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Measuring the User Experienceof Fashion Web Stores onTablet Devices
www.userzoom.com
MOBILE BENCHMARK STUDY
Brands tested
Introduction
Mobile study details
A brief overview of mobile commerce landscape in the U.S.
• 200 women.• Use tablets and smartphones in their daily life.• Regularly purchase apparel and accessories on their tablet or smartphone.
Study design
Results of the mobile commerce study
Participant profile
• This was a task-based remote usability testing study.• All users were required to perform 3 purchase related tasks on their tablet.• All users were randomly assigned tasks on 1 out of 4 fashion websites.
2
Table of contentsMOBILE BENCHMARK STUDY
Content
Mobile commerce
Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY
People are gettingprogressively more
comfortable withmaking purchases
on mobiledevices.
Frequency of Purchase on Mobile Devices
Weekly
13%
Monthly
Daily
20%Less thanmonthly
37%
29%
4
How do users expectmobile websites to perform?Users expect mobile sites to perform as well as the desktop ones. 61% of users said that poor performance will make them less likely to visit a mobile site again.
Sadly, increased customer comfort with mobile purchases has not affected how mobile websites perform. Most sites do not support users in completing their transactions, with most sites having a success rate of just 61%.
http://www.nngroup.com/articles/mobile-usability-update/
40% failure rate implieslost user base that is unlikelyto re-visit your mobile site!
7
8
Mobile commerce landscape in the U.S.MOBILE BENCHMARK STUDY
http://www.gomez.com/mobile-readiness-instant-test/http://www.nngroup.com/articles/mobile-usability-update/
38-75%
58%
59%
Task completion rate using mobile web ranges from 38% to 75%
Mobile device users expect sites to perform as quickly as a desktop website.
Mobile task success rates are 59%, lower than regular desktop websites that have an approx. 80% success rate.
61% said that poor performance would make them less likely to visit a mobile website again!
It is more important to have a good user experiencethan merely a mobile optimized site or a mobile App.
61%
The state of mobile user experience today
17
Study designMOBILE BENCHMARK STUDY
About remote unmoderated task-based usability testing
In a task based study, users are asked to follow through on task scenarios, such as “search for and add an item to cart,” that resemble actual actions that a user might perform on the website.
A task’s success is usually validated in two ways:
Validation by question: The task is considered successful if users answer a task related question correctly.
Validation by URL: The task is considered successful if users are able to reach the correct page or URL.
•
•
•
•
In the research study presented here, we have tasks that are validated by question and by URL. •
18
Study designMOBILE BENCHMARK STUDY (TABLETS)
Participants
Tasks
Brands
Frequent mobile shoppers
1
Buy a black dressfor a party, the one you like
the most.
2
+ +
Buy a necklaceand find out what it is made of.
(necklace details provided).
3
Find Informationabout return policy in order to return
a product purchased online.
200 25 - 45 yrs.
42% Success
Not easy to sort by color. Users could only sort by price.
52% Success
Clear sort by size and
color options.
25
What do users care about?Users appreciate the ability to narrow search by color, size & price.
Task 1 resultsMOBILE BENCHMARK STUDY (TABLETS)
What did users say?
27
“I was being forced to enter a lot of personal information before I got to the payment details page.”
“Wish they had more pictures of the clothing from different angles.”
“It takes a very long time to enter payment information on a tablet without a full keyboard. It was also difficult to find a black dress I liked in a size 10/m.”
“It’s probably easier on a computer, but on a mobile device it was very slow, I had to hit the buttons several times, and my keyboard would pop in and out.”
Task 1 resultsMOBILE BENCHMARK STUDY (TABLETS)
28
Lessons learned….
Users struggled to find product information related to purchasing a black dress. The best performing brands were White House Black Market and Kenneth Cole.
Users care about finishing the process quickly and putting in as little information as possible.
The most important up-front pieces of information that users care about are price, size, colors, product images and the ability to zoom in and out.
Users prefer to browse and checkout quickly
Price, size, color, images and zoom arethe most important aspects of browsing andselecting products
SORT
SIZE
COLOR
$60.00
Task 1 resultsMOBILE BENCHMARK STUDY (TABLETS)
32
Look for this necklace* that goes with your dress and continue to checkout.
*Users were provided with specific details of the necklace that they had to look for.
Websites with clear product description had higher ease of use ratings.
WHBM
6.2
Bebe
6.3
Guess
5.4
Kenneth Cole
6.4
7
1
2
3
4
5
6
0
Ease of use rating White House Black Market had 93% success and 6.2
ease of use ratings.
Guess had 51% success and 5.4
ease of use ratings.
Ease of use rating
MOBILE BENCHMARK STUDY (TABLETS)
Task 2 results
6.2/7 Easeof Use Rating
Product materials clearly listed.
5.4/7 Easeof Use Rating
Vague product description.
33
What do users care about?
MOBILE BENCHMARK STUDY (TABLETS)
Task 2 results
Users appreciate short descriptions that include length, color and product material.
38
Look for information on returning an item purchased ONLINE and whether there’s an associated cost.
WHBM
94% 82%
Bebe
86% 69%
Guess
76% 40%
Kenneth Cole
73% 67%
100
50
0
Success Rate 76% of users on the Guess website
reached the correct product page while only 40% of them could find info on
return policy.
Success rate
Found the return policy page Found the correct return policy information
For this task users were asked to note information about what the return policy for an online purchase was. The dark bars in the graph show the percentage of users who found the correct page. The light bars show the percentage of users who found the correct information on that page. The percentage difference indicates that users couldn’t find the information even though they were on the correct page.
MOBILE BENCHMARK STUDY (TABLETS)
Task 3 results
82% Success
Clear online purchase return information.
40% Success
Too much information to
parse through.
40
What do users care about?Users appreciate clearly formatted return policy information.
MOBILE BENCHMARK STUDY (TABLETS)
Task 3 results
Find information about returnsBuy a black dress Buy a specific necklace
73%
91%
28%
100
80
60
40
20
0
Is the search function important
for tablets?Users do use the search function on their tablets.
47
Other interesting results and observationsMOBILE BENCHMARK STUDY (TABLETS)
53
Overall NPS
While all brands have a positive NPS, White House Black Market has the highest with 26.
10.71% 32.14% 57.14%
30% 40% 30%
30% 40% 30%
29.73% 24.32% 45.95%
26
22
22
2
Detractors Passives Promoters
Other interesting results and observationsMOBILE BENCHMARK STUDY (TABLETS)