Chanel.

com Test

Katelin Wilson

10.20.2023

U.S. Department of Health & Human Services - 200 Independence Avenue, S.W. - Washington, D.C. 20201 1
 Introduction
Chanel.com is a shopping website that sells luxury and high-end clothing and
other items. Chanel.com provides its visitors to the website a display of their
clothes and a way to purchase many of their products online.

The person who conducted the usability test for Chanel.com is Katelin Wilson.
She provided a laptop for the participant to use. She took notes while the
participant was navigating their way through the website, so she had a clear
view of their thought process.

Executive Summary
The Chanel.com usability test took place in the afternoon on Wednesday,
September 20th, 2023. This test was done at the participant’s home. The
purpose of this test is to determine the usability of Chanel.com and what
errors or areas of improvement could be found. The number of participants is
one and it took approximately 20 minutes.
The results show that Chanel.com is a flawed website. The participant found
many things wrong with the website. They also complained of many things
they would like to see changed. Some of the issues included:

- No working search bar.

- Finding products was very hard.
- There is no way to sort by price.
- Overall, the website is just very confusing.

This document includes the participant opinions, feedback, satisfactions

ratings, explanation of the tasks they were told to complete, and their rating
of specific things on the website.

Methodology
Sessions
The participant was chosen because they have never used the website,
despite being part of the target audience. This makes them the perfect
candidates for a useability test because they are unfamiliar with the website
while also having similar thought processes and levels of understanding as
other people in the target audience of Chanel.com.

The length of total time this took was a little over 20 minutes total. During
the session, I allowed my participant to look over the home page so that they
could get a feel of the website. The I gave two tasks to be completed and
timed them. The participant found these tasks difficult because the website is
hard to use, especially for first time visitors.

The first task that was asked of them to complete was to find shirt and add it
to their cart. This proved to be very difficult because navigating through the
website is not easy. The clothing items are particularly difficult to navigate

U.S. Department of Health & Human Services - 200 Independence Avenue, S.W. - Washington, D.C. 20201 2
 through. It took the participant 4 minutes before the participate decided that
they were not able to add any of the clothing items they wanted to their cart.

The seconds task that was given was to find a perfume less than $100 and
add it to their cart. This also proved to be quite difficult. Although the
participant was able to complete this task, it took them many tries. The total
time this task took was 7 minutes. They became frustrated though, and very
nearly gave up.

After the tasks I asked the participant questions:

1. On a scale 1-5 how easy was the website to use? “1.”
2. Why was it a 1? “The website is unorganized and there are no price
categories.”
3. What would you change about the website? “Make it a more traditional
shopping website with proper pricing and easier to use.”
4. What would you add to the website to make it easier to use? “Price
categories.”
5. Is there anything confusing about the website? “Yes, navigating through
the website was hard and I kept having to try again to find what I
wanted.”
6. What were the biggest problems? “No price categories, the menu doesn’t
seem to load sometimes, and no search bar.”

Participants
There was one participant. The usability test was performed on Wednesday
September 20th, 2023. The participant is male. The participant has thought
about buying Chanel in the past for his wife but has never visited the website.

Role
Federal State / Public Federal Medical Research * Other
Staff/Agency Health Department Grantee Institution Institution Organization

0 0 0 - 0 1

Evaluation Tasks/Scenarios
Katelin Wilson created the two tasks based on what would be a normal action
of someone visiting the Chanel website.
- Find a shirt you like and then add it to your cart
- Find a perfume that is under $100 and add it to the cart

Results
Task Completion Success Rate
The participant successfully completed task 2 but did not complete task 1. The success
rate for task one is 0% and the success rate for task two is 100%.
Task Completion Rates

U.S. Department of Health & Human Services - 200 Independence Avenue, S.W. - Washington, D.C. 20201 3
 Participant Task 1 Task 2

1 - √

Success - 1

Completion
0% 100%
Rates

Task Ratings
After the completion of each task, the participants were asks about the
difficulty they had in completing the tasks.:
• During both tasks, the participant found it very hard to navigate
through the website. For task one they gave a difficulty rating of one
out of five, one being the lowest rating.
• For tasks two the participant gave another one out of 5.

Ease in Finding Information

The participant rated both tasks to be a one, meaning that it was very difficult
to navigate through the website in order to complete the tasks. This means
that 100% of the time, it was difficult to find specific items.

