Travel Client Usability Testing Report

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Travel Client Usability Testing Report

Transcript of Travel Client Usability Testing Report

  • 2. CONTENT What we tested Findings Interviews Tasks to complete Recommendations Next steps
  • 4. Pusher conducted usability testing on the new IA for the events section of the website. A total of 6 users were tested from within the Destination NSW organisation. Prototypes for the iPhone, iPad and Desktop were used for testing out specic goals. Participants: - Were internet users - Familiar with an iPad/iPhone (or both) - Had travelled in the last two years - A range of age groups (20+, 30+, 50+ 60+) - Equal gender balance
  • 5. About the sessions: - 6 one-on-one sessions - at DestNSW in Sydney - tasks to complete + questions answered - 50% tested ipad / 50% desktop - all tested phone All users were able to complete the tasks except the 67 year-old user who was confused by the requirements. The testing was adjusted for this individual and tasks were not completed thus, she hasnt been included in the general results. Instead we reviewed her familiarity and preference for certain functionality which has been noted throughout the results.
  • 8. We asked users a series of questions about how they use digital mediums to search for information relating to travel. How have you used the internet for travel? Two users used specic sites they already knew while three users performed Google searches. Some users chose their destination rst and then chose other elements of the travel following that. Two users reviewed their accommodation options while choosing their destination. One users destination was chosen because she was traveling with friends. Only one user had recently traveled in order to attend an event. Most users had not specically looked up events in relation to their travel. We had this vision of the Hayman Islands but after looking at prices we scaled it back to Noosa - something a bit more affordable.
  • 9. When have you used for phone for travel? Generally agreed that users that are traveling for a short period of time will book all their travel before they leave while users traveling for longer periods are more likely to book travel on the road. One user on a short trip was likely to use their phone to look up restaurants and transport on the road. Two users who had done more extensive trips (multiple months) also reviewed accommodation options on their mobile phone. Wed just Google places to stay in Byron for example, then head over there and check them out.
  • 10. Business travel While all the users that had done some business travel (3 in total) all worked for the same organisation, they provided different responses for how travel for business was booked. Two mentioned it was booked by an external agency but gave different names for that agency. The other user said that the group assistants completed the booking. Believe that this confusion about business travel occurs on a wider scale. I think theres an agency that we have to make all our arrangements through.
  • 11. Analysis Overall we were able to make some assumptions around users travel process: - Destination is always of primary importance when choosing where to travel. - Many users will start reviewing accommodation prior to nalising their destination. - The type of travel planning that is conducted on tablets and phones at the destination can vary depending on how long the user is traveling for.
  • 12. Recommendations The interviews conducted here were opportunistic - given we were conducting user testing it seemed logical to ask users further questions about their digital usage in relation to travel. The circumstances did not allow for in-depth analysis however, and only top level insights and behaviour were observed. Pusher recommends that Destination NSW digital properties would benet from further analysis of their key user groups. The development of an Experience Map that outlines how key users move through the travel experience (including digital and real-world properties) would be advantageous. Sample experience map from Adaptive Path
  • 13. Recommendations In particular, Pusher recommends further analysis of the Business Travel experience would be of use. For instance, further research into users that book their own travel, vs those that use an internal resource and those that use an external company map help to dene the user experience of the business events and other business travel sections of the site.
  • 15. OVERVIEW As can be expected, users had a variety of ways of doing things: For instance, people like different forms of navigation: some used a meganav, others like landing pages while others used the site search. The older user preferred to have less information on the screen. All users were able to complete the general search and search renements reasonably easily on all devices. The user research provided some excellent results for how individual elements of the site can be improved and those results are presented over the following pages. The results have been broken into two sections - general feedback that is applicable to all devices, and mobile specic feedback.
  • 16. OVERALL
  • 17. OVERALL Events homepage Having the search functionality further up the page was generally well received. As was the this week, next week and next month content section. Users found the search straight forward to use. One user suggested having the event categories, such as music, festivals, business etc... on the page itself as options to choose from.
  • 18. OVERALL This week, next week, next month on the homepage Users did not understand what the see all button would do. Some thought it would show them all events or events for all months. The main issue occurred on mobile where the button is largest. This is standard web functionality so recommend retaining the way it works. Suggest the button is deprioritised (smaller) and the wording is changed to See all events this week or See more.
  • 19. Overall Date elds in search Users were tested for a preference in the way date is displayed: This week, next week, next month or from date eld and to date eld All users found the date elds east to use. However, when they were asked nd an event next week, they all tried to work out the dates for next week in their head. It was generally agreed that the date function is contextual. If you are based locally and doing the search,next week may be more useful. If you are based overseas and doing the search, you are more likely to use specic dates. Including both options was suggested. Pusher will review IA again as to whether it is achievable to include both options.
  • 20. OVERALL Map Functionality There was a range of responses to map functionality, from someone who preferred it as search result display, to someone who didnt like it, to someone who preferred using Google maps for transport routes. Generally all users found the map functionality straight forward to use. - One user did not understand that the List button took him back to the list page. All other users found this ne. Recommend changing the wording on this button to be list view. - There was a recommendation to make the pop-up window from the maps larger and include more information including the full address.
  • 21. OVERALL Short List We asked people to add an event to their shortlist and asked them if they would use the functionality. Only one user regularly used functionality like a short list. All other users had other methods of retaining information, such as using a word document or their memory. - All users found the short list functionality straight forward to use. - One user thought it should be on the search result page as well as the individual events. This is not a suitable solution for mobile but could be incorporated on the desktop.
