Project Title: Toymart eCommerce Website Group 4 - Home

PlaceToymart’s Head office is well-situated at #35 Preysal Crown Trace, West Mission Road,Freeport. There are 13 other branches of Toymart, conveniently located throughout Trinidad andTobago. These branches are located in Arima, Couva, Grand Bazaar, Gulf City Mall Tobago,JD’s Mall, Midcentre Mall, Movie Towne, Point Fortin, Price Plaza, San Fernando, TrincityMall and Tunapuna.PriceToymart offers toys and other products at reasonable prices which are noticeable to customers.There are also several discount programs available for customers as an incentive to return. Theseinclude:- The Birthday Club: customers up to the age of 10 years old can sign up for free to be amember, which enables them to receive Special Birthday Discount and a BirthdayGreeting from Toymart on their birthday and also be entitled to special member rewardsthroughout the year.Loyalty cardThe Toymart Rewards Program offers a loyalty card that enables customers to earn up to 5%cash back on purchases throughout the year without any black-out periods. Rewards are earnedon a quarterly basis and customers receive a rebate voucher which is valid for 3 months.Baby RegistryEliminates guesswork from gift-buying, so that friends and family can go to any store locationand pick out a gift from the registry and send it to the expected parents. Registry gifts aretracked up to 30 days after the baby’s due date and rewards can be earned on all the items youreceived.6 | P a g e

PromotionToymart employs a wide range of marketing tools and strategies to promote their business andproducts to the general public. These include: the business’s main website, its Facebook page,media advertising through radio, television and local newspapers and through word of mouthfrom satisfied existing customers.Toymart’s major competitorsIsland HobbiesFunaticsKnowledge ZoneThese toy stores sell similar products to that of Toymart.E-commerce rationale:Toymart is one of the leading toy stores in Trinidad and Tobago. As the country expands, newcompanies would enter the market place, which causes competition amongst these businesseswhich compel businesses such as this one, to stay competitive to stay ahead of its rivals by theuse of internet and technology to help maintain and expand their customer base. Ecommerceoffers several advantages to customers and companies including improvement of productivity,customer satisfaction and general overall productivity. In order for Toymart to rise above theircompetitors and have an increased competitive advantage, it is essential that this businessincorporate Ecommerce functionalities into their website.Benefits of Ecommerce to Toymart are: Boosting Brands and Product AwarenessA web site containing your business means that there is a wider scope of consumers that can beattained. Toymart will be able to assist in increasing your company’s promotion of variousproducts by reaching out to new business markets and showing your web site to them. This will7 | P a g e

Software and Interface Experience:Is unaccustomed using the computer to browse the internet but has made a few online purchases.Experience with Similar Applications:Little to no experience with online purchases.Task Experience:She has limited understanding of how the browser and online catalogue works and little onlineordering experience.Key Interface Design Requirements that Profile Suggests:· The website must be updated regularly· Clear display of unit cost· Clear, concise names for all parts of the website.· A large and visible navigation bar with clear links to the homepage and shopping cart· Display any additional shipping costs (depending on weight or dimensions)· Customer data must be kept private and inaccessible to unauthorized users· The website must have an easy to use and highly visible user interface· Feedback messages that inform the user when attempted actions are successful or not.E.g. “login successful” and “Your order has been received. “· Number of items in stock must be as accurate as possible· Clear links to the login, logout and register pages.User BThirteen year old boy looking for toys he could buy using the debit card he received forChristmas. Since his parents are career oriented it is hard for them to go physically to a store topurchase toys for him.Application: ToyMart E-commerce websiteUser Profile Form10 | P a g e

Potential Users:Persons interested in purchasing toys online.Hardware Experience:Has moderate experience with using computer hardware such as mouse, keyboard, etc. usescomputers fairly regularly.Software and Interface Experience:Is accustomed using the computer to browse the internet but limited experience with onlinepurchases.Experience with Similar Applications:Little to no experience with online purchases.Task Experience:He has a good understanding of how the browser and online catalogue works but limited onlineordering experience.Key Interface Design Requirements that Profile Suggests:· The website must be updated regularly· Clear display of unit cost· Clear, concise names for all parts of the website.· A large and visible navigation bar with clear links to the homepage and shopping cart· Display any additional shipping costs (depending on weight or dimensions)· Customer data must be kept private and inaccessible to unauthorized users· The website must have an easy to use and interesting user interface· Feedback messages that inform the user when attempted actions are successful or not.Example “login successful” and “Your order has been received. “· Number of items in stock must be as accurate as possible· Clear links to the login, logout and register pages.11 | P a g e

