Chanel Test

Swayde Stephens

September 22, 2023

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Independence Avenue, S.W. - Washington, D.C. 20201
 Introduction
The Chanel website and app are the upscale fashion house's official online channels.
They offer consumers a wide range of features and content, such as product details,
the capacity to make online purchases, news and updates, a blog, a social
networking hub, and customer support. The website and mobile application serve as
a channel for Chanel to interact with its audience and tell its brand story while giving
people a thorough and quick way to learn about and buy Chanel products.

On my laptop, I used a live version of Chanel.com to conduct a usability test on-site.

The participant's navigation selections were recorded on my laptop using Google
Chrome. Each participant's navigational preferences, task completion rates,
comments, overall satisfaction ratings, queries, and feedback were recorded during
the session.

Executive Summary
I tested the Chanel website's usability on September 22, 2023, with my stepmother,
a woman in her mid-40s. The test was administered at our dining room table and
lasted ten minutes.

The participant found it challenging to utilize the Chanel website overall, particularly
when trying to locate and buy things. She claimed that it was informative but that
the website was cluttered.

The participant specifically struggled with the following issues:

 She had trouble finding the product pages she was looking for to buy the
product.
 She thought there was too much information on each page and that the
website was cluttered and confusing.

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 Methodology
Sessions- The individual session lasted around 10 minutes, and the
participant was chosen based on convenience. It took me approximately three
minutes to read the script and describe what the participant would be doing.
The participant then spent 1 minute exploring the homepage, 3 minutes
taking the tests, and 3 minutes responding to usability questions. The
participant was instructed to attempt to buy any perfume that caught her eye
but to stop just before she did. Additionally, she was tasked with locating an
article of clothing from one of the Fall/Winter 2023/24 Haute Couture Show.

How easy was it to use the Chanel website?

(1 = Very difficult, 5 = Very easy) 2- not easy

● How easy was it to navigate the Chanel website? (1-5) 2

● How easy was it to find the product you were looking for on the Chanel
website? (1-5) 2

● How clear and informative was the information on the Chanel website? (1-5)
5

● How satisfied were you with your overall experience using the Chanel
website? (1-5) 2

● How likely are you to recommend the Chanel website to others? (1-5) 1

● How likely are you to use the Chanel website again in the future? (1-5) 1

● What did you like most about the Chanel website? It’s pretty.

● What did you like least about the Chanel website? You can’t buy/find anything
easily.

● If you could change one thing about the Chanel website, what would it be? -
Make it more user friendly.

Participants

My 45-year-old female stepmother took part in this usability testing session. She
worked as a real estate agent, a stay-at-home mother, and a project manager for a
builder. She estimated that she had spent 90 hours online, mostly using social media
sites like Facebook, Instagram, Build Book, MLS, and GAMLS (Georgia Multiple
Listing Service). The fact that this participant had never been to the website under
test meant that her observations during the session would be new. She made no
specific mention of any preferred websites. She was the sole participant I had on
hand for the September 22, 2023, usability test.

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 Evaluation Tasks/Scenarios
 Find a perfume of your choosing or interest and attempt to purchase
perfume, stop right before credit card information.
 Find a piece of clothing from the Fall/Winter 2023/24 Haute Couture
Show that you like and try to find more information about it.

Results
Task Completion Success Rate
She was able to successfully complete both tasks.

Task Completion Rates

Task Task
Participant
1 2
1 √ √
Success 1 1
Completion
100% 100%
Rates

Task Ratings
After the completion of each task, participants rated the ease or difficult of
completing the task for three factors:
 It was easy to find my way to this information from the homepage. -
3
 As I was searching for this information, I was able to keep track of
where I was on the website. - 2
 I was able to accurately predict which section of the website
contained this information. - 2

The 5-point rating scale ranged from 1 (Strongly disagree) to 5 (Strongly

agree). Agree ratings are the agree and strongly agree ratings combined with
a mean agreement rating of > 4.0 considered as the user agrees that the
information was easy to find, that they could keep track of their location and
predict the section to find the information.

Ease in Finding Information

She states that it was somewhat easy to find information about both
perfumes and fashion show pieces with a rating of 3.

Keeping Track of Location in Site

She states that trying to go through the website’s pages confused her in
search for products with a rating of 2.

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 Predicting Information Section

She stated she could not predict where the information was going to be or
how to get their other than the abundance of learn more buttons with rating
of 2.

Test 1 – Mean Task Ratings & Percent Agree

Ease – Location in Predict
Task Overall
Finding Info Site Section
1 – Find Perfume to
2 (100%) 3 (100%) 1 (100%) 2
Purchase
2 – Find Piece from
Fall/Winter 23/24 Haute 4 (100%) 5 (100%) 4 (100%) 4.6
Couture
*Percent Agree (%) = Agree & Strongly Agree Responses combined

Time on Task
The testing software recorded the time on task for each participant. Some
tasks were inherently more difficult to complete than others and is reflected
by the average time on task.

Task 1 of trying to buy a perfume took the longest task of the two of (2 minutes
and 23 seconds) and Task 2 on finding a piece from the Fall/Winter 23/24 Haute
Couture collection took (30 seconds).

Overall Metrics
Overall Ratings
After task session completion, participants rated the site for eight overall
measures. These measures include:
 Ease of use
 Frequency of use
 Difficulty of keeping track of where they were in the site.
 How quickly most people would learn to use the site.
 Getting information quickly
 Homepage’s content facilities exploration
 Relevancy of site content
 Site organization

Post-Task Overall Questionnaire

Strongly Strongly Mean Percent

Disagree Neutral Agree
Disagree Agree Rating Agree

Thought Website
1 100%
was easy to use
Would use website
1 100%
frequently
Found it difficult to
keep track of
1 100%
where they were in
website

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 Strongly Strongly Mean Percent
Disagree Neutral Agree
Disagree Agree Rating Agree
Though most
people would learn
1 100%
to use website
quickly
Can get
1 100%
information quickly
Homepage’s
content makes me
1 100%
want to explore
site
Site’s content
would keep me 1 100%
coming back
Website is well
1 100%
organized
*Percent Agree (%) = Agree & Strongly Agree Responses combined

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:

It’s a pretty website design.

Liked Least
The following comments capture what the participants liked the least:

You can’t buy/find anything easily.

Recommendations for Improvement

Make it more user friendly.

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).

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 Change Justification Severity

 Add a clearer/bigger CTA
action button.
 Prioritize CTA rather than
information.
For consumers who wish to browse and buy High
perfumes quickly, the current location of the
"Shop for Perfumes" button hidden beneath
numerous pages of information can be
aggravating. Users will have easy access to the
shopping section for perfume by shifting the CTA
button to a more noticeable location, enhancing
the overall user experience and raising the
possibility of conversions.

Conclusion
The participants in the usability testing session concluded that making the
website/application more user-friendly, especially in the context of purchasing
products like perfume, is the key to improving it. The suggestions meet the critical
requirement for a user-centered design, such as adding a more obvious CTA button
for purchasing perfume and optimizing navigation. Chanel can ensure that the
website remains user-centric, boosting the general online shopping experience and
fostering long-term client happiness, by applying these modifications and having an
ongoing conversation with actual users.

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