Cactus Commerce ~ Expert Usability Review of High Profile e Commerce Web Designs
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- Fay Burns
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1 Summary Cactus Commerce ~ Expert Usability Review of High Profile e Commerce Designs While employed as the Training Director at HFI, I taught a UCD Design course at Cactus Commerce, an award winning e Commerce firm located in Ottawa, Canada ( Cactus specializes in the of e tail web interfaces, and holds several high profile accounts, including: Costco, Champion, Haines, and others (see below). Prior to my visit, Cactus requested that I customize their learning experiences by evaluating the s of their client sites against the HFI course content that I would be delivering. They provided me with the URLs to a few of their high profile client sites, and I performed a fairly high level usability expert review. The result of this effort produces the table that appears below. I incorporated these findings into the flow of the on site seminar. It was one of the most effective sessions I that I ever facilitated. Cactus Commerce e Commerce Client Site Usability Findings & Talking Points HFI Training Course Chapter (General Design Principles) Introduction Introduction Finding User expectations labels; mapping; consistency Evaluation Cactus Retail Site Comments & Recommendations Concern Costco Business landing page is confusing why are users asked to enter zip codes? When users click the Go button without entering a zip code, they navigate to the Office page Concern Costco Featured Category graphic/text menus (below the fold on some of the main category landing pages) do not always map 1:1 with the Refine by left bar category link menus Technology Flash Strength Champion Very natural page turning look and feel for the catalog feature Technology AJAX Strength Costco Search results pages provide alternate search term recommendations Did you mean Technology AJAX Strength Haines Online catalog search feature uses AJAX to retain and present search terms Technology AJAX Concern Haines Site search does not seem to use AJAX to retain & present previously entered search terms Page Titles Concern Champion Destination pages of major category selections do not have page titles (Women s Champion, Men s Champion); Capitalization Concern Costco Capitalization: Pharmacy page title is not capitalized pharmacy ; Travel page is travel Page titles, user expectations Concern Costco Help link navigates to a page titled Customer Service ; Labeling UI control PET Strength Haines VeriSign secured logo appears on home page Concern Costco The first text entry box of the Search feature is ambiguous; not sure what search terms should be entered
2 Destination pages, Page titles Visual scanning Labeling Concern Henry Visual scanning menu Window sizing Alphabetized menu items; Incomplete, contextual Systems menus menus Information hierarchy; Assistive ; site maps Window title and Bookmark Concern Haines Help and Customer Service pages are confusing: Help link navigates to a page titled Customer Service Shopping tools>new ways to shop navigates to a different content page titled Customer Service The page title that appears on the main Help page is Customer Service (different page than the Help customer service page Strength Henry Practice Start Up and Acquisition Leasing page leverages effective scanning techniques (bulleted lists, sub titles) Browse supplies page Enter More label may be more clear if it read Enter Multiple destination page title reads Quick Order Concern Henry Services and Equipment pages do not leverage scanning techniques (bullet lists, numbered lists, sub headings) Strength Best Buy Effective use of cascading rollover menus Strength Best Buy The Other views secondary product detail windows are not resizable Concern Best Buy product menu items are not alphabetized Concern Best Buy More Best Buy Sites do not provide links back to the US version Strength Champion Good contextual on product pages Back to online catalog button Strength Champion Primary and secondary systems are hierarchical, persistent, and located in a single, dedicated left panel Strength Costco Major content categories (primary items) are alphabetized Strength Costco Effective use of cascading rollover menus Strength Costco drop down menu is effectively replicated on second level, left menu bar Concern Costco Large number of product categories; combine to reduce (Computers with Electronics, Décor with Furniture) Strength Haines Site map provide browsable, detailed categories with links Concern Haines Favorites label does not clearly identify the bookmark as Haines.com due to the window title of the home page
3 Left panel Concern Haines Left panels: Seems like the Shop by Category group box links should appear above the Features group box links Group box links contain redundant labels (i.e., men s t shirts, men s underwear) Group box links are not alphabetized Link menus Strength Henry Supplies second level content page is a good examples of simple, alphabetized link menus Color usage Strength Best Buy Effective use of colors on Home page Color usages Strength Best Buy Effective use of color highlighting on product pages to draw attention to pricing information Layout proximity; Labels; clutter GUI control Proximity; Information hierarchy; Layout & visual attention Concern Best Buy Left- interaction with breadcrumb trail (remove and clear all selections) Concern Best Buy After clicking on a product image, the Other views secondary window launches and displays larger images of the product: Larger font text with red arrow icon is confusing Concern Best Buy Other views window: Close graphic control appears in the upper left; zoom image feature appears in the lower right