UNIVERSITY OF WEST INDIES

FACULTY OF SCIENCE AND TECHNOLOGY

DEPARTMENT OF COMPUTING AND INFORMATION SCIENCE

INFO 3435 eCommerce Project

Report

Project Title: Toymart eCommerce Website

Group 4

Student(s) Name(s): Ranjeeve Persad

Ruth Ramlal

Kirby Sylvester

Student(s) ID No.: 808000393

807007246

807000819

Date : 18/04/2013

Advisors: Dr. Alexander Nikov

Ms. Rachel Yen Chong

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1 Website Requirements Specification
1.1 Market analysis

M and A Limited, more commonly known as TOYMART, is the largest chain of toy stores in
Trinidad and Tobago.

Its first store was opened in 1981 at Francis Plaza in Chaguanas. The company started off small
and at that time, had a staff of three persons. Primarily, the business started off with carrying just
a couple brands for babies and toddlers.

As business developed, the range of products grew and so too did their customer base. So much
so that, there are fourteen branches located nationwide and is still currently expanding.

Mission Statement:
We strive for excellence in everything that we do.

Philosophy:
Our products are not limited to children, but also to those adults who are still kids at heart.
Children absorb more information when they are enjoying themselves, and so our strategy has
been to choose products that are of the highest quality and value, so that it may be enjoyed by
everyone.

Only the best are employed at Toymart and they include a mix of youth and experience. With a
staff of over forty persons, who include, part-time students, who know all about fun, to well
experienced mothers, who know what is best for their children. The staff is fully educated about
each product, and all participate in numerous training sessions throughout the year.

At Toymart, the first priority is always to ensure its customers are treated as family. Toymart’s
customer service is all about sending you off satisfied so that you will come back and converse

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 positive feedback about your experience along to others, who may then become valued
customers.

Marketing Environment

1. Toymart’s Website: http://www.toymartstores.com

2. Online Social Networking such as Facebook:

https://www.facebook.com/toymartstores

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3. Media Advertising:
Radio, Television, listed in the yellow pages in the directory, and advertising in the
various local newspapers, in so doing, the products and services of the business are promoted
to existing and new customers.

4. Customers are able to access products directly through any of the thirteen conveniently
located branches throughout Trinidad.

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MAIN CUSTOMER MARKET:

Toymart’s main customer market includes:

* Children
* Adults: e.g. Parents, Grandparents

MARKETING MIX

Marketing mix describes the different kinds of choices businesses have to make in the entire
process of bringing a product to the market. It consists of the four P’s. That is, Product/Service,
Place, Price and Promotion.

The marketing mix for Toymart Stores:

Product- Toymart’s major products are as follows:

 Toys – e.g. Action figures – spider-man, batman etc. Trucks, planes, boats etc.
 Arts and crafts – e.g. Face paints, sticker books etc.
 Board games and Puzzles - e.g. Monopoly, chess, checkers etc.
 Dolls - e.g. Barbie, Bratz, Hannah Montana etc.
 Video games - e.g. Need for speed etc.
 Baby products – e.g. Cribs, furniture, car seats, strollers, diapers etc.
 Outdoor play sets - e.g. Swing sets, sandboxes, outdoor playhouses, bikes etc.
 Nintendo, PSP, PlayStation
 Radio controls - e.g. Cars, planes, helicopters etc.
 Educational – e.g. Leapfrog, fisher price etc.
 Party Supplies - e.g. Balloons, character piñatas etc.

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Place
Toymart’s Head office is well-situated at #35 Preysal Crown Trace, West Mission Road,
Freeport. There are 13 other branches of Toymart, conveniently located throughout Trinidad and
Tobago. These branches are located in Arima, Couva, Grand Bazaar, Gulf City Mall Tobago,
JD’s Mall, Midcentre Mall, Movie Towne, Point Fortin, Price Plaza, San Fernando, Trincity
Mall and Tunapuna.

Price
Toymart offers toys and other products at reasonable prices which are noticeable to customers.
There are also several discount programs available for customers as an incentive to return. These
include:

- The Birthday Club: customers up to the age of 10 years old can sign up for free to be a
member, which enables them to receive Special Birthday Discount and a Birthday
Greeting from Toymart on their birthday and also be entitled to special member rewards
throughout the year.

Loyalty card
The Toymart Rewards Program offers a loyalty card that enables customers to earn up to 5%
cash back on purchases throughout the year without any black-out periods. Rewards are earned
on a quarterly basis and customers receive a rebate voucher which is valid for 3 months.

