Comprehensive Usability Study

The usability testing was conducted for the Australian Parliament House (APH) Shop website in April 2023. The primary objective was to identify usability and user experience issues related to navigation, findability, filtering, and the purchasing flow before the website’s official launch in May 2023. The website was tested by eight participants, with a focus on both desktop and mobile users, to ensure optimal usability and address any significant barriers to user satisfaction.

What

Ecommerce Platform

Category

UX Research, Usability Testing

When

April 2023

Project Brief

Problem Statement

The APH Shop website, designed to offer a seamless shopping experience, faced potential usability challenges in areas such as navigation, filtering, and categorization. These issues could hinder users from efficiently finding products, understanding the brand proposition, and completing purchases.

Customer Premises

The APH Shop website is associated with the Australian Parliament House and is expected to reflect professionalism, credibility, and user-friendliness. The website’s target audience includes professionals, families, and individuals interested in politics, architecture, and cultural institutions.

Business Goals

    • Ensure the website is user-friendly and free of significant usability issues.
    • Provide a seamless shopping experience to increase customer satisfaction and retention.
    • Establish the APH Shop as a credible and professional online store.
    • Enhance the brand’s reputation by offering a modern and sophisticated online shopping platform.

Project Goals

  1. Identify and resolve usability issues before the website’s launch.
  2. Improve navigation, filtering, and categorization to enhance user experience.
  3. Ensure the checkout process is straightforward and trustworthy.
  4. Gather user feedback to refine the website’s design and functionality.

Research Goals

  1. Understand user sentiment towards the website’s design, layout, and functionality.
  2. Identify negative user experiences related to navigation, filtering, and checkout.
  3. Highlight positive user experiences to reinforce effective design elements.
  4. Evaluate the website’s usability across desktop and mobile devices.

Methodology

The usability testing involved unmoderated sessions where eight participants completed seven predefined tasks. Participants shared their observations and thoughts during the tasks and answered survey questions afterward. The data was analyzed through lightweight video analysis and thematic analysis of survey responses.

Research Plan

    • Tasks:
      • View the homepage and share first impressions.
      • Find two medium-sized t-shirts.
      • Locate a memento from the Senate chamber.
      • Find a book for a child under $25.
      • Explore the return policy and locate the phone number.
      • Navigate the checkout process.
    • Metrics:
      • System Usability Scale (SUS)
      • Net Promoter Score (NPS)
      • SUPR-Q questions
    • Analysis:
      • Categorization of observations into positives, negatives, and insights.
      • Identification of recurring issues and isolated experiences.

Tha Participants

Target Demographics
Gender
60% Female, 40% Male
Age
30 to 40 years
Income Range
above USD 100,000 / annum
Education
At least university level
Industry
Architecture, Design, Politics

Participants Test Videos

User 1 - Desktop
User 2 - Mobile
User 3 - Desktop
User 4 - Mobile
User 5 - Mobile
User 6 - Desktop
User 7 - Desktop
User 8 - Desktop

Identified Issues

  1. Filtering Issues:
    • Confusion with the ‘Supplier’ filter on the Bookshop pages, as users expected it to list book publishers.
  2. Categorization Confusion:
    • Difficulty understanding the distinction between ‘Gifts’ and ‘Souvenirs’ categories.
  3. Brand Proposition Clarity:
    • A single tester reported that the niche of the Parliament Shop was unclear during their first interaction.
  4. Photography Issues:
    • Confusion caused by photos of multiple models, leading to uncertainty about whether the products were the same.
  5. Mild Cognitive Dissonance:
    • Users experienced mild cognitive dissonance with certain filters but managed to recover quickly.

Recommendations for Improvement

Improve Filtering Functionality:

      • Provide clearer labels and descriptions for filters, especially the ‘Supplier’ filter, to align with user expectations.

Clarify Categorization:

      • Redefine and better differentiate the ‘Gifts’ and ‘Souvenirs’ categories to improve user comprehension.

Enhance Brand Communication:

      • Clearly communicate the niche and brand proposition of the Parliament Shop on the homepage.

Refine Photography Usage:

      • Use consistent and clear product photography to avoid confusion about product variations.

Maintain Positive Elements:

      • Retain the modern design, user-friendly navigation, and professional checkout process, as these were well-received by testers.

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