corner of the status bar Concern Best Buy More Best Buy Sites feature seems like it belongs above the fold, probably in the top masthead area and integrated with the English/Spanish language feature Concern Champion Search, Catalog Quick Order, and sign-up features compete with each other Clutter Concern Champion Log In & Create New Account box on Home page seems to contain unnecessary text; users should not really need to read details; they really only need a call to action (buttons, graphic links, etc.) Icons Concern Champion Icon on Back to Catalog button seems to map better to the Forward direction Color Usage, Layout, Field alignment Graphics and Graphics, Concern Champion Under Men s Champion: COLLEGE FANWEAR GIFTS & ACCESSORIES; are these major categories? If so, why are the link backgrounds gray instead of black? Concern Champion Size, color, & quantity input fields on product detail pages do not follow an alignment convention; are not grouped well with shopping bag buttons Strength Costco Effective use of selected state graphic element (down arrow) for Costco.com Membership links Concern Costco Graphic element needs a hyperlink: Shop for business products Click Business Above Clutter Concern Costco Home page and content presentation seems cluttered
4 Grouping, Concern Costco Site version and languages on the home page could benefit by more effective grouping techniques/treatments Color usage Concern Costco Home page seems to use too many colors visual cognitive attention is not drawn to any specific area of the page Sign-in link Strength Haines Sign-in link is easy to find ecommerce Strength Haines Checkout/Shopping bag status fields are persistent elements clutter Concern Haines Welcome. Text is persistent Color and Concern Haines Primary graphic links do not show selected states after users select them and are navigated to specific content pages Bolding & Strength Henry Effective use of bolding treatment to indicate selected state Color usage Strength Henry Good use of color treatment on action buttons (i.e., first-time login page) Text treatment & Feedback Concern Henry Selected links do not show selection states (bolding) on the left- link panel of the Supplies category Strength Best Buy Create Best Buy.com account page effective error feedback messaging: use of icon, location of message, text color treatment of message; text color treatment of fields in question Deferred- Create; Concern Best Buy Compare buttons and links should be disabled until at least two products have been selected Feedback Concern Best Buy Some initial confusion with the left numbers that appear in parentheses behind links do these numbers represent number of items, number of models, number of items available in stock? User control Strength Champion Availability of Skip and Mute links to control the presentation of the Flash movie on the home page Unnecessary Concern Champion Home page video always restarts upon return visits interaction Tool tips Concern Champion Usability of the catalog feature may be improved by presenting differential tool tip conventions: Click to turn the page Click to zoom and read product description Click to view product details Tool tip Strength Haines Haines by me graphic tool tip provides additional (as opposed to redundant) information about the purpose of the label Feedback Strength Haines Haines by me after clicking, presents a smaller, secondary window that notifies users they will be leaving the site Control Label Concern Haines Online catalog left slider label should probably read Front Cover
5 Ambiguous control, labeling Concern Haines Although the left-panel advertisement provide the tool tip click to activate and use this control tool tip on the mouse over event I m not sure what will happed if I click the animated graphic I had to click the graphic several different times to understand that the secondary windows presented are context-based Tool tips Concern Haines Inconsistent use of rollover tool tips; sometimes they are not used i.e., Haines Look graphic in masthead Cursor Strength Henry Effective use of mouse-over tool tip for the Add button on the Browse hinting Expectancy Concern Henry Application Accessibility & Internationalization Supplies page Closing the Speed Entry secondary window produced an unanticipated update to the primary browser window from which it was invoked: Home>Supplies>Enter More>Speed Entry Button availability Concern Henry Speed Entry window needs a Cancel button Simple Form Strength Best Buy Create Best Buy.com account page use asterisk, and placement on the template form effectively communicates required fields Tabbed Strength Best Buy Very effective implementation of tabbed product details information grouping Overview, Specifications, Customer Reviews, Research) Simple form Strength Best Buy Create Best Buy.com account page Error message pages retain information entered by users Breadcrumbs Concern Best Buy Breadcrumb trail does not reflect actual path taken by user to arrive at the selected content page ecommerce Strength Costco ecommerce elements (shopping cart, order status) appear within a persistent elements global system Home Page Strength Haines Haines logo in upper left is persistent and provides one-click the Design Home page Annotated Strength Henry Good example of an annotated menu template menu Multiple Strength Costco Home page offers multi-country, multi-language version options language and country versions Accessibility Flicker rate Concern Haines Initially concerned with flicker rate of left-panel graphic advertisement ran flicker rate test; test did not confirm hypothesis, but identified the upper-right banner graphic as falling with the critical range criteria of Section 508
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