Usability Report

Introduction
Oreo.com serves as an online platform that the company uses to advertise their products,
sell their products, and advertise different products and services that the company offers
than people may not originally be aware of. There are options to send their products as
gifts (via individual or business gift packages) and to explore new ways to use their
products.

The test was conducted by Reid Gorvett, a college student who is analyzing Oreo through
a digital marketing class. They asked a colleague to complete a list of certain tasks that
he found to be potential problem areas using Oreo.com.

Executive Summary
The usability test took place in the home office of the participant, he was asked to
complete a list of tasks on Oreo.com during his lunch break on the computer that
he works from all day Monday-Friday. The usability test took roughly 15 minutes
to complete and was only conducted on this one participant.

While the participant completed most of the tasks with ease there were certainly
some pain points in not only the website, but the products offered on the website.
Below are some of the pain points of the conducted test,
 Lack of customizability on their “customizable” products
 Issues finding a way to leave add-ons off of the customizable product
 Confusion on how to pick who the products are being customized for
(picking between making an Oreo order for yourself vs. for a friends
birthday)
 Trouble locating the search option on the memorabilia offered on the
website
 Concerns with the drastic change in website design and execution from
customizing products for business and for gifting
The content above demonstrates the issues that were present while conducting the
usability test on said contestant. While tasks were eventually sorted out by the
participant, he ran into multiple issues related to customizing an Oreo product.
One of the biggest issues was the change in how you customize a product between
business and personal gifting. The platform used to customize the product is
completely different for each.

Methodology
Sessions
The participant for this test was recruited by Reid who was aware that the
participant was familiar with the product but not the website. The test took
roughly 15 minutes, and the participant was asked to complete a few tasks that
were related to direct links on Oreo.com. The participant was simply asked to
order Oreo products as if they were ordering them for a business event, their
spouse’s birthday, and for themselves individually. The participant’s biggest issue
was the change in which the website is designed for each subset. So, when they
would go to order Oreo’s for their business, the website looked 90% different than
when they just went through the learning curve of how to order Oreo’s for their
spouses’ birthday.
 The participant was asked to complete the tasks listed below.
 Order Oreo’s of your choice for all your superiors and work peers for an end
of year event
 Order Oreo’s of your choice for your spouse’s birthday that is coming up.
 Order any form of Oreo memorabilia for your spouse’s birthday
After completing the tasks the participant was asked to answer the following
questions and rate ease on a scale of 1-5, 1 being impossible and 5 being as easy
as possible.
 How easy was it to find out where to order each product
 How easy was it to customize business orders
 How easy was it to customize personal products
 How easy was it to order any said product
The test administrator then asked the participants the following questions once all
tests were complete.
 What was the easiest task to complete on the website
 What was the hardest task to complete on the website
 What was the best thing about the website
 What was the worst thing about the website

Participants
The participant for the test was a white male in his 50s who is familiar with Oreo
and their products, the test was conducted on the 7 th of February 2024. The
participant is a full-time mortgage loan officer and spends 40 hours a week online.
These 40 hours are spent mainly completing work tasks, but he stated he spends
5 to 10 hours a week online for personal use. He states that he spends most of his
personal browsing time keeping up with sports data and news. The participant has
never been to Oreo.com but is very familiar with their products. He was not aware
that you could order their products directly from their website for different events.
Results
Task Completion Success Rate
The participants’ ability to complete the tasks were recorded by Reid, the test
administrator. Considering there was only one participant, I will list the ratings given by the
participant rather than calculating the success rate. The ratings from 1-5 are listed below
next to the task.
 Finding each product (3.4)
 Customizing business products (2.7)
 Customizing personal products (4.2)
 Ordering products (5.0)
It is important to note that all tasks were completed in the 15 minute time frame, that
being said, the participant stated that they were not satisfied with the end results of the
products ordered regarding the business order. The participant stated that they would’ve
liked the option to add the same customization to the business order as they added to the
personal order.

Ease in Finding Information

The highest rated task was placing the orders, the customer stated that they were
very average and easy to complete, it was rated a 5. The second highest rating
was customizing personal products with a 4.2, the participant stated that it was
much easier than making a business order which is why it received a higher rating.
 The next highest rating was finding each product on the website with a 3.4, the
participant stated that finding each product was essentially identical to any other
website, without taking finding memorabilia into consideration. The lowest rating
given in the test was customizing business products with a 2.7.

Keeping Track of Location in Site

The participant stated that once started customizing a product, no matter the
genre, it was easy to keep up with their progress and make changes. The
participant did state that there was no way for them to easily make multiple
orders for different categories.

Predicting Information Section

The participant stated that the easiest task to complete on the website was
ordering a product for personal use or for another individual. With the hardest task
being ordering products for any form of business event considering the drastic
change in the customization design of each. The participant stated that the best
thing the website had to offer was the ease of access from the home page. They
stated that from the start it was very easy to get where you wanted to. Lastly, the
worst thing that the participant believed the website had to offer was the ease of
access of placing a business order. The participant did not understand why the
website made ordering products for business so much more complicated than
ordering products for personal use.

Overall Metrics
Overall Ratings
The participant generally agreed that the website was easy to use. With ease of
access apparent in the home page of the website. The participant is a strong
advocate of the design for ordering products for personal use on the website. The
participant believes that they would use the website to do so in the future. The
participant states that they do not think they would ever use the website to order
products for a business or large event considering the confusion that is tied to
making the original order. The participant has conducted business events where it
was necessary to order food and other products for the business and thinks that
there are many other easier options on the market to offer.

Liked Most
How easy it is to use the website to order products for friends, families, and
small events.

Liked Least
The complication attacked to ordering products for any large business events.
They believe that the website got way too complicated for no real, beneficial reason.
Recommendations for Improvement
 Making all forms of customization the same so that customers can go on and order
something for their spouse, then turn around and organize a business even while being
familiar with the design and process to do so.

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.

Change Justification Severity

 Make every The participant strongly suggested that making all High
customization form the customization processes the same would push for
same repeat customers. Believes that if you can make a
business order the same way you made a personal
order then you would be motivated to do so.

Conclusion
The participant was satisfied with the website overall, they were unaware of the
products and services that Oreo has to offer outside of the chain stores. They
believe that this is demonstrated well on the website, and they would be curious to
order some of the products that they have to offer. Taking that into consideration
the participant believes that there can be some overall changes made to the
website to ensure a smooth and easy process for all customers. The biggest
recommendation is making the customization processes the same. While another
recommendation was to move the search bar to the memorabilia page to make it
easier for customers to find said products.