🎯  Goals

Uncover any usability issues in the product search process for when users do or do not know what they are looking to purchase.

🔍  Tasks

1. Find a product when the user generally knows what they are looking for using the menu + filters or search.
2. Learn about new products that are perfect for the unique hair that the user has using the hair quiz.

♟  Research Participants

People who shop for beauty care products online.

📋  Format

• 30-40 minutes 1-on-1 over Zoom
• Participant will need to share their screen of the Figma prototype
• Each session will be recorded (audio + video)
• https://www.figma.com/proto/9JhYFiYe5KUe00UmugnKzt/UXA-Capstone-1-GlenPro-Beauty?page-id=307%3A6534&node-id=307%3A6536&viewport=163%2C47%2C0.09&scaling=scale-down&starting-point-node-id=307%3A6536&hotspot-hints=0&hide-ui=1

🍞  Script

(Mostly copied from Steve Krug’s ‘Don’t Make Me Think’)

👋🏼  Introduction

• Hello: Hi [participant]. My name is Jane, and I’m going to be walking you through this session today. Before we begin, I have some information for you, and I’m going to read it to make sure that I cover everything.
• Purpose + time: You probably already have a good idea of why I asked you here, but let me go over it again briefly. I’m asking people to try using a website that I’m working on so I can see whether it works as intended. The session should take about 30-40 minutes.
• It’s not you, it’s me: The first thing I want to make clear right away is that we’re testing the site, not you. For instance, this is a prototype so not all elements on the page are clickable. You can’t do anything wrong here. In fact, this is probably the one place today where you don’t have to worry about making mistakes.
• Think aloud: As you use the site, I’m going to ask you as much as possible to try to think out loud: to say what you’re looking at, what you’re trying to do, and what you’re thinking. This will be a big help to me. Also, please don’t worry that you’re going to hurt my feelings. I’m doing this to improve the site, so I need to hear your honest reactions.
• Questions: If you have any questions as we go along, just ask them. I may not be able to answer them right away, since I’m interested in how people do when they don’t have someone sitting next to them to help. But if you still have any questions when we’re done I’ll try to answer them then. And if you need to take a break at any point, just let me know.
• Recording: With your permission, I’m going to record what happens on the screen and our conversation. The recording will only be used to help me figure out how to improve the site and it helps me, because I don’t have to take as many notes.
  • Can you verbally confirm that I have your permission to record this session?
    • [ ] 🎙 BEGIN RECORDING
• Do you have any questions so far?

✅  Task completion

Thanks. Now I’m going to ask you to try doing some specific tasks. I’m going to read each one out loud and put it in the Zoom chat.

And again, as much as possible, it will help us if you can try to think out loud as you go along. For example, before you tap on anything, tell me what you expect to happen when you tap it. | - What do you notice?

• Whose site do you think this is? What is the site for?

• What do you think you can do from here? | | THE SEARCH Your hair has been feeling really dry lately and you are interested in buying a shampoo to alleviate the dryness. You don’t have a particular shampoo in mind but you trust the brand Moroccanoil. How would you use the site to find a shampoo for your dry hair? | - What do you expect to see when you tap ____ [menu or search icon]?

• How might you narrow down the options?

• If stuck, what else could you do? | | THE PRODUCT Go ahead and select the hydrating shampoo. | - Tell me what you are looking at. You can scroll if you want to but don’t tap on anything yet.

• What do you notice? What do you think you can do from here?

• What do you expect will happen if you tap on ___ [+/-, sizes, photos, reviews, Q+A]?

• How confident do you feel like this product is what you were looking for? Why?

• Is there anything that you are seeing that supports this feeling?

• Is there anything that would make you feel more confident?

• If you were still unsure about the product, what would you do?

• How would you purchase the shampoo?

• What do you expect to see when you click “Add to Cart”?

• (Cart) What do you notice? What do you think you can do from here? | | THE QUIZ You see the Moroccanoil shampoo options but you are not 100% sure which one is the best option for your specific hair situation. Typically you would ask a sales associate for help, but you can’t do that online. How might you learn about other options including non-shampoo products that are recommended for your hair?

Your hair is dry but you also noticed that you have a lot of breakage and split ends. You want to revamp your whole hair regimen but you’re not sure where to start. How might you figure out options for your specific hair situation? | - What do you expect the Hair Quiz to do?

• What do you expect to see when you tap on “See your results”?
• Tell me what you are looking at. You can scroll if you want to but don’t tap on anything yet. | | CLOSING Thanks, that was very helpful. Now that we’re done with the tasks, I have a few questions.

Thank you again! I really appreciate it! | - What is something that I should make sure to keep?

• What is something that I should change?
• How would you describe what we just did to someone?
• Do you have any questions for me, now that we’re done? |

📊  Synthesize