Introduction

Oreo.com serves as the digital hub for the iconic Oreo cookie, engaging consumers with
the brand's rich history, variety of products, and the latest innovations. As a central
touchpoint, Oreo.com offers visitors a playful and interactive experience reflecting the
whimsical essence of Oreo, from classic cookies to new flavors and collaborations. The
website acts as a platform to celebrate the joy that Oreo brings into everyday moments,
while also providing detailed product information, recipes, and brand-related content to
its audience. It is designed to enhance the consumer's connection with Oreo, driving
brand loyalty and fostering community among cookie lovers worldwide.

This test was conducted by Nicholas Warren, a college student at the University of North
Georgia in Dahlonega, Georgia. Nicholas is attempting to dig into the marketing principles
behind the Oreo Corporation. This usability test is to be used to determine the solutions
to some potential problems that users will face while using the oreo.com website.
Executive Summary
The usability test took place on February 10, 2024, in the home of the participant. The
test took approximately 10 minutes to complete and only involved one participant. The
usability test aimed to assess the effectiveness of Oreo.com’s web interface design,
focusing on the ease of navigation, the clarity of information presented, and the overall
user experience in the context of product customization and purchase.

Although the website is fairly simple to navigate, below are some of the highlighted pain
points:
 The participant encountered several instances of unavailable items, causing
frustration and potential loss of sales.
 The process for customizing products lacked intuitiveness, especially when
distinguishing between personal use and gift options.
 The participant experienced confusion due to the differences in the customization
process for business orders versus personal gifts, indicating a lack of cohesive
design.

Listed below is feedback on the findings of the usability test.

Methodology
Sessions
The participant for this test was selected by a team member, Nicholas, who
confirmed that while the participant was familiar with Oreo as a product, they had not
previously navigated the Oreo.com website. This approach ensured that the user
experience was evaluated from the perspective of a new online customer. The usability
test was conducted over a period of approximately 15 minutes. The participant was
tasked with performing a series of actions that represented common customer
objectives on the Oreo.com website.
The participant was asked to complete the following tasks:
 Place an order for a selection of Oreo products suitable for an upcoming
church event.
 Select and order a variety of Oreos to celebrate an anniversary with your
spouse.
  Choose and order a gift from Oreo.com for your spouse that is
customizable.

The participant expressed difficulty adapting to the significantly different website

designs encountered when placing orders for different contexts: church events, personal
celebrations, and individual purchases. The lack of a consistent interface design seemed
to hinder the ease of completing the tasks.

 Task Navigation: How straightforward was it to locate the section for ordering
each product?
 Customization of Business Orders: How seamless was the process to tailor orders
to specific business event requirements?
 Personal Product Customization: Evaluate the simplicity of customizing personal
Oreo orders.
 Overall Ordering Process: Rate the ease of completing any order on the website

Participants were asked to rate their experience on a scale from 1 to 5, with 1 being very
difficult and 5 being extremely easy

1. Rate the simplicity of ordering products in bulk for the church event.
2. Rate the simplicity of switching from ordering one type of product to another.
3. Rate the simplicity of customizing personal products.
4. Rate the simplicity of customizing bulk products.

Participants
The participant for this test was a white male in his late 20’s who knows about Oreo
through their delicious cookies but has never visited the website to make a purchase.
This test was conducted on the 10 th of February, 2024. The participant works as a high
school teacher, teaching mathematics to 10 th grade students. He spends about 20 hours
online per week browsing sports news and memes while also binging videos on how to
become a better golfer. He has never been to Oreo.com. His favorite website include
Instagram, Twitter/X, and PrizePicks.

Results
Task Completion Success Rate
The participant’s ability to complete the above tasks was recorded by Nicholas. The results to the
tasks are listed below:
1. 2
2. 5
3. 3
4. 3
The participant wishes that there were different customization tools in place on the website to ease
the ordering process. The bulk customization options seemed to be a bit more limited than the
personal customization options.
 Ease in Finding Information
Participants were asked to rate their experience on a scale from 1 to 5, with 1 being very
difficult and 5 being extremely easy. The easiest task to complete for the participant was
switching from ordering one type of product to another. The most difficult tasks to
complete were a tie between customizing both bulk and personal items.

Keeping Track of Location in Site

The participant said that the customization options were bland and not easy to
personalize.

Predicting Information Section

The participant reported that the most straightforward task on the website was switching
from ordering one type of product to the other. In contrast, the most difficult tasks to
complete were a tie between customizing both bulk and personal items. The participant
appreciated the user-friendly nature of the homepage, noting its effectiveness in
facilitating quick navigation to various sections of the site. However, they also expressed
frustration with the complexity of the bulk ordering process, questioning the necessity for
such a complicated system compared to the simplicity of personal ordering.

Overall Metrics

The participant believed that the website, despite having its quirks, was easy to use. The
website is clearly marked making navigation simple. Despite how easy the website is to
use, the participant does not believe that he will be using it to make any purchases in the
future.

Liked Most
The layout of the website

Liked Least
The customization capabilities

Recommendations for Improvement

Make all customization uniform for both bulk and personal purchases

Recommendations
Although the participant did not enjoy the customization options, he found that if the
options were uniform for both personal and bulk purchases, the website would be much
easier to use.

Change Justification Severity

Although the participant did not enjoy

 Make customization Medium
options uniform
the customization options, he found
that if the options were uniform for
both personal and bulk purchases, the
website would be much easier to use.
 Change Justification Severity

Conclusion
The participant found the website fairly simple to use. He did say, however, that he does
not see himself making any purchases on the website in the future considering the fact
that ordering custom Oreo products is not typical. He does admit that it is a good concept
and it is for somebody, just not him. For the people that this is for, he wishes that they
had a better customization option for both bulk and personal items.