Group Expert Review

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Group Expert Review: Ting Website

Doha Hindi, Jonathan Levy, Melissa Moore (HF 750)
Bentley University
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Table of Contents
Executive Summary 3
Executive Summary (cont’d) 4
Background and Methodology 7
Measurements 7
Nielsen and Molich’s Heuristics 7
Visibility of system status 8
Match between system and the real world 8
User control and freedom 8
Consistency and standards 8
Error prevention 8
Recognition rather than recall 8
Flexibility and efficiency of use 8
Aesthetic and minimalist design 8
Help users recognize, diagnose, and recover from errors 8
Help and documentation 9
Jeff Rubin’s Severity Scale 9
Expert Review 9
References 28
3
Executive Summary
Ting, an internet service provider, would like to identify key usability issues in their website
to inform design strategy and increase conversion rates. 55B, an experience design and
research team from Bentley University, ran individual expert reviews followed by a collective
group expert review to identify potential problem areas in the site. Issues were categorized
using Nielsen and Molich’s 10 Heuristics (Nielsen, 1994) and Jeff Rubin’s severity scale (Sauro,
2013). A full usability study with users representative of Ting’s primary and potential audience
will follow to reveal the audience interpretation of the Ting website experience.
Below is an executive summary table highlighting key usability issues. The Heuristic Review
section will delve deeper into each of the problem areas, explaining why they are problematic
along with the heuristics they violate, reference images, and recommendations.
Irritant Moderate Severe Unusable Total
Information 3 1 4
Architecture
Navigation
Visual Design 1 1 2 4
Content 3 3
Task Flow 1 1 2
Labeling/copy 2 2 4
Total 7 2 7 1 17
Task 1 Task 2
Findings 5 12
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Executive Summary (cont’d)

Below is a summary of the usability issues categorized by severity and category. Each of
the issues are linked/bookmarked to their respective sections in the document, which contain
reference pictures, heuristics, and recommendations.
1- IRRITANT
Information Architecture
● Lack of call-to-action: The top hero section lacks a call to action for either sign up or to
validate an address for service. This may be intentional to promote exploration of the
site but the user will need to scroll to determine what they can do which could hinder
conversion rates and lengthen time required to sign up.
● Duplication of “Check Address” button: The “Check your address” button serves the
same function as the feature listed in the hero section.
● Clear communication and validation: Once an order is completed the user is brought to
the final page notifying them that they’ll receive communication within 72hrs for
finalizing their Ting setup and scheduling an installation visit. However, the user is not
given an order confirmation code or told if they should receive an email as a receipt of
payment.
Labeling/Copy
● Confusing, uncommon terms: New customers may not know the difference between
Internet jargon terms e.g., "fiber" and "gigabit" which show up frequently on the
homepage and throughout the site, pointing to potential issues around understanding
and comprehension. There are also more business facing IT terms like SLA and
symmetrical that add to the confusion.
● Odd phrasing: The top line of the checkout page reads “Ting Internet is ready” which
seems odd when the action here is to configure an order. Customers may wonder what
the meaning of this is.
Visual Design
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● Radio button for filling: On the billing page, various credit card types are shown
selected with a radio button. This type of feature is normally reserved for selecting a
single choice out of multiple options. Here, the user may think they have already made a
selection or that there is an alternative option they cannot see.
Task Flow
● Simplify billing entry: At checkout the user is required to enter in what might be
considered redundant information. For location, the form requires address, city, state,
and zip. By reducing the amount of inputs required, checkout could be faster for the
user.
2- MODERATE
Information Architecture
● Unorthodox organization of cities: Ting’s serviceable areas are listed in alphabetical
order but based on city and not state. The city imagery used is illustrative but might be
difficult to recognize as they are more caricature than photo real.
Visual Design
● Order confirmation visual contrast: On the page prior to placing an order, the user is
presented with all the items they will order combined with the itemized prices and total.
Unfortunately the way the information is displayed it takes extra effort to scan all the
text in order to find the order total and separate out the various pieces of information.
3- SEVERE
Visual Design
● Hidden Streaming Costs: When a user adds a streaming service to their order, the
pricing does not change. Ting won’t be billing them directly therefore Ting does not
count this as part of the purchase. However, the user may see the order total and not
realize that there are additional amounts to be paid later. The customer may be
surprised when additional bills come and the amount is vastly different than what they
thought or budgeted for.
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● Streaming service not completed at checkout: Ting has partnered with Youtube TV and
Sling however Ting does not offer direct billing even though it appears streaming
packages can be added at checkout. The box can be checked for either company, but
users will still need to visit that streaming service’s website to finish the sign-up process.
This could lead to confusion at checkout where the user may think their order is
complete and they only need to wait for the streaming device to be setup during
installation.
Content
● Abrupt Checkout: After validating their address, the customer is immediately taken to
checkout. This is problematic because people cannot make meaningful choices nor feel
confident in their purchases. Prospective customers are at greater risk of abandoning
the site due to lack of brand trust, considering Ting is not as widely known or recognized
as more established brands such as AT&T.
● Compatible Router: When purchasing an Internet plan, customers have the option to
use the Ting Internet router or their own router. If a customer wants to use their own
router, they need to confirm the router is "802.11.ac capable". In addition to lack of
guidance, it is also unknown what the repercussions are if the customer wants to switch
when they discover their own equipment does not work the day of installation.
● Streaming Comparison: Although the checkout aesthetic is minimal with low visual
clutter and few bullet points, users may not know the content differences between the
two streaming packages. Unfortunately, if users want more detail they will need to
leave the page and search for either streaming package through Google or another
search engine. This will add additional time, especially if the information needed is
buried on the other sites and could cause cart abandonment.
Labeling/Copy
● Can’t rent wifi extender: Users may wonder why they can rent the router but not rent
the extender. This may add to buyer apprehension if they assume that they will be stuck
with equipment they don’t need.
● Wifi extender no trial: For customers that have a home that is on the border of
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1200sqft they may not know exactly if they need an extender or not. If they realize after
installation an extender is not needed and they paid for one they will have paid for
equipment they do not need. This is similar to the earlier issue but is less severe as the
customer would still have access to internet.
4 - UNUSABLE
Task Flow
● Forced Account Creation: Customers are prompted to create an account in the middle
of the checkout. This violates the heuristic, Match Between System and Real World
because information is not presented in a natural or logical order. If the system requires
customers to create an account in the middle of checkout without the option to skip,
customers will likely abandon the transaction. There is also no way to reverse steps/go
back to edit details in the order.
Background and Methodology

