[Levi’s] Test

[Lauren Davis]

[February 9, 2024]

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 Introduction
Levi’s is a fashion retailer site that is one of the world’s largest brand name
apparel companies. This company designs jeans and casual wear for men and
women. The purpose of this site is to advertise their apparel, and drive men
and women into purchasing their items.

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.

The person I chose to conduct this test was my brother, Samuel Davis. He
used Levi’s online website to conduct a usability test on my laptop. I was
present in the test room and observed all the data as he was conducting this
test. The session captured his comments made about the website, how he
navigated the site, things that he questioned and the overall ease of use for
the site.

Executive Summary
The usability test took place in my home office, on February 9, 2024. The
purpose of this test was to see how efficient and easy the Levi’s online
website is to use and navigate. There was only one participant that was being
tested, which was my brother. I was the only other person involved in this
test, to ensure things were done correctly. The length of session one was 26
minutes and 37 seconds. The length of session two was 33 minutes and 14
seconds. Overall, the usability test was simple, and the participant didn’t have
a hard time navigating the website. The website was laid out very specific and
understandable for any new users. Some problems that occurred during the
test were:
 Hard time navigating the index
 Lack of CTA buttons
 A lot of distraction with the movements on homepage videos
 Confusion finding the sources and index

In the document includes the overall experience of the usability test. The
tasks that had to be completed, comments and concerns throughout the test,
time from each task, areas of confusion, how things could be improved, and
questions the participant was asked.

Methodology
Sessions

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 My participant for this test was recruited because he is an example of
someone who uses the internet daily, especially when it is related to a
website used to sell clothing. During the session, I explained to him what the
usability test was, asked him specific questions, and reviewed how he
navigated through the website. I also made sure to ask questions along the
way to get the most feedback about the ease of using the website. The
participant was asked after the session questions such as:
 How easy was it for you to complete this task?
 Was it obvious where to find things from the home page?
 Did anything stand out to you or become difficult?
 What did you like most about this website?
 Where do you think the website could improve?

Participants

This participant is a regular online shopper for apparel. There was one
participant for this test on February 9, 2024.

Role
Student Online shopper Levi’s Staff

1 1

Evaluation Tasks/Scenarios

The task scenarios were created by Lauren Davis, for the participant to
complete. The tasks are listed below:
 You need to buy a new pair of pants for your dad. Find jeans that are
bootcut, under the price of $75, and in the shade dark blue. Make sure
you read reviews before purchasing.
 Find how you can get a student discount on your order and apply the
promo code at checkout.

Results
Task Completion Success Rate

The participant was able to successfully complete task 1. This participant did
not have any trouble locating the product that was in the task. The
participant struggled to complete task 2 and took more time looking for the
tabs that led to the task, but was still able to complete. The tab for this task
was located at the very bottom of the page, which made it harder to find.
Both tasks were still completed by the participant without any help.

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 Task Completion Rates

Participant Task 1 Task 2

1 √ √
Success 1 1

Completion Rates 100% 100%

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.
 I could easily locate the different categories on the website
 I was easy to complete the tasks on this 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 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 agreed that the website was easy to navigate and find
information. For task 1, the participant did not have a problem completing the
finding information for locating the product. (Mean agreement rating = 4.9)
For task 2, the participant found it more challenging to complete the task and
locate information for the student discount. (Mean agreement rating = 4.0)

Keeping Track of Location in Site

The participant agreed that it was easy to find the product information for
task 1, while keeping track of where everything was on the website. (mean
agreement rating = 5.0) The participant agreed that it was more confusing
finding information on discounts for task two on the website. (mean
agreement rating = 4.0).

Predicting Information Section

The participant agreed that it was easy to predict where to find information
for the product for task 1. (mean agreement rating = 5.0) The participant
agreed that it was more difficult finding information for task 2. (mean
agreement rating = 4.0)

Ease in locating categories

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 The participant agreed that it was easy locating categories for task 1 to
complete the task. (mean agreement rating = 5.0) The participant agreed
that for task 2, it was harder finding the section for discounts on the page.
(mean agreement rating = 4.5)

Test 1 – Mean Task Ratings & Percent Agree

Ease – Finding Location in Predict Locating categories
Task
Info Site Section
1 – Locate product for
4.9, 98% 5.0, 100% 5.0, 100% 5.0, 100%
gift
2 – find student discount 4.0, 80% 4.0, 80% 4.0, 80% 4.5, 90%

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

Time on Task
The testing software recorded the time on task for the participant. One task
was inherently more difficult to complete than another and is reflected by the
average time on task.

