A designer creates a website one way. A developer codes a website a second way and the user follows a unique path that matches neither the designer’s nor developer’s original plan. Usability testing helps the design and development teams create a website that can function for all users without frustration. The goal of almost every website is to help users navigate and to reach their desired outcome. Usability Testing gives the website creators the insight into creating the best experience.
User Testing can reveal preferences, expectations, and issues that may come up. Testing early in the design process is best so users’ feedback can easily be accounted for in the design. According to software developer and user researcher Steven Krug, continued testing throughout the production process keeps the design on track and hones in on the best user experience.
Usability Testing the SEBO.us website
I recently had the opportunity to test the SEBO vacuum website with three participants who own at least one vacuum and shopped online. Before the test began, an industry-standard script was used to help explain how the test would run, ease participants’ minds, and remind them that I was only testing the website and not them. The script also encouraged participants to talk about their thoughts and feelings as they navigated the website.
Next, participants were asked to perform 5 specific tasks. They were provided with related experience and told that they must work independently and cannot use the search function. Here are the scenarios and the tasks:
Task 1
You are in the market for a new vacuum cleaner. A friend of yours recommends the brand SEBO, but you don’t know anything about them. Review several options, and place one in the cart.
Task 2
Your friend told you about a SEBO Felix vacuum she likes. You would like to see it in action, but she lives far away. You go on the site to see if some videos show how it performs. Find SEBO Felix video.
Task 3
You have decided to buy the canister vacuum, the Airbelt K2. But you also want to buy extra vacuum bags and a filter. Add the vacuum, bags, and filter to your shopping cart.
Task 4
You changed your mind, instead of buying online, you decided you would rather see the vacuum in person and speak with a salesperson. Find a store near you that sells SEBO vacuums.
Task 5
You have owned your SEBO Felix vacuum for a few years now. Your dog bit the suction hose and ripped it. You now need a replacement. Find the replacement hose and add it to your shopping cart.
During Testing
As the facilitator of the test, it was challenging not to answer participants’ questions or help them in any way. Additionally, I was happy that I did not design the website to remain neutral and did not accidentally lead the participants.
Results
All of the participants completed the tasks; however, there were some challenges. The first task was the most revealing. Participants were unsure how to begin selecting a vacuum and did not know how to differentiate between the various vacuum models. The first participant liked the amount of information on the page but felt it was overwhelming and would not purchase a complicated vacuum. Here are her words:
On the same task of selecting a vacuum, participant 2 began to laugh. When probed what he was feeling, he described his frustration with the website in great detail. He was looking to distinguish one vacuum model from the next and found no product description, only pictures with specific model names. Overall, he felt the site was overwhelming and stated the product pages had “too much text.” Here is a clip of his reaction to selecting a vacuum model:
Last, participant 3 chose the vacuum solely on looks. She gravitated toward a model with a fun pattern and was not interested in learning the features and benefits. However, she did state that she would like the ability to compare products.
Tasks 2, 4, and 5 were pretty straightforward, and each participant felt confident throughout the process. However, task 4 did reveal a website glitch. After the participants entered their zip codes to find their local SEBO retailer, the map did not respond. The participants would continue to click the “Find Now” button until the map eventually refreshed to show a list of the nearby dealers. A better experience would be to have a loading message while the participants waited for their results.
Lastly, task 3 proved to be the most challenging. Participants were given a specific vacuum model to buy and extra bags and filters. Purchasing a vacuum with additional bags and filters is a common purchasing habit. All of the participants were not sure of their selections. As the facilitator, I felt they all made the right choice but understood their confusion. Here is a clip of a participant trying to work out which filter and bag option to choose.
Wrapping Up
The SEBO.us website is filled with tons of product information, yet participants have difficulty learning the differences between each model. The SEBO brand would benefit from a more streamlined website that guides its users in selecting a vacuum model. In addition, more concise product descriptions and using more familiar language would help educate users and increase their confidence in their vacuum selections.
Lastly, as the facilitator, it was interesting to see how each participant performed each task differently. Also, after the testing was over and the recording was turned off, participants would open about their vacuum preferences revealing additional insights.
