Paranoid Guide

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    TheFutureof

    CarMax

    U n i v e r s i t y o f W a s h i n g t o n

    I n f o r m a t i o n S c h o o l

    T e a m P a r a n o i d

    G r i m R e a p e r H e a d q u a r t e r s

    5 / 2 0 / 2 0 1 2

    DavidRuiz,KalebLora,Vince

    Lam,SeanPayne

    AnexplorativeprojecttoimprovetheCarMaxwebsiteby

    identifyingwhatitsdoingwrong,whatisrightandwhereis

    thistechnologyheaded.

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    ProjectVisionOverview

    CurrentlyCarMaxandothercar-dealersprovidetheuserswithanexhaustivedatabaseofeveryvehicle

    theyhaveavailable.ForexampleCarMaxhasfly-outmenuswithcategoriesofcarmakes,models,and

    manufacturingyear.TheCarMaxsitealsohasawell-organizedindexbutitdoesnotcatertotheusers

    perspective,i.e.thedivisionsarebasedonvehiclespecificationsandnotuserwantsorneeds.

    Theproblemwiththiskindofserviceisthatitisnothowauserthinks.Byusinganexhaustivelistformat

    basedoffadatabaseschema,currentcarsitesareconfusingandfeelforeigntoauser.Usersare

    confrontedwithanissueofinformationoverload.Usersthatareuncertainabouttheirchoicevehicle

    willbeoverwhelmedbytheexhaustivelists.

    Theuserissearchingforacarthatfitstheirlifestyleandpricerange.Theuserthenwantstolocatea

    dealershipandcontinuetheircarsearch/purchasethere.Theorganizationwantsuserstovisita

    dealershipsothattheirsalesmencanassisttheuserinbuyingacar.

    Toachievetheaforementionedgoalsweplantoimprovethesitebasedontheusermentalschemas

    andusagepatterns.Bycreatingawebsitethatisseparatedintolifestylecategories,userswithoutan

    exactideaofthecartheywantwilleasilylocatecarsbasedontheirinterestandpricerange.Theresults

    willbelimitedto10carsthatwillrepresenttherangeofcarsinthatcategory.Toaccommodateforwell-

    educatedusers,asearchfeaturewillbecontinuallyvisibleonthewebsite,allowingtheusertosearch

    foraspecificmodel.Allcarmodelswillbecontainedwithinthesite,butunlikeothersites,browsingwill

    onlyproduceabroadrepresentationofthevehicles.Everyleafpage(specificcar)willhavealocatea

    dealerbuttontoconnectuserstotheorganization.

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    ProjectVisionAnalysis

    GoalsandProblems

    ThefirststeptodevelopingourprojectvisionwastohighlightwhatProf.Boikoconsideredtobethe

    majorproblemsandgoalswiththecurrentCarMaxwebsiteandcombinethatwithourteamanalysis.

    Althoughwecouldinfluencesomeoftheseaspectstoagreatextentotherswouldhavetobetakenin

    goodfaith.Wecouldntguaranteethattheuserwillpurchasethecarbutwedefinitelycouldreduce

    theirconfusionandhelpthemdecidebeforetheygettothedealershipthereforeincreasingtheirdesire

    topurchase.

    IdentifyingPersonas

    Ourteamwasambitiousenoughinourattempttosatisfyalltheuserssowechoseourpersonas,

    identifiedtheirwantsandhighlightedtheirconcerns.

    Carmax

    Goals

    Helpcustomersfindoutwhattheywant.

    Helpuserswalk-intodealership.

    Helpinfluencewalk-userstopurchase.

    Problems

    CustomersDon'tknowwhattheywant.

    Drop-offs(FrustraXon)

    Influences

    MagazineAdsTVAdsOnlineAdsResearch(84%beginatGoogle)

    ReviewsWord-to-Mouth(Freinds\Family)

    SocialCircles(Online)

    PersonasMichelle

    Unsureofwhatshewants

    Acarbasedonherstyle\personality

    Needshelpdeciding

    Vince

    NeedssomeguidanceAfamilymanAbudgetinmindAcartofithislifestyle

    Roger

    KnowswhathewantsBusinessmanBrandLoyaltyNotverytechsavvy

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    ProjectVisionReflection

    Inourreflectiveprocesswehadtofindhowtomakeitallsuccessful.Ourfocusasateamwasto

    eliminatethefrustrationandprovideahelpfulguidancetoselectingthecarbeforethegotothe

    dealership.Achievingthiswillhelptheuserdecidewhatcarhe/shewantsandtheorganizationachieve

    itsgoalofsellingthecaratthedealership.Wecameafewfixesthatshouldhelpfitallofthese

    problems.

    Fixes

    CategorizaXon-MentalSchemas

    NavigaXon-Search

    Simplicity-LisXngCluer

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    HeuristicOverview

    ExecutivesummaryWedidourheuristicevaluationonCarMax,Auto-trader,andCraigslist.WechoseAuto-traderbecauseit

    wasverysimilartoCarMaxindesignandaestheticsandhasalargeuserbasesowefeltitwouldbe

    goodforacomparison.WechoseCraigslistbecauseitwasasitethatwascompletelydifferentfrom

    CarMax,yetstillhadalargeuserbaseandmettheirneeds. Oneofthemainproblemsweranintowasdecidingonwhatheuristiccriteriatouse.Wegotaroundthis

    bysearchingthewebforsomeideasofwhatgoodcriteriawereaswellasbrainstormingtofigureout

    thecriteriawewantedtodevelopourselvesaswellaswhichcriteriawewantedtouseofftheweb. ThemainresultwasthatCarMaxneedstodosomethingdifferentfromitscompetitorstogetahead

    otherwiseitwillremaintobeverysimilartotheotherwebsitesitiscompetingagainst. Methods

    1. ChoseCarMax,Auto-trader,andCraigslisttodoaheuristicevaluationon.

    2. Foundsomecriteriaonthewebaswellasdevelopedsomeofourownforatotalof30

    criterions.

    3. Eachofthefourteammemberstookoneoftheheuristicsectionsanddidthetestonallthreeof

    thesites.

