Dairy Queen Test

Adolfo Quimbayo

9/20/23

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 Introduction
Dairyqueen.com serves as a website that allows people to view their menu
items, order ahead of time, and have more customization options for their
consumers. This makes it easier for their consumers to have easy access to
their menu and information.

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 web site.

I conducted a usability test in person using a live version of dairyqueen.com

on the interviewer’s laptop. It was conducted at the University of North
Georgia and I captured the participant’s task completion time, comments,
questions, ratings, and feedback.

Executive Summary
I conducted a usability test at the University of North Georgia on September
20, 2023. The purpose of this test was to assess the usability of the web
interface design, information flow, and information architecture.

One Brenau University student participated in the Usability Test. The

participant took about an hour to review the website and give their feedback.
Typically, a total of eight to 10 participants are involved in a usability test to
ensure stable results.

In general, the participant viewed the website’s navigations to be relatively

easy and clear. They viewed the website and rated it to be well organized
overall.

The test identified only a few minor problems including:

• The menu was a bit difficult to navigate
• The CTA button on the home screen wasn’t working
consistently
• She was not sure where the seasonal flavors were that were
presented on the home screen

This document contains the participant feedback, satisfactions ratings, task

completion rates, ease or difficulty of completion ratings, time on task, errors,
and recommendations for improvements. A copy of the scenarios and
questionnaires are included in the Attachments’ section.

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 Methodology
Sessions
I contacted my girlfriend who enjoys eating ice cream in general. We sat
down and conducted the interview which took around an hour. During the
interview, I explained the test session and asked her to give me brief
background information. I read the tasks to her and she went to try and find
the information on the website. The participant was asked to do the following
tasks:
1. Make an order as if you were ordering something to eat for yourself.
It took her 4 minutes and 15 seconds to make an order and get to
checkout.
2. Create an account with Dairy Queen and sign up for their emails. It
took her 1 minute and 20 seconds to create an account.

Background Information:

•Age: 20
•Gender: Female
•Occupation: Full-time student
•Hours online: Around 5-8 hours daily
•Browsing Behavior: Note taking, shopping
•Have they visited this website before and if/so have them tell you about
their experience (why they were on the website).
• Favorite Websites: Pinterest, Notion, Instagram

After task #1, I asked the participant to rate the interface on a 5-point Likert
Scale with measures ranging from Strongly Disagree to Strongly Agree. Post-
task scenario subjective measures included:
• How easy it was to find the menu from the home page.
• How organized she felt the website was

After task #2 was completed, I asked the participant to rate the website
overall by using a 5-point Likert scale (Strongly Disagree to Strongly Agree):
• How easy it was to go through the process of signing up
• Was it easy to predict where they would find the sign-up option

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

• What the participant liked most.
• What the participant liked least.
• Recommendations for improvement.

Participants

One participant who hour mentioned they enjoy ice cream. They were
scheduled over a one 1-period. The participant was female.

Role in Dairy Queen Community

The participant mentioned she really loves blizzards from DQ and likes how
there are so many options.

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 Evaluation Tasks/Scenarios
Test participant completed the following tasks:
• Make an order as if you were ordering something to eat for
yourself.
• Create an account with Dairy Queen and sign up for their
emails.
Results
Task Completion Success Rate

The participant completed both tasks (100%).

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 or difficult 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 in the website.
 I was able to accurately predict which section of the website
contained this information.

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 ratings 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

The participant believes that finding the menu was relatively easy but could
be improved. (3/5 ease).

Keeping Track of Location in Site

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 The participant found it easy to find and create an account to receive emails
from Dairy Queen. (5/5 ease).

Predicting Information Section

The participant agreed it was easy to predict where to find the sign-up option
for DQ’s email mailing list. (5/5 ease).

Test 1 – Mean Task Ratings & Percent Agree

Ease – Location in Predict
Task Overall
Finding Info Site Section
1 – Order a meal 3/5 5/5 5/5 3.75

2 – Sign up for emails 5/5 5/5 5/5 5

*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
complete each task. Task 1 required the participant to make an order on the
Dairy Queen website (overall 4 minutes and 15 seconds). Task 2 required the
participant to sign up for the email mailing list (overall 1 minute and 20
seconds).

Time on Task
P1 Avg. TOT*
4 min, 4 min,
Task 1
15 sec 15 sec
1 min, 1 min,
Task 2
20 sec 20 sec

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

The participant found the website easy to use. The only things she would
change were how the CTA button functions on the website and how the menu
is set up. She liked the presentation of the home screen because of the

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 images of the seasonal flavors and because the women’s arm in the picture
showed her wearing a fall sweater which goes with the theme.

Post-Task Overall Questionnaire

Strongly Strongly Mean Percent

Disagree Neutral Agree
Disagree Agree Rating Agree

Thought Website
1 50%
was easy to use
Would use website
1 100%
frequently
Found it difficult to
keep track of
1 25%
where they were in
website
Thought most
people would learn
1 75%
to use website
quickly
Can get
1 75%
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 75%
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:
The participant liked that the website had plenty of images of menu items the
most.

Liked Least
The following comments capture what the participants liked the least:
The participant’s least liked feature of the website was how the menu was set
up and the navigation of it.

Recommendations for Improvement

The participant recommended improving the CTA button so that there isn’t
confusion when clicking on it and changing how the menu is viewed on the
site to make the usability better for consumers.

Recommendations
The recommendations section provides recommended changes and
justifications driven by the participant success rate, behaviors, and

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 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

 Add a better menu
dropdown.
 Add a different CTA button.
The participant believes that changing the layout Low
of the menu could make it easier and more
effective for consumers.
Changing the CTA button and its function could
benefit the website and eliminate the confusion
that the current one causes.

Conclusion
Implementing the recommendations and continuing to work with users (i.e.,
real lay persons) will ensure a continued user-centered website.

The participant found the website to be helpful for situations where you want
to look at the menu ahead of time before going to the restaurant.

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