Baby Registry
Eliminates guesswork from gift-buying, so that friends and family can go to any store location
and pick out a gift from the registry and send it to the expected parents. Registry gifts are
tracked up to 30 days after the baby’s due date and rewards can be earned on all the items you
received.

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Promotion
Toymart employs a wide range of marketing tools and strategies to promote their business and
products to the general public. These include: the business’s main website, its Facebook page,
media advertising through radio, television and local newspapers and through word of mouth
from satisfied existing customers.

Toymart’s major competitors

 Island Hobbies
 Funatics
 Knowledge Zone

These toy stores sell similar products to that of Toymart.

E-commerce rationale:
Toymart is one of the leading toy stores in Trinidad and Tobago. As the country expands, new
companies would enter the market place, which causes competition amongst these businesses
which compel businesses such as this one, to stay competitive to stay ahead of its rivals by the
use of internet and technology to help maintain and expand their customer base. Ecommerce
offers several advantages to customers and companies including improvement of productivity,
customer satisfaction and general overall productivity. In order for Toymart to rise above their
competitors and have an increased competitive advantage, it is essential that this business
incorporate Ecommerce functionalities into their website.

Benefits of Ecommerce to Toymart are:

 Boosting Brands and Product Awareness
A web site containing your business means that there is a wider scope of consumers that can be
attained. Toymart will be able to assist in increasing your company’s promotion of various
products by reaching out to new business markets and showing your web site to them. This will

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give users access to the web site 24/7 conveniently and this would create word of mouth
promotion of the store and the products that are offered.

 Expanding Geographical Reach

Having an ecommerce business means that there are no limitations as to who and where the
products can be sold to, as opposed to physical storefronts that are lmited to the city/town they
are situated. An ecommerce website would reach potential customers in any part of the country
and even the Caribbean region.

 Creates New Relationship Prospects

Investing in an Ecommerce website can lead to greater chances and would assist in establishing
relationships with potential customers, potential business associates and even new product
manufactures. Acquiring an online business means that it would be more accessible and
reachable to users all over the world, which would make for greater opportunities and for
products suppliers to request their products being added to your inventories, therefore increasing
the range of products that are being offered. Other businesses may even approach an online
business about becoming partners. All these things would not be possible in a local storefront.

 Help in launching customer loyalty

This will create an easier way for customers to buy items that the business is offering and also
can leave reviews of the products and customer service, which would let the business know how
the customer feels with respect to their store and also to attract new customers and already
existing customers to come again, creating greater customer loyalty. Customers would now be
able to view and get updates on their favorite brands or products and special discounts that apply
and would be able to make a purchase anytime.

 Allowance for simple delivery of information

It is simpler for a business to advertise its products through their online store or an online
brochure. Customers will have direct access to the product information, company information,
special discounts, promotions and much more. This will not only be beneficial to the customers,

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but also to the store owner, as it is easier to update a website about new products and special
prices and then update it when the time comes, than to have to manually display it in the store.

 Potential to increase company Profits

Creating an online version of the business is a great way to enhance sales and potential profits.
This gives the business a better chance of increasing sales and profits, and since this is the main
livelihood of the business, it makes sense to invest in an ecommerce site that would give way to
more sales, profits and bigger opportunities.

1.2 General Description

Toymart offers online browsing of its products to its customers, providing them with toys and
educational products that are just a click away. Toymart’s shoppers range from children to adults
(parents) to grandparents and this business offers an all day, all night presentation online.
Demonstrated below are customer’s preferences and personal requirements. Toymart aims to
improve the functionality of the services provided online.

1.2.1 User Persona and Characteristics

User A
A 65 year old grandmother who has limited mobility due to arthritis so it is much easier to shop
for gifts for her grandchildren from home over the internet.

User Profile Form

Application: ToyMart E-commerce website

Potential Users:
Persons interested in purchasing toys online.

Hardware Experience:
Has little experience with using computers and uses computers infrequently.

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Software and Interface Experience:
Is unaccustomed using the computer to browse the internet but has made a few online purchases.

Experience with Similar Applications:

Little to no experience with online purchases.

Task Experience:
She has limited understanding of how the browser and online catalogue works and little online
ordering experience.

