Cinnabon Test

Sadae K Bell

10 February 2024

U.S. Department of Health & Human Services - 200

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Independence Avenue, S.W. - Washington, D.C. 20201
 Introduction
Cinnabon.com serves as both an informational and advertisement website
about the brand Cinnabon. This website provides information regarding the
different products they sell, its ingredients, where to find their store locations,
and other factors consumers may want to know. This website also provides
promotional information to attract consumers to other products the brand has
to offer, promoting brand loyalty and consumer engagement.

Who conducted the test was myself, Sadae Bell. I used a timer to track
the time it took for the participant to navigate through the website, the
laptop that included the Cinnabon website live, and notes that I took while
observing the participant.
Executive Summary
The usability test took place in the office of the home of the participant,
providing comfort reducing nervousness while they are completing tasks. The
purpose of this test is to analyze to usability of the Cinnabon website. By
doing both the upsides and downsides of the websites can be analyzed based
on the perspective of the consumer. The number of participants in this test
was only one. The demographics of the participants is a 45-year-old female
who is a nurse. She spends around 2 hours online daily with daily browsing
behavior. Some of their favorite websites include Facebook and Target. With
that being said, the participant has never visited this website before. As it
relates to this activity, the participants were given a maximum of 15 minutes
to complete each task. For the test, two different tasks were given. The first
task was for the individual to find the allergen chart for Cinnabon’s product.
The second task was to find a link to Cinnabon’s social media website. For the
first task it took the individual 8 minutes to complete. Then for the last task it
took 5 minutes. Based on the results in comparison with the results, it made
sense as to why it took the participant a little longer to complete the task.
This is because the individual is not as computer savvy as a someone of a
younger age, even more specifically because the person has never visited the
site.
Furthermore, some issues found with the website include:
- A lack direct important information, i.e. finding the allergens for different
foods should be listed within the products description, not on a list that
takes a while to locate.
- Important information is listed at the bottom instead of the time.
- Finding external platforms were not easy to navigate as it was shown in
smaller sizing.
- Not all the items on the website that are clickable “look clickable.”

Methodology
The participant was recruited based upon the fact that they were the most
tech savvy person I knew that would be the best candidate for this task. The
session did not take long as I anticipated as the individual was readily
available and willing to do complete the task. The participant was asked to

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 find the allergen chart and to find Cinnabon’s social media. After the tasks
were completed, the questions I asked the participants include:

1. On a scale of 1 to 5is it easy for you to look through the website to

understand the brand?
2. On a scale of 1 to 5 how easy was it to find the social media pages?
3. On a scale of 1 to 5 how easy is it to find the allergen list?
4. On a scale of 1 to 5 how clear was this information presented on site?
5. On a scale of 1 to 5 do you think a younger individual would find this
site easy to use
6. On a scale of 1 to 5 how well does this site promote its foods products?
7. One a scale of 1 to 5 would you say you learned a lot of information
from the website about its brands?
8. If you had the option to alter the website, what changes would you
make?
9. What did you enjoy the most about using the website?
10.What about the website draws your attention the most?

Participants

There was only one participant for the whole test. The participant was a 45-
year-old female who works as a nurse in a medical institution.

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

0 0 0 1 0 0

Evaluation Tasks/Scenarios

The task scenarios were created by a group in which I have been assigned in to
analyze the Cinnabon brand.
The tasks that were given for the participants to complete are:
- Find the allergen chart for Cinnabon’s products.
- Find a link to Cinnabon’s social media pages.
See attachment D to view the results regarding the task completion.

Results
Task Completion Success Rate
I, Sadae Bell, recorded the participants ability to complete tasks (finding the
allergen table and finding the social media links) All task had the same
completion rate as the participant was able to complete both 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 or difficult of
completing the task for three factors:
 It was easy to find my way to this information from the homepage.
 The information was clear to find on the website.
 How much improvement in needed for the website.

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

The participant agreed that it was easy to find the allergen list (Average mean
on 3) and strongly agreed it was easy to find the social media links (average
mean of 4)

Keeping Track of Location in Site

The participant agreed it was easy to find the track the location of the site to
find the allergen chart (average mean of 3). The participant agreed that the
location to find the site was easy as well (Average mean of 3).

Improvement Needed Section

The participant strongly agreed the website needed improvement to find the allergen
chart (average mean of 4). The participant also strongly agreed that improvement on
the website was needed to help find the social media links (average mean of 4).

Test 1 – Mean Task Ratings & Percent Agree

Ease – Location in Improvement
Task Overall
Finding Info Site Needed
1 – Find Allergen Chart 3 3 4 3.3
2 – Find Social Media
4 3 4 3.7
Links
*Percent Agree (%) = Agree & Strongly Agree Responses combined

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 Time on Task

Task 1 required the participant to find the allergen chart for the Cinnabon
products (mean = 480 seconds). Task 2 required the individuals to find the
social media links (mean = 300)
Time on Task
P1 Avg. TOT*
Task 1 123.1

Task 2 130 186.4

Overall Metrics
Overall Ratings
After task session completion, participants rated the site for eight overall
measures (See table below). 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 agreed that the website was easy to use but disagreed that
they would use the site frequently as they disagreed the site would keep
them coming back as personally, she would not fit Cinnabon’s target market.
Even the participant average agreement rating was 25% for the simple fact
this participant does not fit the target market, this person would come back
to the homepage to explore the site.

See table below.

Post-Task Overall Questionnaire

Strongly Strongly Mean

Disagree Neutral Agree
Disagree Agree Rating

Thought Website
1 4
was easy to use
Would use website
1 2
frequently
Found it difficult to
keep track of
1 3
where they were in
website
Though most
people would learn
1 4
to use website
quickly
Can get
1 3
information quickly
Homepage’s 1 2

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 Strongly Strongly Mean
Disagree Neutral Agree
Disagree Agree Rating
content makes me
want to explore
site
Site’s content
would keep me 1 2
coming back

Website is well
1 3
organized

*Percent Agree (%) = Agree & Strongly Agree Responses combined

4.6.2 Likes, Dislikes, Participant Recommendations

Liked Most
The following comments capture what the participants liked most:
- The participant liked to colors of the website.
- The participant liked the website layout.
- The participant liked the variety of different product that they sold.
Liked Least
The following comments capture what the participants liked the least:
- The participant thought that certain important information should be
highlighted in better areas of the website.
- The allergens of a product were not so easy to find.
Recommendations for Improvement
- Make the social media sites easier to navigate by linking the photos that
are posted to the website.
- to find allergens of a product it should be listed under a picture of the
products as part of a description on what it is that being sold.
Recommendations

Change Justification Severity

 Add allergens for a food item
within in a product
description.
 Information regarding the
brand should have better
placement on the website’s
pages
Participant strongly agreed that the allergen list Medium
was not easy to find as it was linked at the
bottom of the website. Therefore, is inconvenient
for individuals who are trying to look quickly for
what to order but may have allergies. Th
High
Participant found that certain information should
be easily recognized on the website as it was
slight difficult to navigate (i.e. placement of
allergies chart and social media links)

Conclusion

In conclusion the participant agreed that the website needed improvements and
navigation was not the easiest. Although the website was very attractive to the
participant, regarding the colors and its layout, it does still showcase some faults
that can be altered to make it easier for customers who view the site.

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