VALI GURGU

CLIENT: WILD FORK TM FOODS - MIAMI

USABILITY REPORT

April 16th - Usability Study Findings

BY VALI GURGU

VALI GURGU

INTRODUCTION & RESEARCH OBJECTIVES

Wild Fork™ Foods is a specialty retail model that offers consumers the widest selection of quality meats, snap-frozen at their peak of freshness for a fresher-than-fresh product, and at low prices. They are undergoing a site design to help meet its objectives of online purchases, customer retention, providing quality products, having frozen meat delivered to your door, and ofering a guaranteed low price on all products.

As part of this effort, George Brown College undertook usability testing with one segment of three users at the high fidelity wireframe stage intentionally to help validate and refine layout, navigation, functionality, content, and interface elements, in early stage and to inform design.

Research objectives were to:1. Test users’ ability to find and purchase their products online, either from a desktop or from a mobile device. To discover any issues with the user experience. To answer the question if users can easily find and purchase a product online.2. Determine users’ thought flow alignment with the Information Architecture and layout.Does the website design provide a clear path to purchase?3. Discover any issues with the user experience and compare the selected users’ experiences. Are there differences between the users’ likes/dislikes, points of success/failure?4. Assess the findability and discoverability of specific content.5. Gather feedback on layout, content and priority/hierarchy.

APPROACH & METHODOLOGY

Usability testing was facilitated on April 16th, 2018 in one-on-one moderated sessions at George Brown College. These 45 minutes long sessions with 3 participants included six tasks (5-6 minutes long tasks) on the desktop version. After the tasks were answered, there were 2-3 minutes spent on the Mobile Demo, when the repondent was asked to explore the Wild Fork website and get their general impressions.

Users performed six tasks (for a total of six scoring components) on clickable wireframes and prototype on a desktop and spent two minutes for general impressions on an Apple iPhone, which was provided for testing purposes.

LOCATION AND PARTICIPANTS SUMMARY

Three participants were recruited by George Brown. An incentive of $100 VISA card per user was provided for 3 participants (in total). Incentives were provided to each user onsite, after testing. One male participant had to be replaced by another one the day before the testing.

The goal was to complete 3 sessions, each 45 minutes long, from 6:30PM to 9:30PM, on April 16th, 2018, at George Brown College location. The room was windowless, and isolated from the other classrooms. There was a desktop computer in the room and comfortable chairs were provided for user and moderator. The session was recorded.

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PARTICIPANT CRITERIA

Gender: 1 Male / 2 Female

Age (between 30-40): 1 aged 40-50 2 aged 30-40

Employment status: All - Full time

Address: Toronto / GTA

Kids: At least one

Experience shopping online: All

OVERVIEW OF FINDINGS

Overall, there was a good mix of users. And there was a good range of age, gender and experience in shopping online.

Average time on task ranged from 2:25 minutes to 4:40 minutes. However, please note these sessions were moderated and included probing questions.

Overall, users ranked the website quite positively and they liked the mobile version. They had positive feedback on the site, but suggested it could be further improved to make it even more intuitive.They noticed a few bugs (easy to be fixed) and had minor complains about the logo’s size, position, and the content below the fold.

Some overall observations were that users needed additional information about why “frozen is fresher”. A critical issue observed by all three users was that there was no clear indication of QTY per package on almost every product. A major issue that needs to be fixed right away is that users were unable to interpret weights and equivalency of portions for individual or groups, given the information on site, and there was a lack of photography to indicate specific quantities per purchase.

