Usability Testing – Lasoo

Comprehensive Usability Study

The usability study for Lasoo’s website and app was conducted in October 2022 with 16 testers. The study aimed to evaluate the overall user experience, identify usability issues, and provide actionable recommendations. Testers generally had a positive experience, describing the platform as professional, clear, and easy to understand. The System Usability Scale (SUS) score was 87.89, significantly above the web average of 68, indicating excellent usability. However, some issues related to navigability, findability, and user expectations were identified.

What

Ecommerce Platform

When

Oct 2022

Project Brief

Problem Statement

Lasoo are currently rebuilding their platform introducing new functionalities as well as overall improvements with major focus on:

- ability to compare products across multiple sellers
- ability to purchase on Lasoo rather than going out to retailers
- enhanced personalization

Customer Premises

- This research is aimed to uncover usability issues and identify pain points in user experience
- Prepare and present a comprehensive report of the research conducted and its results in a formatted manner
- Prepare and prioritize backlog of future enhancements

Business Goals

- Platform reach
- Expand monthly user visits & increase returning users
- Maximize monthly e-commerce transactions & average transaction value
- NPS growth

Project Goals

This project is divided into 2 waves.

WAVE 1

- Lasoo signup, login and onboarding
- personalized content for users
- product search and browsing
- range of products, categories, information and variety

WAVE 2

- User confidence and trust
- purchase decisions and availability of alternates
- transactional interaction with a specific product on Lasoo

Methodology

- Participants: 16 testers (8 app users, 8 mobile website users).
- Method: Unmoderated video recordings and written surveys.
- Objectives:
  - Identify major UX issues.
  - Measure usability of the Lasoo app and website on mobile browsers.
  - Compare results with tests conducted in May/June 2022.
- Tasks:
  1. First impressions.
  2. Understanding Lasoo’s purpose.
  3. Exploring product categories.
  4. Finding specific products.
  5. Organizing food.
  6. Completing the checkout process.

Research Goals

- Can the users easily complete signup and onboarding?
- Was the content shown to the user personalized?
- Were the users able to find products via search or browsing or categories or other methods?
- Were the users aware of personalization settings and able to update them?
- Were the users satisfied with the range of products and their variety?
- Were the users satisfied with the information provided about the products?
- Were the users able to add products to their carts, wish list etc.
- Were there any alternate products available
- Was the user able to complete the transaction on Lasso?

Research Plan

The research will be conducted with pre-designed tasks given to separate individuals. These individuals will perform these tasks and record their screens while expressing their feelings verbally. These tasks will include:

- Signup, Login and Onboarding
- Browsing & searching
- Wish listing and adding items to cart
- Purchasing
- Locating a specific store and comparing alternates
- Comparing and evaluating products

Tha Participants

	Target Demographics
Gender	80% Female, 20% Male
Age	35 to 55 years
Income Range	USD 20,000 to 80,000 / annum
Education	At least high school
Tech Literacy	Average to good

Participants Test Videos

Identified Issues

Navigability and Findability:

- Difficulty filtering search results by product specs and details.
- Confusion caused by unexpected product categorization (e.g., “Smart Watch” under “Jewellery”).
- Excessive scrolling required on the website.

Redirection to External Websites:

- Users were redirected to external retailer websites, often landing on homepages instead of specific product pages.
- This disrupted the mental model of Lasoo as a standalone shopping platform.

Transparency and Information:

- Lack of visible original and marked-down prices for all items.
- Absence of product reviews from other consumers.

App Instability:

- Mild disruptions observed during video recordings, though they did not prevent navigation.

Recommendations for LASOO

Homepage Improvements:

- Reorganize content to feature well-known and trusted retailers prominently.
- Minimize scrolling by optimizing content layout.

Product Information:

- Display original and discounted prices for all products.
- Include product reviews to enhance transparency and trust.

Category Organization:

- Revise product categorization to align with user expectations.

Redirection Experience:

- Ensure users are redirected directly to the product pages on external websites.

App Stability:

- Address app instability issues to improve user perception of the brand.

Out-of-Stock Products:

- Disable the “+Add to Cart” button for out-of-stock items and inform users upfront, preferably on the products page.

Conclusion

The Lasoo usability study highlights significant improvements in user experience compared to earlier tests. While the platform is generally well-received, addressing the identified issues will further enhance usability and user satisfaction. Implementing the recommendations will help Lasoo solidify its position as a trusted aggregator of deals and bargains.