Research | UX
SEBO Vacuum User Research
Project Type
User Research
Software
OptimalSort, InDesign
Skills
Card Sorting, User Interviews & Surveys, Heuristic Evaluation, Competitive Analysis, and Personas
TimefRAME
6 Weeks
Organization
SEBO Vacuum, Quinnipiac
Project Synopsis
This german brand of vacuums produces high-quality, deep-cleaning products for professionals and homeowners alike. However, the website does not reflect the brand’s essence and deters many online shoppers, instead opting for other brands such as Dyson or Miele.
My research aimed to analyze the current SEBO.us website through various methods, such as Heuristic evaluations, interviews, and usability testing, to find all of the areas of opportunity for a better online shopping experience.
The research showed users found the current SEBO website to contain too much information and did not know where to start searching for their new vacuum. This insight shows SEBO would benefit from a more streamlined, modern website that focuses on guiding its users in the model selection process.
My research aimed to analyze the current SEBO.us website through various methods, such as Heuristic evaluations, interviews, and usability testing, to find all of the areas of opportunity for a better online shopping experience.
The research showed users found the current SEBO website to contain too much information and did not know where to start searching for their new vacuum. This insight shows SEBO would benefit from a more streamlined, modern website that focuses on guiding its users in the model selection process.
Research Methods
Usability Testing
Male and Female users were tested on the usability of the current SEBO.us website. The users found the website contained too much information and had difficulty distinguishing the differences between the various product offerings. The recommendation is to simplify the homepage and create a strong call to action and focal point. Additionally, a product selection tool would be beneficial for vacuum shoppers to educate them and help them find the best product for their needs. Watch the usability testing videos.
Card Sorting
During the card sorting exercise, users started with 20 suggested cards and 4 categories. A mix of males and females between the ages of 35 and 70 years old were asked to organize the cards in a way that made the most sense to them. The card sorting results were documented in various data charts and helped determine how best to categorize the vacuum cleaner products and accessories in the website navigation.
Heuristic Evaluation
Using Andy Budd’s 9 Heuristics for Modern Web Application, it was found the SEBO.us website had unnecessary complexity and did not provide enough clarity for the user. In addition, the results found the SEBO.us website would benefit from a new modern layout with streamlined navigation and simplified information to minimize the cognitive load on the user.
Journey Map
The journey map documents a busy new mother and her online vacuum-buying experience. The user, Angela, is limited on time but wants to purchase a powerful and reliable vacuum for her new larger home. Selecting a vacuum made her feel discontent, confused and apprehensive. In the end, Angela was pleased with her decision. This journey map shows SEBO has an opportunity to make the vacuum selection and buying experience more user-friendly.
Interviews & Survey
The interview and survey were designed to study the path a user takes when trying to purchase a vacuum online. The questions asked users if they conducted any research on vacuums, how they selected the vacuum they purchased, what the check-out process was like, and their overall online shopping experience.
The additional reason for creating the survey was to reach a broader range of users across the country.
The additional reason for creating the survey was to reach a broader range of users across the country.
Support Images
