[Levi’s] Test

[Nicole Coalla]

[February 9, 2024]

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 Introduction
The purpose of the Levi’s site is to influence clients to purchase the most famous
pairs of jeans. The user can go on the website and see all the different variations of
jeans that they offer and choose whichever one they want. There is a couple of
pages for the user to shop through, Women, Men and Kids. Any client can purchase
whichever jeans that they need. They also want to create a fun and easy-going
environment when shopping on the website.

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 interviewer conducted an at-home usability test using the participants personal
iPad. Another voluntary observer was in the room assisting with notes and timing the
tasks given to the participant. The session recorded and consisted of the participant’s
comments, task completion times, navigation choices, satisfaction ratings, and
feedback.

Executive Summary
The Interviewer conducted an at home usability test at the home of the interviewer
in Alpharetta, Georgia on February 9th, 2024. The purpose of the test conducted was
to assess the usability of the Levi’s website in terms of organization, navigation, and
ease of completing the activities needed.

To gather a good result normally, the tests would be conducted to 15 participants to

get 100% accuracy. However, this test was given to just 1 participant. The test in
total

Overall, the participant found Levis.com to be easy to navigate.

The test showed a few problems such as:

- Crowded home page
- Too many options for one style of jeans
- Military discount not shown on home page

Following this document shows the participant’s feedback, test completion rates,
time on task, satisfaction ratings, usage rating, and overall thoughts on the website.

Methodology
Sessions
The interviewer asked the participant to do a face-to-face interview over text
message. The interviewer asked for participation. The participant than proceeded to
tell the interviewer the date and time of when she was available for the session. The

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 session then proceeded to last 1 hour. During the session, the interviewer explained
the rules and followed a script. The interviewer asked questions related to the
participants background and then proceeded with the actual questions. The
participant did her best complete the questions to the best of her ability with the
knowledge she was given.

After the main tasks were completed, the interviewer asked the participant several
scaled questions on a scale 5-point Likert scale of 1-5, with measures describing 1=
no problem and 5 = major problem. Some of the post task scenarios included:

- Was the website easy to navigate

- Was it easy going back to the home page
- How easy was it to find the type of product you needed

The interviewer also provided questions that measured the satisfaction of the
participant on a 5-point Likert scale with measures ranging from 1= extremely
dissatisfied and 5= extremely satisfied. Included is:

- How satisfied where you while exploring the website

- How satisfied where you with the information on the website
- How satisfied where you with overall layout of the website

At the end, the interviewer asked the participant the following overall questions:

- Do you like the website

- What would you change about it
- What feedback/recommendations do you have
- What did you like the most
- What did you not like the most

Participants
The participant is a recent graduate from the University of North Georgia following
her post grad education at the University of St. Augustine. The participant was
scheduled for February 9th and was able to complete the test on the same day. The
participant is a female.

The participant is a 23-year-old female. She will be a full-time graduate student at

the University of St. Augustine in Florida. She spends a total 3+ hours a day online,
frequently visiting educational sites and shopping websites. Her favorites include
Barnesandnoble.com and arie.com.

Role
Graduate
Student

Evaluation Tasks/Scenarios
The test participant tackled the following tasks that were created by the interviewer:

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 - Task 1: Find a specific pair of jeans

o (You’re trying to find this specific pair of jeans that your little sister
has asked for her birthday. You don’t know the name, but you know
what they look like. Go through the process of finding these specific
jeans. Please stop once you click on their image.)

- Task 2: Find the Military discount code on the home page.

o (You were talking to your dad who served in the military for several
years and found out recently than Levi’s does a discount for nonactive
soldiers. Go through the process of picking out an item and applying
the discount code. Stop when you find the code.)
Results
Task Completion Success Rate
The participant successfully completed Task 1 (find the specific pair of jeans) and Task 2 (find
the military discount code) without guidance. Complete rates are calculated at 100% for both
tasks.
Task Completion Rates

Participant Task 1 Task 2

1 √ √

Success 1 1

Completion
100% 100%
Rates

Task Ratings
After the completion of each task, participants rated the ease or difficult of
completing the task for three factors:
- Using the pages and features easily
- Distinguish between men and woman products
- Information was placed easily to find

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 rating of > 4 considered as the user agrees that the information was easy
to find, that they can find the specific jeans and they can locate and apply the
military discount.

Ease in Finding Information

The participant agreed that it was easy to find the military discount code and apply it
to their item with a mean agreement rating of 5. At the same time, the participant
found it more difficult to find a specific pair of pants when not knowing the name of
the pants with the mean agreement rating of 2.

