by showing their vast clothing catalogue.

INTRODUCTION

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TARGET AUDIENCE● Women from 18-40 who enjoy and follow fashion trends.● Working women looking for semi-professional/professional clothing.● People looking to find female clothing and accessories to gift.

USER PERSONA

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The purpose of our usability was to find out how our target audience enjoyed using Aritzia’s online website, and how they interacted with website interface to fulfill any given tasks. The results of the usability test could inform future web layouts, and redesigns for better accessibility.

TEST SUMMARY

1. GREETING & INTRODUCTIONA friendly greeting and a quick explanation of test procedures to willing participants.

2. PRE - TEST ASSESSMENTA quick pre-test survey to understand which demographics each participant falls into.

3. FIVE SECOND TESTParticipants were given five seconds to locate a key website element.

4. FIRST CLICK TESTParticipants were given one click to indicate where they would initially proceed with a task.

5. PREFERENCE TESTParticipants chose the more appealing website design and layout between Aritzia and a direct competitor.

6. THINK - ALOUD TASKSParticipants were asked to verbally explain their thoughts and actions as they completed each task.

7. POST - TEST SURVEYParticipants rated the website from 1 - 5, gave feedback, and provided improvement suggestions.

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The pre-test was used to get a better understanding of the participants’ experience with online shopping prior to starting.

PRE-TEST ASSESSMENT

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FIVE SECOND TEST

These first-glance tests were used to measure our participants’ first impression of the Aritzia homepage.

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As shown on the heat map, users have clicked multiple places when locating the ideal click to find best selling products. Most users can find the correct classification, but some participants were confused as the sections look similar to one another.

FIRST CLICK TEST

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PREFERENCE TEST

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You are shopping for a clothing to wear to a party. You decide on finding a black sweater that does not cost any more than $50.

You have an event in three days, but you need the item you have purchased. You are looking for what the cost would be for an order in two days or less.

You are starting at your new job, and it requires work suitable clothing. You decide on buying a Macauley Short Blazer, in black.

You recently ordered a pair of leggings online. Where would you check and track the progress of your order?

TASK LIST

QUESTION 1

QUESTION 2

QUESTION 3

QUESTION 4

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RESULTS TIME SPENT TASK DIFFICULTY

Participant 1 1.58 min Participant felt it was difficult to locate clothing colour.

Participant 2 0.44 s Participant had no difficulty with task.

Participant 3 56 s Participant had no difficulty with task.

Participant 4 35 s Participant had no difficulty with task.

Participant 5 1.35 min Participant had no difficulty with task.

Participant 6 2 s Participant was very familiar with online shopping.

TASKS - THINK ALOUD PROTOCOL

● Participants were given preparation time to read each task clearly.

● Participants were provided 2 min / 120 s to complete each given task.

● Upon task completion or time up, participants were asked to give their feedback regarding task difficulty.

METHODOLOGY

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TASKS - THINK ALOUD PROTOCOL

RESULTS TIME SPENT TASK DIFFICULTY

Participant 1 44 s Participant had no difficulty with task.

Participant 2 2 min Participant was unable to find the order - tracking box and did not complete task.

Participant 3 20 s Participant had no difficulty with task.

Participant 4 35 s Participant had no difficulty with task.

Participant 5 1.35 min Participant had no difficulty with task.

Participant 6 2 s Participant had no difficulty with task.

RESULTS TIME SPENT TASK DIFFICULTY

Participant 1 28.08 s Participant had no difficulty with task.

Participant 2 1.47 min Participant found font size too small.

Participant 3 23 s Participant had no difficulty with task.

Participant 4 27 s Participant had no difficulty with task.

Participant 5 44 s Participant had no difficulty with task.

Participant 6 50 s Participant had no difficulty with task.

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● A majority of participants were able to complete the tasks given.

● Font size may be too uniform, potentially confusing users and making it more difficult to find specific items or options.