Key Interface Design Requirements that Profile Suggests:

· The website must be updated regularly
· Clear display of unit cost
· Clear, concise names for all parts of the website.
· A large and visible navigation bar with clear links to the homepage and shopping cart
· Display any additional shipping costs (depending on weight or dimensions)
· Customer data must be kept private and inaccessible to unauthorized users
· The website must have an easy to use and highly visible user interface

· Feedback messages that inform the user when attempted actions are successful or not.
E.g. “login successful” and “Your order has been received. “

· Number of items in stock must be as accurate as possible

· Clear links to the login, logout and register pages.

User B
Thirteen year old boy looking for toys he could buy using the debit card he received for
Christmas. Since his parents are career oriented it is hard for them to go physically to a store to
purchase toys for him.

User Profile Form

Application: ToyMart E-commerce website

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Potential Users:
Persons interested in purchasing toys online.

Hardware Experience:
Has moderate experience with using computer hardware such as mouse, keyboard, etc. uses
computers fairly regularly.

Software and Interface Experience:

Is accustomed using the computer to browse the internet but limited experience with online
purchases.

Experience with Similar Applications:

Little to no experience with online purchases.

Task Experience:
He has a good understanding of how the browser and online catalogue works but limited online
ordering experience.

Key Interface Design Requirements that Profile Suggests:

· The website must be updated regularly
· Clear display of unit cost
· Clear, concise names for all parts of the website.
· A large and visible navigation bar with clear links to the homepage and shopping cart
· Display any additional shipping costs (depending on weight or dimensions)
· Customer data must be kept private and inaccessible to unauthorized users
· The website must have an easy to use and interesting user interface

· Feedback messages that inform the user when attempted actions are successful or not.
Example “login successful” and “Your order has been received. “

· Number of items in stock must be as accurate as possible

· Clear links to the login, logout and register pages.

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User C
A mother of two small children with a demanding job that involves working long hours as well
as overseas travel, that makes it difficult to visit stores to shop. She usually shops from the office
or hotel room as time allows, having the items delivered home. This means she could get
supplies for her family even when she is not in the country.

User Profile Form

Application: ToyMart E-commerce website

Potential Users:
Persons interested in purchasing toys online.

Hardware Experience:
Has extensive experience with using computer hardware such as mouse, keyboard, etc. uses
computers daily.

Software and Interface Experience:

Is accustomed using the computer to browse the internet and is accustomed purchasing items
online.

Experience with Similar Applications:

Large amount of experience with online purchases.

Task Experience:
She has an extensive understanding of how browsers and online catalogues work and extensive
online ordering experience.

Key Interface Design Requirements that Profile Suggests:

· The website must be updated regularly
· Clear display of unit cost
· Clear, concise names for all parts of the website.
· A large and visible navigation bar with clear links to the homepage and shopping cart

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· Display any additional shipping costs (depending on weight or dimensions)
· Customer data must be kept private and inaccessible to unauthorized users
· The website must have an easy to use

· Feedback messages that inform the user when attempted actions are successful or not.
Example “login successful” and “Your order has been received. “

· Number of items in stock must be as accurate as possible

· Clear links to the login, logout and register pages.

1.2.2 Website Perspective

There are no links to other web sites since the products are sold directly from the ToyMart
website.

1.2.3 Overview of Functional Requirements

The new website will retain the look and feel of the original website while adding an online
catalog and features that allow users to buy toys online. this would allow the market to be
widened to include those people who do not want to or cannot physically go to the stores to
purchase items.

To achieve this, these features must be implemented:

 A database that stores the product information which includes:

o product descriptions
o product pricing
o number of the product in stock
o product search capability
 the ability to create user accounts and store user data securely

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  shopping cart to hold items the user wants to buy
 notifications that inform customers of shipping information, order status or any errors
with the transaction
 easy navigation throughout the website by use of a clear simple user interface
 Frequently Asked Questions (FAQ) that answers questions that most customers have
 Inventory system that tracks the flow of products into and out of the system and keeps
track of the numbers of products currently in stock.

1.2.4 Overview of Data Requirements

All customer data would be input by the customer upon creation of the user account and is
updated by the customer as needed. This data is stored on the web server that the website is
hosted on. Data inputs are:

 Customer information:
o Name
o Date of birth
o Billing Address
o Shipping Address
o Contact number
o email address
 Transaction information:
o customer information
o items purchased in the order
o prices of items as well as total cost
o shipping address
o dates the transaction was received and completed
o Comments (any special requests the customer might have with respect to
packaging, etc.)

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  Payment Information:
o Customer’s credit / debit card information including the card number, expiration
date and security code.
o billing address

1.2.5 Other requirements

None at this time.

