The University of North Georgia

Usability Test

Names: Chris Campbell

Name: Katie Dolph

Michael Shoaf

Sydney Boozer

Digital Marketing 3760

Caroline Munoz, Ph.D

September 30, 2019

Website Objectives (List):
1. Increase product education
2. Generate sales
Scenario Tasks (List):
1.
a. It is Father’s Day and your dad is in need of a cooler. You noticed he prefers soft
coolers. He is very picky and wants a long strap, but one small enough to carry a
six-pack of beer, a day trip kind of cooler. You see that there is a description
under each product that gives its features and size to accurately choose which is
the best cooler for your dad.
b. Have users click the shop link, then banner links shown on the top of the
homepage
c. Find a soft cooler
d. Find one that matches your dad’s requirements
2.
a. You’re searching for the perfect Christmas gift for your 21-year-old nephew. You
know he likes Yeti products, so you have decided to select a product from their
website to order for him, however you can’t decide between getting him a cooler
or one of their other products.
b. Select four different products to compare before making your decision.
c. After making your selection, add the product to your cart and proceed to
checkout.
Demographic and Behavioral Summary: We interviewed 2 Males and 2 Females. The ages of
the males were 58 and 21. The ages of the females were 21 and 22. Only two out of the four
people we questioned had ever visited Yeti’s site before. The websites that were browsed and
visited by those interviewed: Shopping websites, Google, Facebook, d2l, conservative news
sites, and ESPN.
Home Page Impressions:
Most of the people interviewed liked the home page. There was a consensus that the homepage
was simple and visually appealing. Everyone agreed Yeti does a good job of promoting their
products. Most of the interviewees commented on Yeti’s homepage being very easy to navigate.
Overall, the homepage impressions were positive.
Task #1 Findings
All of the people interviewed were able to successfully complete task #1 in less than three
minutes. Everyone stated that the task was clear, straightforward and easy.
Effectiveness:
· One hundred percent of those interviewed were able to complete the tasks.
Efficiency:
· Time it took each person to complete task #1: 1:20, 1:55, 2:13, and 2:23. Average time
taken to complete task #1: 2:17
· Answers on ease for task 1: 1, 1, 1, 2. Average: 1
 · Answers to scaled question 1: 1, 1, 1, 1 Average: 1
. Answers to scaled question 2: 2, 2, 2, 1 Average: 2
. Answers to scaled question 3: 1, 2, 1, 2 Average: Split. Two averaged; both 1 & 2

Task #2 Findings
Effectiveness:
· All respondents were able to complete the task
Efficiency:
· Time it took each person to complete task #1: 2:25, 2:08, 4:14, and 6:20. Average time
taken to complete task #2: 4:06
· Answers on ease for task 1: 1, 2, 2, 4. The Average: 2
· Answers to scaled question 1: 2, 1, 2, 1 Average: Split. Two averaged; both 1 & 2
. Answers to scaled question 2: 2, 5, 3, 5 Average: 3
. Answers to scaled question 3: 1, 1, 1, 1Average: 1

Website Satisfaction
For the question about the likeliness to visit the website again in the future, all of them stated that
they would visit the website again but only to buy something, not for casual browsing. The
average answer was 1, very likely, to visit the website again. They all mentioned that they enjoy
the products that Yeti has to offer and would visit there in the future to purchase items.
The overall rating for this website was a 2 on a scale of 1-5, with 5 being the worst website ever
and 1 being the best. Chris’ interviewee mentioned that “the website was great, but not
excellent”. That prevented her from giving it a 1 on the scale, and it was the same across the
board.
What people seemed to like the most was how easy the website was to navigate. The horizontal
menu bar at the top made it easy for everyone to find the different kind of products and then the
drop-down menus for each of the products made it even easier to find out about the different
types of products offered for that specific type.
There was a general consensus that the compare method was the least liked thing about the
website. The icon for it was too small to see without really actively looking for it. Another point
that people made about the website was that the color scheme wasn't very appealing, and she
stated that it could deter her from staying on the website for too long.