    4. Resultswerethencollectedandstructuredtogetherintoacohesiveheuristicevaluation.

    Results

    CarMaxcouldimprovebyprovidingbetterresultsfordiverseusers.Rogerwhoknowswhathewants

    wouldpreferasearchandplugmethod.Michellewhoisntquitesurebuthasanideacouldbenefitfrom

    categoricaldivisionsbycartypes.Vincerequiresabalancebetweennotbeingsurewhathewantsand

    restrictiverequirementsofwhatarenecessary.

    Maintainingdatabasepresentationalformforskilleduserswasoneofthecompetitorfeaturesthatwe

    wantedtomaintain.Wealsowantedtoincludeapowerfulsearchthatdoesnotleadtodead-ends.Fromtheevaluationwefoundthepresentationoftheinformationwasdatabasedrivenandschematic

    indisplay.

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    HeuristicAnalysis

    HeuristicRubric

    OurHeuristicAnalysisbeganwithdevelopingasuitablerubricwith30criteriawhichwedividedinto

    fourmajorcategories.

    IntuitiveInformationSchema

    1. Labelingfitsuservocabulary

    2. Adequaterelevanceofcarinformation

    3. Toolsfituserneeds

    4. Cuesarepresenttoguideuserthroughtheirworkflow

    5. Carinformationpresentedisusefulforallpersonatypes

    6. Thumbnailviewsprovideadequatedetail

    7. Carselectionsprovidemoreoptionsifauserwantstobrowsesimilarvehicle

    SupportUserGoals

    1. Thenavigationschemeandlayoutactivelysupportstheuser'sgoals(RAMP)

    2. Adequateexplanationisgivenfortasksthatrequireit(RAMP)

    3. Alltheinformationauserneedsisavailableateachstageofagivenworkflow(RAMP)

    4. Thereisaclearhierarchyintheprimarycallstoaction(RAMP)

    5. Thesearchinterfaceislocatedwhereyou'dexpectittobe(LouisRosenfeld)

    6. Itisclearwhatwassearched(LouisRosenfeld)

    7. Resultsarelistedinausefulway(LouisRosenfeld)

    FlexibilityandEfficiencyofUse

    1. Landingpagehasapossiblewaytonavigatetoanypartofthesite(Ramp)2. Siteprovidestheappropriateinformationalgoal(Ramp)

    3. Howwelldoesthesitedelivertheinformationalgoal?(Ramp)

    4. Sitehasreasonableloadtimesandsearchefficiency(Ramp)

    5. Sitesupportsmobiledevices(Original)

    6. Sitesupportsprintoptionswhenneeded(Original)

    7. Siteprovidestoolswhenneeded(Original)

    8. Howhelpfularethetoolsprovided?(Original)

    9. Doesthesiteprovidehelpfulprompts?(Original)

    AestheticsandMinimalistDesign

    1. Intuitivelayoutofcontent(Original)

    2. Optimizeduseofcontentarea(Original)

    3. Professionalappearance(Original)

    4. Designconsistency(constantthemethroughout)

    5. Mainnavigationeasilyidentifiable

    6. Adsandpop-upsareunobtrusive(usereffect.com)

    7. MainCopyIsConcise&Explanatory(usereffect.com)

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    Tables

    Wethenexploredthe3sitesapplyingourrubricandanalyzedtheCarMaxselectiontool.Weplacedour

    resultsinatableandanalyzedthedata.

    CarMax4 3 2 1 n/a IntuitiveInformationSchema

    1.1 Labelingfitsuservocabulary

    1.2 * Adequaterelevanceofcarinformation

    1.3 Toolsfituserneeds

    1.4 Cuesarepresenttoguideuserthroughtheirworkflow

    1.5 Carinformationpresentedisusefulforallpersonatypes

    1.6 Thumbnailviewsprovideadequatedetail

    1.7Carselectionsprovidemoreoptionsifauserwantsto

    browsesimilarvehicle

    Overall Score 2.9

    hp://www.carmax.com/enus/car-search/default.html?intcmp=START2012SEARCHL01Home_Page

    Carmax

    hp://www.autotrader.com/AutoTrader

    hp://seale.craigslist.org/Craigslist

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    AutoTrader4 3 2 1 n/a IntuitiveInformationSchema

    1.1 Labelingfitsuservocabulary

    1.2 Adequaterelevanceofcarinformation

    1.3 Toolsfituserneeds

    1.4 Cuesarepresenttoguideuserthroughtheirworkflow

    1.5 Carinformationpresentedisusefulforallpersonatypes

    1.6 Thumbnailviewsprovideadequatedetail

    1.7Carselectionsprovidemoreoptionsifauserwantsto

    browsesimilarvehicle

    Overall Score 2.1

    Craigslist4 3 2 1 n/a IntuitiveInformationSchema

    1.1 Labelingfitsuservocabulary

    1.2

    *

    Adequaterelevanceofcarinformation

    1.3 Toolsfituserneeds

    1.4 Cuesarepresenttoguideuserthroughtheirworkflow

    1.5 Carinformationpresentedisusefulforallpersonatypes

    1.6 Thumbnailviewsprovideadequatedetail

    1.7Carselectionsprovidemoreoptionsifauserwantsto

    browsesimilarvehicle

    Overall Score

    1.2

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    CarMax4 3 2 1 n/a Supportforusergoals

    1.1

    Thenavigationschemeandlayoutactivelysupportstheuser'sgoals

    (RAMP)

    1.2 Adequateexplanationisgivenfortasksthatrequireit(RAMP)

    1.3

    Alltheinformationauserneedsisavailableateachstageofagiven

    workflow(RAMP)

    1.4 Thereisaclearhierarchyintheprimarycallstoaction(RAMP)

    1.5Thesearchinterfaceislocatedwhereyou'dexpectittobe(Louis

    Rosenfeld)

    1.6 Itisclearwhatwassearched(LouisRosenfeld)

    1.7 Resultsarelistedinausefulway(LouisRosenfeld)

    OverallScore 3.3

    AutoTrader4 3 2 1 n/a Supportforusergoals

    1.1Thenavigationschemeandlayoutactivelysupportstheuser's

    goals(RAMP)

