Lead Evaluator: Megan Dixon Evaluators: Brandy Bynum, Kirk Samuels, and Brian Toomes

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1 Heuristic Evaluation Promotions on SOCCER.COM Lead Evaluator: Megan Dixon Evaluators: Brandy Bynum, Kirk Samuels, and Brian Toomes Heuristics: 1. Visibility of system status 2. Match between system and the real world 3. User control and freedom 4. Consistency and standards 5. Error prevention 6. Recognition rather than recall 7. Flexibility and efficiency of use 8. Aesthetic and minimalist design 9. Help users recognize, diagnose, and recover from errors 10. Help and documentation Definitions of these heuristics can be found at: Approach: Evaluators will be given goals to carry out for SOCCER.COM individually. They will break each goal out into tasks and assess the above heuristics for each step of the task. Positive and negative feedback will be given from each evaluator for each applicable principle. Any questions will be directed to the lead evaluator. Goals: 1. Users should be able to receive free shipping on their order with an appropriate source code. 2. Users should be able to receive a free gift with purchase with an appropriate source code. 3. Users should be able to receive a percentage off of their order with an appropriate source code. Test Promotional Codes: 1. Free Shipping or (Free shipping with a $50 purchase) 2. Gift with Purchase or (Free Nike Watch with a $500 purchase) 3. Percentage off order (10% off orders over $25) Assumptions: Users either already have an account with SOCCER.COM, or are able to successfully register their information. 1

2 Summary of heuristics: Visibility of system status The promotions space in the gear bag blends into the background and is located at the bottom of the fold (especially if there are any items in the gear bag). Users could miss where to enter promotional codes There is only one distinct visual cue for the user throughout the process in the gear bag that allows them to know what state the promotion is in (whether it is turned on or not). This is the add/del button; which isn t consistent with other verbiage that the user sees. When a user adds a valid promotion, the text headline changes from Promotions You Can Add (Example 1) to Promotions You Have Added (Example 2). This is too subtle of a change and will more than likely be missed by the average user. Example 1 Example 2 2

3 There is a large lack of feedback given to the user throughout the entire promotions process. When trying a promotion code that is invalid, user gets messaging that is vague. It offers no indication to the user about what happened and why this leads to user confusion about where to go or what to do next in order to complete their task. When entering a valid promotion code that hasn t qualified yet, nothing happens. There is no feedback given to the user and it seems to them that possibly our system didn t recognize their action. When a user correctly adds a promotion and then changes something in their gear bag that would cause them not to meet the qualifications, the system deletes the promotion from their gear bag. To the user it just disappears without any explanation and could leave the customers confused or even angry at the process. There is no visual feedback given when adding free shipping promotions and limited feedback when adding percentage off promotions. There needs to be more specific and simple visual cues for the user in these situations. When a user applies a percentage off source code, the visibility of the price does decrease, but it isn t striking to the user. Once the user clicks the Add button to apply their percentage off, the page reloads with the correct percentage off of the items. Although, if the user didn t pay attention to what the prices were before, they could miss that the promotion actually worked. The difference between the two isn t prevalent enough and there is no where for the user to compare the old and new prices of the items if they so desired. When a user applies a valid source code and then tries to add another one that is invalid, it appears to take away the valid promotion and just leave the user confused wondering if they both worked. They now have to reenter in the valid source code to apply it correctly. There is limited feedback for this and doesn t give the user much freedom in choosing which promotion they would like. Match between system and real world Conventional usage of the text box and simple form for entering in a source code is standard and will be familiar to most users. Once the user adds a promotion (clicks the add button) the button changes to del. This may not be obvious for the user what it means; especially because the text associated with the button does not change. Some users may have the perception that promotions are types of payments and expect to enter them in later on in the checkout process instead of in their gear bag. This depends on the user and their expectations, but goes back to flexibility and user control. 3

4 User control and freedom Users are only given one chance to use promotional codes, which appears in their gear bag. There are multiple scenarios and opportunities where the user could easily miss this and be frustrated with the process. The system limits users to specific steps and do not allow for different user types to take their steps differently. Multiple promotion behavior does not give users the freedom to choose which promotion they desire and could possibly leave them frustrated and/or confused. Users are given limited interaction with the ability to add promotions. For example, if a user were to shop anonymously and then check out, they will be forced to log-in. Once they log-in, the process proceeds to the shipping address step of the checkout process. Since promotions are only offered and applied in the gear bag, the user may be missing out on a promotional opportunity. Consistency and standards There is inconsistent messaging about exclusive promotions and when you can use more than one promotion at a time. The copy in the gear bag mentions that you may use multiple promotions at one time; but when reading over the help page for promotions, it instructs the user that they can only user ONE promotional code per order. The general layout and usage of text box and button is consistent with most conventional ideas and standards of web design. The consistency of terms presented to the user throughout the process poses an issue. There is a need to be more consistent in messaging to the user about the promotional details. Error prevention The error messaging that is presented to the user is, for the most part, easy to understand. It uses dialogue which is native to the user and not the system; this is helpful in preventing further errors from occurring and allows for recovery from an error. Recognition versus recall Objects involving promotional codes are consistently visual to the user. (Source code text box, button to add or delete, etc). This helps them to establish a familiarity to the process and assists in reminding them where they are in the process. If a user enters in a promotional code and it is invalid, then the system leaves that code in the text box. If the error message is clear and they have to re-enter the code, why have them take an extra step to erase the invalid code? What is the purpose of keeping in the information they provided if it isn t valid? When a user applies a free shipping promotion, nothing happens in the gear bag, so they are left guessing if it worked or not. They have to recall what promotion they added to make sure things look right on the shipping method step of the checkout process. Users should be assured beforehand and reaffirmed at this page, instead of making them wait through two to three steps. 4