User CA mother of two small children with a demanding job that involves working long hours as wellas overseas travel, that makes it difficult to visit stores to shop. She usually shops from the officeor hotel room as time allows, having the items delivered home. This means she could getsupplies for her family even when she is not in the country.User Profile FormApplication: ToyMart E-commerce websitePotential Users:Persons interested in purchasing toys online.Hardware Experience:Has extensive experience with using computer hardware such as mouse, keyboard, etc. usescomputers daily.Software and Interface Experience:Is accustomed using the computer to browse the internet and is accustomed purchasing itemsonline.Experience with Similar Applications:Large amount of experience with online purchases.Task Experience:She has an extensive understanding of how browsers and online catalogues work and extensiveonline ordering experience.Key Interface Design Requirements that Profile Suggests:· The website must be updated regularly· Clear display of unit cost· Clear, concise names for all parts of the website.· A large and visible navigation bar with clear links to the homepage and shopping cart12 | P a g e

· Display any additional shipping costs (depending on weight or dimensions)· Customer data must be kept private and inaccessible to unauthorized users· The website must have an easy to use· Feedback messages that inform the user when attempted actions are successful or not.Example “login successful” and “Your order has been received. “· Number of items in stock must be as accurate as possible· Clear links to the login, logout and register pages.1.2.2 Website PerspectiveThere are no links to other web sites since the products are sold directly from the ToyMartwebsite.1.2.3 Overview of Functional RequirementsThe new website will retain the look and feel of the original website while adding an onlinecatalog and features that allow users to buy toys online. this would allow the market to bewidened to include those people who do not want to or cannot physically go to the stores topurchase items.To achieve this, these features must be implemented:A database that stores the product information which includes:o product descriptionso product pricingo number of the product in stocko product search capabilitythe ability to create user accounts and store user data securely13 | P a g e

shopping cart to hold items the user wants to buynotifications that inform customers of shipping information, order status or any errorswith the transactioneasy navigation throughout the website by use of a clear simple user interfaceFrequently Asked Questions (FAQ) that answers questions that most customers haveInventory system that tracks the flow of products into and out of the system and keepstrack of the numbers of products currently in stock.1.2.4 Overview of Data RequirementsAll customer data would be input by the customer upon creation of the user account and isupdated by the customer as needed. This data is stored on the web server that the website ishosted on. Data inputs are:Customer information:o Nameo Date of birtho Billing Addresso Shipping Addresso Contact numbero email addressTransaction information:o customer informationo items purchased in the ordero prices of items as well as total costo shipping addresso dates the transaction was received and completedo Comments (any special requests the customer might have with respect topackaging, etc.)14 | P a g e

Payment Information:o Customer’s credit / debit card information including the card number, expirationdate and security code.o billing address1.2.5 Other requirementsNone at this time.1.3 Task-oriented requirements1.3.1 Current TasksToymart’s website has a basic user interface which is clicked base to access mostly informationabout toymart and it different sections, promotion and location nationwide. The main websitedoes not allow actually purchases and pricing.Product Searching- The site has no visible search box for visitors. Visitor has to searchvia clicking on the category photos on the website of which bring up a pop up windowthat redirect you to Toymart’s social media Facebook home page.Registering for discount- Toymart has discount programs Birthday Club and LoyaltyCard for shoppers but both have to done via a sign up method. The site provides adownloadable pdf file for the Birthday Club sign up which is to be manually dropped intotheir many branch locations. Loyalty Card on the other hand is totally in store.Toymart baby registry-Toymart contains a section just for babies where registration canbe made to help people to know what gifts they can get for your baby.Store Location check- this plays an important part of the website as it contains alllocational information about the Toymart stores nationwide, picture of the stores, openinghours, address and phone numbers.Promotion check- Toymart updates its website where customer can check to see currentpromotions15 | P a g e