In total, 18 issues were noted: [1] Critical, [4] Major, [6] Medium, [3] Minor, [4] Very minor / Bugs

QUOTES“I don’t think that blast freezing is technical enough”“I would like to see payment methods listed”“I would like to know the benefits of WF compared to traditional stores”“I feel restricted by the in-store pick-up times”

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ISSUES SUMMARY

18 areas in total – [1] Critical, [4] Major, [6] Medium, [3] Minor, [4] Very minor / Bugs

SEVERITY COUNT USABILITY HEURISTICS APPLYING TO ISSUES

CRITICAL 1 critical issue -No indication of QTY per package on almost every product

MAJOR 4 major issues -Users were unable to interpret weights, (wrong pictures)

-No clear presence of an image gallery on PDP

-Pick-up windows were odd times and limited

-Pick-up windows were contradictory to How it Works page

-Not enough visuals to explain the Wild Fork concept

MEDIUM 5 medium issues -Users didn’t immediately notice the brand name

-Frozen is Fresher wasn’t visible within the viewport

-Frozen is Fresher needs additional content /explanations

-Explanatory content in some cases needs edification

-There were some unclear aspects about same day delivery

-Users were looking for more helpful tools regarding cuts,

quantity, servings

MINOR 6 minor issues -One user didn’t realize that the homepage had additional

content below the fold

-One user assumed the Wild Fork Way on the How It Works

page was related to delivery

-Users expected a better explanation of Pick-up and

delivery options during checkout

VERY MINOR 4 bugs -Shop main menu item isn’t linking

-Local nav wasn’t funcitoning

-Basket is not incrementing

-Issues with QTY - ex: consistency of showing weight

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OUR RATING SYSTEM:

Critical Show stopper. This will lead to major confusion for the users.Major A significant issue that will cause the user great difficulty.Medium May cause confusion for the user.Minor Lower impact issues that may not stop users.Very Minor / Bugs Very low impact issues (that will be fixed very easy).

1 –Task Scenario:You want to feed your family right; and are always looking for higher quality products, especially meat and produce. You’ve heard that a new store called Wild Fork Foods prides themselves on high-quality meat at low prices. You’d like to learn more about what sets them apart, so you visit the Wild Fork website.

2 – Task Scenario:You recently heard about a new meat shop called Wild Fork Foods from a friend. You’re curious to know if they deliver to your home since it’s a little hectic sometimes to do your shopping with the family. Visit the Wild Fork website to find out.

3 - Task Scenario:You’re at Loblaws, trying to find everything on your list, but are very unimpressed by their meat selection. You decide that you’re going to buy

your meat from Wild Fork instead, but want to see if it’s possible to order now and pick it up on your way home.

4 - Task Scenario:You have a big family dinner this Sunday and are tired of the usual la-sagna. You decide that THIS Sunday dinner is going to be steak night! Go to the Wild Fork website and buy enough steaks for your extended family of 10.

5 – Task Scenario:You’re in charge of picking up something for dinner tonight, and are in the mood for pork. On the Wild Fork website, buy enough for the whole family.

6 – Task Scenario:While browsing the Wild Fork website, you can’t help but notice the “Frozen is Fresher” statement displayed in a few places. You’re curious about this concept and want to understand what it means.

TASK SCENARIOS:

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Users found logo small, didn’t immediately notice brand name

One user didn’t realize that the homepage had additional content below the fold

Concept of Frozen is Fresher wasn’t visible within the viewport on desktop

Frozen is Fresher needs additional content to explain further, specifically, what are the benefits? why is it better? what’s the value?

Explanatory content in some cases needed aditional edification via more concise descriptions or definitions

No clear indication of QTY per package on almost every product

Users were unable to interpret weights and equivalency of portions for individual or groups, and there was a lack of photography to indicate specific quantities per purchase

Users were unclear of the presence of an image gallery on PDP

One user assumed the Wild Fork Way on the How It Works page was related to delivery

Make the logo larger, OR add brand name to the hero

Fill hero to 90% screen height

Surface the concept somewhere in the header or hero

More content on Frozen area, refine or rewrite

More concise copy, written for more pedestrian interpretations

Need to put a count of items and unit size

Add weight ranges per person for consumption, AND add a product photo in package to indicate portion size

Design a better way to surface the additional product photos, and/or expose the navigation without the need for hover

Suggest removing this section from either the local nav or the page

GeneralMEDIUM

GeneralMINOR

6MEDIUM

1, 6MEDIUM

1, 2MEDIUM

4, 5CRITICAL

4, 5MAJOR

4, 5MAJOR

2MINOR

TASK NO USABILITY TRIAGE HOW TO FIX

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Users were unclear on some of the specifics around same day delivery, i.e. cutoff times, geographic locations, costs, getting started

Pick-up windows were odd times, and lim-ited times (10am and 2pm), AND contradic-tory to the How it Works page.

