Unwrapping TorontoCupcake.com: A Sweet Journey Through UX Research and Usability Testing
In UX Research, a delicious project always grabs our attention! Follow along as we take you through the delectable story of TorontoCupcake.com - where cupcakes meet usability testing.
Project Overview
Testing Sweetness Levels: Usability Testing for TorontoCupcake.com
Our journey began with a mission to evaluate the usability of TorontoCupcake.com and uncover its strengths and weaknesses. This project was no ordinary taste test; it was a rigorous usability test, set within the realms of a Graduate-level program. We embraced the "think aloud" approach, where participants voiced their thoughts while navigating the website, giving us a taste of their experiences.
About Torontocupcake.com
The Sweet Spot: Catering to Cupcake Lovers and More
Target Audience: Cupcake aficionados
Clients Served: Corporate businesses, weddings, and birthday parties
Specialty: Gourmet cupcakes
Services: Pickup and delivery
Time Frame
A Two-Month Journey
Tools Used
The Baking Essentials
Axure RP 10: Our mixing bowl for prototypes
Miro: The canvas where our creativity flowed
Zoom: The oven to bake our remote sessions to perfection
The Sweet Team
My Role
As part of this sweet squad, I played several roles in this baking adventure:
Contributed to Research and Testing Plan
Lead Usability Tester
Test Notetaker for a Session
Contributed to Data Analysis for Usability Test Results
Contributed to Drafting Recommended Changes
Contributed and Provided Feedback on the Final Suggested Redesign
Master Bakers Behind the Scenes
Our team of four graduate students worked together, each contributing their unique flavors to the project.
Test Overview:
Bite-Sized Usability Testing
From October 28th to October 30th, 2022, we set out on a quest with four representative participants to explore the TorontoCupcake.com website. Armed with the "think aloud" approach, we watched as they navigated the website, allowing us to peek into their decision-making process and their user experience.
Test Team:
Baking Remotely with Zoom
Our usability test sessions were conducted remotely via Zoom, with a dynamic duo of DePaul graduate students:
Test Facilitator: Guided participants and encouraged them to share their thoughts and feedback
Test Notetaker: Recorded observations and key points raised during the sessions
Data Collection and Analysis:
Mixing the Ingredients of Usability
Our sessions were recorded, creating a comprehensive recipe of participant interactions. This video footage allowed our team to analyze the data carefully, seeking recurring patterns, pain points, and usability issues.
Purpose:
Serving Academia and Improving Usability
Our mission had a dual purpose: to contribute to a scientific research project within a Graduate-level program and to uncover the strengths and weaknesses of TorontoCupcake.com's usability. We aimed to serve academia and help the website flourish.
Plan
Whipping Up the Perfect Recipe for Usability
Research Questions
Our journey was fueled by a hunger for answers. We aimed to make the user experience better and address pain points. Our questions were directly linked to our tasks, measuring user efficiency and accuracy.
How can we help users better find the cupcakes they desire?
How satisfied are users with the Toronto Cupcake checkout process?
How can we improve the customization process for users?
How can we clarify user expectations from ordering to delivery?
Test Design/Methodology
We chose to go with remote moderated usability testing with four participants. Our tools included Zoom for recorded sessions, and we conducted a satisfaction assessment to gauge user feedback.
Participants
Four participants embarked on our usability adventure in an attempt to complete several core tasks (e.g., purchase cupcakes, complete a custom cupcake request, and schedule delivery date and method). We watched closely, noting the design's intuitiveness and pain points and allowed time at the end to listen to feedback, opinions, and features they wish to have seen.
Training
We provided clear instructions, asking participants to think out loud, and used a common web browser to mimic real online shopping.
Procedure
Sessions were conducted remotely, from their homes, to create a realistic environment. We explained the purpose and obtained consent. We encouraged participants to narrate their journey, helping us understand their reasoning and actions.
Evaluation Measures
Efficiency, errors, and satisfaction were our guiding stars. We observed and noted errors and navigation frustrations. Tasks were assessed for accuracy, and post-test questions gauged usability.
Testing
User Profile
Our participants were cupcake lovers in the Toronto area, on the hunt for delightful cupcakes. They tackled four mouthwatering tasks.
Tasks
Task 1: Add one dozen (12) red velvet cupcakes to your cart
Task 2: Order a custom cupcake with red frosting and a flower
Task 3: Place an order for one chocolate cupcake to be delivered on October 10th in the morning
Task 4: Could you show me how to find information about the earliest time you can have a cupcake delivered?
Post-Task Questions
How easy or difficult was this task?
2. Was anything confusing?
3. Were there any labels that you had trouble understanding?
4. What would you change to make it easier?
Post-Test Questions
What features of the website did you find particularly useful?
2. Do you feel like anything was missing from the website?
3. Do you have any additional suggestions to improve the website?
4. How likely are you to use a website like this in the future (1 being not likely and 5 being very likely)?
Analysis of Findings and Solution
Findings
Based on qualitative and quantitative data we collected, we discovered some interesting ingredients in the usability recipe:
The Cupcake Menu: Users found their desired cupcakes but found the menu overwhelming.
The Checkout Process: Users could complete the checkout, but many needed help with various steps.
The Customization Process: All users faced difficulties customizing cupcakes.
Recommendations
We whipped up a batch of recommendations to improve the taste:
●Provide customers a quick way for users to return to the homepage.
(See Figure A1)
○Adding a hyperlinked logo on the top head.
○Consider having breadcrumbs to guide users back, and show where they are within the site
●Provide primary navigation with the main links easy accessible.
(See Figure A2)
●Consider some radio button that hides or displays the appropriate options and display available delivery times to prevent overbooking.
(See Figure A3)
●Proving the ability for customers to create a cupcake by having available options. (flavors, frosting, etc.)
(See Figure A4)
●Provide the ability to include special instructions when ordering custom cupcakes.(See Figure A4)
●Provide a step-by-step visual of the check out process which depicts to the user where they are currently located within the check out process. Example: Order Details, Personal Information, Payment, Confirmation. (See Figure A5)
Wrap-Up
The Sweet Conclusion
In the grand finale, we uncovered the strengths and improvement areas for TorontoCupcake.com.
Main positive findings for torontocupcake.com:
Users could eventually find their desired cupcakes.
Users managed to complete the checkout process despite the identified issues.
Main improvement areas for torontocupcake.com:
Customizing cupcakes proved to be a challenge.
Navigation had some pain points.
The ordering-to-delivery process needed clarity and simplicity.
What I Learned and What I Would Do Differently
Improving the Recipe for the Next Batch
Our journey provided valuable lessons for future endeavors:
Expand the participant pool for diverse insights.
Incorporate user feedback earlier in the design process.
Conduct user interviews to gain deeper insights.
Explore alternative testing methods for a holistic view.
Embrace iterative design cycles for continuous improvement.
Collaborate closely with stakeholders for a holistic approach.
By following these steps, we can ensure a better user experience for the Toronto Cupcake website and create the sweetest journey for its users.