Event check- current Toymart events are updated on the website where customer cancheck.1.3.2 Describing each taskTask Detail TableTask # Task Frequency DisplayRequirementsInputRequirementsComments1.0 ProductSearch2.0 Registeringfor discountHigh Category tabs clickHigh Discount tab Pdf file This is done via adownload and in store dropoff3.0 ToymartHighToymart BabyPdf fileThis is done via thebabytabdownload of pdf file withregistrydetail instructions toacquire registry card forbaby shower invitation4.0 StoreLocationcheck5.0 PromotioncheckModerate Location tab clickHigh Promotion tab click6.0 Event check Moderate Events tab click16 | P a g e

Most task are initiated from the Toymart’s website main menu bar as shownbelow:1.3.3 Document Problems and OpportunityProblems:1) There isn’t a search bar so products have top visually found from the catalogue tags.2) The prices for featured product are not available.3) For someone without a Facebook account, all the details of the social network site of Toymartis not accessible.17 | P a g e

Opportunities:1) once online registration is implemented it would make the site much more interactive and alsoallow for Toymart owner to be able to accurately check all registered customer and also generateautomatic greetings and birthday wish and registry update to customers.1.3.5 Future TasksWiden the range of toys soldCreation of a giftwrapping service so orders could b specially wrapped and delivered asgiftsAutomated stock reorder system to maintain stock levels18 | P a g e

2 Website design2.1.1. Design of the virtual business1) Toymart is one of the leading toy stores in Trinidad and Tobago. The main product lineof Toymart Trinidad is specifically, as its name suggests toys. It is a fairly open market toall ages of customers, since the various products appeal to children and adults of all ages.The market for toys is also a low risk market not only because of the constant need fornew and improved toys, but especially around the Christmas period where the company isat its peak period. There are a number of various categories of products (toys) that arebroken up within the company. The segmentation of these various products helps tocategorize their target market. It helps them in making what specific marketing or e-commerce advertising should be taken, and to whom. These categories include;Products Examples Of Products Approximate Number ofProduct TitlesAction Figures Spiderman, Batman, G.I. Joe 15Arts and crafts Face Paints, Sticker Books 14Board Games + Puzzles Monopoly, Chess, Checkers 7Dolls + Stuffed Animals Barbie, Bratz, Angry Birds 11Videos Games Needs for Speed, Family Feud 9Baby Products Car Seats, Strollers, Cribs 11Outdoor Play sets Swing sets, Sandboxes 16Electronic Toys Nintendo, PlayStation 10Vehicles and Remote Cars, Planes, Helicopters 7ControlsEducational (Learning Toys) Fisher Price, Leap Frog 9Party Supplies Balloons, Character Piñatas 719 | P a g e

Bikes, Scooters and Riding Bikes, Rockers 7Books, Music and Dvds Disney, Sesame Street 6Collectibles Lego, Mortal Kombat, WWE 12Kids Room Slumber Bag, Foam Sofa 7Preschool VTech, Leapfrog 10Pretend Play and Dress Up Barbie, Disney (Costumes) 9Specialty Toys Let’s Rock Elmo, Doodle Gelz 11Sporting Goods 3D Goggles, Kick Board 5Building Sets Mega Blocks, Lego Disney 5Musical Instruments Guitar, Drumsticks 10Each category is not limited to a specific number of products, as a few of them may even beseasonal.The product information that customers will be able to access is as follows:‣ Information on delivery available to customers would be readily available – Therefore,customer would have access to requesting Shipping to their Home, or even Store Pick-Uponce the customer purchases the item online. Patrons would also be informed of any‘free’ delivery to their homes, if they purchase over a specified amount, or even if theybecome an online member of the firm.‣ Also being available to customers is a star rating system, where they can easily rate theproduct online after or before purchasing. Included in this would be a review column,where clients would be able to share their experiences/idea of the product.‣ An important aspect, the product features would be available as well. A description boxwould entail all accessible information about the product and its features. Another boxwithin this, ‘Additional Information’ would be included. This would entail what specificswould be necessary to operate the product, whether it be batteries or by charging. Itwould also include if any gift wrapping options are also presented to the customerpurchasing online.20 | P a g e

