Usability test:
Kodoo mobile website

Site navigation: Failed

Personal Project
6 min read
UX
Have you ever had trouble navigating a site that you needed to call customer service? Being a UX designer and website developer only rubs salt to the wound. I felt like an alien who couldn’t figure out the web.

With my previous mobile service overcharging for internet data like a stab in the back, I was sold with Kodoo’s genius marketing with the promise of shock-free data. Unfortunately, their site was not shock-free. I conducted a usability test to see how I could improve their design.

Design Challenge
How can I find and fix usability through user testing?

Design process

Ideation
Usability testing
Prototyping
Audience definition
Scenarios
Reflection
Tasks

Although I got through with the help of a wonderful customer service, the problem shouldn’t have started if I had no trouble navigating the site. To quickly test if a user would have the same problem, I did a qualitative remote user test.

Iphone base
Iphone gray illustration
Iphone gray illustration
Shocked man illustration

Audience
Recruit loosely and grade on a curve
-Steve Krug

Kodoo mobile is only available across Canada. My only requirement for the target audience is someone living in Canada and have never visited Kodoo mobile website to capture their first experience.

Target Audience

Age
Household income
Gender
Employment status
Industry
Company size
Job role
Job level
Countries
Web expertise
Operating system
Web browsers
Social networks
Children
18 - 65+ years old
Any
Any
Any
Any
Any
Any
Any
Canada
Any
Any
Any
Any
Any
Screener
Have you visited the Kodoo mobile website?
Yes [Reject]
No [Accept]

User Testing
Using scenarios and tasks

The template I used for this unmoderated remote user testing is from Steve Krug.

Participant
Demographics

Picture of Bennett Cheung

Bennett Cheung

Device
Age
Annual Household income
Gender
Country
Web expertise
Operating System
Web Browser
Social Networking
Computer
41
$60,000 - $79,999
Male
Canada
Advanced
OS X 10.13.6 64-bit
Chrome
Facebook, Twitter, Linkedin

Persona

You are living in Montreal, Quebec Canada.

Getting to know the user

Before we look at the site, I'd like to ask you just a few quick questions. First, what's your occupation? What do you do all day?
       
Roughly how many hours a week altogether - just a rough estimate - would you say you spend using the Internet, including Web browsing and email, at work and at home?
       
What kinds of sites (work and personal) are you looking at when you browse the Web?
       
Do you have any favorite Web sites?

Home page tour

First, I'm going to ask you to look at this page and tell me what you make of it: what strikes you about it, whose site you think it is, what you can do here, and what it's for. Just look around and do a little narrative.You can scroll if you want to, but don't click on anything yet.

Task 1

You are tired of your old carrier overcharging for data and would like to try out a Kodoo mobile sim. You still want to keep your old phone and subscribe to a sim only plan with data on the website. Figure out the data options available for you.

Task 2

You've successfully subscribed to a sim only plan. You want to login with your new Kodoo account:
Email- usertesterlogin@zoho.com
Password- Kodootrial456You would like to know:
How much you are going to pay monthly and when each payment is due

Task 3

It's your mom's birthday and she could use a new phone. Choose any phone and plan that you think would suit her. View your cart and check if every info is clear to you. Do not proceed to checkout.

Tweaking
Using wireframes and prototyping to improve usability

The top 3 main usability issue

Choose a region mockup

By adding confirmation, users will be reassured that they are browsing for the right province

  • Choosing between monthly and prepaid login is confusing especially to new users or someone who is coming from different countries. Having one login system which automatically detects the user’s subscription will prevent the confusion.
Confusing login form from Kodoo
Improved login form

By simply removing the customer-type based login shown on the bottom, the cognitive load of the user is lessened. Remembering your email and password is already a task and adding the option to select a customer type just confuses users.

By simply removing the customer-type based login shown on the right, the cognitive load of the user is lessened. Remembering your email and password is already a task and adding the option to select a customer type just confuses users.

  • Adjusting the button label should help solve the confusion between “get a new phone” and “add a phone”. It removes unnecessary labels which are not important in choosing if you want to add it to the current line or create a new one. The prompt could also be moved during checkout as users may just want to browse phones.
Getting a new phone selection from KodooImproves selection when shopping

Omitting needless words shown on the right reduces the site noise by quite a lot. It’s safe to say that when I clicked the “Shop” menu, I did it because I wanted a new phone or tablet.

Omitting needless words shown on the bottom reduces the site noise by quite a lot. It’s safe to say that when I clicked the “Shop” menu, I did it because I wanted a new phone or tablet.

Teleportation made easy
Ending thoughts and future improvement

Watching the tests reassures me that what I experienced on the site was not a human error but rather a design error. Aside from the test results, my main pain point as a customer was the “Self Serve” navigation. A common standard on the web is a clickable name after sign in to access your account. In this case, I also quickly forgot that “Self Serve” equals to “My Account” and I felt lost for a moment. Choosing common standards is a good practice as users are familiar with it. After all, since I’m shopping online, isn’t it kind of like serving my self?

Kodoo's confusing navbar
Improves Kodoo's navbar

At one glance, the modified navigation bar at the bottom clearly shows you where to access your account.

As Steve Krug stated, user testing online has its pros and cons. I chose Usertesting.com for convenience, time and budget. It took me no more than an hour to get the results! For this small project backed by my student budget, I only tested one user instead of the recommended three users (sorry Mr. Krug). With unlimited resources, I would have done a more thorough Do-It-Yourself Usability testing.  This short test opened my eyes to the importance of user testing. As someone who design and code websites, I could not imagine not testing my site.

Credits

Hyebin Park
UFO Lottie File
Pablo Stanley
Humaaans design library
Steve Krug
User testing template from
Rocket Surgery Made Easy
Jeffrey Christopher
Wrench Lottie File

Also them: “What’s a creative block?”

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