Each member of our 3-person team, 55B, conducted an individual expert review to
identify potential usability issues and recommendations to improve the Ting website
(https://ting.com/) and the checkout experience on their prototype (Ting, 2020). During an
expert review, a usability professional utilizes their domain-specific knowledge and prior
experience to evaluate an interface from the perspective of a prospective user. In this review,
we will outline the collective key findings and recommendations with supporting images for
reference.
Measurements
In this review, usability issues were categorized and rated on severity based on two
frameworks: Nielsen and Molich’s 10 Heuristics (Nielsen, 1994) and Jeff Rubin’s severity scale
(Sauro, 2013). Each of the measurements are detailed below.
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Nielsen and Molich’s Heuristics

Nielsen and Molich, usability professional and human-computer interaction professional,
developed the 10 Usability Heuristics for User Interface Design, a well-established set of
guidelines for interaction design (Nielsen, 1994).
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Heuristic Definition
Visibility of system status The system should always keep users informed
about what is going on, through appropriate
feedback within reasonable time.
Match between system and the real world The system should speak the users' language, with
words, phrases and concepts familiar to the user,
rather than system-oriented terms. Follow real-
world conventions, making information appear in
a natural and logical order.
User control and freedom Users often choose system functions by mistake
and will need a clearly marked "emergency exit"
to leave the unwanted state without having to go
through an extended dialogue. Support undo and
redo.
Consistency and standards Users should not have to wonder whether different
words, situations, or actions mean the same thing.
Follow platform conventions.
Error prevention Even better than good error messages is a careful
design which prevents a problem from occurring
in the first place. Either eliminate error-prone
conditions or check for them and present users
with a confirmation option before they commit to
the action.
Recognition rather than recall Minimize the user's memory load by making
objects, actions, and options visible. The user
should not have to remember information from
one part of the dialogue to another. Instructions for
use of the system should be visible or easily
retrievable whenever appropriate.
Flexibility and efficiency of use Accelerators— unseen by the novice user — may
often speed up the interaction for the expert user
such that the system can cater to both
inexperienced and experienced users. Allow users
to tailor frequent actions.
Aesthetic and minimalist design Dialogues should not contain information which is
irrelevant or rarely needed. Every extra unit of
information in a dialogue competes with the
relevant units of information and diminishes their
relative visibility.
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Help users recognize, diagnose, and Error messages should be expressed in plain

recover from errors language (no codes), precisely indicate the
problem, and constructively suggest a solution.
Help and documentation Even though it is better if the system can be used
without documentation, it may be necessary to
provide help and documentation. Any such
information should be easy to search, focused on
the user's task, list concrete steps to be carried out,
and not be too large.
Jeff Rubin’s Severity Scale