2) Product SourceIt must be noted that the company is a retail distributor of toys, and do not manufacture thesetoys. The brands of toys are foreign based are mostly comes from the United States. Hence, theproducts would not be produced by the same people who maintain the web site.3) Target AudienceThe target audience for the website is:a) Adults – The main decision makers and purchasers mainly come down to the parents,grandparents etc. in what they want their children exposed to. Although children may usethe website, for purchasing it is the responsibility of the adults. For instance, baby itemswould be purchased by the adults. The website needs to bring a perspective to the adultsto instill in their minds that what they need, whether it be baby items, gifts for children,young adults etc, the company has it, and it can be view on the website.b) Children – Early teens are also the target audience. As technology and e-commerceexpands, the younger generations are the ones being kept in the know. In terms ofplaystations, remote controlled products, collectibles etc, this would mostly appeal tothese young adults. The website, especially for this segment, needs to show that there is avast variety of products, and that they can view each category.4) Affiliate / MembershipThe website does provide membership to its customers, in which these members would begranted with points, each time they purchase. They will be provided with a card for in storepurchases, however for online purchases, each member should be able to punch in a code fromthe card before purchasing online. Members therefore, on this points system, gain access toparticular discounts, and apply for free delivery to their homes. Also, members would be able to21 | P a g e

sign up for a newsletter, in which an automated e-mail would be sent to members updating themon promotions and new products.5) Product DeliveryProducts purchased on the site can either be picked up in store, or by request for home delivery.The ability to check on their order online would be available to customers as they see the statusof their order; (whether the order has been packaged, or sent out for delivery).6) Payment TypePayment can be made using all major credit cards such as VISA and MasterCard, and PayPal. Tofacilitate the payment of these credit cards, specified members of staff will deal with acceptingthis payment method. This will ensure the safety of customers and offer a secure online shoppingexperience.7) Customer Support DocumentationIn terms of customer support documentation, registered users would be able to view additionalinformation/details than a non-member. In terms of a non-registered user, this will include a(FAQ) Frequently Asked Questions section and documentation on products and services. Thiswill all be available to users free of charge.8) Additional FacilitiesThere is currently a link to Facebook which provides customer with forums and feedback. Thisfeature will stand, however, on the website customers can give feedback based on the productsand also a star rating for all users to view. There would also be made available a system feedbackconfirming the purchase of orders. A mailing list is also available to registered user to sign upfor, in which they would get weekly newsletters providing them with upcoming promotions andnew products.22 | P a g e

2.1.2. E-Commerce Critique and RecommendationsThe website for Toy Mart Stores lacks some of the fundamental e-commerce features. Firstly, themain customer activity includes browsing through the various categories of products. However,on further notice by clicking on the product to view items, this sends directly a link to theirOfficial Facebook Page. Their Facebook page also has very limited information and pictures oftheir products. Secondly, there is no activity that enables users to purchase items on the website.There are no information and features of the products available. Furthermore, there is noinformation whether there is still stock of the items available for purchase in the stores. Underthe Promotions section, the last updated promotion is stated at April 3 rd , 2012. Clearly the site isnot being properly maintained and updated. From this observation alone, users may not trust thevalidity and usefulness of the website. This can decrease the customer interest in the companyand in the long run, not be seen as a professional firm, in which clients may lose trust in thebusiness itself. The layout of the website is very user friendly. In terms of information beingprovided on the website about the company and its terms of conditions, Toymart seems to have avery professional and detailed outline. A Facebook link is directly available on the upper righthand corner of the website, which allows users to like the page and gain access to it. There arealso application forms available for various services (Discount programs) provided on thewebsite. This is readily available for download. However, there is no online form that users cansimply submit their form directly to the company. Instead, users need to print out the form andmail or e-mail the form to the company. There also exists a location tab providing all details ofthe various branches throughout the country, and all contact specifics. Not available is a searchbar which is imperative in any website.As a result of the observations mentioned above, we recommend the following:a) Firstly and most basic, the website should include a ‘search bar’ for the accessibility ofinformation that the customer intends to find.b) More product information should be included within the website. These should beseparated into the various categories stated before, and should include pictures of theproduct, its price, and various specifications/descriptions that may useful to the customer.23 | P a g e