1.3 Task-oriented requirements

1.3.1 Current Tasks

Toymart’s website has a basic user interface which is clicked base to access mostly information
about toymart and it different sections, promotion and location nationwide. The main website
does not allow actually purchases and pricing.

 Product Searching- The site has no visible search box for visitors. Visitor has to search
via clicking on the category photos on the website of which bring up a pop up window
that redirect you to Toymart’s social media Facebook home page.
 Registering for discount- Toymart has discount programs Birthday Club and Loyalty
Card for shoppers but both have to done via a sign up method. The site provides a
downloadable pdf file for the Birthday Club sign up which is to be manually dropped into
their many branch locations. Loyalty Card on the other hand is totally in store.
 Toymart baby registry-Toymart contains a section just for babies where registration can
be made to help people to know what gifts they can get for your baby.
 Store Location check- this plays an important part of the website as it contains all
locational information about the Toymart stores nationwide, picture of the stores, opening
hours, address and phone numbers.
 Promotion check- Toymart updates its website where customer can check to see current
promotions

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  Event check- current Toymart events are updated on the website where customer can
check.

1.3.2 Describing each task

Task Detail Table

Task # Task Frequency Display Input Comments

Requirements Requirements

1.0 Product High Category tabs click

Search

2.0 Registering High Discount tab Pdf file This is done via a
for discount download and in store drop
off

3.0 Toymart High Toymart Baby Pdf file This is done via the
baby tab download of pdf file with
registry detail instructions to
acquire registry card for
baby shower invitation

4.0 Store Moderate Location tab click

Location
check

5.0 Promotion High Promotion tab click

check

6.0 Event check Moderate Events tab click

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Most task are initiated from the Toymart’s website main menu bar as shown
below:

1.3.3 Document Problems and Opportunity

Problems:

1) There isn’t a search bar so products have top visually found from the catalogue tags.
2) The prices for featured product are not available.
3) For someone without a Facebook account, all the details of the social network site of Toymart
is not accessible.

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Opportunities:
1) once online registration is implemented it would make the site much more interactive and also
allow for Toymart owner to be able to accurately check all registered customer and also generate
automatic greetings and birthday wish and registry update to customers.

1.3.5 Future Tasks

 Widen the range of toys sold
 Creation of a giftwrapping service so orders could b specially wrapped and delivered as
gifts
 Automated stock reorder system to maintain stock levels

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2 Website design

2.1.1. Design of the virtual business

1) Toymart is one of the leading toy stores in Trinidad and Tobago. The main product line
of Toymart Trinidad is specifically, as its name suggests toys. It is a fairly open market to
all ages of customers, since the various products appeal to children and adults of all ages.
The market for toys is also a low risk market not only because of the constant need for
new and improved toys, but especially around the Christmas period where the company is
at its peak period. There are a number of various categories of products (toys) that are
broken up within the company. The segmentation of these various products helps to
categorize their target market. It helps them in making what specific marketing or e-
commerce advertising should be taken, and to whom. These categories include;

Products Examples Of Products Approximate Number of

Product Titles
Action Figures Spiderman, Batman, G.I. Joe 15
Arts and crafts Face Paints, Sticker Books 14
Board Games + Puzzles Monopoly, Chess, Checkers 7
Dolls + Stuffed Animals Barbie, Bratz, Angry Birds 11
Videos Games Needs for Speed, Family Feud 9
Baby Products Car Seats, Strollers, Cribs 11
Outdoor Play sets Swing sets, Sandboxes 16
Electronic Toys Nintendo, PlayStation 10
Vehicles and Remote Cars, Planes, Helicopters 7
Controls
Educational (Learning Toys) Fisher Price, Leap Frog 9
Party Supplies Balloons, Character Piñatas 7

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Bikes, Scooters and Riding Bikes, Rockers 7
Books, Music and Dvds Disney, Sesame Street 6
Collectibles Lego, Mortal Kombat, WWE 12
Kids Room Slumber Bag, Foam Sofa 7
Preschool VTech, Leapfrog 10
Pretend Play and Dress Up Barbie, Disney (Costumes) 9
Specialty Toys Let’s Rock Elmo, Doodle Gelz 11
Sporting Goods 3D Goggles, Kick Board 5
Building Sets Mega Blocks, Lego Disney 5
Musical Instruments Guitar, Drumsticks 10

Each category is not limited to a specific number of products, as a few of them may even be
seasonal.
The product information that customers will be able to access is as follows:

 Information on delivery available to customers would be readily available – Therefore,

customer would have access to requesting Shipping to their Home, or even Store Pick-Up
once the customer purchases the item online. Patrons would also be informed of any
‘free’ delivery to their homes, if they purchase over a specified amount, or even if they
become an online member of the firm.
 Also being available to customers is a star rating system, where they can easily rate the
product online after or before purchasing. Included in this would be a review column,
where clients would be able to share their experiences/idea of the product.
 An important aspect, the product features would be available as well. A description box
would entail all accessible information about the product and its features. Another box
within this, ‘Additional Information’ would be included. This would entail what specifics
would be necessary to operate the product, whether it be batteries or by charging. It
would also include if any gift wrapping options are also presented to the customer
purchasing online.

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2) Product Source

It must be noted that the company is a retail distributor of toys, and do not manufacture these
toys. The brands of toys are foreign based are mostly comes from the United States. Hence, the
products would not be produced by the same people who maintain the web site.

3) Target Audience

The target audience for the website is:

a) Adults – The main decision makers and purchasers mainly come down to the parents,
grandparents etc. in what they want their children exposed to. Although children may use
the website, for purchasing it is the responsibility of the adults. For instance, baby items
would be purchased by the adults. The website needs to bring a perspective to the adults
to instill in their minds that what they need, whether it be baby items, gifts for children,
young adults etc, the company has it, and it can be view on the website.
b) Children – Early teens are also the target audience. As technology and e-commerce
expands, the younger generations are the ones being kept in the know. In terms of
playstations, remote controlled products, collectibles etc, this would mostly appeal to
these young adults. The website, especially for this segment, needs to show that there is a
vast variety of products, and that they can view each category.

4) Affiliate / Membership

The website does provide membership to its customers, in which these members would be
granted with points, each time they purchase. They will be provided with a card for in store
purchases, however for online purchases, each member should be able to punch in a code from
the card before purchasing online. Members therefore, on this points system, gain access to
particular discounts, and apply for free delivery to their homes. Also, members would be able to

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sign up for a newsletter, in which an automated e-mail would be sent to members updating them
on promotions and new products.

5) Product Delivery

Products purchased on the site can either be picked up in store, or by request for home delivery.
The ability to check on their order online would be available to customers as they see the status
of their order; (whether the order has been packaged, or sent out for delivery).

6) Payment Type

Payment can be made using all major credit cards such as VISA and MasterCard, and PayPal. To
facilitate the payment of these credit cards, specified members of staff will deal with accepting
this payment method. This will ensure the safety of customers and offer a secure online shopping
experience.

7) Customer Support Documentation

In terms of customer support documentation, registered users would be able to view additional
information/details than a non-member. In terms of a non-registered user, this will include a
(FAQ) Frequently Asked Questions section and documentation on products and services. This
will all be available to users free of charge.

8) Additional Facilities

There is currently a link to Facebook which provides customer with forums and feedback. This
feature will stand, however, on the website customers can give feedback based on the products
and also a star rating for all users to view. There would also be made available a system feedback
confirming the purchase of orders. A mailing list is also available to registered user to sign up
for, in which they would get weekly newsletters providing them with upcoming promotions and
new products.

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2.1.2. E-Commerce Critique and Recommendations

The website for Toy Mart Stores lacks some of the fundamental e-commerce features. Firstly, the
main customer activity includes browsing through the various categories of products. However,
on further notice by clicking on the product to view items, this sends directly a link to their
Official Facebook Page. Their Facebook page also has very limited information and pictures of
their products. Secondly, there is no activity that enables users to purchase items on the website.
There are no information and features of the products available. Furthermore, there is no
information whether there is still stock of the items available for purchase in the stores. Under
the Promotions section, the last updated promotion is stated at April 3rd, 2012. Clearly the site is
not being properly maintained and updated. From this observation alone, users may not trust the
validity and usefulness of the website. This can decrease the customer interest in the company
and in the long run, not be seen as a professional firm, in which clients may lose trust in the
business itself. The layout of the website is very user friendly. In terms of information being
provided on the website about the company and its terms of conditions, Toymart seems to have a
very professional and detailed outline. A Facebook link is directly available on the upper right
hand corner of the website, which allows users to like the page and gain access to it. There are
also application forms available for various services (Discount programs) provided on the
website. This is readily available for download. However, there is no online form that users can
simply submit their form directly to the company. Instead, users need to print out the form and
mail or e-mail the form to the company. There also exists a location tab providing all details of
the various branches throughout the country, and all contact specifics. Not available is a search
bar which is imperative in any website.