● The search bar was underutilized, from inexperienced to experienced shoppers alike.

TASKS - THINK ALOUD PROTOCOL

RESULTS TIME SPENT TASK DIFFICULTY

Participant 1 30 s Participant had no difficulty with task.

Participant 2 2 min Participant could not find the product.

Participant 3 25 s Participant had no difficulty with task.

Participant 4 25 s Participant had no difficulty with task.

Participant 5 21 s Participant had no difficulty with task.

Participant 6 12 s Participant had no difficulty with task.

FINDINGS

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RESULTS

SCROLL DOWN

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PRE - TEST ASSESSMENT

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POST - TEST SURVEY

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POST - TEST SURVEY

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POTENTIAL IMPROVEMENTS

FUTURE IMPROVEMENTS

1 - Users could not use the “category” and “features” filters at the same time to better search for results.

Eg. Users could not have “Jackets & Coats” selected under “Categories” while also selecting “Proven” under “Features”, when using both designations would be a good way to filter for a good jacket.

Solution: Allow users to select filters in multiple searching facets in order to allow for a more streamlined and specific filtering experience.

2 - Different colours of the same product show up multiple times as a search result, crowding the search results for users and making it busier than necessary.

Eg. Users searching for the “Bataton Stedman Wool Coat” end up seeing multiple results of the same product.

Solution: Have a single listing for a single product, but have the product image switch/slideshow between multiple colours to show users that the product is available in multiple colours.

3 - Shipping information is hidden on the bottom footer of the page and is difficult and inconvenient to find.

Eg. When users want to learn more about shipping details or find shipping information upon entering the site, they need to either: scroll all the way down past lengthy product listings or click on a product, then click onto shipping information segment on said product page.

Solution: Add shipping information as a small segment on the beginning of product listing pages, or have shipping as a clickable option on the top left or right miniature menu bars of the website.

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ARITZIAARITZIA

CONCLUSIONS

Overall, our participants rated the usability of the Aritzia website as good.

Common answers included the clean design and well-organized product options which helped our participants find their desired product. Most of our users managed to finish their tasks in under 2 minutes.

Minor improvements, mentioned on the previous page could lend to optimizing product searching and having important information being accessible online, further increasing customer satisfaction.

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APPENDIX - TEST PLAN

ROLES:There were two primary roles on our UX Usability Testing Team:

● The first point of contact between all participants and testing team.

● Verbally guided and aided test transitions with participants throughout the testing process.

● Facilitated and ensured a smooth transition between tasks during the testing process.

TEST MODERATOR

● Observed and ensured participants were following testing protocols.

● Recorded and logged down time durations during tasks.

● Noted any unique or noteworthy observations of participants during testing process.

TEST OBSERVER / DATA LOGGER

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APPENDIX - TEST PLAN

LOCATIONThe usability testing for the Aritzia website was conducted at:

● BCIT Downtown Campus, Room 300. [ 555 Seymour St, Vancouver, BC. ]

PROCESSFlyers had been printed and placed around the BCIT campus in the week prior to the 19th. These flyers asked for random participants who would receive complimentary coffee and snacks upon test completion.

The User Experience (UX) Usability Test was conducted in the presence of:

● 1 Test Moderator ● 3 Test Observers / Data Loggers

Testing was administered through a team member’s laptop computer.

Testing duration was approximately 15 - 25 minutes per participant.

DATETesting began at 9:30 AM and concluded at 1:00 PM on June 19th 2019.

PARTICIPANTSA total of 6 participants partook in our usability test session. Of the 6 participants:

● 4 had seen the https://artizia.com website or a prior version of the website.

● 2 had never visited https://aritzia.com.

* We took our target audience into account when choosing between participants available. * 2 participants were outliers to mimic users who would use the website to buy gifts for others.

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APPENDIX - TEST PLAN

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APPENDIX - TEST PLAN

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WEBSITE HEURISTICS

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ARITZIAARITZIA

THANK YOU

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