Web site evaluation Conducted for (The Client) By Information & Design October 17th, 1998

INFORMATION & DESIGN

www.infodesign.com.au
phone +61 3 9521 5123 fax +61 3 9521 5124

1998 Information & Design pty ltd

Contents
Contents ................................................................................................................................2 Introduction ...........................................................................................................................3 Summary...............................................................................................................................4 Recommendations ..................................................................................................................5 Detailed findings ....................................................................................................................6 Navigation .........................................................................................................................6 Functionality......................................................................................................................6 Feedback ...........................................................................................................................7 Language...........................................................................................................................7 Consistency........................................................................................................................8 Error prevention and correction ..........................................................................................8

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Introduction
Information & Design conducted a usability evaluation of (The Client's) web site on October 17th, 1998. The web site is located at: (client site URL) The site is intended for use by the general public, as an adjunct to (The Client's) shopfront activities. According to the Marketing Director, Mr (Client Name), the purpose of the site is to: Enhance customer perception of (The Client) Ensure an online presence in the face of similar moves by competitors Provide the potential to expand into overseas market Provide customers with the ability to order books online Provide an opportunity to inform people about books in which they may be interested, thus enhancing customer service and increasing sales.

This report presents the findings and recommendations arising from the evaluation. The reviewer spent 2 hours using the site, and evaluated it against a set of accepted measures (heuristics). Mr (Client Name) indicated that the site was developed on the assumption that the overwhelming majority of customers have monitors set to a resolution of 800x600 pixels, and the evaluation was carried out at that resolution.

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Summary
In the main, the web site is well presented and has a professional appearance. No broken links were found, and this indicates that an effective maintenance strategy is in place. The site appears to contain most of the information a customer would require. However, there are several usability issues which should be addressed if the site is to achieve its goals. There are five primary issues: 1. Navigation is difficult. Customers are not presented with a clear indication of the current location, and it is easy to become lost. 2. Several graphic files are very large (some pages contain approximately 75Kb), which means that pages will take a long time to download unless customers have very fast internet access. Experience and testing has shown that customers have very little patience with long download times. 3. The Search facility is inadequate. In addition, the Quick Search facility is not tied visually to the Expert Search facility. Customers who use the Quick Search may never become aware that a more detailed search facility is available. For such a site, the ability to search is crucial. 4. Several buttons (such as Search in the Expert Search screen) are below the fold. That is, it is necessary to scroll to reach them. The layout is such that it is not always apparent to the customer that it is necessary to scroll in order to reach these buttons. 5. It is difficult for newcomers to make a purchase, since there is no clear indication that they must become members to do so. The process of becoming a member is also difficult, and in our opinion represents an unnecessary hurdle. Error messages in this area are poor. Each issue is discussed in the body of this report, and recommendations are made for addressing them.

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Recommendations
This report recommends addressing each of the issues identified. Many of the issues can be resolved or at least improved without major re-design. However, it is recommended that: An extensive re-design of the Search facility be undertaken The requirement for customers to become members before purchasing is reconsidered. In our opinion, this requirement presents an unnecessary hurdle.

In addition, it is strongly suggested that usability testing be undertaken, since no other form of evaluation is as effective at uncovering problems encountered by actual customers. Such usability testing need not be an expensive, time-consuming or difficult undertaking, and will be likely to provide additional data which will aid in improving the site. Information & Design would be pleased to assist in this regard.

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Detailed findings
The following pages contain detailed findings. A copy of a checklist used as part of the evaluation process is contained at the end of the report on page 9. A severity rating has been assigned to each issue, depending on the probable impact on customers.

Navigation
Navigation refers to the ability to find ones way within the web site. Navigation is particularly important on the internet, since people easily become lost. It is also crucial to support navigation because of the ease with which customers can switch to a competitor site.
Issue the Quick Search facility is not tied visually to the Expert Search facility. Customers who use the Quick Search may never become aware that a more detailed search facility is available. The current location is not always clear. Recommendation Place the two search facilities together. Consider not having two different search types. A single search could provide both functions. Consider providing one or more examples of how to use the search. Use the Navigation bar (which is always available) to provide this feedback. This can be done by shading or otherwise changing the visual appearance of the current location element on the Navigation bar, or by providing a specific You are Here indicator at all times. Provide a meaningful title on each page. Use the main company logo, at the top left of the screen, to provide a link to the Home page. This is much more visible and is also more consistent with general practice on the web. Consider adding the word Home immediately below the logo also. Provide a link from the home page. Severity Critical

High

It is not clear how to return to the home page. The small company logo is on the top right side of the screen provides this function, but it is in a dead spot visually.

High

Account information is not available from the Home page.

Medium

Functionality
Functionality refers to the support of all the activities which may be carried out on the site.
Issue It is necessary to scroll to reach the Search, Next & Prev buttons on many screens. Recommendation Improve the layout to avoid the necessity of scrolling. Where scrolling is unavoidable, provide a clear visual cue to indicate that there is more information below. Severity Critical

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Control
Customers should feel that they are always in control of the interaction.
Issue If a non-member attempts to purchase a product without signing up for membership, the attempt is rejected without adequate explanation of what has occurred. The Home page is 75kB, and several others are larger than 60kB. Recommendation Provide an explanation of what has occurred. If possible, allow non-members to purchase, since this requirement appears to represent an unnecessary hurdle. Reduce the file sizes. It appears that graphics have not been optimized this can be readily done in most professional (and many shareware) graphic packages. Resolving this issue requires design effort. Information & Design would be pleased to assist in this regard. Provide text links (usually at the bottom of the page) to match all graphic links. Severity Critical

Critical

The process of becoming a member is extremely awkward. Graphic links are not always available as text links. Many customers click ahead without waiting for graphics to loadlack of provision of text links prevents this.

