Oreo.

com Test

Emily Cain

02/08/24

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

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Independence Avenue, S.W. - Washington, D.C. 20201
 Introduction
Oreo.com serves as a website used by the company to advertise their
products and services. Not only does Oreo.com provide information about the
brand itself, but it also allows customers to purchase their customizable
products.

The test was conducted by Emily Cain, a college student using Oreo’s website,
Oreo.com, to run a usability test in her Digital Marketing class. Emily analyzed
the Oreo website to find potential usability problems and used these items to
create two tasks. An individual was asked to complete these tasks on the
Oreo website and provide feedback on their experience.

Executive Summary
The usability test took place on February 10, 2024 at the participant’s house.
The purpose of the test was to assess the usability of Oreo’s web interface
design. The test was conducted by one participant and took about 5 minutes
to complete.

In general, the participant found the Oreo.com website to be clear and easy
to use. The test identified only a couple minor problems including:
 Many unavailable items
 Lack of customizable gluten-free Oreos

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 also included.

Methodology
Sessions
The test administrator, Emily, recruited this particular participant by directly
reaching out and requesting their availability and participation. Emily knew
this person’s love for the brand and their products, so recruiting this
participant was a no-brainer. The session took about 5 minutes from start to
finish. During the session, the test administrator explained the test logistics to
the participant and asked her to complete two tasks on the company’s
website.

The participant was asked to complete the following tasks:

1. Find a coupon on the site and redeem it on an order of choice. Stop
just before placing the order.
2. Order something unique for your Oreo-loving friend’s birthday who has
a gluten allergy. Stop when item is added to cart.

After the tasks were completed, the test administrator asked the participant
to rate the website overall by using a 5-point Likert scale for subjective
measures including:

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  Effectiveness
 Ease of use
 Amount of time
 Site organization
 Satisfaction

In addition, the test administrator asked the participant open-ended questions

regarding:
 What the participant liked most.
 What the participant liked least.
 Recommendations for improvement.

Participants
This usability test was completed on February 10, 2023 by one participant.
The participant is a 42-year-old female who works as a HR Manager. She
spends roughly 40 hours a week online. Her browsing behavior is a mix of
both work and personal related. The participant had never visited the Oreo
website prior to completing this usability test. A couple of her favorite
websites are Amazon.com and Target.com. She also is active on Instagram
and Facebook.
Results
Task Completion Success Rate
Emily Cain recorded the participant’s ability to complete each task in terms of
effectiveness, efficiency, and satisfaction. Emily also asked the participant
three open-ended questions regarding their experience.

Effectiveness:
Was the participant able to complete both tasks? Yes.

Efficiency:
1. How long did it take the participant to complete the task? The first task
took 1 minute and 40 seconds. The second task took 2 minutes and 83
seconds.
2. On a scale 1-5, 1 being extremely difficult and 5 being extremely easy,
how easy was the website to use? 5
3. To what extent do you agree with the following statement: (1 being
strongly disagree, 5 being strongly agree) The product pages were
organized well. 5

Satisfaction:
1. On a scale of 1-5, 1 being poor and 5 being excellent, please provide an
overall rating for the Oreo site. 4
2. On a scale of 1-5, 1 being not at all satisfied and 5 being very satisfied,
how satisfied were you with your overall experience using Oreo.com? 4
3. On a scale of 1-5, 1 being not at all likely and 5 being very likely, how
likely would you be to use this website again? 3

Open-Ended Questions:
1. What did you like the most about the website? The OreoiD customizable
feature

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 2. What did you like the least about the website? The number of items that
were out of stock
3. Do you have any recommendations for improvement? Restock items and
have an option for gluten-free in the OreoiD customizable feature

Task Completion Rates

Participant Task 1 Task 2

1 √ √

Success 1 1

Completion
100% 100%
Rates
Time on Tasks

Time
Task
(minutes)

1 1.40

2 2.83

Total 4.23

Recommendations for Improvement

Change Justification Severity

 Restock out of stock items High

It is disappointing to see too many unavailable
options.

 Add a gluten-free option on More customers can enjoy this feature if gluten- Medium
the OreoiD feature free cookies were allowed to be customized.

Overall Metrics
The participant found the site to be easy to use and organized well. The
placement of the coupon in the website announcement bar at the top of the
home page allowed the participant to locate the discount code quickly.
Deciding on a product out of the many appealing options took the longest for
the participant during the first task.

The second task caused a bit of frustration for the participant. Initially she
clicked on the “Gifting” tab, which then prompted her to click on the
“Birthday” heading. However, there was only one product shown and it was
out of stock. The participant then went back to the home page and clicked on
the “OreoiD Customize Now” button, only to find out that gluten-free was not
an option for this feature. Going back to the home page again, the participant
clicked on the “Merchandise” heading to find a gift. Even though many items
were out of stock, she decided to go with a candle.

The participant recommended restocking the items that are out of stock as
this can be frustrating for customers. On a level of severity, this change was
scored high. Also, she recommended allowing gluten-free cookies to be
customized in the OreoiD feature. More customers can enjoy this exciting

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 feature if gluten-free was an option. This change was not considered as
important, so it was scored medium on the level of severity.

The participant does not see herself using this site frequently, because the
only product she is interested in can be found at her local grocery store.
However, being her first time visiting the site, she did appreciate the level of
creativity and information it provided.

Conclusion
Overall, the participant found Oreo.com to be well-organized, comprehensive,
clean and uncluttered, useful, and easy to use. The level of creativity and
user-friendliness was appreciated by the participant. Implementing the
recommendations provided will ensure a continued user-centered website.

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