As a result of the observations mentioned above, we recommend the following:

a) Firstly and most basic, the website should include a ‘search bar’ for the accessibility of
information that the customer intends to find.
b) More product information should be included within the website. These should be
separated into the various categories stated before, and should include pictures of the
product, its price, and various specifications/descriptions that may useful to the customer.

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c) The main purpose of a website is not only to make the company visible and well known
to customers, but also to encourage customers to purchase their products. With the lack of
a shopping cart on the website, customers may lose focus and quickly forget about the
product/company thereafter. Hence, by placing a shopping cart of the website, more
customers may be inclined and encouraged to purchase the product right away, thereby
increasing sales. In so doing, the website should be able to accept all major credit cards
and even offer PayPal Services.
d) A (FAQ) Frequently Asked Questions page should also be included in the website, for
common information customer may have regarding the company or their products,
e) The company may also use forms to personalize the customers’ experiences. This may be
particular whereby users own membership accounts. In so doing, the firm will be able to
market their products in a more specific way to the customer, in which the system may
prompt users about their interests in various products. Recommendation may also be
hinted to clients as to the products they may be interested in.
f) In terms where the website already has a membership system, in which Toymart does, the
website should have an online completion form for membership, in which users do not
have to manually download the form and submit via mail or e-mail. Therefore the process
in seen as a more efficient and easy way to encourage more members.
g) As said before, a rating/review system should be in place to allow customer to rate
various products and post their views on the quality of products purchased from Toymart.
This will help the firm in the long run as more positive reviews may be posted by
customers.
h) The company may also consider offering tracking of shipment to customers. This will
include whereby the user may log on and view where there item has reached in terms of
being processed.
i) Lastly and most importantly, the data on the website of Toymart, is seen to be outdated.
Toymart may consider monitoring and updating the website regularly. Maintenance is an
important issue, whereby customers may lose trust in the business itself as not only being
a professional firm, but conveying to clients as having outdated information/products on
the website.

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2.1.3 The functionality of the website
1. The products were categorized in the following categories:
1) New stuff
2) Just for babies
3) Action figures
4) ATVs
5) Board games and Puzzles
6) Educational
7) Hobby
8) Outdoor Play sets
9) Party Supplies
10) Radio Controls

Each of the pages that the above would contain a list of all the products for that particular
category as well as a small thumbnail and price. The name or the thumbnail would link to
the product page for that product which would contain all the details as well as pricing
and shipping information.
A product search would also be implemented so that users may search for a product using
a keyword.

2. The customer would be able to select multiple individual items including more than one
of any of the items as desired. The customer must purchase all of the items in the cart
upon checkout. A Wish list however would be provided so that customers may select
items that they would like to purchase in the future and store them on the wish list for
easy access. These items would be then added to the cart when the customer wants to
make the purchase.

3. The order form would allow the customer to input the shipping address and recipient’s
name, select the shipping and payment options as well as an area to put in additional
comments. The shipping options would depend on the weight/ size of the items or how
soon the customer would like the package delivered. Payment options would allow the
customer to pay with their credit/debit card directly or use PayPal.

4. Other forms that are available:

a. Loyalty Card signup form
b. Birthday Club signup form
c. Registry forms.
E.g. birthday registry, baby registry, etc.

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 4. No other searches would be necessary at this time since all relevant information for a
product is on that product’s description page including any links to product manuals, etc.

2.1.4 Low-fidelity prototype

Automatically switching the banner on the homepage to

grasp the viewer’s attention.

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Placing the logo into the once
empty space.

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Categorizing the toys, placing the “new stuff” and “just for babies” at the
beginning and having the other catgories listed in alphabetical order.

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 “add to cart”
button to add
the item to the
Option bar at the top of each cart to purchase
product page to select how
many items the customer
would like to be purchased.

A search bar was

A product page was added for implemented.
every item in the toys
categories, with a description
of the toy and its price.

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The banner was removed from
all of the pages excepting the
home page.

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2.1.5 Walkthrough
The webpage’s prototypes are geared toward making the main shopping site for ToyMart more
of an E-Commerce website. It includes the addition of a Search bar for easier searching for toys
that users may not actually know the correct name of or have just heard about and wouldn’t
know which category of toys to look in to find it. Also the addition of a shopping cart to make
buying online an option.