    1.2 Adequateexplanationisgivenfortasksthatrequireit(RAMP)

    1.3Alltheinformationauserneedsisavailableateachstageofa

    givenworkflow(RAMP)

    1.4 Thereisaclearhierarchyintheprimarycallstoaction(RAMP)

    1.5Thesearchinterfaceislocatedwhereyou'dexpectittobe

    (LouisRosenfeld)

    1.6 Itisclearwhatwassearched(LouisRosenfeld)

    1.7 Resultsarelistedinausefulway(LouisRosenfeld)

    OverallScore 2.85

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    Carmax.com

    4 3 2 1 n/a FlexibilityandEfficiencyofUse

    1.1 Landingpagehasapossiblewaytonavigatetoanypartofthe

    site

    1.2 Siteprovidestheappropriateinformationalgoal

    1.3 Howwelldoesthesitedelivertheinformationalgoal?

    1.4 Sitehasreasonableloadtimesandsearchefficiency

    1.5 Sitesupportsmobiledevices

    1.6 Sitesupportsprintoptionswhenneeded

    1.7 Siteprovidestoolswhenneeded

    1.8 Howhelpfularethetoolsprovided?

    1.9 Doesthesiteprovidehelpfulprompts?

    OverallScore 2.66e

    Craigslist4 3 2 1 n/a Supportforusergoals

    1.1

    Thenavigationschemeandlayoutactivelysupportstheuser's

    goals(RAMP)

    1.2 Adequateexplanationisgivenfortasksthatrequireit(RAMP)

    1.3

    Alltheinformationauserneedsisavailableateachstageofa

    givenworkflow(RAMP)

    1.4 Thereisaclearhierarchyintheprimarycallstoaction(RAMP)

    1.5Thesearchinterfaceislocatedwhereyou'dexpectittobe

    (LouisRosenfeld)

    1.6 Itisclearwhatwassearched(LouisRosenfeld)

    1.7 Resultsarelistedinausefulway(LouisRosenfeld)

    OverallScore 2.0

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    Autotrader.com4 3 2 1 n/a FlexibilityandEfficiencyofUse

    1.1 Landingpagehasapossiblewaytonavigatetoanypart

    ofthesite

    1.2

    Siteprovidestheappropriateinformationalgoal

    1.3 Howwelldoesthesitedelivertheinformationalgoal?

    1.4 Sitehasreasonableloadtimesandsearchefficiency

    1.5 Sitesupportsmobiledevices

    1.6 Sitesupportsprintoptionswhenneeded

    1.7 Siteprovidestoolswhenneeded

    1.8 Howhelpfularethetoolsprovided?

    1.9 Doesthesiteprovidehelpfulprompts?

    OverallScore 2.44e

    Craiglist.com4 3 2 1 n/a FlexibilityandEfficiencyofUse

    1.1 Landingpagehasapossiblewaytonavigatetoanypartof

    thesite

    1.2 Siteprovidestheappropriateinformationalgoal

    1.3 Howwelldoesthesitedelivertheinformationalgoal?

    1.4 Sitehasreasonableloadtimesandsearchefficiency

    1.5 Sitesupportsmobiledevices

    1.6 Sitesupportsprintoptionswhenneeded

    1.7 Siteprovidestoolswhenneeded

    1.8 Howhelpfularethetoolsprovided?

    1.9 Doesthesiteprovidehelpfulprompts?

    OverallScore 2.33e

    CarMax 4 3 2 1 n/a Aestheticsandminimalistdesign

    1.1

    Intuitivelayoutofcontent

    1.2

    Optimizeduseofcontentarea

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    1.3

    Professionalappearance

    1.4

    Designconsistency(constantthemethroughout)

    1.5

    Mainnavigationeasilyidentifiable

    1.6

    Adsandpop-upsareunobtrusive(usereffect.com)

    1.7

    MainCopyIsConcise&Explanatory(usereffect.com)

    OverallScore 3.4

    Autotrader.com 4 3 2 1 n/a Aestheticsandminimalistdesign

    1.1

    Intuitivelayoutofcontent

    1.2

    Optimizeduseofcontentarea

    1.3

    Professionalappearance

    1.4

    Designconsistency(constantthemethroughout)

    1.5

    Mainnavigationeasilyidentifiable

    1.6

    Adsandpop-upsareunobtrusive(usereffect.com)

    1.7

    MainCopyIsConcise&Explanatory(usereffect.com)

    OverallScore 2.4

    Craigslist 4 3 2 1 n/a Aestheticsandminimalistdesign

    1.1

    Intuitivelayoutofcontent

    1.2

    Optimizeduseofcontentarea

    1.3

    Professionalappearance

    1.4

    Designconsistency(constantthemethroughout)

    1.5

    Mainnavigationeasilyidentifiable

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    1.6

    Adsandpop-upsareunobtrusive(usereffect.com)

    1.7

    MainCopyIsConcise&Explanatory(usereffect.com)

    OverallScore 2

    Results

    Opportunities

    CompetitorStrengths

    ImproveuponcategorizaXonandhaveasearchopXonfortheuserthatknowswhathewants.

    Helptheuserthroughouttheirjourney.

    Addtoolsthatwillhelptheuserdecidewhatvehicleisrightforthem.

    CategorizaXon

    NavigaXon

    GuidingText

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    WeaknessestoFix

    Screenshots

    CarMax

    CarMaxdoesagreatjobatdisplayingallthedetailsaboutacar,butlackstheabilitytoseewhat

    purposesthecarbestserves.Thereisalsonouserratedsystemwithuseropinionsaboutthecars

    functions.

    OrganizeInformaXon

    RelevantResults

    InconspicuousLabeling

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    Cuesarepresenttoguideuserthroughtheirworkflow

    Thehomepageofthesiteclearlydefineshowtheusercansearchforacar.Thelabelingissimplisticand

    afterclickingthemakebuttontheyarepresentedwithalistofcarmakesinalphabeticalorder.The

    processfeelsguidedwhichissolid.Landingonotherpagesdoesntprovidethesameclearpath.

