Shaadi.com- Usability Test

Transcription

1 Shaadi.com- Usability Test Shaadi.com is a leading online match making portal. They were facing several issues with their existing site such as: 1. High bounce rate on the homepage 2. Low registration rates 3. Very few females uploaded their pictures as compared to males 4. High bounce rate on the checkout page More importantly, they wanted to understand the cultural biases and differences between North and South Indian parents. Hence, they approached Techved Consulting to get a deeper insight into these issues.

2 Shaadi.com- Usability Test To begin with, we recruited across a wide range of Shaadi.com s customers. For e.g. the south and north indian users were interviewed separately. A test script was prepared in collaboration with Shaadi.com and the issues they faced. We interviewed the Shaadi customers to get an understanding of several issues such as privacy controls, uploading photos, becoming a paid member, match preferences etc. Following is a part of the final presentation that was given to Shaadi.com

3 Usability test Shaadi.com

4 Index 1. Objective 2. Methodology 3. Findings Index 4. Qualitative Study 5. Performance based Study 6. Findings of various groups 7. Competitive Analysis 8. Appendix

5 1. Objective Content / Communication on the site Navigation / Information Architecture of the site Privacy Concerns of users Relevance of Search results Objectives of Study Emotional response and attachment with the site

7 4. Qualitative Study Match making Criteria Customer Support Attitude towards Matrimonial sites Photo Album / Video Pricing Privacy Concerns Shaadi Mailers About Shaadi.com Match Mails Shaadi Horoscope Service

8 4a. Criteria when looking for a match Religion This is the most important criteria across all user groups. They would only marry in their own religion. Education / Profession Caste and Community All user groups consider it very important to look at the education and Profession of the match. All parents and brides want to look for a match in their own community. Grooms were a little flexible on this aspect. Age / Height All grooms gave a lot of importance to physical attributes like Height / Age of the girl Salary Metro girls and parents of Girls considered salary a very important parameter when looking for a match I need to ensure that he can afford me after marriage My daughter is at a very good post. We need someone who earns more than her

9 4a. Criteria when looking for a match Religion This is the most important criteria across all user groups. They would only marry in their own religion. Education / Profession Caste and Community All user groups consider it very important to look at the education and Profession of the match. All parents and brides want to look for a match in their own community. Grooms were a little flexible on this aspect. Age / Height All grooms gave a lot of importance to physical attributes like Height / Age of the girl Salary Family Background Location Metro girls and parents of Girls considered salary a very important parameter when looking for a match Parents considered family background very important parameter Parents wanted the match in a location (preferably their place of residence) where they could enquire about the boy and his family. I have a lot of jaan pehcnaan here and can easily find out more about the guy I don t want to send my daughter too far from me Location is important

10 4a. Criteria when looking for a match Religion This is the most important criteria across all user groups. They would only marry in their own religion. Education / Profession Caste and Community All user groups consider it very important to look at the education and Profession of the match. All parents and brides want to look for a match in their own community. Grooms were a little flexible on this aspect. Age / Height All grooms gave a lot of importance to physical attributes like Height / Age of the girl Salary Family Background Location Photograph Metro girls and parents of Girls considered salary a very important parameter when looking for a match Parents considered family background very important parameter Parents wanted a location (preferably their place of residence) where they could enquire about the boy and his family. All Brides and Grooms considered photograph a very important criteria before expressing interest. Parents were divided in this Diet / Hobbies Criteria when looking for a match These are some other criteria that are looked at before marriage. Better Match Mails based on preferences across each user group Mutual Matches Better mutual matches with the priorities defined by users

11 4b. Attitude towards Matrimonial Sites Varied reasons for choosing websites as a source Gives access to larger number of profiles May find groom who does not want dowry The first thing I notice on Home Page is 10 million possibilities. Search now. It makes me feel that I will find someone here

12 4b. Attitude towards Matrimonial Sites Varied reasons for choosing websites as a source Gives access to larger number of profiles May find groom who does not want dowry Parents and Tier 2 Brides did not trust the matrimonial sites. They did not know how to ensure that the profiles are not bogus. Boys always want to put their best foot forward. How do I trust what he has written about himself

13 4b. Attitude towards Matrimonial Sites Varied reasons for choosing websites as a source Gives access to larger number of profiles May find groom who does not want dowry Parents and Tier 2 Brides did not trust the matrimonial sites. They did not know how to ensure that the profiles are not bogus. There should be a reference on the site which can help in enquiring about the guy. Indian marriages have always had a third person in between. Websites should be supported by offline events. Users could fill names and details of 2 relatives for a quick ref check. Consider more offline events inviting prospective grooms, brides and astrologers.