Keeping Track of Location in Site

The participant found it hard to keep track of their location in the site. They
had to keep going back to the homepage to start their navigation over again
because they were confused.

Predicting Information Section

The participant found it easy to predict where certain information should be
found. However, once they were deep in the website, it became very
confusing which is why they reverted back to the homepage.

Test 1 – Mean Task Ratings & Percent Agree

Ease – Location in Predict
Task Overall
Finding Info Site Section
1 – Find a shirt and add
3.0 (100%) 2.0 (100%) 3.0 (100%) 2.5
it to the cart
2 – Find a perfume that
3.5 (100%) 3.2 (100%) 3.4 (100%) 3.4
is under $100
*Percent Agree (%) = Agree & Strongly Agree Responses combined

U.S. Department of Health & Human Services - 200 Independence Avenue, S.W. - Washington, D.C. 20201 4
 Time on Task
For tasks one, the participant was asked to find a shirt or any piece of
clothing they liked and add it to their cart. This task took 4 minutes before
they realized that the clothing items, they were looking at were not available
to be added to their cart. For task two, the participant was asked to find a
perfume that was under $100. This task took 7 minutes before they found
one for $98.

For example:
Time on Task
P1 Avg. TOT*
Task 1 4 4

Task 2 7 7

Overall Metrics
Overall Ratings
After task session completion, participants rated the site for four overall
measures. These measures include:
1. Ease of use
2. Difficulty of keeping track of where they were in the site
3. How quickly most people would learn to use the site
4. Getting information quickly

For Ease of use, my participant gave a 1 out 5. For difficulty keeping track
of where they were on the site, they gave a 2 out of 5. For how quickly
most people would learn to use the site, they gave a 2 out of 5. For
getting information quickly, they gave a 3 out of 5.

Post-Task Overall Questionnaire

Strongly Strongly Percent

Disagree Neutral Agree
Disagree Agree Agree

Thought Website
1 100%
was easy to use
Found it difficult to
keep track of
1 100%
where they were in
website
Thought most
people would learn
1 100%
to use website
quickly
Can get
1 100%
information quickly
*Percent Agree (%) = Agree & Strongly Agree Responses combined

U.S. Department of Health & Human Services - 200 Independence Avenue, S.W. - Washington, D.C. 20201 5
 4.6.2 Likes, Dislikes, Participant Recommendations
Upon completion of the tasks, participants provided feedback for what they
liked most and least about the website, and recommendations for improving
the website.

Liked Most
The following comments capture what the participants liked most:
The participant liked how neat the website looked. They commented on how
organized it looked at first and how it matched the image they have of what
the brand, Chanel is.

Liked Least
The following comments capture what the participants liked the least:
The participant did not like that the search bar didn’t work, how hard
navigating the site was, and how many times they had to keep going back to
the homepage to start over because they got lost in the site.

Recommendations for Improvement

Fix the search bar, make navigation easier, and make everything easier to
understand.
Recommendations
The recommendations section provides recommended changes and
justifications driven by the participant success rate, behaviors, and
comments. Each recommendation includes a severity rating. The following
recommendations will improve the overall ease of use and address the areas
where participants experienced problems or found the interface/information
architecture unclear.

For example:
Find Organizational or Individual Funding Information (Task 2)
Task 2 required participants to find organization funding (Test 1) or individual funding (Test 2).

Change Justification Severity

• Fix the search bar.
• Make navigation easier.
Many people are accustomed to using a search High
bar, when they are having a difficult time finding
what they want to find but Chanel.com does not
have a working search bar. High
If navigation was easier, many customers would
get less frustrated and would make for a better
experience using their site.

Conclusion
There are many issues that the participant found while using Chanel.com.
However, if these issues are fixed it would make for a much easier user
experience. Navigation through the website needed improvement, the search
bar needs to be fixed. This will also significantly help new users who are
completely unfamiliar with the website.

U.S. Department of Health & Human Services - 200 Independence Avenue, S.W. - Washington, D.C. 20201 6
 On a scale 1-5 how easy was the website to use? 1 why? Unorganized, no price
categories.

What would you change about the website? Make it a more tradition shopping
website with price and easier to use

What you add to the website to make it easier to use? Price categories

Is there anything confusing about the website? Yes, navigating through the
website was hard and I kept having to try again to find what I wanted

U.S. Department of Health & Human Services - 200 Independence Avenue, S.W. - Washington, D.C. 20201 7