Papa Johns : Usability Testing
As part of KSU's curriculum I designed and performed usability testing on Papa John's website. The objective was to gather data and insights to optimize the overall user experience before the peak sales season begins.
Executive Summary
The current data reveals a notable trend wherein customers frequently abandon the website during attempts to add items to their shopping cart, resulting in an alarming 80% drop-off rate on a specific page. In response to this concern, my objective was to meticulously identify problematic areas on the website and subsequently devise effective solutions through the implementation of comprehensive usability testing.
The primary objective of this testing initiative was to thoroughly evaluate the website's functionality. This research endeavor sought to address the following key inquiries:
• Can users seamlessly navigate the Papa John's website?
• What specific obstacles do users encounter during their interactions?
• How can the identified issues be proficiently remedied?
Overall, the website received positive feedback from most participants, who found the online ordering process easy to navigate with minimal issues. However, some participants encountered difficulties in locating information and faced navigational challenges that affected their task completion. Fortunately, these issues can be easily addressed. This report outlines the participants’ feedback, challenges, and recommendations for improvement. Implementing these recommendations can enhance the user experience, increase task completion rates, and further optimize the website.
The primary goal of this usability test was to assess users’ experiences regarding navigation, information architecture, design, and layout of the website. I aimed to evaluate users’ ability to navigate the site and complete assigned tasks to identify strengths and weaknesses. The ultimate objective is to gain insights that will guide improvements to enhance the website’s overall performance.
Test environment
Four individual usability test sessions were conducted, each facilitated by a moderator. Each session was equipped with a computer, camera, and microphone to record the participants’ interactions and feedback.
Four participants were selected for the first round of testing. Two males and two females. All participants in the usability tests had prior experience with online food ordering, demonstrating their familiarity with the process.
Test Procedure
The usability test comprised four individual sessions, each lasting approximately 45 minutes. Prior to the start of each session, participants were presented with an informed consent form to review and sign. Once the form was signed, the session commenced. To establish a better understanding of each participant, I began with a series of pre-task questions, followed by an icebreaker task to help them feel comfortable. Subsequently, the participants were given three identical tasks to complete. Upon completion, I expressed gratitude for their participation and invited them to share any additional questions or comments they may have had.
List of Tasks
Task 1
We are going to be looking at web site. Even if you are not a Papa John’s fan, imagine that the people you are with are fans of Papa John’s and that is where you will be ordering the pizza. There are bunch of people at this party and you need to order 3 pizzas. They are:
• Mushroom and pepperoni.
• Half onion and half sausage with light sauce.
• A specialty pizza, because you want some variety.
Tell me a little more about your experience ordering pizza from this site. Is it what you expected?
Task 2
You want to sign up for deals and coupons but you don’t want to register. You just want to give them your email. Can you do this and what do you think you will receive by email?
Task 3
Your pizza arrives and it is terrible! Your driver was rude and you are really upset about what just happened. You call the local store but get nowhere. You need to contact the corporate office. How would you do that?
Synopsis of Findings
Following the completion of usability testing sessions, a thorough task analysis was conducted for each participant. Below presents the outlined findings derived from this study.
Dissatisfaction with the absence of buttons for customization options
This finding highlights a usability issue in customizing pizza toppings, resulting in a suboptimal user experience. To improve this, it is recommended to remove the crust selection step and introduce a dedicated “Customize” button under “Create Your Own Pizza.” This modification simplifies the customization process, making it more intuitive for users to personalize their pizzas. By streamlining the interface, Papa Johns can enhance user satisfaction and improve the overall customizing experience.
Confusion with tabs when customizing pizza toppings
This finding reveals a usability issue with the tabs used for selecting pizza toppings, causing confusion among users. To enhance the user experience, it is recommended to convert the tabs into drop-down menus. This change will streamline the customization process, enabling users to access all options without navigating between screens. By implementing drop-down menus, users can make their selections more efficiently, minimizing confusion and frustration.
Frustration with frequent pop-ups during the ordering process
This finding indicates that the presence of frequent pop-ups during the ordering process is causing frustration for users. Pop-ups can disrupt the flow of the ordering experience and create a negative impression. Minimizing or eliminating these pop-ups can reduce user frustration, improve the ordering process’s efficiency, and contribute to a more positive user experience.
Difficulty signing up for promotional emails with just an email address
This finding suggests that the website’s email sign-up process is not user-friendly. Requiring additional information beyond just the email address can be perceived as unnecessary and may discourage users from completing the sign-up process. Simplifying the process and allowing users to sign up with just their email address can improve the user experience and encourage more users to subscribe to promotional emails.
Difficulty in finding a direct way to contact the corporate office
This finding indicates a lack of clear and visible options for users to contact the corporate office. It implies that users may have important inquiries or concerns that they would like to address directly with the company. By providing a direct and easily accessible contact method, such as a dedicated corporate office contact number or email address, the website can enhance customer satisfaction and improve communication with users.
Follow-up Research Questions
In which specific tasks or interactions do users experience the highest levels of frustration?
By identifying the tasks that lead to frustration, we can focus on improving those areas and reducing user frustration.
How does the overall user experience on compare to competitors’ websites?
By gathering insights into users’ experiences on competitor websites, we can identify areas where may be falling behind or excelling in terms of usability and user satisfaction.
What factors influence users’ preferences in choosing between Papa Chat, Customer Service, or the Customer Care Team to resolve their order issues?
Understanding user preferences and the reasons behind their choices can help improve the effectiveness and efficiency of customer support options.
What additional features or functionalities do users expect or desire on the website that are not currently available?
Identifying user expectations can help prioritize future updates and enhancements to meet user needs and stay competitive in the market.
Lessons Learned
To ensure credibility, I make it a priority to meticulously review user recordings, delving into both expressed and underlying issues encountered during task completion. My approach to design is deeply rooted in thorough research, enabling me to grasp major tasks, mental models, and opportunities. I am dedicated to gaining a crystal-clear understanding of the client's mission and wholeheartedly welcome external feedback to amplify user experiences. As I craft tasks, I empower users to explore independently, drawing unique insights that fuel optimal outcomes. In preparation for unforeseen challenges, I go the extra mile by enlisting additional participants, proactively addressing technological glitches, and meticulously testing UI issues. I take pride in justifying my strategies, effectively demonstrating the value and pertinence of results to the client, ultimately yielding savings in both time and resources. Above all, I wholeheartedly embrace the concept of iteration within the ongoing and dynamic creative process.
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