Task 1 required the participant to find a specific bootcut jean, in the color
dark blue, under $75. The time it took to complete this task was 67.12
seconds. Task 2 required the participant to locate the student discount on
Levi’s and apply the promo code in checkout. The time it took to complete
this task was 3 minutes and 47 seconds.

For example:
Time on Task
P1 Avg. TOT*
Task 1 67.12 seconds 67.12
3 minutes 47
Task 2 3 min 47 seconds
seconds

Overall Metrics
Overall Ratings
After task session completion, participants rated the site for eight overall
measures (See Attachment E). These measures include:
 Ease of use
 Tasks took a long time
 Difficulty of keeping track of where they were in the site
 How easy was it to complete the tasks
 Clear navigation
 Organized website
 Enjoyment of website
 Likelihood of using website again

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 Post-Task Overall Questionnaire

Strongly Strongly Mean Percent

Disagree Neutral Agree
Disagree Agree Rating Agree
Tasks took a long
1 2.0 0%
time
Found it difficult to
keep track of
1 2.0 0%
where they were in
website
It was easy
completing the 1 5.0 100%
tasks
It was clear
navigating the 1 4.0 100%
website tabs
The website was
organized and easy 1 5.0 100%
to understand
Did you enjoy this
1 3.0 0%
website
How likely are you
to use this site 1 4.0 100%
again
*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 participants comments about what they liked most about the website:
“The layout, how easy it was to go through the tabs, the filters you can use
when you shop, the cleanness of the website.”

Liked Least
The participants comments about what they liked least about the website:
“The resources were hard to find because they were at the very bottom, I
didn’t like the constant ads popping up about signing up for email.”

Recommendations for Improvement

The participant recommends that:
“They move the resources to the side of the page, or at the top where you
can click, and it expands all of the options. Having them easier to find at the
top would save time.”

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

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 where participants experienced problems or found the interface/information
architecture unclear.

For example:
Find Discounts for students (Task 2)
Change Justification Severity

 Add a tab at the top of page
near header that shows
discounts and other
resources
 Make the home page less
detailed
The participant agrees that having the tabs for Low/ Medium
discounts, return policy, agreements, their
values, and other resources be in the header. He
believes it will be easier for people to locate,
rather than having it at the very bottom of the
page.
The participant also thinks that if the homepage
didn’t include so much information, it would have
been easier to find the resources for his task
because he wouldn’t of had to scroll as far down.

Conclusion
In conclusion, the participant overall found it easy to navigate this website. The
layout of the page was organized, simple to read, uncluttered, and categorized well.
Having a cite where everything is easy to find and links take you right where you
need them, is essential for a good site. If the recommendations for improvement
were considered, it would help ease a few of the difficulties faced when navigating
through the website.

Attachments:
1. Attachment C- Subjective and overall questionnaires:
a. How would you describe your experience overall?
b. What did you enjoy about this test?
c. Was anything challenging about the test?
d. Was there anything surprising about the experience?
e. Did you feel overwhelmed at all during the process?
2. Attachment E- Ratings for overall measures
a. Ease of use
b. Tasks took a long time
c. Difficulty of keeping track of where they were in the site
d. How easy was it to complete the tasks
e. Clear navigation
f. Organized website
g. Enjoyment of website
h. Likelihood of using website again
3. Attachment A- Brief Background Questionnaire
a. What is your job? What do you do all day?
i. “I am a student most of the day, then I work on construction
sites and overlook projects.”
b. Roughly, how many hours a week altogether would you say you spend
on the internet, including web browsing, emails, and work?
i. “Around 28 hours a week”
c. What kind of sites are you looking at when you browse the web?

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 i. “Outdoor accessory sites, hunting gear, wrangler, tackle
websites.”
d. Do you have any favorite website?
i. “Sitka, bass pro shops, academy, amazon”
e. Have you visited the Levi’s website before?
i. “No”
4. Attachment D- Task Scenarios
a. You need to buy a new pair of pants for your dad. Find jeans that are
bootcut, under the price of $75, and in the shade dark blue, without
using search bar. Make sure you read reviews before purchasing.
b. Find how you can get a student discount on your order without using
search bar and apply the promo code at checkout.

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