More work

I conducted an unmoderated task-based usability study on the Zappos website with five participants to measure the intuitiveness of the site’s design and how well the interface supports the findability of content related to five common tasks including browsing, adding to cart, and checking return policy. I used a combination of first click, clickstream, time on task, and task success were utilised as the key performance indicator.

I conducted a moderated usability testing of the SmartNews app with twelve first-time users. They performed the tasks of downloading the app, creating an account, and customizing their feed. In spite of a perfect success rate across all tasks (12 out of 12), a self-reported positive experience (8 out of 12 participants), and a good retention intent (5 likely, 5 unlikely due to lack of interest in news & 2 not sure), click rate and observational data consistently revealed some friction points in the experience.

I developed an A/B testing proposal plan for two alternative designs for the current return CTA on the GAP website, including a rationale for the redesign. I provided the formula needed to calculate a tester’s sample size that would yield statistically significant results, and employed time on task before a user clicks the CTA as the success metric.