    CarMaxdoesagreatjobatmakingtheirthumbnailsimpleandinformative.Themostcrucialpiecesof

    informationinacarbuyingprocessareallpresent.However,CarMaxlackstheabilitytoshowrelated

    carswhichcouldbeveryimportantforauserwhoisntsetontheparticularvehicle.

    Sitedesignislargelyinteractivewithlogicallyrelateditemsplacedwithincloseproximity.Consolidated

    categoriesdrawtheusersattentiontothearrowbuttonsandmoreimportantlytheStartHerelink.

    Websiteinformationandareasdonotintrudeupononeanotherandcomplimentinformationflow

    towardsspecificcarsearchcriteriatheimagebelowillustratesthat.Nospaceisunusedasidefrom

    bordersandmargins.Thecontentisartfullyplaced.

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    LikeCarMax,AutoTraderexcelsatconsciouslyrestrictingtheamountofcontentthatisinitiallyvisible.

    Theydothisbyalsoimplementingacomprehensiveglobalnavigationtoolbar.

    CarMax:Navigationiscomprehensive-Thenavigationschemeandlayoutmakesiteasyforauserto

    searchforacarandlocatewhattheyarelookingfor.Itleavesverylittleroomforguessinghowtostart

    thesearchforacar.Clearlylabelednavigationbuttonsforexecutingtaskseachpersonarequires.

    CarMax:Neededcontextispresent-Mostcarsearchingisfairlyself-explanatoryiftheproper

    navigationlayoutispresent,butthesmallamountofneededexplanationorcontextispresent.Asseenintheimagebelow,thereisfurtherexplanationforthingsthatmightneeditsuchasadvancedsearch.

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    CarMax:SomebutnotallinformationisgivenAsseeninthefollowingtwoimagesbelow;thereis

    enoughinformationtoguidetheuser throughthecarbuyingprocess.Inthecasewherethedealerisnt

    nearby,thereisntmuchinstructionwhattodowiththeinformationpresented.

    CarMaxsearchinformationwhendealerisntnearby:

    CarMax:StepsareorderedclearlyandeffectivelyEachpageisclearinwhatitisdesignedforandthen

    thenextpagekeepstheusermovingalongtheirpathtosuccess(buyingacar).Belowarethestepsto

    findingacarinsequence.

    CarMax:ShowswhatyousearchedforAlthoughthereisanotificationofwhatwasjustsearched,itis

    verysmallandeasytomissifyouarentlookingforit.Itappearsrightbelowthesearchbaronceaquery

    hasbeenmade.

    CarMaxindicationofwhatausersearchedfor

    CarMax:AllrelevantShowedalistofallcarsrelevanttothesearch.Startedwithmostrelevantand

    thenwentontoothercarsbythesamemanufacturerandthenfinallytocarswithinasimilarcategory.

    Thereweremanyfiltersatthetoptoadjustsearchresults.

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    CarMaxsearchresults

    Navigationthrough-LandingPagewasverydifficultmainlybecausethetextlabelingisntconspicuous

    asseeninthefollowingimages.

    CarMaxdoeshaveaprintoptionbutagainthetextlabelingisntconspicuousasseenintheimagebelow

    AutoTrader

    Theonlynoticeablesearchoptionisbymodel.ForauserlikeMichelle,thiswouldbedifficultbecause

    shewouldnthaveanyideaofwhatshewants.

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    Manydifferentbuttonsrelatedtocarbuyingareonthefrontpage.Thereistoomuchredundancyand

    therearegiantadsdistractingusersfromfindingwhattheyarelookingfor.

    AutoTrader:EasytofindwhatyouarelookingforGoodglobalnavigationleadstoeasynavigation.

    AutoTrader:Decent,butnothingspecialThereissomeexplanationbutreallyonlyexplainsthe

    obviousthingsandjustpromptstheusertowardsdatabasethinking.

    AutoTrader:Neededinformationisavailableatkeypoints.

    AutoTrader:SimilartoCarMax,AutoTraderfirsthasthesearchpage,thenhasyouenteryouzipcode,

    thendisplaysyourresultsandhasyoumoveforwardfromthere;aboutthesamelevelofhierarchyin

    callstoactionasCarMax.

    AutoTrader:Hasamorevisiblesearchedfortext

    AutoTraderindicationofwhatusersearchedfor

    Informationseemstobethrownallatoncetotheuserwhichcouldpossiblyfrustratehim\her.Serious

    flawsplagueAutoTrader.Forinstance,clickingonanyoftheglobalnavigationlinksrevealsthat1)the

    minimalistfeaturesofAutoTraderareonlyskindeepand2)thattheinformationschemasofany

    particularpageareradicallyinconsistenttheimagebelowillustratesthatfinding.Uponfollowingalink,

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    auserisbombardedbyawaveofinformationthatmaydisorienttheuser.

    AutoTrader:ResultsarentrelevantSeemsthatthetopsearchresultsaresponsorsandnotnecessarily

    themostrelevantcarstothesearch.Manyofthetopvehiclesdontfitmybestcriteria

    Printingoptionisabsentinthecompetitorssite.

    AutoTrader

    Craigslist

    Craigslistisanexampleofminimalistdesigngonehorriblywrong.Thelayoutisutterlydevoidoflife.

    Itemsarecategorizedandcategoriesareorganizedaccordingtosuper-categories.Beyondthisthereis

    noapparentstructuretowherethelinksareplaced.Itemswithinthesuper-categoriesarehalf-

    heartedlyalphabetized.

    Craigslist:VerydatabasecentricNotverygoodlayoutfornavigationoruserfriendliness.Onlyiseasy

    touseforthosewhoarefamiliar.

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    Personal Note: How the hell does this site succeed?

    Craigslist:Almostnoexplanationisgivenforanytaskatanytime.Nothingreallyguidestheuser.Againit

    feelsmorelikeatoolthatworksonceyouarefamiliar.

    Craigslist:Reallynoinformationbeyondthevehiclesearchedisshownonthepage.

    Craigslist:Almostnohierarchypresent.Ausercanendupanywhereonthesiteatanytime.Theonly

    featurethatissimilartoahierarchyisthatausermustclickonalistingtoseeit;theycannotjump

    straighttothevehiclelistingwithoutalink.