The severity of issues in this review were rated using Jeff Rubin’s severity scale (1- irritant,
2- moderate, 3- severe, 4- unusable), defined below (Sauro, 2013):
1. Irritant: The problem occurs only intermittently, can be circumvented easily, or is
dependent on a standard that is outside the product’s boundaries. Could also be a
cosmetic problem.
2. Moderate: The user will be able to use the product in most cases, but will have to
undertake some moderate effort in getting around the problem.
3. Severe: The user will probably use or attempt to use the product here, but will be
severely limited in his or her ability to do so.
4. Unusable: The user is not able to or will not want to use a particular part of the product
because of the way that the product has been designed and implemented.
Expert Review
Problem Description #1: CONFUSING TERMS
New customers may not know the difference between Internet jargon terms e.g., "fiber" and
"gigabit" which show up frequently on the homepage and throughout the site, pointing to
potential issues around understanding and comprehension. There are also more business facing
IT terms like SLA and symmetrical that add to the confusion.
Task: Using the Ting website, see if Ting is available at your home address using 500 Lexington
Ave, Unit 30, 22902, Charlottesville, VA.
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Figure 1
Confusing terms on the homepage and checkout section.
Severity: 1 - Irritant
Heuristic: Match Between System and Real World, User Control and Freedom
Category: Labeling/copy
Recommendations:
● Position the language based on what customers find most important in Ting's
offerings
● Use plain, simple language to be more inclusive of customers who may have
little-to-no knowledge of internet/terms to describe internet
Problem Description #2: Lack of call to action

The top hero section lacks a call to action for sign up or validating an address for service. The
user will need to scroll to determine what they can do which could hinder conversion rates and
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lengthen time required to sign up.
Figure 2
Reference image for lack of call to action
Heuristic: Flexibility and efficiency of use
Category: Information Architecture
Recommendations:
● Add a button or actionable function up top to sign up or convert customers.
Problem Description #3: Unorthodox organization of cities

Ting’s serviceable areas are listed in alphabetical order but based on city and not state. The city
imagery used is illustrative but might be difficult to recognize as they are more caricature than
photo real.
Figure 3
Reference image for Unorthodox organization of cities
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Severity: 2 - Moderate
Heuristic: Recognition rather than recall
Recommendations:
● Use more recognizable features to compare locations such as state outlines or a
country map with pins. At minimum use an organization structure that is more
familiar such as listing states alphabetically with associated cities underneath.
Problem Description #4: Duplication of “Check Address” button

The “Check your address” button serves the same function as the feature listed in the hero
section.
Figure 4
Reference image for Duplication of “Check Address” button
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Heuristic: Consistency and standards
Recommendations:
● Remove the “Check your address button” from the top when there is a duplicate
action already listed within the page which will limit potential for confusion.
Problem Description #5: ABRUPT CHECKOUT

After validating their address, the customer is immediately taken to checkout. This is
problematic because people cannot make meaningful choices nor feel confident in their
purchases. Prospective customers are at greater risk of abandoning the site due to lack of brand
trust, considering Ting is not as widely known or recognized as more established brands such as
AT&T.
Figure 5
Reference image for abrupt checkout experience
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Severity: 3 – Severe
Category: Labeling/Copy
Recommendations:
● Provide a shopping cart to afford more user control and autonomy in the
shopping experience.
● Show all the plans being offered in the area to optimize and support decision-
making before directing users to the checkout.
Problem Description #6: Odd phrasing

The top line of the checkout page reads “Ting Internet is ready” which seems odd when
the action here is to configure an order. Customers may wonder what the meaning of this is.
Task: Configure your order by adding a streaming service and the necessary equipment.
Figure 6
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Reference image for Odd phrasing
Severity: 1 – Irritant
Category: Labeling/Copy
Recommendations:
● Change the description to something along the lines of “Configure your internet
plan” or “Setup your Ting fiber system”.
Problem Description #7: COMPATIBLE ROUTER