c) The main purpose of a website is not only to make the company visible and well knownto customers, but also to encourage customers to purchase their products. With the lack ofa shopping cart on the website, customers may lose focus and quickly forget about theproduct/company thereafter. Hence, by placing a shopping cart of the website, morecustomers may be inclined and encouraged to purchase the product right away, therebyincreasing sales. In so doing, the website should be able to accept all major credit cardsand even offer PayPal Services.d) A (FAQ) Frequently Asked Questions page should also be included in the website, forcommon information customer may have regarding the company or their products,e) The company may also use forms to personalize the customers’ experiences. This may beparticular whereby users own membership accounts. In so doing, the firm will be able tomarket their products in a more specific way to the customer, in which the system mayprompt users about their interests in various products. Recommendation may also behinted to clients as to the products they may be interested in.f) In terms where the website already has a membership system, in which Toymart does, thewebsite should have an online completion form for membership, in which users do nothave to manually download the form and submit via mail or e-mail. Therefore the processin seen as a more efficient and easy way to encourage more members.g) As said before, a rating/review system should be in place to allow customer to ratevarious products and post their views on the quality of products purchased from Toymart.This will help the firm in the long run as more positive reviews may be posted bycustomers.h) The company may also consider offering tracking of shipment to customers. This willinclude whereby the user may log on and view where there item has reached in terms ofbeing processed.i) Lastly and most importantly, the data on the website of Toymart, is seen to be outdated.Toymart may consider monitoring and updating the website regularly. Maintenance is animportant issue, whereby customers may lose trust in the business itself as not only beinga professional firm, but conveying to clients as having outdated information/products onthe website.24 | P a g e

2.1.3 The functionality of the website1. The products were categorized in the following categories:1) New stuff2) Just for babies3) Action figures4) ATVs5) Board games and Puzzles6) Educational7) Hobby8) Outdoor Play sets9) Party Supplies10) Radio ControlsEach of the pages that the above would contain a list of all the products for that particularcategory as well as a small thumbnail and price. The name or the thumbnail would link tothe product page for that product which would contain all the details as well as pricingand shipping information.A product search would also be implemented so that users may search for a product usinga keyword.2. The customer would be able to select multiple individual items including more than oneof any of the items as desired. The customer must purchase all of the items in the cartupon checkout. A Wish list however would be provided so that customers may selectitems that they would like to purchase in the future and store them on the wish list foreasy access. These items would be then added to the cart when the customer wants tomake the purchase.3. The order form would allow the customer to input the shipping address and recipient’sname, select the shipping and payment options as well as an area to put in additionalcomments. The shipping options would depend on the weight/ size of the items or howsoon the customer would like the package delivered. Payment options would allow thecustomer to pay with their credit/debit card directly or use PayPal.4. Other forms that are available:a. Loyalty Card signup formb. Birthday Club signup formc. Registry forms.E.g. birthday registry, baby registry, etc.25 | P a g e

4. No other searches would be necessary at this time since all relevant information for aproduct is on that product’s description page including any links to product manuals, etc.2.1.4 Low-fidelity prototypeAutomatically switching the banner on the homepage tograsp the viewer’s attention.26 | P a g e

Placing the logo into the onceempty space.27 | P a g e

Categorizing the toys, placing the “new stuff” and “just for babies” at thebeginning and having the other catgories listed in alphabetical order.28 | P a g e

Option bar at the top of eachproduct page to select howmany items the customerwould like to be purchased.“add to cart”button to addthe item to thecart to purchaseA product page was added forevery item in the toyscategories, with a descriptionof the toy and its price.A search bar wasimplemented.29 | P a g e

The banner was removed fromall of the pages excepting thehome page.30 | P a g e

2.1.5 WalkthroughThe webpage’s prototypes are geared toward making the main shopping site for ToyMart moreof an E-Commerce website. It includes the addition of a Search bar for easier searching for toysthat users may not actually know the correct name of or have just heard about and wouldn’tknow which category of toys to look in to find it. Also the addition of a shopping cart to makebuying online an option.The websites general interface is a search bar to the right hand top corner of the webpage whichis the general location of search bars. The search bar is to help our User A, 65 year oldgrandmother who has limited mobility due to arthritis so it is much easier to shop for gifts for hergrandchildren from home over the internet. It helps because she may not know the exact namebut may be able to search for it from the description she overheard from her grandchildren.The shopping cart geared towards our User B Thirteen year old boy looking for toys he couldbuy using the debit card he received and also our User C a mother of two small children with ademanding job that involves working long hours as well as overseas travel that makes it difficultto visit stores to shop.The usability problems that occur are with our User B who is not able to add the items he wantsto the shopping cart because he doesn’t know how to. When items are added User B maysometime add multiple items of the same kind to the shopping cart and does not adequately knowhow to remove these items and may proceed to check out these items and therefore orderunwanted toys.31 | P a g e