Issues with qty from cart to checkout, weight from cart to checkout, consistency of showing weight and qty attributes

Users were looking for more visual content to explain the Wild Fork concept

Users were looking for more helpful tools regarding cuts, quantity, servings

Basket is not incrementing

Users expected a better explanation of Pick-up and delivery options during checkout, and the necessity to pay right away for pickup orders

Local nav wasn’t functIoning

Shop main menu item isn’t linking

Write more specific copy to include these elements

Remove the time? Suggest “it’ll be ready in our freezer whenever you get here”? Put the soonest time and indicate that they can pick it up whenever: “It’ll be ready anytime after:” [TIME]

Fix bugs

Add explainer or infographics to experience and user path

Add tool to help choose product, create a guide for choosing cuts and grades, intersperse collec-tions page with infographic on animal/cuts, and potential availability of filters as a result

Fix bugs

Better content in checkout regarding deliver and pick-up

Fix bugs

Fix bugs

2MEDIUM

3MAJOR

4, 5Bug

1, 2, 3, 6MAJOR

4, 5MEDIUM

4, 5Bug

4, 5MINOR

2 / Bug

4, 5 / Bug

TASK NO USABILITY TRIAGE HOW TO FIX

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INTRO AND USER BEHAVIOUR

ONLINE SHOPPINGDo you currently do any online shopping?Where do you currently do most of your online shopping?And what do you like about those sites in particular?Are there any special features that you like better than others?

PURCHASE BEHAVIOURHave you ever purchased groceries online? What about meat specifically?If so, how has your experience been with delivery or pickup?Do you have any reluctance to purchase these items online?

ONLINE ACTIVITYIs most of your online browsing done on a mobile device or laptop/desktop?Are there certain activities you use one over the other for (mobile vs laptop)?How much time do you spend online on average per day

One user shops online at Sobeys, Canadian Tire, Loblaws• Likes their simplicity, thinks there are some usability issues however, didn’t mention them• Likes live checkout: you can see what you are adding and how it shows the total • Has not purchased meat or produce online• Usually searches on mobile and then purchase on desktop

Second user shops online at Zara, Gap, H&M• Likes the pictures, and the fact that they are easy to use• Likes the service rather than website • Has purchased food online before - likes the delivery process• 100% mobile browsing • Spends a lot of time online: about 5 hours

The third user shops online at the Bay, Gap, Old Navy, Amazon… lots of baby stuff • No time to shop for herself• Never purchased food online• Nothing against it, never tried it. Nervous about delivery (missing, etc.)• Majority done on mobile• Spends 3 hours total online (including work)

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FIRST IMPRESIONS ABOUT THE WEBSITE

FIrst user• Did not see the branding. • Wishes it was more obvious so he knows where he landed• But knows that it’s going to be for food (the big steak pictures)• Noticed that the nav was well laid out and seems to follow convention

Second user• Nice big photos, and copy• Clear nav

Third user• Looks fresh, unique, a provocative big ol piece of meat• Hard to tell what site is• Interested that there’s recipes etc.• Perhaps too much information on the home page

DETAILS TASKS AND USER BEHAVIOUR

1 –Task Scenario (Exploration, Concepts):You want to feed your family right; and are always looking for higher quality products, espe-cially meat and produce. You’ve heard that a new store called Wild Fork Foods prides them-selves on high-quality meat at low prices. You’d like to learn more about what sets them apart, so you visit the Wild Fork website.

FIrst user - User’s Verbal comments: • Clicked on “how it works”: Sees the concept and what the options are.• Clicked on “our story”: Noticed blast freezing and what it is. • Did not think blast freezing was technical enough, wants to know exactly why it is beneficial with statistics. • Thought that quality, blast freezing, and great eating experience were the pillars for WF• Wants to know WHERE the meat is sourced FROM

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Second user: • From Home clicked “our story”• “I have no idea actually” referring to frozen is fresher (not scrolling)• Clickable local nav perhaps (still not scrolling) if she did she would see that the local nav hyperlinks out • She likes the organization/visual aspect, but can seem to figure out what the website is “all about”• More about the company itself, not the frozen food • Still thinks she has learned about WF, rated a (2).