Critical

Low

Language
It is important to speak the language of your customer, in order to prevent confusion and frustration. (No issues identified in this area.)

Feedback
Feedback refers to the provision of information about what is happening at any time.
Issue Mandatory fields are not indicated on the order form. Recommendation Indicate clearly which fields are mandatory. It is common practice on the web to use an asterisk (*) to indicate mandatory fields. Severity Medium

There is no facility for customers to receive email feedback

Medium

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Consistency
It is important to use language and visual cues in a manner that is both internally consistent and consistent with general practice, so that customers do not have to learn any new techniques in order to use the site successfully.
Issue Links do not always match the titles of the pages to which they refer. Many catalogue names in links are different to the names of the actual catalogue sections. For example, Childrens Books leads to a page called Kids Visited links do not change colour. Many customers rely on this to support their navigation through the site. Recommendation Match all links to the linked page titles. Severity Low

Use standard link colours.

Low

Error prevention and correction

Errors should be prevented from occurring in the first instance wherever possible. When errors do occur, it is important to provide clear explanations of what has happened, and clear instructions for how to recover.
Issue Many unnecessary errors occur. For example: If customers order out-of-stock items, an error occurs when they attempt to conclude the payment. If a search returns zero hits, an error message is returned. The credit card number field does not allow spaces. No help is available for error messages. If an error cannot be resolved during the interaction, at least provide contact details so the customer can report the issue for resolution. Examine all error messages with a view to improving the wording and advice given. Provide clear exit points (at least to the Home and Feedback pages) on all error messages. High Recommendation Examine all error messages with a view to reducing the possibility of their occurring. Resolving this issue may require further design effort. Severity High

Error messages do not describe what action is necessary. For example: Search returned zero items Error messages do not always provide a clear exit point For example, the Search returned zero items has no exitthe customer must use Back on the browser to back out.

High

Medium

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Checklist
This checklist was used as an aid to the evaluation process. Blank copies of the checklist are available free of charge from our web site at: http://www.infodesign.com.au/forms You may wish to use such checklists for future in-house evaluations.

Navigation
Always There is a clear indication of the current location There is a clearly-identified link to the Home page All major parts of the site are accessible from the Home page If necessary, a site map is available Site structure is simple, with no unnecessary levels If necessary, an easy-to-use Search function is available

Compliance Sometimes Never

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Notes Navigation bar is always available, but does not indicate current location. Link is on RHS; main logo is not a link Account info not available Not applicable Account information is hard to find Quick Search available, but no clear link to Expert Search; When zero search results are returned, there is no facility to re-search.

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Functionality
Always All functionality is clearly labelled All necessary functionality is available without leaving the site No unnecessary plug-ins are used

Compliance

Sometimes

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Never

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Notes Search button, Next & Prev buttons require scrolling to reach

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Control
Always The user can cancel all operations There is a clear exit point on every page Page size is less than 50kB/page All graphic links are also available as text links The site supports the users workflow All appropriate browsers are supported

Compliance

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Sometimes

Never

Notes Shopping trolley has no exit point for non-members. Main page is 75kB, several others greater than 60kB Navigation bar links not available Generally yes, non when becoming a member

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Always

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Compliance

Language
The language used is simple Jargon is avoided

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Sometimes

Never

Notes

Feedback
Always If necessary, online help is available It is always clear what is happening on the site Users can receive email feedback if necessary All feedback is prompt Users are informed if a plug-in or browser version is required Users can give feedback via email or a feedback form

Compliance

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Sometimes

Never

Notes Lack of navigation causes confusion at times; mandatory fields not indicated on order form No facility

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Consistency
Always Only one word or term is used to describe any item Links match titles of the pages to which they refer

Compliance

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Sometimes

Never

Notes Many catalogue names in links are different to the names of the actual catalogue sections. For example, Childrens Books leads to a page called Kids Visited links do not change colour

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Compliance

Standard colours are used for links and visited links Terminology is consistent with general web usage

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Always

Error prevention and correction

Errors do not occur unnecessarily

Sometimes

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Never

Notes Out-of-stock orders lead to an error; typing text in ISBN field returns zero hits instead of validating; credit card field dos not allow spaces Gen. no help available; e.g. Search returned zero items

Error messages are in plain language Error messages describe what action is necessary Error messages provide a clear exit point Error messages provide contact details for assistance

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Compliance Always Sometimes Never

e.g. Search returned zero items has no exit - customer must use Back on browser

Visual clarity
The layout is clear There is sufficient white space All images have ALT text assigned Unnecessary animation is avoided

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Notes Several screens are cluttered; ALL CAPITALS are used on some pages Patchy. At a guess only about 50% have ALT text Animated email icon is distracting and may annoy

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