Website Recommendations
One of the main updates that the Yeti website could do to really improve usability is to
increase the size of the compare buttons. Many of our users struggled to find the compare button
because of its size in comparison to the actual images. If you look at the average time it took to
complete task one versus the average time it took to complete task two, it took users
considerably longer to complete the second task. One of the people interviewed could not even
find the comparison button for a solid 2 minutes. Even when she was able to find it, it wasn't
very easy to compare multiple products at once. With the size of the compare button increasing
in size we believe that Yeti would be able to keep people on the website for a longer period of
time and even drive more sales. It would also create more satisfied customers because they will
be able to find the perfect product for them and reduce buyers remorse.
Another update that Yeti could consider is when you click a category, a page with all of
the products in that category pops up. Many of our respondents had a hard time comparing the
products, and they did not like that you had to pull up different pages to look at each product.
When the respondents had to shop for someone, they had to click on each individual product
rather than be able to scroll and see them all at once. Since they did not have this added feature,
it made the time spent on this task go up. Most of our respondents were frustrated that it took so
long to look at each product, so adding this feature would reduce the customer’s frustration. This
update would eliminate a major problem for Yeti’s website.
The final update that we came up with for Yeti to include to improve their website is the
color scheme of it. One of our people that were interviewed were completely put off by the dark
colors during the charcoal cooler promotion. Her image of Yeti is more for beach and nature, so
the recommendation that we would have for the company is to add more neutral colors, like
forest green or ocean blue. These colors create a calming feeling that will be more inviting to the
people visiting the website. The insertion of a little bit of yellow to give off a happy vibe would
only help keep customers on the website and even give off that beach vibe. Changing these
colors would increase time spent on the website and would create a more inviting experience for
the users.
One A/B test that could be conducted is to determine if the color scheme of the website
affects the bounce rates of customers. Site A should have a lighter color scheme while site B
keeps the darker color scheme that is already on the website. According to the interviews
conducted, a darker color scheme produced negative feedback. Conducting this A/B test will
allow Yeti to determine if the color scheme actually affects the bounce rate.
Another A/B test that we can run is the size of the compare button on the different
products. With website 1, we would leave the button as is, and with website two we would
increase the size of the compare button. This A/B test would allow Yeti to check if the easier
ability to compare items would lead to a better conversion rate.

APPENDIX

Sydney’s Individual Report

Demographic and Behavior Information

· Age: 22
· Gender: Female
· Occupation: Physical Therapy Aide, PT Student
· Hours online a week: around 9hrs
· What websites do they browse? Shopping (Women’s clothing), Google, Facebook
· Have they visited this website before/why/explain? Maybe once. No need to, Yeti is
expensive.
· Favorite websites: Google and Facebook

General Impressions of Home Page

Her general first impression of Yeti’s homepage was the user friendliness. It was effortless to
find all the products. She liked the simple design of the website. She loved the navigation banner
at the top. The very first thing she positively commented on was the big new product promoting
pictures. Overall, she was very impressed with Yeti’s homepage.
Task #1
She finished the task fairly quick with no issues. Completing the task was not a challenge and it
was easy to fulfill the requirements I gave her in the scenario. She was able to find everything in
the product description that gave her what she was looking for. It was pointed out that the drink
capacity of the cooler was included in the name of each cooler, which both of us did not realize.
This made finding the correct cooler even easier because she did not even have to click on the
product to know the capacity. This will help with decision making for all Yeti customers.
Effectiveness:
· The respondent completed the task
Efficiency:
· Amount of time it took to complete the task: 1 minutes and 55 seconds
· Answer to scaled question on ease: It was (2) somewhat easy to find the cooler of best
fit on a scale from 1, extremely easy to 5, extremely difficult.
· Answer to three scaled questions related to aspects of the task:
The product description/features are (1) extremely useful for finding exactly what you are
looking for on a scale from 1, extremely easy to 5, extremely difficult. It was (2)
somewhat easy to find the features/descriptions for each product looked at on a scale
from 1, extremely easy to 5, extremely difficult. She (1) strongly agrees that it was easy
to find a cooler of best fit by matching features/descriptions to given scenario
requirements on a scale from 1 strongly agree to 5 strongly disagree.

