GROUP

■ Apoorvaa Kashikar
■ Gouri Katte
■ Poorva Ketkar
■ Chirag Kothawade
■ Isha Mhatre
Ajio is an online
shopping app in India,
designed for
customers to buy
fashion and lifestyle
products at good
prices and better deals.
Why AJIO?

■ Many of us browse through various shopping sites and apps frequently

and they have great gained popularity among the youth audiences as well
as others.
■ Ajio happens to be a booming app in the world on online fashion and
lifestyle stores in India which we had not explored as yet.

■ We took up different tasks to explore a buying experience for a user on

the app, how its features and interface feel to a new visitor.
TASKS
■ Our team of 5 performed three different tasks on the AJIO app as users, on
our own systems.

■ The tasks chosen were :

To search for an M-sized, red color t-shirt in the men’s section.
To pick an item in the cart and proceed to payment.
To explore how to join the AJIO creator team.

■ The task was told directly on the chat box through a video-call meet, where
we recorded the time required and other details for each user, to further
calculate the usability matrix.
THE PROCESS – (Selection Way)
THE PROCESS – (Search-Bar way)
 USABILITY
■ The extent to which a product can be used by specified users to achieve
specified goals with effectiveness, efficiency and satisfaction in a specified
context of use.

A ‘Usability Metrics’ should include:

■ Effectiveness: The accuracy and completeness with which users achieve
specified goals
■ Efficiency: The resources expended in relation to the accuracy and
completeness with which users achieve goals.
■ Satisfaction: The comfort and acceptability of use.
Usability Metrics for Effectiveness

Completion Rate :

Number of tasks completed successfully = 11

Total number of tasks taken = 15

Therefore, Effectiveness = 11/15 * 100 = 73.33%

Usability Metrics for Efficiency
N = The total number of tasks = 3
R = The number of users = 5

N11 =1 Tij = 28 N21 = 1 Tij = 10 N31 = 1 Tij = 28

N12 = 1 Tij = 19 N22 = 1 Tij = 10 N32 = 0 Tij = 180

N13= 1 Tij = 88 N23 = 1 Tij = 27 N33 = 0 Tij = 34

N14 = 1 Tij = 59 N24 = 1 Tij = 12 N34 = 0 Tij= 120

N15 = 1 Tij = 19 N25 = 1 Tij = 09 N35 = 0 Tij = 64

■ Therefore, by formula

Time based efficiency = ( 1/28 + 1/19 +1/88 + 1/59 + 1/19) + ( 1/10 + 1/10
+ 1/27 + 1/12+ 1/9) + ( 1/28 + 0 + 0+ 0+ 0) /3 x 5
= (0.169+0.431+0.035)/15
= 0.635 / 15
= 0.04 goals/ sec.
■ Overall Relative Efficiency = (309/707)*100
= 0.4370 * 100
= 43.70 %
USER FEEDBACK
■ The collective feedback from all 5 users is as follows :

“Firstly, the immediate screen after opening the app was too loud, overwhelming
and therefore, distracting. After fiddling for a bit I went directly to the search bar
for my product as I couldn’t find appropriate categories through selection.
However I found the icons pretty catchy and served the purpose very well.”

“The UI of the app was very cluttered and the prominent use of 3 primary
colours throughout made it difficult to focus at one place. The system was slow
and took too long for an otherwise faster task which made me frustrated.”
USER FEEDBACK
“The app was a bit unorganized and cluttered with content on screen.
Confusing products showcasing details that aren’t enough hence the leaving
the viewer to figure out what exactly is being advertised.”

“Despite being a new user, I found it quite efficient to guide me through all
the things and reach my product quickly via searching bar. The filter section
made it easier to get the exact result as the immediate UI part is bit
confusing. I couldn’t stay on this app for more than 10 mins.”

“The UI didn’t feel appealing and the segregation of different sections was
different than usual but easy to access anyways. Experience was overall
good as the desired products with particular features could be found.”