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Our product vision for the usability test on CrystalWandPA is to enhance user satisfaction, efficiency, and trustworthiness by addressing usability issues. We aim to align with CrystalWandPA's concept of an ecommerce website offering a diverse range of products related to wiccan and pagan rituals, healing crystals, divination tools, and books, ensuring a seamless and enjoyable user experience.
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Based on our research, The Crystal Wand has a local-based audience consisting of Wiccans, tourists in or around Gettysburg, geology enthusiasts, and individuals interested in art and decoration. As a business, it is crucial for us to understand and cater to the specific interests and needs of these groups to generate profit through our website. By conducting research and gaining insights into the preferences and motivations of our target audience, we can customize our website to effectively engage and connect with these individuals, ensuring a successful and profitable online presence.
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With running a usability test on CrystalWandPa, our initial thought was to narrow down the target audience. As the market for CrystalWand was very niche we came up with these personas. These personas allow us to focus our research based on their characteristics, needs, and behaviors for user-centered designs.
User Profile 1: Wiccan Enthusiast
- Age: 30
- Occupation: Wiccan practitioner
- Technical proficiency: Intermediate
- Goals: Seeking high-quality and authentic Wiccan ritual supplies, interested in browsing a wide range of crystals and spiritual products.
- Motivation: Aims to find unique and genuine products to enhance spiritual practices and rituals.
- Experience level: Familiar with online shopping, comfortable with browsing and purchasing from e-commerce websites.
User Profile 2: Geology Enthusiast
- Age: 45
- Occupation: Geologist
- Technical proficiency: Intermediate
- Goals: Looking for unique and high-quality crystal specimens for personal collection and scientific study.
- Motivation: Seeking accurate geological information and detailed product descriptions.
- Experience level: Experienced in online shopping, expects clear and concise information about the geological properties of products.
User Profile 3: Tourist Souvenir Shopper
- Age: 35
- Occupation: Tourist guide
- Technical proficiency: Basic
- Goals: Searching for memorable and authentic souvenirs related to the Gettysburg area.
- Motivation: Interested in locally sourced and culturally significant items to offer tourists.
- Experience level: Limited online shopping experience, prefers intuitive and
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My Work
In the CrystalWand usability test, I evaluated the website's user experience, focusing on professionalism, navigation, efficiency, error tolerance, and branding. I analyzed visual design, navigation consistency, product finding and purchasing, error handling, and social aspects. The test aimed to provide insights and recommendations for enhancing the website's usability and overall user experience.
These were broken into 5 tasks:
Scenario: You are browsing the website looking for products to purchase, navigating through the many pages, and going through a majority of the pages to get a feel for what the website offers. Based on your observations, provide some insight on whether you trust the website enough to provide your credit card information.
Scenario: You are looking to purchase a bloodstone crystal from the website and add it to your cart. Now may you go to your cart and go to the checkout function to observe the purchasing aspect. You do not purchase anything, but look around and describe how you feel about this page.
Scenario: You are looking to purchase the Lapis Lazuli Ball Pendulum. Once found add the pendulum to the cart and return to home.
Scenario: You decide you don't want one of the items so you have to remove it from your cart.
Scenario: You have purchased an item you no longer want. Look for the return policy on the website so you can see whether you can return it.
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During the usability testing, it was identified that the CrystalWandPA website lacked consistency, functionality, and trustworthiness due to the absence of clear mental models. The presence of redundant elements, such as double search bars, double navigations, and double cart systems, created confusion among users and hindered their browsing experience. To address this issue, a recommended solution is to implement a sticky navigation bar that remains visible and accessible as users scroll through the website. This approach ensures consistent navigation across all pages and consolidates the search and cart functions into a single, easily identifiable location.
Another issue identified during the usability testing is the functionality of the website, particularly within the "Crystals" section. It was observed that some product placeholders were not properly displayed on the screen, resulting in an unprofessional appearance. This can potentially discourage users from making purchases, as it affects the overall user experience and credibility of the website. Resolving this issue by ensuring proper alignment and display of product placeholders will contribute to a more polished and trustworthy website.
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it was observed that the divination page on the CrystalWand website did not display any products. This absence of products not only hampers the website's potential for generating revenue but also creates a perception that the business may not have those specific products available, even for in-person visitors. To address this issue, it is crucial for CrystalWand to populate the divination page with relevant products, ensuring that customers are aware of the offerings and can make informed purchasing decisions.
The analysis also revealed that the CrystalWand website lacked social media integration and branding elements that could enhance the overall user experience and encourage potential customers to make purchases. In today's e-commerce landscape, incorporating reviews, social media presence, and compelling product images are essential in building trust and engaging with customers. By incorporating these elements into the website, such as adding a section for reviews, integrating social media links, and utilizing high-quality product images, CrystalWand can effectively showcase its offerings, engage with customers, and foster a sense of trust and credibility. These additions will not only improve the overall user experience but also contribute to increasing customer confidence and driving sales on the website.
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Challenges
The challenges of running the usability testing on the CrystalWand was as such:
Response
In which I adapted to the scenarios through these methods:
- Conducted targeted outreach, utilized online communities, and offered incentives to attract Wiccans, geology enthusiasts, tourists, and art enthusiasts
- Provided flexible scheduling options and utilized online scheduling tools to efficiently manage appointments and minimize conflicts
- Developed realistic tasks using scenarios to allow participants to give authentic feedback
- Applied qualitative and quantitative analysis techniques, prioritized actionable recommendations
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Our usability testing of the CrystalWand website revealed areas for improvement, including concerns about professionalism, trustworthiness, navigation efficiency, and error tolerance. Enhancements such as design improvements, image quality, consistent navigation, and helpful prompts can address these issues and enhance the user experience. Further steps would involve website redesign and conducting additional usability testing.