    Craigslist:Onlyindicationofwhatwassearchedistheresultsthemselves.Ifyoutypewrongordont

    knowexactlywhatyouaresearchingfor,resultsdontmakeanysense.

    Craigslist:Basedonlyondatepostednotnecessarilybasedonwhatcarsbestfittheuserneeds.

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    HeuristicReflection

    Themajorgoaloftheheuristicevaluationwastouncoverflawsthattheuserwouldencounter.These

    areexpertevaluationsthattakeinmindMichellethefunextrovertedassistantmanager,Vincethe

    familyorientedofficemanager,andRodgerthesmallbusinessownerwhoknowswhathewants.At

    evaluatingthesiteourteamidentifiedareasthatwouldneedtobetakenintoaccountandweevaluated

    afewofthecompetitorsforacomparativereflection.

    AlthoughCarMaxoutperformedtheothertwocompetitorsitwasclearlyatanadvantagetooneof

    themanditcouldusealotofimprovement.Allthesitessupportedmobiledevicesalthoughnoneof

    themmadeitobvious.Thelandingpagewasclearlytheworstforbothcarwebsites.Craigslist

    outperformedbothofthemwithitssuperiorsearchoption.Althoughitisimportanttomentionthat

    CarMaxandAuto-traderdidhaveabetterindexingsystemifyouweretoconsiderbrowsingthiswould

    bebeneficialforsomebodylikeMichellewhoisntquitesureofwhatshewants.CarMaxdidnt

    necessarilyprovidebetterormoreefficienttoolsratheritwasntasbadafailureastheothers.

    CraigslistandAuto-traderdidntprovideprintoptionsoncethecarwasfoundthisisntnecessarilyabad

    thingbutitisadisadvantagebecauseprintoptionsallowyoutoorganizetheinformationinsimple

    format.

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    UserInterviewOverview

    ExecutivesummaryWeconductedourinterviewsforRogerandVince,producingatotalofthreeinterviews.Given

    ourtimeconstraintwedecidednottointerviewaMichellebecausewefeltthatascollege

    students,wewereverysimilartoher.Duringourinterviews,wetooknotesonkeypointsthat

    theparticipantsmadeandattemptedtodraftaflowrepresentingtheiruserjourney.Oneofthemainproblemsweranintowaslocatingparticipantsthatfitouruserpersonas.

    Anotherbigproblemwasfiguringouthowtorecordtheaudio,becausethecomputercodecs

    weredifficulttoconfigure.Weendeduprunningthroughfiveorsixprogramsbeforewewere

    successfullyabletorecordthroughSkype.Usingthedetailsfromtheinterview,wewereabletoaccumulatespecificcriteriadefiningthe

    failuresandsuccessesthroughoutthecarbuyingprocess.Methods

    1. Developedaworkingscriptforouruserinterviewsafterdecidingwhatinformationwas

    needed.

    2. Chose2userssimilartoeachoftheRogerandVincepersonas.

    3. Conductedtheinterviews,tooknotes,andrecordedtheaudio

    4. Developedageneraluserjourney/userflowbasedofftheinterview

    ResultsUsershighlightedtheirneedsforthecar,settingcriteriaaskingwithintheirsocialnetworksforadvicetoreachaconclusiononwhatvehicletopurchase.Theencompassingconcernfromall

    ouruserswasuserfeedback.Thiswasamajorfactorintheirdecisionmakingprocess.Asa

    teamwenotedthatprice,rating,featureavailabilitywouldhelpfultotheuserinthecarbuying

    process.

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    UserInterviewAnalysis

    InterviewScript

    Tobegintheuserinterviewanalysiswedevelopedascriptthatwouldhelpusidentifythestepsofthe

    userjourney.Webeganbyaskingintroductoryquestionsthatwouldsettheanalysistounderstandtoif

    theselectedintervieweefitthepersonainmind.Weaskedquestionsthatwouldhighlightmajordrop-

    offsbyidentifyingfrustrationswhenhypotheticallysearchingfortherightcar.

    Introduction

    Hi,mynameis______andIwantedtostartbythankingyoufortakingtimeoutofyourdaytobe

    interviewed.Weareheretounderstandyourjourneyinpurchasingacar,dontworryaboutupsetting

    us,butratherprovidehonestinformation.

    1. Areyoulookingforacarfitforyouorafamilycar?

    2. Whenwouldyouuseit?

    3. Isthereaspecificcarbrandyouprefer?

    4. Arethereaspectsfrompreviouslyownedcarsthatyouliked?

    5. Whatsyourlifestylelike?

    Start-it-up:

    Whatisthefirstthingyoudowhenyouwantacar?(adv,socialcircle,websites,mobile)

    Ifyouweregoingtobuyacaronline,neworused,whatwouldyoudo?

    Howmuchresearchdoyoudobeforebuyingacar?

    Wouldyouexpecttobeabletodothisonthecarbuyingsiteorelsewhere?

    Doyouevermakeuseofcarbuyingwebsites?

    Howmuchoutsideresearchdoyouconductbeforebuyingacar?

    Atwhatpointdoyoutransitionfromacarbuyingtooltoadealership?

    Whatkindsofdetailsareessentialtolearnbeforeyouvisitadealership?

    Whatdoyoulike/dislikeaboutyourcurrentvehicle?

    Whatfeaturesdoyourequire/desireonacar?

    Whatwebsiteswouldyougo2?

    (Ifno)-whatwouldenticeyoutogotoasite

    Howwouldyougetinfoforthecarwithinthatwebsite?

    Ifyoufindthecarwhatwouldyougotothenextsteporalternativelywhatwouldmakeyouleave

    thesite?

    Ifyoufindthecarwhatwouldmakeyoubuythecarorwhatwouldmakeyouconsiderothercar

    options?

    Performscript

    Becauseofourlimitedamountoftimeandthefactthatwewantedtocaptureallthreepersonaswe

    hadtocompromise.Whendoingtheinterviewwechosetofocusonthetwopersonasthatwere

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    personallyunfamiliartous,RodgerandVince.Wealsohadtosplittheworkbetweenpairssothe

    interviewscouldbedoneingoodtime.Welatercombinedournotestocreateacohesiveuserjourney.