Third user : • From Home page clicked “our story”• “Sounds like they’ve got a lot of reasons to believe”• Frozen is fresher - doesn’t believe that. However, says “I guess blast freezing is supposed to be better”• Reads quality, scrolling and reading the page. • Skipping the middleman and getting from the farm making it a better price• Mentioned a couple times that you have to really figure out how much you are ordering• Rated it a (2)

2 – Task Scenario (Home Delivery understanding):You recently heard about a new meat shop called Wild Fork Foods from a friend. You’re curious to know if they deliver to your home since it’s a little hectic sometimes to do your shopping with the family. Visit the Wild Fork website to find out.

First user: • Clicked on “shop”• Based off previous experience, thinking cost associated• Went back to home and clicked “how it works”• Found “same day delivery”• Perhaps add a SHOP NOW button to how it works near same day delivery area.• Was not sure if he completed the task because he could not enter his information, but easily found that home delivery is available.• Found the task a (1) - easy

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Second user: • Cliked on Delivery - “How it works”• Expected different types of delivery• (Local) Navigation and content are overlapped and redundant • Wants “same day delivery” to link out somewhere• Function where you can input postal code (not really related to task though)• Found the task a (4) - difficult

Third user: • From Home went to “how it works”• Reading same day/pick up• Wants to find a store (task it for shipping to your home)• Cannot find if it delivers, got stuck on Miami dead end. • Keeps clicking on same day delivery• Like Victoria, thought that maybe could try checkout to see if it will deliver to her house.• Rated this task a (5)

3 - Task Scenario:You’re at Loblaws, trying to find everything on your list, but are very unimpressed by their meat selection. You decide that you’re going to buy your meat from Wild Fork instead, but want to see if it’s possible to order now and pick it up on your way home.

First user: • Remembered that this the end game was linked to the last task, found it in one click. • Found the task very easy (1)

Second user: • From Home clicked on “find a store”• Proceeded to type in postal code • Struggled with the task.Expected to see “order and pick-up”• Then went to “how it works” - saw the info about pick up• For in store pick up, were not enough time slot options - SHE WOULD ABANDON !• Rated the task a (1) very easy

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4 - Task Scenario:You have a big family dinner this Sunday and are tired of the usual lasagna. You decide that THIS Sunday dinner is going to be steak night! Go to the Wild Fork website and buy enough steaks for your extended family of 10.

First user: • Clicked “shop” > “beef and steak” • Hierarchy for beef by popularity • Chose NY strip and bumps to 10• Noticed its the first time he saw the shipping charge anywhere • Finds that the “steps” are too small for checkout, wishes it was larger to follow along with • Found the purchase very easy (1)

Second user: • From home clicked “shop” and “beef/steak”• Scrolls, chooses skirt steaks, starts adding to basket. • Not sure how much need to buy for 10 people • Thought the weight of the steak was written a bit too small and may be easily overlooked• Wants the photo more representative of size offered.• In task 3 while trying to find a store, she went though shopping to checkout with ease - but when instructed to do so, had difficulty. • Rated this task a (3)

Third user: • Home clicked “shop” and “beef/steak”• Started adding, but got stuck, unclear about how much is being added. • Figures shown but without weight - for example 2.03 what ?? lbs, kg, oz?• Concerned that the photo and information provided did not give her an accurate representation of what she would be ordering. DId not feel that she completed the task.• Rated this task a (5)

5 – Task Scenario:You’re in charge of picking up something for dinner tonight, and are in the mood for pork. On the Wild Fork website, buy enough for the whole family.

