Part I - Remote User Testing
For this exercise, I created a three question test and posted it on the FiveSecondTest.com site. Users were asked to view a screenshot of the Whole Foods Home Page with all references to Whole Foods removed or blacked out. After viewing the altered home page for a few seconds, the users were asked the following questions:
- What is this website/application about?
- What would you do at this website/application?
- Who would use this website/application?
Here is a link to the results of this test.
http://fivesecondtest.com/test/share/qY8XjsIHZ6l87du4
1. What trends and anomalies did I notice in peoples' answers to test question 1?
Most users thought the web site was about smartphones or food related smart phone apps. On the home page, there is a graphic screen that alternates between three different visuals - one happens to be a cell phone/email graphic. When I took the screen shot, I captures this technological looking graphic and it has a huge impression on the testers, especially considering they were given 5 seconds to look at the home page. The image of communication technology tended to crowd out any competing food related images in the minds of most of my 52 testers. As far as anomalies, I noticed a few testers said they didn't have enough time to gauge a response and a few who said the text size and lack of color made it too difficult to read. Most testers, however, were able to choose an answer and proceed.
2. What trends and anomalies did I notice in peoples' answers to Question 2?
Most testers felt that people who used this site would be getting smart phone information or equipment, reading or sharing recipes, or they weren't sure due to readability issues. An anomaly I noticed involved a user who was convinced the site would be used by people wanting to Skype to others through this site. This in not related to the purpose of the Whole Foods website, but clearly, having that technology related graphic dominated users thinking.
3. What trends and anomalies did I notice in peoples' answers to Question 3?
By question three, it seemed to be dawning on more users that the site was related to cooking and food and not technology. While there were still many smartphone and tech related answers to this question, more seemed to understand that people who had come to this site were looking for food related information.
Part II - Observational Usability Testing
In this section, I watched as five people performed the same task at the Whole Foods website. All started at the home page and were asked to find coupons for their local Whole Foods store.
4. Name 3 behaviors or interactions you noticed in at least 3/5 users" (100-150 words)
I noticed that two of the users went to the search bar first and typed in the word "coupons".
When they hit enter, they were taken to a page displaying coupons for Whole Foods products and they started clicking on the check boxes for the items they wanted the coupons for.
After selecting a number of coupons, users then went to the bottom of the page and hit print. At this point, they completed the test successfully.
5. Name at least one behavior or interaction that one of the users performed differently." (~50 words)
One user went to the bottom of the home page and clicked on Site Map. Once on the Site Map, he located a button for "Coupons" and clicked it. It also took him to the selectable coupon page.
6. For your answer to question (5), indicate why you think that user may have performed that behavior differently." (<50 words)
I believe this was the behavior of a more savvy computer user who did not want to waste time running all around a website when he felt he could look at the Site Map and use it as a directory.
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