14 4c. About Shaadi.com Some people go only through Match Alert mails since they don t want to browse the entire website. Most of the girls wait for boys to contact them and do not make the first move. It feels like a princess to be contacted by so many men.

15 4f. Match Mails Profession does not match Tier 2 brides and grooms are not internet savvy and access the site through the match mails. They did not find the profiles matching their criteria. Parents found the Match Mail not matching their criteria. Location does not match Religion does not match Community does not match Eating habits do not match Profiles are randomly picked and sent. They send divorcees and less salaried profiles. Match Alerts do not match at all

16 4h. Photo Album / Video Most of the users found 3 pictures in the album satisfactory Users did not find video necessary. They did not have time to shoot a video or did not know how to make good videos of themselves. I want to look the best so I put a professional photograph. How do I do that in a video?

18 5. Performance based Study Home Page Becoming a paid member Registration My Shaadi Changing Privacy Setting Search Shaadi Seal Profile Creation Contacting People Detailed Profile

19 5a. Home Page Enhance the value What's in it for me? I directly log onto the site Home Page is junk and gives no value Home Page offers no value to the users. There is no dynamism in content that may be beneficial to a regular user. I don t look at Home Page Home Page has no value Landing Page is the most valuable real estate. Consider saving the password and landing the user to his logged in Home Page (My Shaadi).

20 5a. Home Page Focussing Attention Gray shaded area is the most significant piece of Home Page focusing maximum attention Horizontal lines are the next in priority of attention Dark Gray vertical section is the area of least attention The first thing noticed on Home Page by most of the users was the Model and the Shaadi logo. Search was almost out of focal view. Register Free button was least noticed. When asked to register, users mostly used the link to Register

21 5a. Home Page User was confused if Member Log in would be id or Profile id. The login gadget on inner screen says and the Home Page says Member login. Writing ID inside the field is not helpful since it disappears once the user clicks on it. Do I put my id or Profile id? Two Go buttons in close proximity confused some Tier 2 users and they clicked the wrong Go button. The colliding focal view can confuse users. Clearly state if the log in is through Member Login or id. Consider changing the position of the Go buttons or change the button labels.

22 5b. Registration Most of the users found the registration form easy to fill and understood all the field labels Users liked the call outs guiding them through the filling process Registration Form should ask for Username and Password only Take the Phone number and someone from customer care could call and get it filled Could consider Telephonic Registration as an alternate registration method.

23 5b. Registration Incorrect error messages When the password field is left blank, the message in red is considered an Error message saying Your password cannot contain spaces. Wrong error message Wrong error message Choosing wrong year of birth gave an error message that was not understood by some users. This is strange. Why can t they process my Registration Error message should tell what the error is, where it is and how it could be corrected. Consider removing years from the drop down selection that make the profile less than 18. Prevent errors to make the process faster. Relook at all the error messages to ensure correct language.

24 5c. Profile Creation Confusing Jargon Users scan on the web. They do not read. Some users ignored the Title on the page and the language of the callout confused them. They thought that they were filling partner preference My profile or partner profile Whose profile am I filling The difference between various Display Options of Contact Details was not clear to one user. Ensure that the communication on the site is easily understood by users

25 5e. Detailed Profile Most of the users liked the format of detailed profile. All the activities user could perform were upfront and gave fast access. Users liked the last log in date. It made them understand the activity of the user. There should be a Top link to get to the top of the page since the profile is too long.

26 6. Group A and B users - Parents Design the pages for minimum vertical scroll Minimum font size should be 10 point. When designing for elderly people, it should be increased to 12 point. Alternately, provide the option to choose Text Height. This would let the user increase and decrease the font size Dexterity: Skill in using one s hand or body Old age people suffer from Dexterity Problem. Hence, using the mouse can increase the motor load. Long pages and scrolling can be difficult for people with old age Lot of pages on the site have put the important information below the scroll and have increased the length of the page which introduces vertical scroll Font size is too small for old age users. Some parents squinted or came closer to the screen to read the text

27 6. Group A South Indian Parents Most of the South Indian parents are very particular about matching horoscope They are also very particular about finding a match in their own caste and sub caste South Indian parents would also like to know the native place of the girl or boy to ensure that the traditions and cultures of the families match

28 6. Group C and F Girls Most of the girls are apprehensive about putting their picture on the internet. They liked the privacy settings offered by shaadi.com Girls did not like contacting boys or expressing interest since they did not want to make the first move They would wait for the boy to Express Interest and contact them

30 7. Shaadi vs Bharatmatrimony vs Jeevansathi Rating was calculated on a scale of 1 to 5 with 5 being Very Good and 1 being Very Bad. The results are as follows: Jeevansaathi Shaadi Bharat Matrimonial I Find the home page i Find the registration process when I find searching for a becoming match,i find apaid member the results on the site I find the site

31 Thank you.