02
Wayfair
Usabilty Test
Overview:
The Wayfair usability test aimed to assess and improve key areas of the website's user experience. We identified challenges with navigation, filtering systems, and the overwhelming nature of the homepage. The goal was to create a more intuitive shopping experience that would lead to increased user satisfaction and higher conversion rates.
Role:
UX Researcher
ToolKit:
Figma, Rainbow Chart, Traffic Light Report, Google Meets, Discord
Overview
Introduction
- Defining The Problem
Wayfair is a popular online retailer specializing in home goods. In this project, the focus was to address usability challenges on their website, particularly related to navigation, filtering, and the homepage layout. Our goal was to refine the overall experience, making it easier for users to browse, find, and purchase products with minimal friction.
- Research Goals
We set out to understand how users interact with the Wayfair website, The primary goal is to raise the System Usability Scale (SUS) score above 70 by improving key usability elements, including navigation, filtering, and homepage layout. Additionally, we aimed to increase the conversion rate, which would be monitored through A/B testing and analytics tools to track improvements in key conversion metrics after the redesign.
- Researchers
To understand the user needs, I conducted surveys that gathered insights on how people interact with food delivery apps. This information helped shape the overall experience by focusing on ease of customization and delivery tracking.
UX Research
User Research
- Surveys
To understand the user needs, I conducted surveys that gathered insights on how people interact with food delivery apps. This information helped shape the overall experience by focusing on ease of customization and delivery tracking.
- System Usability Scale (SUS) Results
The System Usability Scale (SUS) provides standard method to assess the usability of systems.
- Business Problems
- Complicated Menu Bar: The current menu is disorganized, causing users to get lost when navigating product categories, leading to high bounce rates.
- Difficult Filtering System: Users have trouble using filters, making it difficult to find specific products.
- Overwhelming Homepage: The homepage contains too many links, buttons, and products, causing confusion and negatively impacting user engagement.
- Hypotheses
Based on the problems that we found we managed to make three hypotheses to test.
- Screener Candidates
This is a full list of the screener candidates with details including their name, age, gender, if they have taken the screener, and if they consent to being recorded or filmed. All names that are highlighted were selected for the futher testing
- Final Screener Candidates
User Study
Testing Approach
- The test was conducted remotely, with each interview being moderated by one person who introduced the task cards. Two to three members of the team were present during the interview to facilitate the usability testing process. The moderator guided participants through the tasks and questions, ensuring the seamless flow of the process.
- To identify user behaviour and any common patterns or issues that emerged during the testing process, all interviews were recorded for observers to review and take notes to improve the website usability and to validate the accuracy of hypotheses.
- Traffic Light Report
- The testing approach that we took included a Rainbow chart and a Traffic light report. These were very helpful during interviews since it was an easy method to record observations during the interview process
- Rainbow Chart
- The testing approach that we took included a Rainbow chart and a Traffic light report. These were very helpful during interviews since it was an easy method to record observations during the interview process
- Testing Days and Info
- We recorded all the information for the interview down in order to be able to run the interviews withough any complications
- Interview Task Cards
This is a full list of the screener candidates with details including their name, age, gender, if they have taken the screener, and if they consent to being recorded or filmed. All names that are highlighted were selected for the futher testing
- Task #1
- Task #2
- Task #3
User Study Results
Task #1
Task #2
Task #3
Key Takeaways
- Navigation Challenges Impact User Experience
- The website's navigation design posed challenges for participants, resulting in hesitation, difficulty in finding specific items, and page jump problems. Mike's struggle with finding a 'dining room set' highlights the negative impact of poor design on user experience.
- Use of Filters
- Users faced challenges with product filtering and search functionality. Participant "Mike" had issues with colour filters, resulting in mixed feelings about usability. Participant "Gloria" encountered anomalies in filter use, leading to frustration, longer task times, and difficulty finding the item.
- Use of Search Bar/Menu Bar
- The use of the search bar and menu bar varied among participants. Some participants efficiently used these features to navigate through the website and find the items, while others faced difficulties and required moderator assistance.