3 Computer (high-fidelity) prototypeDesign ReviewThe development of this website was constant and the data from the usability testing were usedto refine the deign choices.Data Collection Methods1) The first data collection method was the Usability testing. This was carried out in theUsability lab located in Frank Stockdale in UWI. The lab consisted of equipment that wasused to observe the user while they performed specific tasks given to them prepared byour group. The equipment were screen video capturing software, visual and audiorecording setup and behavioural software, which allowed our group to observe the userwhile he/she were completing the tasks and their facial expressions involved in doing so.2) The second data collection method was the Heuristic Checklist. This was used to getfeedback on the level of agreement of the users on using Toymart’s website. This methodconsisted of several areas of the website, which included:UsabilityFunctionalityOverall impressionEmotion-oriented designInstructions given to users for the usability testing:The tasks were to be performed in the order given. Two users were observed for the usabilitytesting. If the task could not be completed, simply state that out loud and move on to the nexttask. A task must be completed before moving on to another task, that is, not more than one taskwas allowed to be done at the same time. They were encouraged to voice their thoughts out loudwherever they had any confusion/frustration with the website. Before beginning a task, they wererequired to state aloud the task they were starting and then proceed to doing it.Usability tasks list:1. Find the price of “Fun Years Radio Control ATV”.2. Find the phone number of the Arima Branch.32 | P a g e

3. Find the opening hours of the San Fernando Branch.4. What is the minimum number of items that must be purchased in order to qualify for theBaby Registry?5. Name the ongoing promotion.6. List 2 items from the Baby Registry List.7. Get the amount of categories available in the toys section.8. Get the height of the Harley Quinn Statue.9. What is the first line of Toymart’s Philosophy?10. How many terms and conditions do they have stated and list the heading of the secondstatement.Results of tasks for user 1:1. Price of “Fun Years Radio Control ATV” is $39.99.2. Arima (868) 664-94953. San Fernando Mon-Sat 9am-5pm4. 10 or more items must be purchased to qualify5. Ongoing promotion Beary Beary Big Plush 50% sale6. Two items are clothing (socks, shoes etc.) & Gear (Stroller, Car Seat etc.)7. 10 categories8. Harley Quinn app 7.1 “high*4.5” wide *3.75” deep9. Children learn more when they are having fun10. There are 15 terms and condition, second term and condition is CopyrightObservations made on user 1:Task 1 => no problems encountered.Task 2 => no problems encountered.Task 3 => no problems encountered.Task 4 => no problems encountered.Task 5 => no problems encountered.Task 6 => no problems encountered.Task 7 => no problems encountered.Task 8 => no problems encountered.33 | P a g e

Task 9 => no problems encountered.Task 10 => no problems encountered.Questionnaire results from user 1:34 | P a g e

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Results of tasks for user 2:1. $39.992. 664-94953. 9am-5pm4. 10 or more items5. Beary Beary Big Plush 50% sale6. Cribs, socks7. 108. 7.19. Children learn more when they are having fun10. 15 , 2 nd stated CopyrightsObservations made on user 2:Task 1 => no problems encountered.Task 2 => no problems encountered.Task 3 => no problems encountered.Task 4 => no problems encountered.Task 5 => the user clicked on the ‘events’ tab instead of the ‘promotions’ tab at first, an errorwas recorded. A confused facial expression was observed.Task 6 => no problems encountered.Task 7 => no problems encountered.Task 8 => navigational error. User was unable to search for Harley Quinn Statue as a fault of thesearch bar in the website, but he successfully found the item after by clicking on the appropriatetoys category. A confused facial expression was observed.Task 9 => no problems encountered.Task 10 => no problems encountered.36 | P a g e

