Jif Website Test

Valentina Bohada

September 23, 2023

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 Introduction
Jif is an American brand of peanut butter. It was founded in 1958 by the J.M.
Smucker Company and has been committed to delivering a high-quality brand
and innovation to each product and recipe since then. The Jif's website mainly
provides information about each of the products available in the market. It
gives customers the option to check nutritional facts, know different sizes
available, learn about alternatives to cooking, and mainly shows clients how
peanut butter can be best used in all moments of their lives. They also
provide information about their cores and values, history, and most Q&A
people are interested in.

I, Valentina Bohada, conducted the Usability test using the Jif's website. A
prepared set of questions, cases/scenarios, and the computer itself was
provided by me to a young female. The interview was conducted in a quiet
environment at the person's house. The session lasted 45 minutes and
captured the participants' choices, completion of tasks, comments,
satisfaction ratings, and feedback.

Executive Summary
The usability test took place on September 23, 2023, at the participant's
house. It was conducted professionally on a woman of 22 years old. The test's
primary purpose was to determine whether Jif's website was working as
intended or if there were any complications when looking at the information
and the products. We wanted to see how easy it was for the customer to
navigate through the website, what were the things they would focus more
on, and how exactly they moved around.

In this case, there was just 1 participant, a woman whose occupation as a

Sales Representative in State Farm requires her to spend most of her time
online. On average, she said she spends 80 hours a week on websites such as
email, Google, Instagram, Teams, Whatsapp, and Safari.

The Usability test lasted 45 minutes, and the first thing she was asked to do
was to go over the website and get familiar with it; after, she was asked to
perform two different actions for two different scenarios. The scenarios
included finding a healthy and easy recipe for a friend and finding the best
snack for a school trip her kids would have. All actions were well performed,
and she completed all tasks.

During the interview, I saw a couple of glimpses where it took a lot of work
for her not to have the option to buy the product from the Jif’s website
strictly, but instead through different supermarkets.

 It was frustrating for her not to have a shopping card.

 She said the recipes were too limited. She needed more options and
variations on them.
 The lack of prices and inability to see how much it was from the
beginning was stressful for her.

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 This document contains the participant's feedback, task completion rates,
ease of difficulty, time on each task, and some recommendations for
improvement.

Methodology
I called the prospective person in advance to see if she was available and
okay with participating in this interview. I knew she usually purchased this
brand and thought she was the perfect candidate. The participant was asked
to do the following tasks:

1. Your friend is sick, and you would like to cook something healthy so
you can bring it to the hospital. You have heard peanut butter is good
for your body, so you want to include it in the preparation. Go through
the process of finding a healthy and easy recipe that contains Jif. It
took her 1 minute and 55 seconds to complete this task.
2. You need to buy some snacks for a school trip your kids are having.
Please go through the process of selecting the best product and choose
the closest option to purchase it. It took her 1 minute and 34 seconds
to complete this task.

After each task, I asked the participant to rate the interface on a 5-point
Likert Scale with measures ranging from Very Difficult to Very Easy and Very
Likely to Not Likely. Post-task scenario subjective measures included (see
Attachment B):
 How would she rate the process of finding a healthy option?
 How would she rate her experience with the website styling?
 How would she rate the website's usefulness when looking for a
recipe?
 How likely was she to buy the product after looking at the website?

After the last task was completed, I asked the participant to rate the website
overall by using a 5-point Likert scale (Strongly Disagree to Strongly Agree)
for eight subjective measures including:
 Ease of use
 Difficulty keeping track of location on the website.
 Learn ability - how easy it would be for most users to learn to use
the website.
 Information facilitation – how quickly participants could find
information.
 Look & feel appeal – the homepage’s content makes me want to
explore the site further.
 Site content – would the site's content keep me coming back?

In addition, I asked the participants the following overall website questions:

 What the participant liked most.
 What the participant liked least.
 Are there any changes or recommendations you would like to add?

See Attachment C for the subjective and overall questionnaires.

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 Participants

A participant was scheduled to complete the test on September 23, 2023.

Some participant characteristics were: young female, 22 years old, college
graduate, and working as a state representative in the state of Georgia.
Before the meeting, she had never visited the Jif’s website page but used the
brand daily. She maintains a healthy lifestyle, so having peanut butter in her
protein shake after training at the gym helps her gain more calories to
achieve her fitness goals.

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

- - - - - 1

Evaluation Tasks/Scenarios

After going through Jif’s website, I observed some good things and some
difficulties when looking for a product. I created the task scenarios according
to what I thought was something most families and people would be looking
for and would have to use. I made two tasks the participant needed to work
on:
 Finding a healthy and easy option that the person could cook and
stopping when finding it.
 Selecting a snack product for a school trip her kids have, must find
an option near the person’s house to purchase it.

Results
Task Completion Success Rate

The person was able to complete both tasks successfully. I clearly stated what
she needed to do from the beginning, didn’t jeopardize or interrupt when she
was completing the activities, and the questions she had were answered at
the end. As soon as she started each task, she narrated everything she saw,
what buttons she was clicking, the reason why she would click on a particular
product instead of others, and so on. The participant could complete both
tasks very quickly and without any problems. It took her an average of 1
minute and 44 seconds to complete the tasks.