The websites general interface is a search bar to the right hand top corner of the webpage which
is the general location of search bars. The search bar is to help our User A, 65 year old
grandmother who has limited mobility due to arthritis so it is much easier to shop for gifts for her
grandchildren from home over the internet. It helps because she may not know the exact name
but may be able to search for it from the description she overheard from her grandchildren.

The shopping cart geared towards our User B Thirteen year old boy looking for toys he could
buy using the debit card he received and also our User C a mother of two small children with a
demanding job that involves working long hours as well as overseas travel that makes it difficult
to visit stores to shop.

The usability problems that occur are with our User B who is not able to add the items he wants
to the shopping cart because he doesn’t know how to. When items are added User B may
sometime add multiple items of the same kind to the shopping cart and does not adequately know
how to remove these items and may proceed to check out these items and therefore order
unwanted toys.

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3 Computer (high-fidelity) prototype
Design Review
The development of this website was constant and the data from the usability testing were used
to refine the deign choices.

Data Collection Methods

1) The first data collection method was the Usability testing. This was carried out in the
Usability lab located in Frank Stockdale in UWI. The lab consisted of equipment that was
used to observe the user while they performed specific tasks given to them prepared by
our group. The equipment were screen video capturing software, visual and audio
recording setup and behavioural software, which allowed our group to observe the user
while he/she were completing the tasks and their facial expressions involved in doing so.

2) The second data collection method was the Heuristic Checklist. This was used to get
feedback on the level of agreement of the users on using Toymart’s website. This method
consisted of several areas of the website, which included:

 Usability
 Functionality
 Overall impression
 Emotion-oriented design

Instructions given to users for the usability testing:

The tasks were to be performed in the order given. Two users were observed for the usability
testing. If the task could not be completed, simply state that out loud and move on to the next
task. A task must be completed before moving on to another task, that is, not more than one task
was allowed to be done at the same time. They were encouraged to voice their thoughts out loud
wherever they had any confusion/frustration with the website. Before beginning a task, they were
required to state aloud the task they were starting and then proceed to doing it.

Usability tasks list:

1. Find the price of “Fun Years Radio Control ATV”.

2. Find the phone number of the Arima Branch.
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 3. Find the opening hours of the San Fernando Branch.
4. What is the minimum number of items that must be purchased in order to qualify for the
Baby Registry?
5. Name the ongoing promotion.
6. List 2 items from the Baby Registry List.
7. Get the amount of categories available in the toys section.
8. Get the height of the Harley Quinn Statue.
9. What is the first line of Toymart’s Philosophy?
10. How many terms and conditions do they have stated and list the heading of the second
statement.

Results of tasks for user 1:

1. Price of “Fun Years Radio Control ATV” is $39.99.

2. Arima (868) 664-9495
3. San Fernando Mon-Sat 9am-5pm
4. 10 or more items must be purchased to qualify
5. Ongoing promotion Beary Beary Big Plush 50% sale
6. Two items are clothing (socks, shoes etc.) & Gear (Stroller, Car Seat etc.)
7. 10 categories
8. Harley Quinn app 7.1 “high*4.5” wide *3.75” deep
9. Children learn more when they are having fun
10. There are 15 terms and condition, second term and condition is Copyright

Observations made on user 1:

Task 1 => no problems encountered.

Task 2 => no problems encountered.

Task 3 => no problems encountered.

Task 4 => no problems encountered.

Task 5 => no problems encountered.

Task 6 => no problems encountered.

Task 7 => no problems encountered.

Task 8 => no problems encountered.

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Task 9 => no problems encountered.

Task 10 => no problems encountered.

Questionnaire results from user 1:

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35 | P a g e
Results of tasks for user 2:

1. $39.99
2. 664-9495
3. 9am-5pm
4. 10 or more items
5. Beary Beary Big Plush 50% sale
6. Cribs, socks
7. 10
8. 7.1
9. Children learn more when they are having fun
10. 15 , 2nd stated Copyrights

Observations made on user 2:

Task 1 => no problems encountered.

Task 2 => no problems encountered.

Task 3 => no problems encountered.

Task 4 => no problems encountered.

Task 5 => the user clicked on the ‘events’ tab instead of the ‘promotions’ tab at first, an error
was recorded. A confused facial expression was observed.

Task 6 => no problems encountered.

Task 7 => no problems encountered.

Task 8 => navigational error. User was unable to search for Harley Quinn Statue as a fault of the
search bar in the website, but he successfully found the item after by clicking on the appropriate
toys category. A confused facial expression was observed.