  • 22. OVERALL Event Price When we asked users to nd free events, four users initially went to the Event Category. Pusher will review whether it is possible to have a category for free within the current drop down structure. We also asked users to nd events that were less than $150, an option that is not represented in the current price drop down. - Only one user understood that the selection all was the most suitable. - One user commented the decimal points were distracting. - Following the testing we recommend the following price options are more suitable: - $200 and under - $100 and under - $50 and under - $20 and under - Free
  • 23. OVERALL Events Type Once the user has chosen an Event Category, they will be able to choose an Event Type to rene the search further. These labels were reasonably meaningless to users and they did not understand that they were related. Users did not mind looking in the drop down menu to see what the content was however. We recommend that a more useful labeling convention could be: Event Category and Event Subcategory. One user also suggested indenting the Event Subcategory on the page so that it looks related to Event Category. Interestingly, two users used the keyword eld when asked to lter by what was an event type.
  • 24. Find Accommodation Nearby As the Find Accommodation Nearby section was below the screen on the ipad, 2 out of 3 users had trouble locating it. There was no problem nding it on the desktop. We recommend not making the main content of the page t neatly into the iPad window as it did in the prototype. When content ts to the page, users dont realise they need to scroll. - Generally, this section was well received. Recommendations included having a See more option to see more accommodation near the location. - It was also suggested that proximity to the location and the price be included on this page. In regards to shopping, categorization of the types of shops and proximity was also suggested.
  • 25. Renavigating the site Users were asked to perform another search from their current position on the site. 2 users went back to the rene search and wanted to adjust their previous search while 3 users used the navigation. The rene search has been developed to allow users to complete a new search from this location. The clear search button should be included to help with this.
  • 26. DESKTOP Sort functionality The sort functionality itself was not tested. However, when asked to rene their search by date, two users went to the sort drop down as its default state is sort by date. Will review the display for these and see if there is a solution that makes it clearer. NB. Currently, the sort functionality and the short list display has not been included on the mobile phone due to space availability.
  • 27. MOBILE
  • 28. MOBILE In general, the mobile site performed well. The two older users were not familiar with the emerging mobile standards, such as the navigation in the top corner. However, this did not limit the mid50 year-olds ability to complete the tasks. We recommend adhering to the new standards as they do result in a superior user experience as space on the device is limited. Search and rene search - In general, all users found the search functionality straight forward to use. - All younger users could nd the rene search. The mid50s users was not familiar with the location of the rene search but had no problems using it. - One user expected the action button to say search rather than done
  • 29. MOBILE Navigation - Four users understood the navigation device and the search device - The two oldest users did not know what it was. The mid50s user was comfortable using it once they had looked inside it. - One user suggested including a home button within the navigation. Homepage Content From the homepage users were asked to nd the events section. 3 people scrolled down the homepage and tried to click on the events heading. They did not read the content and were only interested in the events link. Recommend it may be useful to create a simple homescreen that features minimal content and then links to the major sections of the site.
  • 30. MOBILE Find events near me Two users thought that the nd events near me was related to the content underneath. They did not see it as a button. Recommend addressing this in the design phase. Need to ensure there is enough space between the button and the search underneath and design the Events near me to clearly be a button. - When users were asked to nd events near them some of them went back to the homepage. - Others tried to nd this functionality from within the destination drop down in the rene search. - Look to include events near me as an option in this drop down menu.
  • 31. MOBILE Roller Device - The older users were not familiar with the roller device. - The other users were all familiar with it but most of them thought if they clicked the date in the roller device that it would save - did not click the done button. Breadcrumb - One user noted that on the mobile, there is no information about the search that was just completed or no breadcrumb. This will be reviewed to give the user more information about where they are on the site.
  • 32. MOBILE Icons on event page We asked users if they knew what the icons on the event page were for. - The click to call, email and map icon were all recognised be the majority of users. - The website icon was not and this needs to be replaced.
  • 33. MOBILE Map The two older users did not know what the map icon was. All other users were familiar with it. This did not stop the Mid50s user clicking on it to nd the map as expected. One user who was very familiar with the mobile experience, started trying to zoom in and out on the map. Need to consider user expectations here as our current recommendation is not to include pinch and zoom functionality on a mobile website due to a concern it will perform badly.
  • 35. RECOMMENDATIONS Overall 1. Make the action button on the This week, next week on the events homepage smaller and change the CTA to See more 2. Review IA to determine whether we can include secondary option for dates in the events search. 3. On the map view change the list button to read list view 4. On the map view make the pop-up windows bigger and include more information, particularly the full address. 5. Review IA and look to include shortlist button on search result pages if suitable 6. Review the IA for whether it is possible to include free as an option in the category drop down menu. 7. Change price drop down menu to the new recommended layout. 8. Change event type to event subcategory and look to indent the subcategory on the design 9. Include the nearby section slightly above the fold on the ipad 10. Review IA and look to include the following on nearby accommodation: a see more button, proximity and price. 11. Review the sort by layout on the IA and see if there is a clearer solution so it does not get mistaken for the date
  • 36. RECOMMENDATIONS Mobile 1. Include a home button in the navigation 2. When updating the rest of the site to be responsive, look to include a simple homepage with links to all the main sections 3. On the events homepage, ensure the Events Near Me button is clearly segregated from the search below. 4. Review IA and look to include events near me in the destination drop down menu. 5. Review functionality of roller device 6. Review IA and look to include a breadcrumb and other information about the search that was just conducted. 7. Re-review the pinch and zoom functionality on the map. 8. Replace the website icon on the event page.
  • 38. NEXTSTEPS Destination NSW to provide feedback on user testing Pusher to update wireframes and deliver nal wireframes to Destination NSW for the events section of both sites. Pusher to move into design