Task #2

This task was more time consuming, but she completed it. Comparing four products side by side
was a bit of a challenge at first. She found out after completing the task that there was an easier
way to compare products side by side. This was by using the compare feature at the top right of
every product listed. Instead of clicking back and forth finding the product being compared, it is
all under one screen. She wished that she had known this earlier and it would be one thing that
she would change about the website.
Effectiveness:
· The respondent completed the task
Efficiency:
· Amount of time it took to complete the task: 2 minute and 25 seconds
· Answer to scaled question on ease: It was somewhat easy to compare the products on
Yeti’s website on a scale from 1, extremely easy to 5, extremely difficult.
· Answer to three scaled questions related to aspects of the task: (2) Somewhat agrees
that it was clear where to locate the different types of coolers as well as other products on
a scale from 1 strongly agree to 5 strongly disagree. The ease of comparing products was
(2) somewhat easy on a scale from 1, extremely easy to 5, extremely difficult. After
 making the selection, it was (1) extremely easy to proceed to the checkout to purchase the
item(s).

Website Satisfaction
Answers to two scaled questions related to satisfaction: She is (2) likely to use the website again
on a scale from 1, very likely to 5, never again. Her overall rating of the website was (2) great on
a scale from 1-5 (1 being excellent and 5 being poor)
Answers to open ended questions: The navigation banner at the top of the screen was liked the
best in terms of overall website. What was liked the least was the difficulty in scrolling when
particularly looking at coolers. There is a scrolling glitch that makes you jump forward.

Katie’s Individual Report

Demographic and Behavior Information

Simply list your respondent’s answers to the following questions:
● Age: 58
● Gender: M
● Occupation: Professor at UNG- Military Science
● Hours online a week: 2 hours/day so 14 hours/week
● What websites do they browse: “Typically news sites or some shopping site such
as Amazon if I am looking for something specific.”
● Have they visited this website before/why/explain: “Maybe? but not consistently.
I know I have never bought something from their website though and honestly
don’t think I’ve ever even been on the website”. Why? “I have just never needed/
wanted to”.
● Favorite websites: Fox, Drudge, Breitbart- mainly conservative news sites

General Impressions of Home Page

When asked about his first impressions of the website, David said that it was very monotone. He
stated that it had greys and blues as its main colors and nothing too overly flashy or distracting.
He noticed that they did have the buttons for their social media website although he stated that he
didn’t really care to use that. He noticed who the website was for right away because of what he
called the marque. He stated, “I clearly understand that the site is for exploring and purchasing
the whole range of Yeti products. At least that is what I expect on here though I have not clicked
through the site”. He also stated that Yeti’s moto “built for the wild” stood out.
Task #1
He stated that it was easy to find the product he was looking for because he just had to click on
the cooler portion of the drop-down tab. The only thing he found confusing or at least didn’t
know exactly what he was looking for is the long strap. He stated tha long is relative and he
wasn’t sure how long the strap needed to be. He said he couldn’t find anything that fit just six
beers in it that also had all of the other requirements, but he did find one that fit eight which was
close enough.
Effectiveness:
· Did the respondent complete the task (Yes or No): YES
Efficiency:
● Amount of time it took to complete the task: 2 minutes and 23 seconds
● How easy was it to find the soft cooler of best fit? He answered: 1: Hit shop
button and specific category for soft coolers came up
● How easy was it to find the features/descriptions for each product looked at? He
answered: 1- four to five sentence description of each product. Actually, have the
dimensions of the products too so very specific.
● To what extent do you agree with this statement. It was easy to find a cooler of
best fit by matching features/descriptions to given scenario requirements. He
answered: 2- pretty easy the example of the long strap- appeared to have a long
strap but you would have to read the description. Long is relative.
● How would you rate the usefulness of the product description/features, in terms
of finding exactly what you are looking for? Very helpful- 2- have a good
description of what the use would be. This holds however many drinks it holds,
etc. allows you to narrow down
Task #2
In one of the first moments of the task David mentioned that he didn’t know how he could
compare the products of different categories. He said, “I don’t see a button that I can use to
compare different categories of products. I have to pick the type of product first before I can do
any comparison. I have to go back to shop and pick another category in order to compare
different products, but I can’t compare them between categories.” He made it clear that you
cannot look at different products simultaneously, but you can compare products in the same
category.
Effectiveness:
· Did the respondent complete the task (Yes or No) YES
Efficiency:
● Amount of time it took to complete the task: 4 minutes 14 seconds
● How easy was it to compare the products on Yeti’s website? His answer: 2- once you
knew the category that you wanted
● To what extent do you agree with this statement? It was clear where to locate the different
types of coolers as well as other products. His Answer: 1- strongly agree. Idk how it
could be much clearer
● Please provide a rating on the ease of comparing products of different categories. His
Answer: (5) very difficult. Have to go into a subcategory first before looking at
another one. Can’t pull up different ones at the same time
● After making your selection, how easy was it to proceed to the checkout and purchase your
item(s)? His Answer: 1. super easy right there.