Task 9 => no problems encountered.

Task 10 => no problems encountered.

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Questionnaire from user 2:

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38 | P a g e
Individual User Experiences
After analyzing the video footage of the user performing the specified tasks, the following
behaviors were noted:

User 1
 Tasks were performed and completed by this user without any issues.
 He was able to navigate throughout the website with ease.
 This user was able to complete all of the tasks.

User 1 screenshot

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User 2:
 User 2 performed task 1 successfully.
 User 2 had a navigational error for task 2. He searched “atv” and could not find
“Fun Years Radio Control ATV”. This was caused as a result of the search bar for the
website not being implemented properly. He then searched for “radio control atv” and
found the item.
 User 2 got an error when performing task 5, because he clicked on the “events”
tab instead of the “promotions” tab to find out what the ongoing promotion was. He then
clicked on “promotions” and was able to complete the task.
 When performing task 8, the user got a navigational error, which was again
caused by the improper implementation of our search bar. He searched the item, and
couldn’t find it, and a confused expression on the user’s face was noted. He was able to
find the “Harley Quinn Statue” when he clicked on the “toys” tab and then the “action
figures” tab and was able to successfully complete task 8.
 User 2 was able to complete all of the tasks given.

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User 2 screenshot –performing task 2

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User 2 screenshot performing task 5

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User 2 screenshot performing task 8

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Comparison of both users:

User 1 results:

User 2 results:

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45 | P a g e
User 1
Task # Time taken(sec) Successful completion
1 50 yes
2 29 yes
3 39 yes
4 59 yes
5 48 yes
6 77 yes
7 30 yes
8 58 yes
9 39 yes
10 70 yes

Bar graph for user 1:

Time taken(sec)
90

80

70

60

50

40

30

20

10

0
Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 7 Task 8 Task 9 Task 10

Time taken(sec)

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User 1 took the most time to do task 6 out of all the other tasks.
During the observation of the footage, interviewing the user after the usability testing and
looking at his written results from the tasks, it was noted that he took a longer time with each
task since he wrote full sentences when he was answering each task. Which meant that he did not
take of the time shown above in looking for the task on the website, but rather in answering
them.
Overall he took 499 seconds to complete all of the tasks.

User 2
Task # Time taken(sec) Successful completion
1 68 yes
2 17 yes
3 15 yes
4 34 yes
5 34 yes
6 22 yes
7 24 yes
8 131 yes
9 30 yes
10 50 yes

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Bar graph for user 2:

Time taken(sec)
140

120

100

80

60

40

20

0
Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 7 Task 8 Task 9 Task 10

Time taken(sec)

User took the longest time to do task 8, since he got difficulties in finding the product on the
website due to the sensitivity of the search bar at the time. Overall, he did most of the tasks in a
short amount of time.
In total, he took 425 seconds to complete all of the tasks.

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Usability Problems
The first user completed all of the tasks without any issues. However, user 2 had some problems
with the site. The problems were mainly with the search bar on the website. He had problems
finding items by typing them into the search bar.

Improvements:
The search bar was revised and improved to accommodate all of the items offered by Toymart.

The shopping cart for the website was not working at the time of the usability testing, so we were
unable to implement any tasks involving it. However, improvements were made and it is now
working, that is, the user will be able to select an item and put it in the shopping cart and
“checkout” the item, where he will be required to enter details such as name, delivery address,
credit card information etc.
When the user clicks order, a confirmation page will be returned to them, letting them know that
their order was placed.

Shopping Cart page with

button to securely 49 | P a g e
“checkout” the item.
Order page

Confirmation page

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Improvement suggestions

After the group presented Toymart’s improved website, a few things were pointed out to us to
improve on. The layout of the website was good excepting for a couple of things:

Add to cart button and

dropdown box for selecting
number of items you would
like to order – should be
placed at the right hand side
This banner should be eliminated of the product just below
altogether since it is not necessary the “our price”.
for the website.

Menu at the bottom of

the page should also be
placed at the top of the 51 | P a g e
page.
It was also suggested that we should put a “view cart” at the top of the pages so that the customer
can go back to their shopping cart to view the products he has put in there before purchasing
them. However, due to time constraints, we were unable to implement that option on the website.
This will be implemented in the future on Toymart’s website.

Improvements made:
Below is a screen shot of the improvements made based on the suggestions gathered.

“add to cart” button and “Contact us” tab was

“quantity” dropbox was added at the top.
placed under the price of
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the product.