    VinceLamandDavidR.wereabletofindaVinceandRodgerpersona.ForVincewechoseafamily

    womanwhogoesonlinetodoresearchwhenlookingfortherightcar.ForRodgeramalewhohappens

    tohavebrandloyalty.Wealternatedpositionsbetweennote-takerandinterviewerfromonepersonatotheother.

    KalebLoraandSeanPaynewerealsoabletofindaVinceandRogerpersona.ForVincewechosea

    motherwhorecentlyhadherfirstchild.Shemadeitveryclearthatsafetywasherbiggestconcernwhen

    lookingforanewcar.ForRodgerwefoundamalewhohasagoodamountofbrandloyaltyandknows

    exactlywhatheislookingforwhenshoppingforacar.

    Capturedata

    Wewereabletomeettheminimumrequirementswiththerecordingsbutranintosometroubleatfirst.

    Nonethelesswefoundthatourperspectiveofeachpersonanottobeconflictingandverysuccessful.

    Recordings

    SEEAPPENDIFORRECORDINGS

    Interviewnotes

    Vince1

    1. Lookingforfamilycar

    2. Useforerrands,trips,andjustabouteverything.Husbandindependentforworkcar

    3. PreviouslyownedHondas

    4. Wantsanautomatic,wantscomfortforbackproblems

    5.Worked,hadchildlateinlife,gaveupjobtostayathome6. Startsatcardealershipusually,buthusbandisdifferent

    7. Usuallyhashusbandstartlookingforacarandrecommend

    8. TurnoffsBadSalesman,Insincerity,Wouldchangedealership

    9. IfdidonlineprocessStartonGoogle,Checkmanufacturerwebsite,readuponfeaturesandgetan

    idea,Googletolookforthecar/priceelsewhere

    10.Wouldbesearchingforacarwithsafetyfeatures

    11.Doesntlikeusedcardealershipanddoesntknowenoughaboutcarstobuyused

    12.WhyshedoesnttrustusedcarcompaniesDoesntfindthemhonest,carlotsareunappealing,has

    tohavearealgoodfeelingaboutadealership

    13.Doeslittleresearchbeforebuyingacar,callsonfriendsandhusbandforadvice,usuallyasksmen

    14.Warningsaboutsafetyoraboutthecarhavingbeenwreckedwouldgethertonotbuy.(from

    friends)Wantsgoodperformanceaswell

    15.Wouldreallyliketoseeanonlinetoolwithuserratings,withcomfortandsafety,forgotthatshe

    wouldbelookingforuserreviews

    16.Transitionsfromcarbuyingtooltodealershiponceshehasnarroweditdowntoafewcarsthatshe

    isinterestedin.

    17.Loveshercurrentcar,interiorislightcolored,likesheatedseats

    18.Enjoymentofpeopleatthedealershipdeterminesifshestaysthere

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    19.Wouldtakerecommendationsfromsalesmendeterminingasimilarcariftheexactmodelwasntin

    pricerangeoronthelot.Lasttime,sheboughtaSubaruwhenlookingforaHonda.Wouldwantto

    doresearch.Ifthedealerhadalistofuserreviewstoprovethesimilarity,thatmightbeuseful.

    20.Buyscarifitmeetsallcriteria,didntbuytheHondabecausetherewerenoheatedseatswithouta

    5,000dollarupgrade.EndedupbuyingaSubaru

    Vince2

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    Rodger2

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    FORSKETCHESREFERTOFUNCTIONFLOWANALYSIS!

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    UserInterviewReflection

    Inoneinterviewwetriedusingactualtasksausermighttakeintheprocessofbuyingausedcaronline.

    Wetooknotesontheactualsitestheymentionedandthestepstheywentthrough.Thesecond

    interviewwetriedtakingnotesmorefocusedonthestatesofmindthatuseractuallygoesthrough

    whenbuyingausedcar.Weendedupfindingthatthementalstaterouteworkedthebestwithfiguring

    outtheflowourwebtoolneededtohave.Asyoucanseeinourinfoflow,weusedtheideaofthestates

    ofmindtheuserwentthrough.Wecombinedthepartsofeachinterviewtocomeupwithouroverall

    conclusion.Eventhougheachuserflowhaddifferentgoalsinmindwewereabletotakeoutthemain

    pointsandtheinformationfromthepersona,tocreateouroveralluserflowfortheVincepersona.

    Wechosetousetheupsidepyramidtorepresenttheuserjourneybecausesuccessissohardtoreach

    andateachstagethemarkbecomeharderandhardertohit.Soastheusergoesdownthepyramid,

    eachsectiongetssmaller.Theboxesontherightsidearethefactorsthatcauseadropoffateachstage

    andtheboxesontherightsidearethefactorsthatcausetheusertomoveonintheirjourneyateach

    stage.FortheVincetypeuser,safetyandfeaturesarethebiggestconcernwhenitcomestobuyinga

    usedcar.Duringeachuserinterviewthenumberonefactorthattheuserwasinterestedinwasthatthe

    carwassafe.Realizingthatforthispersonasafetywassuchahugefactorwassomethingwealready

    couldguessbasedoffthepersona,buttheinterviewssolidifiedtheideasothatwecouldmoveforward

    withsomeofthefeaturestoputintooursitedesignandwireframes.

    Someoftheissuesweranintoduringtheinterviewwerebeingtemptedtoaskleadingquestionswhen

    theuserseemedtowonderfromwhatwewerereallyhittingat.Someofthebestinformationthough

    endedupcomingfromthetangentstheintervieweesendedupgoingon.Thesetangentsendedup

    beingacrucialpartofourwebtooldesign.Weendeduphavingtousesomeleadingquestionstostay

    ontrackinthetimeframewehad,butwelimitedthemasbestaspossible.Overalltheuserflows

    workedoutwellbecausetheyallowedustogetanideaofwhatfunctionalityourtoolneededtohavetoensuretheusercouldmakeitallthewaythroughtheirjourneytobuyingausedcar.