5 Flexibility and efficiency of use No flexibility presented for the user about multiple promotion codes. The transitions are not fluid if they enter one valid promotional code and then enter another (the first promotion is just replaced by the second and doesn t give the user an option to compare the best deals or choose which promotion they would like to use). No flexibility is given in using promotional codes after user passed the gear bag step. There is no smooth way to go back and add their discounts without having to start over the entire process. Aesthetic and minimalist design There is a paragraph of text used to explain the promotional code section which takes up space and more than likely will not be read by the average user. Space used for messaging seems effective (for example; when the user enters an invalid source code). Help with errors The system does not graciously help with errors. In several different instances, something [seeming like nothing to the user] happens and no feedback is given to the user. This can lead to the user being lost and confused in trying to accomplish their task. Throughout the process, there are limited help screens or hints indicating what step the user should take next. When instructions are given, they are not consistent and are not dynamic to the user s situation. There is good communication to the user when entering in a Gift Card number into the source code text box. It provides them with an accurate message (which could be slightly shortened) that indicates they will be able to use their Gift Card at a later step in the process. Provide help (if needed) Does provide a help link that opens up a separate page explaining in more detail the promotion process. The concept of this page is good practice although the information given to the user is inconsistent and could be more helpful. 5

6 Competitors applications: Amazon ( Amazon s site treats promotional codes like a method of payment for the user s purchase. The same text box is used for gift cards, gift certificates, and promotional claims. This is visible to the users under their billing options once they have already begun the checkout process. 6

7 Dick s Sporting Goods ( Most of Dick s promotions are applied automatically to the user s shopping cart. If it is free shipping (as pictured above), they go ahead and provide the user with feedback and note exactly what they are getting. They do also have a promotional code box available for the user to be able to enter in source codes. Dick s also allows the user to enter in a promotional code at the time of billing in the checkout process. The layout is rather confusing and there is a lot of text, but this flexibility is an asset. 7

8 Gap ( Gap is much like Amazon in the fact that the user is not given an option to enter a promotional code until they are signed in and into the checkout process. As you can see above, the Promotions are chunked in with the Payment section. This site treats promotional codes as a method for user payment. One thing to note is that they are allowing the user to still see what is going on in their shopping bag, as well as providing them easy options to edit as they continue throughout the process. This shows great flexibility and user freedom and control. 8

9 Land s End ( Land s End groups promotional source codes in with the billing step of the checkout process. The user is shown options for credit card payment, gift card, voucher, or gift certificate, and source code. There is no other place throughout the process that a user may enter a source code for a promotion. 9

10 NewEgg ( NewEgg.com treats promotions in a similar manner that SOCCER.COM does. They offer it to the user within their shopping cart. One big difference is that in order for a user to apply a promo code, they must be logged in. NewEgg shows their users exactly what promotional deal they are getting by separating this out into its own category in the shopping cart. This provides adequate feedback for the user, but isn t necessarily the best or most logical place to display the promotion. 10

11 REI ( REI s checkout process is broken up into six subsections of one step. The user sees all six options: first shipping information and methods and then billing options. The site incorporates their promotional coupons within the billing aspect of the checkout process; there is nowhere else in which the user is able to apply an online coupon. 11

12 Target ( Target handles their promotional codes differently than any other of the previous competitors mentioned. They do not allow a user to input a promotional code until the final step of their checkout process. They do not have an option for the user in their shopping cart or in the billing methods section. The only place in which a user can effectively use a promotional code is at the final review section of their order (see above). This approach to promotions seems very limited and could easily be missed by their users. 12

13 Zappos ( Zappos.com allows their users to enter coupon codes in their shopping cart before they go through any type of checkout process. Their promotional coupon codes are treated the same as their gift certificates and store credit codes. They offer all of these items to be given from the user in the same text box (see above). Even though they allow the user to enter in these codes in the shopping cart, they are providing the user with constant visual feedback including shipping information. 13

14 General Recommendations: Business rules and behavior Decide what the rules are for multiple promotions (now and in the future) that allow the user to use more than one promotion within the same purchase. Need to address flexibility and user control and freedom of the system by possibly allowing multiple places for the user to enter in promotional codes (allowing them to use them in the gear bag or with a payment method). This can account for different user types and the different paths that they could take in order to complete their tasks. Need to make some decisions on the behavior of the system in regards to having promotions automatically added to the user s gear bag once they qualify. Discuss ideas to expand paths for users to take and allow them to decide which step in the process they believe promotions should be applied. Messaging and feedback Reevaluate error messaging, making sure each message is consistent in its language, flow, and standards. Get together with marketing team and make sure that the messaging presented to the user is consistent (may need to map out a plan and raise awareness about the things that are being shown to the user). Making sure that feedback is presented to the user in ALL circumstances including GWP, free/upgraded shipping, or percentage/money off order (and making sure that feedback is consistent throughout the process). Design Cleaning up some of the unnecessary text located in the overall design of promotions for the gear bag. Adding some elements that would make it stand out more to the user (experiment with where to put it and the overall look and feel of the box ). Working on the feedback shown to the user for each type of promotion; making sure that they are recognizing what the system is doing. 14

15 Added Features Validation checks: make the messaging for the users more dynamic in order to be more effective help for the user and their specific situation. Allowing a compare type of tool to inform users what the best deal is out of the promotional items they might have, so that they can make an informed decision about their purchase. Users need to have an easy way to edit not only their promotion, but their entire order once they get past the gear bag and into the checkout process. 15

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