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 Using the features in the site

The participant found it relatively easy to navigate through the website. However, she found it
more difficult to differentiate between products and clicking through to find the right one with a
means agreement of 3. She found it very easy to use the military discount feature on her items
and locating it with a mean agreement rating of 4.

Predicting Information Section

The participant agreed it was relatively easy to predict where things would be located
on the website. She stated that information could be found easily without any
hiccups. She rated this with a mean agreement of 5. The participant found it more
difficult to predict where her specific pants would be since they all look very similar
to each other. She rated this with a mean agreement of 2.

Test 1 – Mean Task Ratings & Percent Agree

Ease – Usability of Predict
Task Overall
Finding Info features Section
1 – Find specific jeans 2 3 2 2.3
2 – Finding Military
5 4 5 4.6
Discount
*Percent Agree (%) = Agree & Strongly Agree Responses combined

Time on Task

The interviewer proceeded to time the tasks that were presented to the participant.
One task was more tedious than the other, and that is reflected by the average tot.

Task 1 asked the participant to find a specific pair of jeans without knowing the
name of the jeans. This took her a total of 3 minutes to complete. Task 2 asked the
participant to find and apply the military discount code to her item and it took her a
total of 1 minute to complete. The completion times ranged from 60 seconds to 90
seconds.
For example:
Time on Task
P1 Avg. TOT*
Task 1 3 3

Task 2 1 1

Overall Metrics
Overall Ratings
After task session completion, the participants rated the site for seven overall
measures, such as:

o Easy to use
o Difficulty finding specific item

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 o Difficulty finding size of item
o Difficulty navigating the website features
o Satisfaction with website’s organization
o Satisfaction with website’s appearance
o Satisfaction with military discount searching

See table below.

Post-Task Overall Questionnaire

Strongly Strongly Mean Percent

Disagree Neutral Agree
Disagree Agree Rating Agree

Thought Website
1 4 100%
was easy to use
Found it difficult to
1 5 100%
find specific item
Found it difficult to
find the size of 1 3 0
specific item
Found it difficult to
navigate the 1 3 0
website’s features
Is satisfied with
the organization of 1 2 0
the website
Is satisfied with
the website’s 1 1 0
appearance
Is satisfied with
how easy it was to
1 3 0
find the military
discount
*Percent Agree (%) = Agree & Strongly Agree Responses combined

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 following comments capture what the participants liked most:

The participant showed a liking to the pages and the easiness of the website. “It was
crowded, but I was about to find the women’s, men’s, kids, and sale sections easily.”
She stated how she enjoyed the subpages found on the home page when you hover
over the gender specified pages. “It gave me a lot of options to look through.”

Liked Least
The following comments capture what the participants liked the least:

The participant found that she disliked how crowded the home page was. She stated
that there wasn’t just one thing that she could focus on and said that it was
overwhelming to look through. She wasn’t too happy about how many options of the
same type of jean there were. She stated that it was too confusing and created more
stress than peace when it came it finding her jeans.

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 Recommendations for Improvement
The participant provided some feedback on what she thought would be better suited
for the website. The number one recommendation she gave was it simplify the home
page. Not make it to where when someone goes on the website, they aren’t
bombarded by the content that is being displayed. She said that it would give the
home page more attention if it was less crowded. She also thinks that having the
military discount button in clearer site will draw more attention to it and make it
even easier to find. She recommended putting all the jeans into one section,
especially if they have different color but the same style. “It would be easier to find
your jean and then search for the color then the other way around” she states.

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

 Categorize jeans by style not
by color
 Make the military discount
clearer in the home page.
 Simplify the home page so
that it is less distracting and
crowded.
The participant shows strong recommendation to High
change the homepage to be less distracting, and
her ratings show that. On top of that, she
expressed how unfortunate it was to have to
scroll all the way to the bottom to find the
military discount, when it shouldn’t be treated High
like it’s an unnecessary thing.
While the organization received a neutral rating,
she expressed her concern for the categorizing of
the jeans and how unorganized it was. That
made it harder for her to find the specific jean
that she was looking for. This was her biggest
concern as a consumer of Levi’s and recommends
this change urgently.

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

The participant found the website, Levis.com, to be a relatively easy website

to navigate and use. While there were some issues that arose when trying to
complete tasks, the result of the test turned out to be good. Having a home
page that is less distracting and making sure that it’s easy to find items is
very important for clientele. Incorporating the findings from the test and the
feedback provided by the participant will help increase the usability of the
website overall.

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