Crumbl Cookie Test

Caroline Thompson

September 24, 2023

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 Introduction
Crumblcookies.com is a way for the brand’s consumers to easily access the
flavors of the week and get a good visual of them, find the nearest Crumbl to
your area, and order online instead of going through the app. It’s also an
easy way to access and view their brand merchandise while also observing
their nutrition facts.

A usability test is intended to determine the extent an interface facilitates a

user’s ability to complete routine tasks. Typically, the test is conducted with a
group of potential users either in a usability lab, remotely (using e-meeting
software and telephone connection), or on-site with portable equipment.
Users are asked to complete a series of routine tasks. Sessions are recorded
and analyzed to identify potential areas for improvement to the website.

I conducted an onsite usability test using Crumblcookies.com located on my

laptop. I had my boyfriend come over so we could conduct the test in person,
but I also recorded it to ensure that I could come back to it if there was any
uncertainty during the process. I, the data logger and test administrator
captured the task completion rates, comments, and overall satisfaction
ratings and feedback.

Executive Summary

The Crumblcookies.com project team conducted an onsite usability test at the

test administrator’s house in Dahlonega, Georgia on September 24, 2023.
Crumbl Cookies is one of the most popular dessert chains in the United States
right now. The purpose of the test was to assess the usability of the website’s
design, information flow, and information architecture.

Overall, the website was extremely easy to navigate and did not leave
consumers wondering anything. The participant had already navigated the
website before, so he was not completely unfamiliar with it, it had only been a
while so he just needed to be refreshed. Some issues we had with the website
were as follows:
 Aesthetic (jumbled up website)
 Mandatory to create an account if you want to order online

Methodology
Sessions
The participant was recruited by me asking if he was willing to help me with
an important assignment. The individual sessions weren’t extremely lengthy
since he was already familiar with the website and could navigate it easily.
After each task, I asked him on a five-point scale from strongly disagree to
strongly agree
1. Was it easy to find the price of a dozen cookies?

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 2. Was the map clear on how far it would be to the nearest Crumbl Cookie
store?
3. Would you use the website again?

After the previous questions were answered, I asked the participant to rate
the website overall by using another five-point scale for three more questions.

1. How satisfied were you overall with the ease of navigation through
Crumblcookies.com?
2. How satisfied were you with their mobile ordering?
3. How satisfied were you with their nutrition facts?

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

1. What did you like most about Crumblcookies.com?

2. What did you like least about Crumblcookies.com?
3. What would you change about Crumclcookies.com if you were able to?

Participants
My only participant was my boyfriend who attends the University of Georgia
and is a management major. He is 22 years old and works at Tate Student
Center, he usually spends anywhere between 4-5 hours a day online. His
browsing behavior is frequent. He has visited this website before, and his
experience has been painless and easy to navigate. His favorite websites
include Nike.com, Lululemon.com, and Orvis.com. We only tested for one day
which was September 24, 2023.

Provide a summary of the results from the demographic/background

questionnaire and display this information in a table.]

UGA student N/A N/A N/A N/A N/A

1 0 0 0 0 0

Evaluation Tasks/Scenarios
The test participant attempted to complete the following tasks:
 Have cookies delivered to the participant
 Discover how many calories are in a dozen mini chocolate chip cookies

I, the test administrator created the tasks for the participant.

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 Results
Task Completion Success Rate
 The participant successfully completed Task 1 (Have cookies delivered
to the participant) and Task 2 (Discover how many calories are in a
dozen mini chocolate chip cookies). I recorded the participant’s ability
to complete the tasks and there was 100% completion rates for both
tasks.

Task Completion Rates

Participant Task 1 Task 2

1 √ √

Completion
100% 100%
Rates

Task Ratings

After the completion of each task, participant rated the ease or difficulty of
completing the task for three factors:
 It was easy to find my way to this information from the homepage.
 As I was searching for this information, I was able to keep track of
where I was on the website.

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

agree) as the user agreed that the information was easy to find and that they
could keep track of their location and predict the section to find the
information.

Ease in Finding Information

The participant agreed that it was easy to get the cookies delivered directly to
his house and that it was easy to find the nutrition information for a dozen
mini chocolate chip cookies.

Keeping Track of Location in Site

The participant agreed that it was easy to keep track of where he was on the
website while trying to get the cookies delivered to his house and to find the
nutrition information for a dozen mini chocolate chip cookies.

Test 1 – Mean Task Ratings

Ease – Location in
Task Overall
Finding Info Site
1 – Getting cookies
3 3 6
delivered
2 – Finding nutritional
3 3 6
info

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

Task 1 required the participant to have cookies “delivered” to them. He did

two attempts, and the mean time was 57 seconds. Task 2 required the
participant to discover and calculate how many calories are in a dozen mini
chocolate chip cookies which after two attempts took a mean of 18 seconds.

For example:
Time on Task
P1 Avg. TOT*
Task 1 57 57

Task 2 18 18

Overall Metrics
Overall Ratings
After task session completion, the participant rated the site for five overall
measures. These measures include:
 Ease of use
 Difficulty in keeping track of where they were on the site
 How quickly most people would learn to use the site
 Getting information quickly
 Site organization

Since there was only one participant in my website study, the “percent
agreed” will always be 100. MY participant did say that the website’s
homepage was a good asset for the company because of its ease of use.

Post-Task Overall Questionnaire

Strongly Strongl Percent

Disagree Neutral Agree
Disagree y 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
Website is well
1 100%
organized
*Percent Agree (%) = Agree & Strongly Agree Responses combined

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 4.6.2 Likes, Dislikes, Participant Recommendations
Upon completion of the tasks, the participant provided feedback for what he
liked most and least about the website, and recommendations for improving
the website.

Liked Most
The following comments capture what the participants liked most:
How easy it was to find information like how to order online and where the
nutrition facts were.

Liked Least
The following comments capture what the participants liked the least:
How the homepage looked aesthetically tacky since there was so much going
on.

Recommendations for Improvement

“Clean up” the homepage by removing some of the unnecessary eye sores
like the advertisements for their new card game.

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.

Clean up the home page in order to create a more aesthetically pleasing website

Change Justification Severity

 Create more specific pages
instead of dumping it all
onto the home page
 Change the image size of the
cookies on the home page
One concern that my participant had was that the Mild
home page did not seem to be pleasing to the
eyes when looking at it. They could create a
second page to promote their new card game or
put it on the existing merchandise page to make
it less junky.
The weekly cookies that they promote are
entirely too big. They need to make them a lot
smaller.

Conclusion
The participant found that Crumblcookies.com is a well-organized,
comprehensive, informational website that is very useful and easy to use.
Having a centralized site to find information is key to many successful
websites. Implementing the recommendations and continuing to work with
these users will ensure a continued user-centered website. With just a few
changes, this website will be in near perfect shape

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