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    FunctionandFlowOverview

    ExecutivesummaryGiventhelonganddetailedinformationwereceivedfromouruserinterviews,combinedwith

    informationinthepersonas,craftinguserflowswasfairlysimple.Wechosetouseaninverse

    pyramidtorepresenttheuserjourney,becausewhentheystartoutwantingacar,thisisa

    broadandhighlyundefinedphenomenon.Throughtheprogressionofthecarbuyingprocess,

    theuserbecomesmorecertainanddecisiveaboutfeatures,financing,etc.andfinallyreaches

    thefinitepointwheretheybuyacar.Oneofthemainproblemsweranintowasdeterminingthenumberofstepsinthecarbuying

    process.Wewantedtoensurethatourprocesswasaccurateandwasntoverorunder

    detailed.Figuringoutexactlywhatcriteriawouldleadtofailurewasalsotough,becauseit

    couldntjustfittheoneortwointerviews,buthadtofittheentirepersona.

    Methods1. Studiedtheinterviewnotesandroughdraftuserjourneys

    2. Deductedthemainpointsandsimilaritiesfromeachoftheuserinterviewstocomeup

    withoneuserflowforeachpersona

    3. Decidedonhowmanystepsthereareinthecarbuyingprocess

    4. Createdalayoutanddesignforouruserjourneysthatfithowweviewedtheprocess

    5. Madefinaldraftofeachpersonasuserjourneythroughthecarbuyingprocess

    Results-ForDiagramSeeFunctionandFlowReflection

    Forthefunctionflowwerealizedasagroupthattherewheremanydrop-offreasons.However

    allofthespecificreasonslikepricing,locationofdealership,brandofvehiclecouldbe

    generalizedintoonemajordrop-offwhichisfindingtherightvehicle.Ourgoalwastoguidethe

    userthroughashortandsimplejourneytofindingtherightvehicle.

    -ForourselectedActionsSeeFunctionFlowAnalysis-

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    FunctionandFlowAnalysis

    Tobeginourfunctionflowanalysiswecombinedourinterviewnotesandflowsketchestoproducea

    soliduserjourneyforourpersonas.

    Vince2

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    Rodger2

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    UnifyData

    Wethencombinedournotesandcompareditwiththeresultswehighlightedinourheuristicanalysis.

    WewereabletoidentifyopportunitiestofixthecurrentsetupoftheCarMaxsitetoimprovetheuser

    journeyandachievetheorganizationalgoal.

    PossibleImprovements

    CategorizaXon

    Relevancy ChosenFeatures

    FavoritedVehicles

    Similarity(ChosenVehicle)

    Feedback RaXng(Nearly(IdenXcal)\SimilarVehicles)

    UserReviews(Nearly(IdenXcal)\SimilarVehicles)Pricing(Nearly(IdenXcal)\SimilarVehicles)

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    FunctionandFlowReflection

    Afteranalyzingallthedatawecameupwithasinglefunctionflowbasedontheuserwehelpeduslater

    highlightthemajorfunctionsthatwewillneedtointegrateintooursolution.

    VincesJourney

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    RodgersJourney

    Functions

    Thefollowingdiagramcontinuesofftheideaofgoingfrombroadtospecifichoweverfocusingmainlyon

    thefunctions.Itgoesoverthealgorithmswewantedtoimplementandwheretheycouldshowupin

    ourwireframe.

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    CategoryFuncXon

    selectvehiclesfromcars-tablewherevehicletypematches

    ThiswouldbeafrontpageopXonand

    wouldhelptheuserwhoneeds

    guidance.

    SearchFuncXon

    selectvehiclefromcars-tablewheretext-inputmatches

    \relevancy.

    Shouldskipcategorybasedpageandgo

    directlytolisXngbasedpage.

    Favorited\Login

    FuncXonselectvehiclesfromcarstablewhereuser-search

    wasfavorXed.

    AfavoriXngopXonshouldbepresentwhenreachingthespecificvehiclefinalstepinthejourneythiswillhelpusdevelopbeer

    suggesXonsforuserswhomatchthat

    persona.

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    InformationAnalysis\DesignOverview

    Executivesummary

    Inourinformationanalysisanddesignwedecidedtokeeptheoverallsitestructuresimpleand

    easytounderstand.Mostofthecarwebsitesthatwelookedatorganizedtheirinformation

    similarlyandsowefeltthatafewrepresentativewebsiteswouldbesufficientforoursample

    modeling.TheERDcontainsonlyafewentitiesandtheschemawasexpandedtoinclude

    informationthattheERDcouldnotcapture.

    OneofthemainproblemsthatweencounteredwhileworkingontheERDandschemawasthat

    noneofthewebsitesprovidedagoodskeletonforthesolutionthatwehadcomeupwith.Our

    solutioncalledfortheheavyuseofcategoricalfunnelingwhereasthecarsitesprimarilyused

    facetedsearch.ThismadethecreationofanERDandschemamorechallengingbecausea

    numberofcomponentshadtobemadeupbyourowninterpretation.Themainresultwasthatweimplementedadataentitythatwedidnotseeintheother

    websites:categoricalorganizationofcarsbasedbyfeatures,lifestylesandneeds.Thiswasa

    smallbutradicaldifferencethatseparatesoursolutionfromtheothercarsitesontheinternet.

    Methods1. Lookedatcars.comandcarmax.com

    2. Foundcommondatatypesandstructurefromeachsourceandconsolidatedthemintoa

    singleERD.

    3. UsedtheERDtoconstructamoredetaileddatabaseschemathatwouldaddressthe

    particularsoftheERDandhowwewouldstoreandlabelthedata.

    4. ERDandinformationschemawereconvertedintoformalizeddocuments.

    Results

    CarMaxcanbenefitbyusingcategoriesatkeylandingpagestoquicklyfunnelusersinto

    thesectionsofthesitethatdisplaythecarsthatpeopleoftheirprofilewouldlikelyshow

    interestin.Havinguserdataandloginsprovidedtheinformationtoformuserprofileswhichis

    thekeytoourproposedsolution.

    TheseprofileswilladdresstheneedsofourpersonasRodger,Michelle,andVince

    becauseourdatabasewilltheoreticallyhavecollecteddatafromourusersinput.Thiswould

    allowCarMaxtobettercatertotheirusers,makethemfeelcomfortable,andgetthemintothe

    CarMaxdealership.

