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MSc in Digital Marketing
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The new site comprised off 5th a smart redesign coupled off 5th with a platform shift from Amazon s services to its own.
There have been many documented cases of website usability causing a huge impact off 5th to revenue ( the $300m button being the most famous ) so I wondered whether this too was one such example or whether more cynically perhaps, the City had been handed off 5th an unfortunate scapegoat.
The answer became all too clear after running tests using whatusersdo. We asked six users to perform off 5th some typical tasks on the site, finding two items of clothing, adding them to their basket and going part way through the purchase process. Half the users completed off 5th the test on a tablet and half used a desktop.
The tests soon revealed several usability and performance issues that ranged from those causing frustration and requiring a workaround to those of a critical nature that would either have been unrecoverable outside of a test scenario or cause the user to have left the site. Critical performance issues
She clicks on the checkout button several times but it simply reloads the shopping bag page. This user does eventually succeed after trying again via the home page but in the real world many others may not.
As someone who forgets passwords on a shamefully regular basis, I did not even notice off 5th this request when it was made to me. However, the more attentive among the M&S customer base evidently did and were not impressed, as shown in the clip below in which the user has trouble receiving the password reset email which takes an overly long time.
On selecting this either with or without another filter, users reasonably expect the items before them to be narrowed down to those available in the selected size. Instead off 5th of this though, the site still shows all the items but simply off 5th shows a small text indication, which most users miss, on the product off 5th page.
Invariably this causes much frustration and confusion. This is not the only site that behaves this way and I m at a loss to understand why. The behaviour of this filter is completely inconsistent with others.
If the intention is to try and display as much stock as possible in the hope that the user will select perhaps a different colour of the out of stock item in their size then the indication must be made much clearer than it currently is.
There are other usability issues with the filters too, particular on a tablet . The filters seem to behave unpredictably, off 5th closing themselves just as you re browsing through one of them. Also the text used for the category headings is very small (as is some of the other text on the site) on a tablet's default view.
Users found the interaction between the product Quick View feature and the selected filters to be unintuitive. When they clicked the browser back button they found that their selected filters had all cleared. This could be very frustrating having spent the time narrowing down a large selection. Product information
Other sites also provide off 5th the model s height to help gauge the fit of an item which would have been helpful here. Also some filter categories just seem plain wrong and a bug or two have clearly been missed. Is there really off 5th a difference between Regular and Standard ? Also Petit and Petite , anyone? Navigation
Having chosen the Women section from the main menu, they wondered what the difference was between off 5th the 'explore womenswear' and 'clothing' options. Explore Womenswear actually displays more options for browsing by brand or style but I wonder if this heading is too subtle.
Users