First user: • From home clicked “shop” and “pork” • Like beef, he wishes it had a filter of some sort for browsing

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• Added 4 pork chops and continued to checkout • Wanted to see if he could change store to somewhere closer.• Went back to shopping and did not end session, had the steaks still in there, which he liked - although was not intended• Found the purchase very easy (1)

Second user: • From home clicked “shop” and “pork”• Liked photos, but not enough (consistent) information• Noticed that pork chops are $6.95, but shows 10 pork chops. Price info is confusing• Add more, but did not change in the cart (bug)• Rated the task (4) - could be due to the incomplete website (bugs)

Third user: • From Home page clicked “shop” and “pork”• Again unclear about pork chops• More photos, less stylized, information to make things more clear• Did not feel that she completed the task. • Would either a) abandon task, or b) order and see what shows up• Rated this task a (5)

6 – Task Scenario:While browsing the Wild Fork website, you can’t help but notice the “Frozen is Fresher” statement displayed in a few places. You’re curious about this concept and want to understand what it means.

First user: • From home clicked “our story” (remembered from previous tasks)• Found “frozen is fresher” and “blast freezing”• Wishes again there was more information about blast freezing • Links to the blast freezing process, perhaps a video or something else• Found the task very easy (1)

Second user: • From home, hovered shop for some time. Scrolled home page• Found infographics, so in the end said it was easy to find. • Thought that perhaps nothing was below hero image on home page because it fills the page up so much.

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• Perhaps put the frozen is fresher “message” higher up (believes that is more important)• Clicks “our story” - frozen is fresher

Third user: • Home clicks “our story” • Quickly finds blast freezing, compares to frozen veg and the advantages• Task accomplished • Rated this task a (2)

FIRST IMPRESIONS ABOUT MOBILE DEMO

First user: • Found that the hierarchy was different for the three nav pieces at the top• Perhaps eliminate them altogether and just leave them in the menu• Did not easily locate the checkout - knows that the basket is there thoughSecond user: • The phone is better, easy to notice scrolling capabilitiesThird user: • Good consistency between mobile and the desktop experience

POST TASK QUESTIONS

Probe on right or left hamburger preference (if mobile demo is completed).Probe on understanding of In-Store Pickup and Deliver to Home.Did you notice what products Wild Fork sells?What are your thoughts on the whole Wild Fork concept?What were your thoughts on the overall design and experience?Based on what you saw today, would Wild Fork be a brand you would want to make a purchase from?

First user: • Would like to see payment methods listed - if you pick up do you pay online prior?• The products, the delivery were not immediately obvious without going through the tasks• She would like the option to have digital receipt or printed. Or both.• Under “personal chef” thought there may be something about differentiating between specific cuts of meat • Needs to stress the benefits of WF to you instead of traditional stores

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• Aside from his tasks, she did not really notice anything else “maybe fish” she said• Maybe suggested other purchases like pairing beef with sausages, etc.• Still knows nothing about blast freezing

Second user: • Noticed only beef, pork, chicken. • Great overall impression, says she’d use it• Finds products easy to find, likes the mobile experience

Third user: • Pork, beef, chicken, that’s all she remembers.• Likes the concept of WF… • Could use more information about how to buy, etc. • People don’t often buy meat online so information would help• Portion sizes, etc.• Frozen is tricky because even though there is same day delivery and shipping, you would still need to thaw the meat out - so you cannot use it same day. • More photos difficult to find, arrows not obvious to cycle through.

CONCLUSION

Overall, the site (desktop and mobile) tested well. The users liked the concept and the pictures, and they said that the navigation is relatively easy. All the research objectives were met, and several Major Issues were uncovered which helps inform the ongoing effort.

Primarily, users experienced some difficulty in finding and understanding the delivery form and the quantity for the products, before selecting them. They also complained about the lack of clear information on several areas: delivery, pick-up times in store, check-out, technical info about “frozen is fresher” and “blast freezing”, etc. And also they will like to see more “icons” / “infographics” on the site, helping with the visualization of the pages and products.

An interesting factor to mention is that not even one respondent noticed that there were multiple product images.

Testing also uncovered some insights into the users’ mental model and thought flow, as well as considerations to help further the Information Architecture.

Lastly, it was discovered that there were a few minor, easy to be fixed, bugs.

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