Yellow Shoes

Our final research project for George Brown's usability testing course had us working on a real-world project providing recommendations on Yellow Shoe's new bilingual website.

Client Goals

As Yellow made a concentrated push towards expanding their online sales outside of Montreal, they wanted to ensure that their re-designed website would meet the shopping needs of English speakers. They hoped that usability testing would identify further improvements to the interface and architecture that would reduce the number of abandoned purchases and increase brand engagement.

Test Design

Based on existing data, Yellow had identified a target customer and several buying patterns that their mobile-friendly website needed to support. The target customer was a 32 - 39 year-old female, employed full time, with at least two children.

Key Behaviours of Interest

• Seeks highly-specific items for children, while casually browsing for herself

• Researches online and then buys in-store

• Willing to sign up for newsletters to access promotions

We needed to ensure first that there were no barriers to these activities, and that the information required to make purchase decisions was easy to find. Individually and as a class we created participant recruitment materials and screening scripts, developed task-scenarios, and finalized interview scripts.

My Role

• Planning and executing technical logistics for live-streamed, in-person usability tests in cooperation with a team

• Facilitating one-on-one usability test, while occasionally working in on-the-fly questions from the viewing gallery

• Writing a final usability report with tiered findings and recommendations