When purchasing an Internet plan, customers have the option to use the Ting Internet
router or their own router. If a customer wants to use their own router, they need to confirm the
router is "802.11.ac capable". The website highlights "802.11ac" in blue, suggesting a link for
Help and Documentation on the topic. While the article explains what "802.11ac" is, the article
does not explain to a customer how they can determine whether their router is 802.11ac
compatible or what steps they need to take. Users may likely seek this information elsewhere if
they cannot find it easily on the site or give up trying out of fruitless effort and frustration.
In addition to lack of guidance, it is also unknown what the repercussions are if the
customer wants to switch when they discover their own equipment does not work the day of
installation.
Figure 7
“Use your own compatible router”
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Heuristic: Help and Documentation
Category: Content
Recommendations:
● Provide a guide or list router models that a customer can reference
● Give the customer a way to switch the day of installation so they have a good
experience if they make a mistake.
Problem Description #8: Can’t rent Wifi extender

Users may wonder why they can rent the router but not rent the extender. This may add
to buyer apprehension if they assume that they will be stuck with equipment they don’t need.
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Figure 8
“Can’t rent Wifi extender”
Heuristic: Consistency and standards
Category: Labeling/copy
Recommendations:
● Allow customers to rent the extender.
Problem Description #9: Wifi extender-no trial

For customers that have a home that is on the border of 1200sqft they may not know
exactly if they need an extender or not. If they realize after installation an extender is not
needed and they paid for one they will have paid for equipment they do not need. This is
similar to the earlier issue but is less severe as the customer would still have access to internet.
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Figure 9
“Wifi extender-no trial”
Heuristic: Help users recognize, diagnose, and recover from errors
Category: Labeling/content
Recommendations:
● If possible, allow the install technicians to carry extra routers with them in the
situation where a customer’s existing router does not work. Also make sure this
service is known so the customer is aware that if their current equipment does
not work they can still be connected to Ting’s network the day of installation and
will not be waiting longer or paying for a service they cannot immediately use
Problem Description #10: FORCED ACCOUNT CREATION

Customers are prompted to create an account in the middle of the checkout. This violates
the heuristic, Match Between System and Real World because information is not presented in a
natural or logical order. If the system requires customers to create an account in the middle of
checkout without the option to skip, customers will likely abandon the transaction. There is also
no way to reverse steps/go back to edit details in the order.
Figure 10
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Create an account in Step 3 out of 5 in the checkout.
Severity: 4 – Unusable
Category: Task Flow
Recommendations:
● Ability to checkout as a guest
● Option to create an account at the end of the transaction
● Option to sign-up or pay with existing accounts (e.g. Facebook, Apple, Google)
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● Let customers skip creating an account

● Provide the option to go back
Problem Description #11: STREAMING COMPARISON

Although the checkout aesthetic is minimal with low visual clutter and few bullet points,
users may not know the content differences between the two streaming packages.
Unfortunately, if users want more detail they will need to leave the page and search for either
streaming package through Google or another search engine. This will add additional time,
especially if the information needed is buried on the other sites and could cause cart
abandonment.
Figure 11
Additional services
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Category: Content
Recommendations:
● The best way to control the user’s experience is to host it within Ting’s site. Ting
could add a description or area displaying channel lineups for each streaming
package but designed in a way that does not affect the site’s aesthetic or user’s
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experience in a negative way.
Problem Description #12: HIDDEN STREAMING COSTS

When a user adds a streaming service to their order, the pricing does not change. Ting
won’t be billing them directly therefore Ting does not count this as part of the purchase.
However, the user may see the order total and not realize that there are additional amounts to
be paid later. The customer may be surprised when additional bills come and the amount is
vastly different than what they thought or budgeted for.
Figure 12
Hidden streaming costs.
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Category: Visual Design
Recommendations:
● Even though Ting may not bill the customer for the streaming services through
Youtube or Sling, it should be shown affecting the total if the customer can add it
to their cart. For the user, it would be ideal if the billing could come through Ting
however this may not be possible.
Problem Description #13: Streaming service is not completed at checkout

Ting has partnered with Youtube TV and Sling however Ting does not offer direct billing
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even though it appears streaming packages can be added at checkout. The box can be checked
for either company, but users will still need to visit that streaming service’s website to finish the
sign-up process. This could lead to confusion at checkout where the user may think their order
is complete and they only need to wait for the streaming device to be setup during installation.
Heuristic: Match between system and real world
Recommendations:
● It would be ideal if at the end of checkout, the customer was shown a link to
finish signup for whatever streaming service he or she added. Additionally, Ting
could also send follow up emails requesting the customer to not forget to sign up
for their streaming package as a gentle nudge to complete their order. This could
be beneficial to the customer too as they could potentially start enjoying their
streaming service on their smart phone before Ting fiber was installed in their
home.
Problem Description #14: Radio button for billing

