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A graduate school study of Groupon from a user perspective.
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INFM 605 | Spring 2011
University of Maryland, College Park
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Groupon Usability Analysis
A study of Groupon’s
usability, investigated
through five research
methodologies for
graduate coursework at
the University of
Maryland
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Why Groupon?
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• 50 million subscribers in 40 countries and 500 total markets
• Surpassed $500 million in annual sales faster than Amazon or Google
• All within 2.5 years
Sources: Bloomberg, Businesswire
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6
Objectives
• To understand how users use Groupon (user profile)
• What has Groupon done better than everyone else?
• Determine users’ patterns of behavior
• To identify flaws, frustrations, bad design, inaccessibility matters, technical compatibility
• Make recommendations based on findings
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Methodologies Employed
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• Interviews (3)• Focus Group (4)• Usability Lab (3)• Survey (24)• Contextual Inquiry (“Usability II” - 2)
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Findings
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Q: What do you think of the payment process?A: Through my phone, it is too easy.“Bonnie,” 32 year-old female Groupon userFebruary 22, 2011
• Varied responses between methodologies
• Easy to navigate interface
• Clear graphics and calls to action
• Trustworthiness
• Accessibility issues very minor
10Cloud created using Wordle.net
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I like the overall looks of the page.
It is easy to navigate through the website.
I can easily and quickly find what I'm looking for.
I get enough information to finalize the purchase.
I think there is just too much stuff on the webpage.
Overall, I think it is a very user-friendly website.
-1.0 -0.8 -0.5 -0.3 0.0 0.3 0.5 0.8 1.0
Weighted average score
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Sharing deals via mail / twitter / facebookButton to refer friends to GrouponThe "More deals nearby" sectionViewing deals from other citiesThe "Groupon Says" sectionDiscussions / Comments"My Groupons" section"My profile" section
0%20%40%60%80%Respondents%
Sharing deals via mail / twitter / facebookButton to refer friends to Groupon
The "More deals nearby" sectionViewing deals from other cities
The "Groupon Says" sectionDiscussions / Comments"My Groupons" section
"My profile" section
-0.2 -0.1 0.0 0.1 0.2Weighted average score
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Strengths
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clicks to transaction
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ease of use
information clarity
payment system
visual appeal
customizability
troubleshooting
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• Unclear / Hard to locate policies
• Typographic style
• Page length
• Mobile interface
• “Groupon Says”
• No brand loyalty
Weaknesses
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Weaknesses
• Unclear / Hard to locate policies
How do you cancel a transaction at Groupon.com?
The website does not clarify its return policy on its FAQ page, nor does it provide any direct answer on its main blog.
• Typographic style
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Weaknesses
22
Why page length matters
Jakob Nielsen’s study on how much users scroll revealed that only 23% of visitors scroll on their first visit to a website. This means that 77% of visitors will only view the content that’s above the fold
Use of page footer for content navigation
Groupon Home Page Privacy Policy Page
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Weaknesses
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Mobile interface
• Visually appealing but heavy on images.• No separate page for smartphones with lower Internet speeds.
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Weaknesses
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What Groupon says about “Groupon Says”
Groupon Says is a treasure trove of treasure—mind treasure. In addition to featuring a daily deal, Groupon provides a daily hyper-factual insight that enlightens and entertains.
What users say about “Groupon Says”
User X: SillyUser Y: I don’t like to read this section
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Weaknesses
25
No brand loyalty
“Groupon’s best customers users are young, female city-dwellers, who tend be avid followers of fashion; but fashions change,” (“Groupon anxiety, 2011” Economist).
“I guess daily it’s gotten to the point where I get so many emails that I now don’t even really look at them and I just delete them.”-User Interview
• Two of the three users interviewed also subscribed to LivingSocial deals
• Their purchases depend on the deals offered
Groupon fatigue
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Recommendations
• Internal search engine
• Breadcrumb navigation
• Payment methods
• Larger or contrasting font colors
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Recommendations
27
• Product description formatting
• Location-specific and/or location-free offers
• Past deals (LivingSocial)
• Wish / To-do list
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Recommendations
28
• Refer-a-friend = enhanced
• Rich media instructions
• Customized mobile website
• Continue targeting to female demographic
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Questions & Wrap-up