Graduate school

Target vs. Walmart Summative Usability Report


Overview

Our team of four researchers conducted a summative usability study to determine what strengths and weaknesses are better between Target and Walmart to help improve usability. We identified positive aspects of each retail app, determined areas that need improvement, and provided key findings and recommendations for app revision. To achieve this, we created three tasks with data analysis focusing on features retail business and customers can benefit from:

  1. Are users able to correctly use the app barcode scanner to identify the price of a can of Campbell’s soup? 
  2. Are users able to locate and identify coffee is available to buy online and pick up in-store?
  3. Are users able to identify the in-store location of a 6-pack of Duracell AAA batteries?

Date

January 2020

Client

Graduate school coursework

Role

Team members: Shad Pionek, Ricardo Garza, Demetrios Roumbos

Task

Powerpoint Layout, Executive Summary, Introduction, Findings, user interviews


Deliverables

Test Plan

  • Objectives
  • Stimuli
  • Participants
  • Procedure
  • Measures
  • Study Logistics

Moderator Guide

  • Script Introduction
  • Background Questions
  • Tasks
  • Follow-up Question
  • Notes
  • Consent Form

Screener

  • Contact Information
  • Research Objective
  • Recruitment Criteria & Quotas
  • Script for Screening
  • Questions
  • Time Availability 

Final Report

  • Moderator Guide
  • Screener
  • Presentation
  • Any other information used

Methodology – Participants

Sixteen people participated in the study. Each researcher conducted an in-person moderated study. All participants were over 18 years old through 55 years old and owned a mobile phone. All participants reported using their mobile at least once a week, but mostly for online browsing. None of the participants work or have worked at Target or Walmart.

Methodology – Materials

  • Mobile phone 
  • Target Mobile App 
  • Walmart Mobile App

Methodology – Procedure

Methodology: 

  • 30-minute task-based moderated usability study using a think-out-loud protocol 
  • Within-subject test comparing 2 mobile retail apps (Walmart & Target) – designs counterbalanced 

Qualitative Measures 

  • Usability issues observed 
  • User comments 

Quantitative Measures 

  • Success/fail 
    • Success – completion of task without assistance or encountering any critical issues
    • Fail – failed to complete the task or incorrectly identified information 
  • Ease-of-use ratings 
    • At the end of each task, users were asked to rate the ease of use for each task using a scale ranging from 1 = very difficult to 7 = Very easy. 
  • Overall ease – of use rating 
    • After all 4 tasks, the user was asked to rate their overall experience using Verizon.com mobile site using a scale from 1 = Very difficult to 7 == Very easy. 

Findings

Task 1

Task Description: If you were unable to use the search bar in the app, and you wanted to determine the price of this Chicken Noodle Campbell’s soup. How else would you be able to find the item price?

Walmart

Positive finding

Participants stated that the location of barcode scanner icon was easy to locate within the actual search-bar. Many users first instinct on the page was to look directly at the search bar. This in turn led them directly to the barcode scanner feature. Users were able to quickly identify the icon and complete the task as required.

“Ah…This is similar to Amazon you have the scanner right in the search bar. I like this better than the Target one”

Negative finding

Issue: Some participants had difficulty locating the barcode scanner icon on the main page of the app.

Impact: Customers may want to find out the price of a physical item that they have in hand. Without being able to locate the barcode scanner within the app, customers may become frustrated and eventually give up on locating the price of the item and ultimately decide not to buy the item.

Recommendation: Make the icon for the barcode scanner more distinguishable for users to see by making the circle a darker color and enlarging the barcode scanner icon.

Target

Issue: Some participants had difficulty locating the barcode scanner icon on the main page of the app.

Impact: Customers may want to find out the price of a physical item that they have in hand. Without being able to locate the barcode scanner within the app, customers may become frustrated and eventually give up on locating the price of the item and ultimately decide not to buy the item.

Recommendation: Make the icon for the barcode scanner more distinguishable for users to see by making the circle a darker color and enlarging the barcode scanner icon.

See all Tasks by viewing the Presentation


Overall Experience Walmart

How would you describe your overall experience with the Walmart mobile app? 

Overall, participants described the app as difficult, terrible, and frustrating to navigate. The app was seen as “hard to read,” and the flow between pages did not particularly make sense or meet participant expectations. While many participants felt the app was “okay,” most felt there was room for improvement and could be better. 

“It doesn’t flow as well as I would like. Some things don’t make sense. Like when you’re trying to pick something up and your given hours rather than pick up options.”

What did you like the most about using the Walmart mobile app?

Most participants felt the search bar was useful and helpful in finding items. The filter options were handy, and aisle numbers easy to find. Participants felt the app contained lots of useful built-in features such as voice activation or the scanner within the search bar.

“You can do a lot of stuff in the app.”


Overall Experience: Target

How would you describe your overall experience with the Target mobile app? 

Overall, participants felt the app was “easy to use” and “really liked it .” The app was described as “helpful” and “not frustrating.” Most participants indicated they felt the app was “very easy” and “a positive experience”.  However, some participants struggled to locate or understand the barcode scanner or find the in-store map.

“The scanner location could be more obvious.”

“I really like the fact that there is so many features within the app that makes shopping at target a good experience.”

What did you like the most about using the Target mobile app?

Many participants liked how things are visually layed out and well designed. In particular, participants liked how things are organized and placed where they would expect them to be. Images are large and information, for the most part, is easily accessible. 

“It looked really good. Had a lot of pictures and I could see everything very well.”


Selected Works