Website Satisfaction
 ● How likely would you use the website again? His answer: 1- it was easy- don’t think I’d
buy something yeti right now, but I would feel confident that I could quickly find what I
was looking for if I needed to. (On a scale of 1 being extremely easy and 5 being
extremely difficult)
● Give an overall rating for this website. His answer: 2 (On a scale of 1 being extremely
easy and 5 being extremely difficult)
Answers to open ended questions (like most and list least)
● In thinking about Yeti’s overall website, what did you like the best? Best: I can go
from initially searching the site to finding the product categories I’m looking for with
very few clicks. Instantly it showed you the shop button. I didn’t have to wade through
a ton of ads to get to what I wanted. What made it easy was I could quickly get to what
I was looking for with the categories.
● In thinking about Yeti’s overall website, what did you like the least? Don’t like the
popup ads that try to introduce the new product. They are distracting. They are great if
I wanted that product but it’s distracting because I don’t want that product
● If you could change one thing about Yeti’s website, in regard to finding a product,
what would it be? I don’t know. It’s very straight forward getting me to where I want
to shop so I wouldn’t change anything. It gets me to the info I need quickly. I would
be curious to know if they had a discount or a sale on a product up front because that
would be helpful. That’s the only thing I think I would change about the site

Chris Campbell’s individual test

Demographic and Behavior Information
· Age: 21
· Gender: Female
· Occupation: Student, Nanny
· Hours online a week: around 25
· What websites do they browse? Netflix, YouTube, d2l, google flights
· Have they visited this website before/why/explain? Yes, she was shopping
· Favorite websites: Netflix, Google, YouTube

General Impressions of Home Page

Her first impression of the website was that the layout is very neat and organized. The dynamic
images really captivated her attention and she stated if she was browsing casually, they would
have caused her to click on them.
Task #1
She finished the task fairly quick with no issues. Completing the task was not a challenge and it
was easy to fulfill the requirements I gave her in the scenario. She was able to find everything in
the product description that gave her what she was looking for. The only desire for her was that
they included a brief description next to the product picture.
Effectiveness:
· The respondent completed the task with ease
Efficiency:
 · Amount of time it took to complete the task: 1 minutes and 20 seconds
· Answer to scaled question on ease: It was (1) Extremely easy to find the cooler of
best fit on a scale from 1, extremely easy to 5, extremely difficult.
· Answer to three scaled questions related to aspects of the task: The product
description/features are (1) extremely useful for finding exactly what you are looking for
on a scale from 1, extremely easy to 5, extremely difficult. It was (2) somewhat easy to
find the features/descriptions for each product looked at on a scale from 1, extremely
easy to 5, extremely difficult. She (1) strongly agrees that it was easy to find a cooler of
best fit by matching features/descriptions to given scenario requirements on a scale from
1 strongly agree to 5 strongly disagree.

Task #2

This task was rather easy as well, and she completed it swiftly. Comparing four products side by
side was a bit of a challenge at first, but it was more difficult choosing which products to
compare rather than actually comparing them. She found out after completing the task that there
was an easier way to compare products side by side. This was by using the compare feature at
the top right of every product listed. Instead of clicking back and forth finding the product being
compared, it is all under one screen. She wished that she had known this earlier and it would be
one thing that she would change about the website.