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    InformationAnalysis\DesignAnalysis

    DataCollected

    Thecurrentsetupofthelistingisprettydatabasedrivenandunfriendlyfortheamateuruserlike

    Rodger.Itwouldbehelpfultohavethelistingslesscomplicated.Thespecificcarlistinghoweverhas

    veryusefulinformationitwouldbewisetotakeadvantageofthisandnotchangethedatabutrather

    improveupontheorganizationofthewayitspresented.Afewthingsthatwerehelpfulweretheglobal

    navigation,theattemptincategorizationandtherating\reviews.Wewanttomakesuretokeepthese

    abilitieswhileexpandingtherefunctionality,mainlycategorization.

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    InfoAnalysis\DesignReflection

    EntityRelationshipDiagram

    DatabaseSchema

    Forthedatabaseschemawetookourthoughtsandputthemintoaction.WeaddedacarTypeIDto

    allowforcategorizationbasedonpersonaschoosing,weaddedafavoritingelement,andwejoinedthe

    informationininterestingways.

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    Wireframes/TemplatingOverview

    ExecutivesummaryOurprocesstodesignthewireframesbeganwithahomepagedesignandashort

    brainstormingactivityforourchosenlabelingschema.Afterdrawingoutabasicdesign,we

    movedontothecategoriespage.Thispagewaschallengingtodesign,becausewedidntwantuserstodropoffbecauseofprice,butwealsodidntwanttodisplaymorethan5carswithina

    category.Inanefforttokeepthesitesimplistic,weasktheuserwhattheirpricerangeisright

    aftertheyselecttheircategoryanddisplaythetop5carsinthispricerange.Foreachvehicle,

    thereisaseesimilarvehiclesbuttontoguidetheuser.Themostdifficultpartofdesigningourwireframewasfindingthebalancebetween

    beinginformativeandkeepingsimplicity.Thistookafewhoursofdraftingandredrafting.Once

    wehadanearlyfinalizeddraftofthepages,wesplitupourfourwireframes,oneperperson,

    andproducedfinaldraftsonthecomputer.Weevenkeptthecarprofilepageformatfrom

    CarMaxbecausetheydidagoodjobprovidingalinktothedealeranddisplayingthedetailedcarinformation.Oursitegoalwastogetthemtothispagefaster,andatahigherlevel,getting

    themtothedealershipfaster.

    Methods

    1. Decidewheretheuserissupposedtoendup

    2. Finalizethetoolsnecessarytogetthemthere

    3. Findgeneralpartsofthepagetowireframe

    4. Developthewireframesofeachphaseofthewebtooltheuserwillgothrough

    ResultsInourresultswedevelopedfourdifferentwireframeswalkingthroughtheuserjourney.

    WeveaddressedRogerwhoknowswhathewantsaswellasVinceandMichellewhoboth

    needsomeguidance.Wekeptthetextandlabelingconversationaltoengagetheuserandwe

    successfullylaidouttheinformationsotheusercanfindhis\hervehicle.Inconclusionwe

    influencedthepersonatoheadtothedealership.

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    Wireframes/TemplatingAnalysis

    Layout,NavigationandourPersonas

    Whendevelopingonourwireframeswewereabletokeepaconsistentlayoutwhilechangingthe

    resultsthroughouttheuserjourney.Weorganizedourlayouttocreateasimpledesignthatcould

    deliveralotofinformation.Wehadtobalancenavigationbetweenthoseuserswhoknewexactlywhat

    theywantedwiththosewhoneededguidance.Oursolutionwastocategorizeitemsfortheuserslike

    MichelleandVincewhileallowinguserslikeRodgertosearchforthecartheyaresuretheywant.

    WireframeDiagramsandFunctions

    Tobeginouranalysisforthewireframeswehadtocreateafewglobaldesignconstraints.Weallchose

    tokeepaconsistentleftplacingsearchoption,globalnavigation,andloginconstraints.Wedividedour

    wireframesintofourmajortemplatesbeginningwiththehomepageandendingwiththeindividual

    vehicle.

    HomePageThehomepagecategorizesbasedontheusermentalschemasandfunnelsusergroupsintorelevant

    viewcategories.

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    CategoryPage

    Afterselectingacategorytheuserseesalistofvehiclesthatassociativecharacteristicsthatmatchtheir

    usertype.Itprovidesalistingtosearchformorespecificvehicles.

    MoreDetailedListing

    Onceyouselectavehiclewithinthecategoryanotherlistingisgivenwithevenmorerecommendations

    basedonrelevancyofthespecificvehiclechosen.Italsoprovidesadditionaloptionstorefinethe

    search.

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    SpecificCar

    Afterallthesearchingtheuserwillendwiththefinalleafpagewherespecificdetailsaboutthecar

    chosenwillbelisted.

    WireframesReflection

    Overallasateamwewereprettyproudofouraccomplishmentswiththewireframes.Wewereableto

    satisfyMichelle,Vince,andRodgerbyallowingthemtochoosetheirmethodofsearchingwhileguiding

    themthroughanuncomplicatedprocesstosuccess.

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    UserTestingOverview

    ExecutiveSummary

    Rodger2wascompleted

    Methods1. SetupMeeting

    2. Reintroducedourselves

    3. Tooknotesandrecordedresponses

    4. Lettheusertellusabouttheprocess

    5. Askprobingquestions

    Results

    WefoundthattheuserwascuriousaboutthecategorizationandRodgeractuallyselectedsedanto

    search.Interestingsincewethoughthewouldsearchratherthanusecategorization.Hiscuriosityofthe

    categorieschosencausedhimabitofconfusionhoweverthiswasagoodtradeofftosatisfytheusers

    whoneededguidance.Theconfusionwasntgraveenoughtomeritconcernandin-factthepersona

    Rodgeraccuratelyguessedwhateachcategorywas.

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    UserTestingAnalysis

    Notes

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    -ForAudioRefertoAppendix-

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    UserTestingReflection

    1. Makearevisionofyourwireframes

    2. RevisedWireframes

    1. Newdiagram

    2. Summaryofchanges