Baskin-Robbins Website

Cristal Araya

2/9/2024

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 Introduction
Baskin-Robbins.com is a popular ice cream chain that is known for having a
variety of flavors and for its iconic pink and blue colors. Baskin Robbins is a
functional and emotional website. It gets their users to stay informed of the
newest flavors. Also, is emotionally appealing, emphasizing we can make
memories with our family and friends through this brand.

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, or on-site with
portable equipment. However, for this case, we will be using one user who is
asked to complete a series of routine tasks. Sessions are recorded and
analyzed to identify potential areas for improvement to the website.

I conducted a usability test on an individual using a live version app of the

Baskin-Robbins website on my laptop. A laptop using QuickTime Player to
capture the participant’s (Samantha Araya) comments and navigation choices
and the data logger’s notes. The session captured the participant’s
navigational choices, task completion rates, comments, overall satisfaction
ratings, questions, and feedback.

Executive Summary
I conducted an off-site usability test at my place of residence on February 9 th,
2024. The purpose of the test was to assess the usability of the web interface
design, information flow, and information architecture.

One individual participated in a single usability test. The individual session

lasted approximately 20 minutes. A scenario was done with two tasks to be
accomplished by the participant. The test met OMB guidelines.

In general, the participant found that Baskin-Robbin’s website, navigation tool

is manageable but confusing as well in certain topics.

The test identified only a few problems including:

 Hidden information- too many clicks to access the information
 Many subpages- no order in how they are arranged
 Cluttered information
 Accessing specific tabs was hard to find information about.

This document contains the participant feedback, satisfaction 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 is included in the Attachments section.

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 Methodology
Sessions

The test administrator (myself) recruited a participant from my hometown in

Buford, Georgia. The participant (Samantha) was willing to participate and
willing to let me conduct a usability test. Participants responded with an
appropriate date and time.
The session lasted approximately 20 minutes. During the session, the test I
explained the test session and asked the participant to fill out a brief
background questionnaire. Participants read the task scenarios and tried to
find the information on the website.

After each task, the administrator asked the participant to rate the interface
on a 5-point Likert Scale with measures ranging from Strongly Disagree to
Strongly Agree. Post-task scenario subjective measures included.
 How easy it was to complete the ice-cream purchase process
 How easy could they find Baskin-Robbins contact

After the last task was completed, the test administrator asked the participant
to rate the website overall by using a 5-point Likert scale (Strongly Disagree
to Strongly Agree) for four subjective measures including:
 The website was easy to use
 Content was clear and easy to read
 Information was quick and easy to find

In addition, the test administrator asked the participants the following overall
website questions:
 In thinking about the entire site, what is one thing you liked the
most?
 In thinking about the entire site, what is one thing you liked the
least?
 Do you have any suggestions for how the website could be
improved?

Participants
One participant was chosen in Buford, Georgia on February 9 th, 2024. The
participant is female and 17 years old.

Role in Baskin Robbin’s Community

The participant’s first time going to Baskin Robbins was when she was a kid
and has not been there since then.

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 Demographic Background
Hours
Browsing Favorite
Age Gender Occupation online per
Behavior Websites
week
Anime, E-
Is a current class,
Rakuten Viki,
17 Female High-school <12 hours Pinterest, and
Funimation
student Google
Translate

Evaluation Tasks/Scenarios
Test participants attempted completion of the following tasks
 Find a flavor that is nut-free ice cream that you may enjoy. Go
through the process of selecting the purchasing a flavor of ice cream.
Please stop right before you enter your credit card/ payment
information.
 Contact Baskin-Robbins for more information about nut-free options.
Please stop when you can scroll down the page of contact information.

Results

Task Completion Success Rate

The administrator recoded the participant’s ability to complete the tasks

Task Completion Rates

Participant Task 1 Task 2

1 √ √

√ 1 1

Completion Rates 100% 100%

Task Ratings
After the completion of each task, participants rated the ease or difficulty of
completing the task for three factors:
 It was easy to find information about nut-free ice cream options.
 Was it confusing to access information on how to complete a
purchase when choosing your ice cream.
 The contact information for customers was easy to read

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
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.

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 Ease in Finding information
The participant found that the website demonstrated many ingredients and
allergy information but needed to click various links to access them

Clear Information
The participant found that finding how to purchase an ice cream flavor was
difficult. When she was already at the ice cream flavor, she had to go
somewhere else to purchase it.

Easy to Read
The participant found that when she accessed the information on ingredients
and what could be contained in the ice cream was easy to read.

Test 1 – Mean Task Ratings & Percent Agree

Ease – Clear Easy to
Task Overall
Finding Info Information Read
1 – Find a flavor that is
nut-free ice cream that
you may enjoy. Go
2 3 4 3
through the process of
selecting the purchasing
a flavor of ice cream.
2 –Contact the
company regarding
more information about 2 3 3 2.7
nut-free options.

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

Time on Task
The testing software recorded the time on task for each participant. Some
tasks were inherently more difficult to complete than others and is reflected
by the average time on task.

Of the two tasks completed, the longest time taken to complete was 4
minutes and 15 seconds, and the shortest time was 2 minutes and 35
seconds.

Time on Task(min)
P1

Task 1 4:15

Task 2 2:35

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 Overall Metrics
Overall Ratings
After task session completion, participants rated the site for three overall
measures These measures include:
 Find information of nut-free cream options
 Completing the purchase ensuring the chosen ice cream was nut-
free
 Finding contact information

Post-Task Overall Questionnaire

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Find information of
nut-free cream √
options
Completing the
purchase ensuring
the chosen ice √
cream was nut-
free
Finding contact
√
information
*Percent Agree (%) = Agree & Strongly Agree Responses combined

4.6.2 Likes, Dislikes, Participant Recommendations

Upon completion of the tasks, participants provided feedback on what they
liked most and least about the website and recommendations for improving
the website.

Liked Most
The following comments capture what the participants liked most:
The participant enjoyed the website design, and how the pictures were pretty
which caught her attention.

Liked Least
The following comments capture what the participants liked the least:
The participant did not like, that there were many buttons which she had to
click to get the information she wanted.

Recommendations for Improvement

The participant’s only recommendation for improvement was to include fewer
buttons to make it simple to access what she wanted.

Recommendations
The recommendations section provides recommended changes and
justifications driven by the participant success rate, behaviors, and

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 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

 Simplify the menu and avoid Medium

Is not categorized well and requires users to read
excessive nesting
through all labels to figure out what they looking
for.

Conclusion
Implementing the recommendations and continuing to work with users (i.e.,
real lay persons) will ensure a continued user-centered website.

When navigating a website, the company’s navigational tools must be

readable to the public eye. That is, whether you want to search for something
within the website, you must know is easily accessible in any situation. Make
sure not to cause customers to take a long time navigating your website
because it is confusing and therefore lose them at the end of the day.

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