Effectiveness:
· The respondent completed the task
Efficiency:
· Amount of time it took to complete the task: 2 minute and 8 seconds
· Answer to scaled question on ease: It was somewhat easy to compare the products on
Yeti’s website on a scale from 1, extremely easy to 5, extremely difficult.
· Answer to three scaled questions related to aspects of the task: (2) Somewhat agrees
that it was clear where to locate the different types of coolers as well as other products on
a scale from 1 strongly agree to 5 strongly disagree. The ease of comparing products was
(2) somewhat easy on a scale from 1, extremely easy to 5, extremely difficult. After
making the selection, it was (1) extremely easy to proceed to the checkout to purchase the
item(s).

Website Satisfaction
Answers to two scaled questions related to satisfaction: She is Very likely to use the website
again on a scale from 1, very likely to 5, never again. Her overall rating of the website was (2)
great on a scale from 1-5 (1 being excellent and 5 being poor)
Answers to open ended questions: The navigation banner at the top of the screen was liked the
best in terms of overall website. What was liked the least was the missing description next to the
product picture, especially for the coolers.

Michael’s Individual Report

Demographic and Behavior Information
Simply list your respondent’s answers to the following questions:
• Age: 21
• Gender: M
• Occupation: College Student
• Hours online a week: 4 hours a day/ 28 hours a week
• What websites do they browse: “Usually ESPN for sports news or Amazon to shop.”
• Have they visited this website before/why/explain: “I have maybe once or twice.” Why? “I was
looking for a cooler for myself.”
• Favorite websites: ESPN, Fox news, Amazon

General Impressions of Home Page

When asked about his first impressions of the website, Alex said that it was dark. He stated that
it was very simple, and that he liked how simple it was. He noticed that they did a good job of
displaying their social media links. Alex noted that he could tell immediately who Yeti was
targeting by the pictures on the page. He liked the new charcoal products and noted that he liked
that the page was designed to show off the new products.
Task #1
He stated that it was easy to find the product he was looking for because he just had to click on
the cooler portion of the drop-down tab. He said it was hard to find the length of the strap, but
overall it was very easy to navigate.

Effectiveness:
Did the respondent complete the task (Yes or No): YES
Efficiency:
• Amount of time it took to complete the task: 2 minutes and 12 seconds
• How easy was it to find the soft cooler of best fit? He answered: 1: Hit shop
button and specific category for soft coolers came up
•How easy was it to find the features/descriptions for each product looked at? He
said it was very easy to find the features, and that they were very detailed.
•To what extent do you agree with this statement. It was easy to find a cooler of
best fit by matching features/descriptions to given scenario requirements. He answered: 1
– very easy
• How would you rate the usefulness of the product description/features, in terms
of finding exactly what you are looking for? Very helpful- 2
Task #2
At first, Alex said he did not know how to compare the products since there is not a
compare feature. He was very frustrated that he could not look at a product’s features side by
side.
Effectiveness:
Did the respondent complete the task (Yes or No) YES
Efficiency:
•Amount of time it took to complete the task: 6 minutes 20 seconds
•How easy was it to compare the products on Yeti’s website? His answer: 4
•To what extent do you agree with this statement? It was clear where to locate the
different types of coolers as well as other products. His Answer: 1- strongly agree.
 •Please provide a rating on the ease of comparing products of different categories. His
Answer: (5) very difficult.
•After making your selection, how easy was it to proceed to the checkout and purchase
your item(s)? His Answer: 1- very easy

Website Satisfaction
Answers to two scaled questions related to satisfaction
•How likely would you use the website again?
1.Very likely (2) likely (3) somewhat likely (4) not likely (5) never again
His answer: 1- very likely

•Give an overall rating for this website.

(1) excellent (2) great (3) good (4) okay (5) poor
His answer: 2
Answers to open ended questions (like most and list least)
In thinking about Yeti’s overall website, what did you like the best? Best: “I like how
simple it is to use (other than comparing products). I also like how it looks. It is very appealing.”
In thinking about Yeti’s overall website, what did you like the least? “I did not like that I
could not compare products.”
If you could change one thing about Yeti’s website, in regard to finding a product, what
would it be? “I would add a compare feature for the products because a lot of their products are
very similar, so it would help me make a decision on a product.