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 Task Completion Rates

Participant Task 1 Task 2

1 √ √

Success 1 1

Completion
100% 100%
Rates

Task Ratings

After the completion of each task, participants rated the ease when
completing the task on a scale from 1 to 5. The 5-point rating scale ranged
from 1 (Very Bad) to 5 (Excellent):
 The process of finding a healthy option.
 Satisfaction with the products and recipes she found.
 Experience with the website style

Ease in Finding Information

After completion, my participant stated that the process was easy and
straightforward. She found the healthy options with no problem and rated this
category a 3, good to develop. On the second task, she said it was even
easier to find the products, and she had no problem finding a store near her
house. She rated this category with 4.

Satisfaction with the Products and Recipes.

The participant expressed that even though she was able to finish all tasks,
the satisfaction rate was not good. She wanted to have more options for
recipes and healthier products. For the prices, she expressed she didn’t like
that she needed to check each market. She said it was very tedious and time-
consuming. She gave the first task a score of 2 and, for the second task, a
score of 3.

Experience with the Website Style.

For this category, the participant rated the first task as four and the second
as two. She said the website style had a good design for the recipes, making
it easier to navigate. For the second task, the score was deficient because the
options to purchase were not on the same website. She didn’t like going to
other pages like Walmart, Target, or Amazon.

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 Test 1 – Mean Task Ratings & Percent Agree
Ease – Experience
Task Satisfaction Overall
Finding Info Website Style
1 – Finding a healthy
and easy option to 3.0 (60%) 2.0 (40%) 4.0 (80%) 3.0
cook.
2 – Selecting a snack
product and find a store 4.0 (80%) 3.0 (60%) 2.0 (40%) 3.0
nearby to buy it.
*Percent Agree (%) = Agree & Strongly Agree Responses combined

Time on Task
I recorded the time spent on each task to analyze how easy it was to develop
and complete the activities. I wanted to explore how much time the person
spent searching, buying, or if there were any complications, how long it would
take the person to resolve them. Task number 1 took the participant 1 minute
and 55 seconds to complete. Task number 2 took the participant 1 minute
and 34 seconds.

Time on Task

P1
93
Task 1
seconds
80.4
Task 2
seconds

Overall Metrics
Overall Ratings
After task session completion, participants rated the site for eight overall
measures These measures include:

 Ease of use.
 Difficulty keeping track of location on the website.
 Learn ability - how easy it would be for most users to learn to use
the website.
 Information facilitation – how quickly participants could find
information.
 Look & feel appeal – the homepage’s content makes me want to
explore the site further.
 Site content – would the site's content keep me coming back.

The participant thought the website was easy to use. She recognized that Jif
was selling a specific product type from the first time she saw the home page.
She also said the colors, the design, and the fonts caught her attention.
However, when asked if she would repurchase or revisit the website, she said
she would go strictly to the supermarket to find the option that suits her
needs. She said Jif's website didn't help that much at the end of the day

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 because it didnt allow her to purchase the product on the website, and neither
have the prices.

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 0%
frequently
Found it difficult to
keep track of
1 0%
where they were in
website
Thought most
people would learn
1 100%
to use website
quickly
Can get
1 100%
information quickly
Homepage’s
content makes me
1 0%
want to explore
site
Site’s content
would keep me 1 0%
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, participant 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 said she liked the distribution of the website, how well
organized it is, and how easy it is to navigate and find information.

Liked Least
The following comments capture what the participants liked the least:
The participant disliked that the website was mainly to give out information.
It didn’t offer prices, neither did it have a shopping cart. She also said the
snack options didn’t have healthy ingredients, and she would think twice if
she gave those snacks to her kids.

Recommendations for Improvement

The participant repeatedly mentioned that it would be easier to put a
shopping cart option on the website that allows her to purchase directly
instead of looking at each market website. She also said she would have
preferred to have on the same page all the price comparisons of all markets
and not have to click on each one to find out.

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 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 information was unclear.

Find a healthy option to cook (Task 1)

Task 1 Required participant to find a healthy and easy option that the person could cook.

Change Justification Severity

 Add more variety in the Low

recipes and make sure The participant commented that even though she
they are healthy. found healthy smoothies and veggies containing
peanut butter, she wanted to see more options
and ideas she could also cook for her kids.

For example:
Selecting a snack product and find a store nearby to buy it (Task 2)
Task 2 required participant to select a snack product and find a store nearby to buy it.

Change Justification Severity

 Add shopping cart and the
option to see all the brands
at the same time. Allowing
each client to compare
prices.
The participant was very disappointed when she High
tried looking for a specific brand. She wanted to
see which market was the cheapest and she need
to click in each of the links and go to a different
page each time. She said it would be easier to
add the product to the shopping cart and then
just purchase it from there.

Conclusion
The participant found the Jif’s website very easy and clear to navigate in. She
was ablet to find important information related to the product, nutrition,
reviews, recipes, and pictures. Having a centralized opinion and implementing
her recommendations I consider the brand will make more revenues if adding
a shopping car or selling their products directly.

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