This presentation's content was created in collaboration with the team members, the final layout and design was completed by me. This presentation was part of a course at Carnegie Mellon University presented in Spring 2018

1. Final Presentation
Usability Test Results and Recommendations
Prepared by: Aditya Prabhu, Dhatri Misra, Jackie Holland, Krishna Chakra
April 29th, 2018

2. Agenda
￫ Usability Test Plan
￫ Test Subject Details
￫ Usability Test Results
￫ Design Recommendations
￫ Appendix
2

3. Usability Test Plan
3

4. Method(s) Activities
Method(s) Activities
Method(s) Activities
Method(s) Activities
Script Overview and procedure
Recording agreement
10 Warm-up questions
4 Test scenarios and tasksUserZoom
Zoom video conference
Phone
Re-watch videos
Team analysis
Debrief analysis
Emotion Mapping
Usability Bug Tracking
Discovery
Test
Prototype 1
Test
Prototype 2
Listen
4 Test scenarios and tasksUserZoom
Zoom video conference
Phone
4

5. Understand what type of products are packaged in a BarkBoxUser Goal 1
Distinguish between different subscription plans and the related
pricing
User Goal 2
Personalize the items inside BarkBox according to their dogs’
preferencesUser Goal 3
Buy dog toys and treats that are safe, durable and USA madeUser Goal 4
5

6. Test Subject Details
6

7. Sheryl owns Bandit,
who is a quiet little pup
with a sensitive stomach
Mary’s little chihuahua,
Sweenie, is a great
companion
Ravi Thomas wants toys to
be durable because his big
dog often destroys toys
Shantha is familiar with
shopping for her daughter’s
dog, Izzy. Inspired from Izzy, her
daughter has written a
children’s book on dogs
Diane frequently fosters, loves
dogs, and has a soft spot for
cute toys. She owns five dogs
and currently fosters a mother
dog and her seven puppies
Elizabeth fosters a dog
rescued by her daughters. Vivi,
a mix of Border Collie and
Papillion Terrier, loves her
Chip and Dale toy
Danyang’s goldendoodle,
Archie, is a shy dog and
has won a BarkBox
picture contest
7

8. Test Subject Details
8

9. Usability Test Results
9

10. Mapping User Goals to Tasks
User Goal 1
Understand
what type of
products are
packaged in a
BarkBox
Task 1
Find the five
products offered
in a BarkBox
User Goal 2
Understand
different
subscription
plans and the
related pricing
Task 2
Find the
subscription
service you would
be most interested
in subscribing to
and tell us about
the pricing and
billing of that
subscription plan
10

11. Mapping User Goals to Tasks
User Goal 3
Interested in
personalizing
the items
inside BarkBox
according to
their dogs’
interests
Task 3
Create your own
personalized
BarkBox based
on your dog’s
preferences and
interests.
User Goal 4
Want to buy
dog toys and
treats that are
safe, durable
and USA made
Task 4
Find out what
existing users have
to say about
BarkBox’s products
11

12. Homepage - Prototype 1 vs Prototype 2
12

13. Homepage - Prototype 1 vs Prototype 2
13

14. Subscription Plans - Prototype 1 vs Prototype 2
Prototype 1 Prototype 2
14

15. Custom Box - Prototype 1 vs Prototype 2
Prototype 2Prototype 1
15

16. Usability results - Prototype 1
Number for users/testers - 6
● Task 1 - What items are
inside a BarkBox
● Task 2 - Understanding
subscriptions plans and
pricing
● Task 3 - Create
customized box
● Task 4 - Find out what
existing users are
saying about quality
16

17. Usability results - Prototype 2
Number for users/testers - 5
● Task 1 - What items are
inside a BarkBox
● Task 2 - Understanding
subscriptions plans and
pricing
● Task 3 - Create
customized box
● Task 4 - Find out what
existing users are saying
about quality
17

18. Usability Test Comments | Prototype 1
18

19. Usability Test Comments | Prototype 2
19

20. Usability Test Emotion Map | Prototype 1
20
[2]
Satisfied : Quick and Easy
Confused : Required nudge
but completed
Dissatisfied : Just couldn’t get
it.

21. Usability Test Emotion Map | Prototype 2
21[2]
Satisfied : Quick and Easy
Confused : Required
nudge but completed
Dissatisfied : Just couldn’t
get it.

22. Having video on home page
Users liked images, content and language
Customized box option
What Worked Well
22

23. Confusion about the subscription planIssue 1
23
Top 3 Issues

24. Top 3 Issues
24
Testimonials introduced suspicion about validity of people in the
pictures, and unclear about how the testimonials are relevant.
Issue 2

25. 25
Issue 3
Top 3 Issues
Homepage had static features that could be made dynamic/executable

26. Design Recommendations
26

27. Issue 1: Confusion about the subscription plan
27
● We changed the UX writing by re-designing the ontology to clearly define the naming, meaning, and
definitions on the page.
○ We changed the text for how many BarkBoxes are received in a year, how much it costs per
box, and clarified that the BarkBoxes are billed and delivered monthly.
● We wanted to make sure the text remained succinct; that it got to the point, and was short

28. 28
Issue 2: Testimonials introduced suspicion about validity of people in the pictures,
and unclear about how the testimonials are relevant.
● Each testimonial image and text is clickable and if clicked, will display a detailed review to
provide more depth and context
● A search feature was added to optimize a user’s search results. This uses the same design
conventions as Yelp.com - which is pulled from a tester’s recommendation. The search feature
will help the user find reviews that matter the most to them.

29. 29
● In-depth review with a story
about how the dog parents
moved to BarkBox.
● The video is also from the
same customer which caters
to whoever wants to watch a
testimonial video.
● Users can read more about
reviews or get started with
on-boarding.
Issue 2: Testimonials introduced suspicion about validity of people in the pictures,
and unclear about how the testimonials are relevant.

30. 30
● Added “Look inside the box” text that turns a different color when a user hovers over, signifying the
text is clickable
● Clicking the image will navigate the user to a page with more information about what is in the box.
The button takes the user to the current monthly theme’s page. For example :
https://barkbox.com/themes/wild-woof
Issue 3: Homepage is static. How can we make it more dynamic?

31. 31
● Added text on hovering to provide additional information
● This eliminates unfulfilled clickable images and also clarifies the mentioned information
Issue 3: Homepage is static. How can we make it more dynamic?

32. Takeaways
● When designing for baby boomers
○ Videos are preferable
○ Static images should be clickable and provide them more
information to drill into
○ Less is more; less busy text and more images and videos
● The customized workflow was preferable in 100% of our tests
● Clear information architecture is needed across the site to
improve the understandability of the site’s elements
32

33. 33

34. References
[1] Holmes, Richard. “Making Sense of Usability Test Results”, Department of Product, Jan. 9th 2018, Web,
Accessed Apr. 28th 2018
[2] Mahon, Clouston. “Analyzing usability testing data”, UX Collective, Medium. Feb. 17th 2018, Web,
Accessed Apr. 28th 2018
[3] Farell, Susan. UX Research Cheat Sheet, nngroup.com, Nielson Norman Group, Feb. 12th 2017, Web,
Accessed Apr. 28th 2018
34

35. Appendix
35

36. Usability Test Videos
https://drive.google.com/drive/folders/1jAMrA40zkXeOaJADzEuG-FWoc9nK8x2T?u
sp=sharing
36

37. Test Subject Details
37

38. 38

39. 39

40. 40

41. 41

42. 42

43. 43

44. 44

45. Emotion Mapping
45

46. 46