On the billing page, various credit card types are shown selected with a radio button.
This type of feature is normally reserved for selecting a single choice out of multiple options.
Here, the user may think they have already made a selection or that there is alternative option
they cannot see.
Figure 14
Radio button for billing
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Heuristic: User control and freedom
Recommendations:
● Change the way the payment methods are displayed. Rather than a radio button,
display the credit cards above either as a image or with text indicating
acceptable forms of payment.
Problem Description #15: Simplify billing entry

At checkout the user is required to enter in what might be considered redundant
information. For location, the form requires address, city, state, and zip. By reducing the
amount of inputs required, checkout could be faster for the user.
Figure 15
Simplify billing entry
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Heuristic: Flexibility and efficiency of use
Category: Task flow
Recommendations:
● Since city and state can be determined by zip code, the form can simplify things
for the user by only asking for the zip and prefilling the rest.
Problem Description #16: Order confirmation visual contrast

On the page prior to placing an order, the user is presented with all the items they will
order combined with the itemized prices and total. Unfortunately the way the information is
displayed it takes extra effort to scan all the text in order to find the order total and separate
out the various pieces of information.
Figure 16
Order confirmation visual contrast
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Severity: 2 – Moderate
Heuristic: Aesthetic and minimal design
Category: Visual design
Recommendations:
● It would be advisable to vary the typography size and/or spacing in order to
create greater contrast between the information categories. For instance, all
cost information could be allocated toward the top of the page as it’s the most
relevant followed by address and billing info in two columns below. This would
increase the visual fluidity for the user when looking for key information.
Problem Description #17: Clear order communication and validation

Once an order is completed the user is brought to the final page notifying them that
they’ll receive communication within 72hrs for finalizing their Ting setup and scheduling an
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installation visit. However, the user is not given an order confirmation code or told if they
should receive an email as a receipt of payment.
Figure 17
Clear order communication and validation
Heuristic: Visibility of system status
Category: Information architecture
Recommendations:
● Provide some form of validation that the user can hold onto as proof of ordering
or if are supposed to receive an email, let the user know.
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References
Nielsen, J. (1994, April 24). 10 Usability Heuristics for Interface Design. Nielsen Norman
Group. https://www.nngroup.com/articles/ten-usability-heuristics/
Sauro, J. (2013). Rating the Severity of Usability Problems. MeasuringU.
https://measuringu.com/rating-severity/
Ting Internet. (2020). Welcome to crazy fast fiber Internet. Ting. https://ting.com/internet
Ting Internet. (2020). Ting Internet is ready. Ting.
https://www.figma.com/proto/LBb5MrQnXu1ytPuM5fnNse/Internet-%2B-TV-(2020)?
node-id=867%3A443&viewport=176%2C1345%2C0.03125&scaling=scale-down-
width&hotspot-hints=0&hide-ui=1

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1

Group Expert Review: Ting Website

Irritant Moderate Severe Unusable Total

Executive Summary (cont’d)

Background and Methodology

Nielsen and Molich’s Heuristics

Help users recognize, diagnose, and Error messages should be expressed in plain

Jeff Rubin’s Severity Scale

Problem Description #2: Lack of call to action

lengthen time required to sign up.

Problem Description #3: Unorthodox organization of cities

Problem Description #4: Duplication of “Check Address” button

Problem Description #5: ABRUPT CHECKOUT

Problem Description #6: Odd phrasing

Reference image for Odd phrasing

Problem Description #7: COMPATIBLE ROUTER

Problem Description #8: Can’t rent Wifi extender

Problem Description #9: Wifi extender-no trial

Problem Description #10: FORCED ACCOUNT CREATION

Create an account in Step 3 out of 5 in the checkout.

● Let customers skip creating an account

Problem Description #11: STREAMING COMPARISON

experience in a negative way.

Problem Description #12: HIDDEN STREAMING COSTS

Problem Description #13: Streaming service is not completed at checkout

Problem Description #14: Radio button for billing

Problem Description #15: Simplify billing entry

Problem Description #16: Order confirmation visual contrast

Problem Description #17: Clear order communication and validation

Sauro, J. (2013). Rating the Severity of Usability Problems. MeasuringU.

Ting Internet. (2020). Ting Internet is ready. Ting.

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