Questionnaire from user 2:37 | P a g e

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Individual User ExperiencesAfter analyzing the video footage of the user performing the specified tasks, the followingbehaviors were noted:User 1Tasks were performed and completed by this user without any issues.He was able to navigate throughout the website with ease.This user was able to complete all of the tasks.User 1 screenshot39 | P a g e

User 2: User 2 performed task 1 successfully. User 2 had a navigational error for task 2. He searched “atv” and could not find“Fun Years Radio Control ATV”. This was caused as a result of the search bar for thewebsite not being implemented properly. He then searched for “radio control atv” andfound the item. User 2 got an error when performing task 5, because he clicked on the “events”tab instead of the “promotions” tab to find out what the ongoing promotion was. He thenclicked on “promotions” and was able to complete the task. When performing task 8, the user got a navigational error, which was againcaused by the improper implementation of our search bar. He searched the item, andcouldn’t find it, and a confused expression on the user’s face was noted. He was able tofind the “Harley Quinn Statue” when he clicked on the “toys” tab and then the “actionfigures” tab and was able to successfully complete task 8. User 2 was able to complete all of the tasks given.40 | P a g e

User 2 screenshot –performing task 241 | P a g e

User 2 screenshot performing task 542 | P a g e

User 2 screenshot performing task 843 | P a g e

Comparison of both users:User 1 results:User 2 results:44 | P a g e

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User 1Task # Time taken(sec) Successful completion1 50 yes2 29 yes3 39 yes4 59 yes5 48 yes6 77 yes7 30 yes8 58 yes9 39 yes10 70 yesBar graph for user 1:Time taken(sec)9080706050403020100Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 7 Task 8 Task 9 Task 10Time taken(sec)46 | P a g e

User 1 took the most time to do task 6 out of all the other tasks.During the observation of the footage, interviewing the user after the usability testing andlooking at his written results from the tasks, it was noted that he took a longer time with eachtask since he wrote full sentences when he was answering each task. Which meant that he did nottake of the time shown above in looking for the task on the website, but rather in answeringthem.Overall he took 499 seconds to complete all of the tasks.User 2Task # Time taken(sec) Successful completion1 68 yes2 17 yes3 15 yes4 34 yes5 34 yes6 22 yes7 24 yes8 131 yes9 30 yes10 50 yes47 | P a g e

Bar graph for user 2:Time taken(sec)140120100806040200Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 7 Task 8 Task 9 Task 10Time taken(sec)User took the longest time to do task 8, since he got difficulties in finding the product on thewebsite due to the sensitivity of the search bar at the time. Overall, he did most of the tasks in ashort amount of time.In total, he took 425 seconds to complete all of the tasks.48 | P a g e

Usability ProblemsThe first user completed all of the tasks without any issues. However, user 2 had some problemswith the site. The problems were mainly with the search bar on the website. He had problemsfinding items by typing them into the search bar.Improvements:The search bar was revised and improved to accommodate all of the items offered by Toymart.The shopping cart for the website was not working at the time of the usability testing, so we wereunable to implement any tasks involving it. However, improvements were made and it is nowworking, that is, the user will be able to select an item and put it in the shopping cart and“checkout” the item, where he will be required to enter details such as name, delivery address,credit card information etc.When the user clicks order, a confirmation page will be returned to them, letting them know thattheir order was placed.Shopping Cart page withbutton to securely 49 | P a g e“checkout” the item.

Order pageConfirmation page50 | P a g e

Improvement suggestionsAfter the group presented Toymart’s improved website, a few things were pointed out to us toimprove on. The layout of the website was good excepting for a couple of things:This banner should be eliminatedaltogether since it is not necessaryfor the website.Add to cart button anddropdown box for selectingnumber of items you wouldlike to order – should beplaced at the right hand sideof the product just belowthe “our price”.Menu at the bottom ofthe page should also beplaced at the top of thepage.51 | P a g e

It was also suggested that we should put a “view cart” at the top of the pages so that the customercan go back to their shopping cart to view the products he has put in there before purchasingthem. However, due to time constraints, we were unable to implement that option on the website.This will be implemented in the future on Toymart’s website.Improvements made:Below is a screen shot of the improvements made based on the suggestions gathered.“add to cart” button and“quantity” dropbox wasplaced under the price ofthe product.“Contact us” tab wasadded at the top.52 | P a g e