E-Usability and Science Theory module

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1 E-Usability and Science Theory module E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 1

2 E-Usability and Science Theory module Contents Introduction/About Ryanair... 3 Overall objective and research questions... 4 Methods and tools:... 5 The Hermeneutics Method... 6 Test participants characteristics... 7 Test plan and Test material st milestone - research phase nd milestone - test participant recruitment rd milestone - test material preparation th milestone - usability test session th milestone - Data collected and evaluation measures Test result - Analyzed data Summary Literature list Appendixes E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 2

3 E-Usability and Science Theory module Introduction/About Ryanair is an Irish low-cost airline that is known for their very cheap plane tickets on European routes. The company was founded in 1985 by Christy Ryan who named the company after herself. In the beginning they were a very small company, but after they got the permission to fly the route between London-Luton-Dublin the company grew much bigger very fast. Since then they have had growth every single year except for 1991 during the Gulf War. Even during the crisis in the industry in the years following 9/11 they kept growing where most other airline companies have struggled. Their strategy is to have the cheapest tickets and that is also why they fly from smaller airports since their routes are cheaper to fly. The reason why we chose Ryanair is because we think that their website is very messy and not easy to navigate around. A simpler website could help them sell even more tickets or more of other services (like car rental and hotels). It is very difficult to get a clear overview of what the end price of one s purchase is going to be because they add on a lot of extra charges for baggage, paying with specific credit cards and so on. We want to make it easier for the potential costumers to know what they are buying and how much the price is. E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 3

4 E-Usability and Science Theory module Overall objective and research questions In this project we will make create customer survey s and usability tests, so that we have sufficient collected data about Ryanair and will then try to get a better understanding about the users experience when using the website and optimize it accordingly. But what kind of problems are we facing? Opinions about Ryanair are varied and many. The usage of dynamic pricing has made Ryanair one of the most successful low-cost airlines in Europe. There has been made many case studies about them, where the author(s) praise their aggressive marketing and business strategy. The general public s opinion about Ryanair are both negative and positive, where the press mostly have a negative angle on Ryanair (some are just factual). So based on the research and observations we have obtained, how will we make a better user experience for? Our overall objectives are to assess the effectiveness of Ryanair for a handful of specific users on the website. Estimate the overall usability of RyanAir.com s users in different tasks Identify obstacles in reaching the completion of booking a travel We will also need to answer these questions in this study What is the user s first impression of the site? Confusing, elegant, is the design appropriate and foreseeable for an optimal user experience? How can you optimize the overall checkout process? How long does a user feel it takes to complete a booking? Too many steps? When is doubt, where do the users go to find guides and information? The success criteria is achieved once the following questions are answered. What tools are needed to make a successful usability test? What is the user opinion about? How do we make the user experience better on the website? How can we apply useful theories in your usability testing? E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 4

5 E-Usability and Science Theory module Methods and tools: During the Milestone project we used several methods and tools to collecting the adequate data related to usability problems of the chosen website. Different researches, qualitative and quantitative methods are being used to test the website`s purposes and find out people s impressions are and to address the usability problems and trying to fix the problems in an academic way using the methods and theories from the usability and science theory classes. The tools and software used are: The hermeneutics theory Desk research for the case studies of Ryanair. The survey questionnaire to get knowledge of people s impression about Ryanair. The online usability testing loop11 used to display the Think-Aloud tasks to the participants. Openhallway to record a remote Think-Aloud test. Orientation script, data collection instruments, task scenario and post-test questionnaire ware used as usability test materials. Based on the research questions, we asked a couple of participants some questions throughout the post-test. Zoho.com is being used to keep track of jobs, tasks and meetings and deadlines. It is an online service and can be used by all members/ this website was useful online software to organize the work process and keep the system in our group for the project management. Askpeople.dk was the online software to preparing the survey questionnaire. Microsoft Office for laying out the report and the documentation and some of the sketching. Adobe Photoshop for the design work. E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 5

6 E-Usability and Science Theory module The Hermeneutics Method Most people have a pre-understanding of Ryanair. Maybe they have read about them in the news or heard about them through friends. In our group not all of the members had flown with them before, but everyone had heard of them before. When we looked at the results from our survey we could see that a lot of our participants also had a pre-understanding of Ryanair even though they had not flown with them before or visited their website. Several had heard rumours about bad service and aeroplanes in poor condition. Some of these rumours had the effect that most of these people did not want to use their airline company. If we take a closer look at Ryanair s website then it is obvious that the company thrives and earns money on the pre-understanding of the website (not of the company in terms of the rumours). When we take a look at the site it leaves us with an impression of very cheap prices on plane tickets for European destinations. There are big, bright numbers of prices as eye-catchers all over the site and it is inevitably the first thing that one notices when entering the site. This pre-understanding of very low prices follows the visitor and it is first changed when the visitor starts to search on specific dates for a possible trip. It quickly becomes clear that even though it said Billund - London 74 DKK on the front page then this only applies to very specific dates and time. Going through to the next step there is added extra charges for bringing baggage on the trip, airport taxes and paying with a credit card. When all these steps are completed the tickets ends up costing more than 6 times the 74 DKK it said on the front page of the website. But if the pre-understanding of Ryanair as a cheap company and the pre-understanding of the bright yellow prices on the front page of the website sticks to the visitor then they will end up buying a ticket any way, thinking that it is still cheaper than other airline companies (even though they have not investigated this further). Ryanair therefore sells tickets from looking cheap on their website selling the idea that this is not a fancy, elegant company with high prices, but instead it is cheap and you get value for the low price you pay: You get from destination A to destination B cheaper than with other companies. E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 6

7 E-Usability and Science Theory module Test participants characteristics In our first survey we found 27 people 1 that were willing to help us further in this project. All 27 people were women and in age 3,7% were younger than 16 years old, 22,2% between and more than 70% (70.4%) of them where of age. None of the test participants were over 35. Our participants were from most parts of Denmark: There was an equal amount of people from mid-jutland and Copenhagen with 37% each. The rest of them were from (3, 7 %), northen part of Jutland (3, 7 %) and the southern part of Denmark (18, 6 %). 74% of our participants were students, 14, 9 % have a job, 3, 7 % is self-employed and the last 7, 4 % of them were unemployed at the moment. 3 out of the 27 participants had kids under 16 of age. 18 out of these 27 have flown with Ryan before and out of those 18 then 16 of them would fly with Ryanair again. Only two out of the 18 had purchased other services than just a plane ticket when they booked the trip on ryanair.com. One bought booked a hotel at the same time and other ordered transportation from the airport to their destination. From all this data we can create a persona: A young woman at the age of, she lives in mid-jutland and she s a student. She has no kids. She knows Ryanair, has flown with them before and she would have no problem with using them again on other trip. She did not purchase anything else than a plane ticket the last time she flew with them. 1 Appendix 1 Test Participant Page appendixes P.1 E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 7

8 E-Usability and Science Theory module Test plan and Test material In this project, Ryanair has been selected to use as a case study for the milestone project for usability and science theory subject. Through the brainstorming session, the group has come up with the plan for the project by breaking down the focal point of the test into milestones 2 as follows. 1st milestone - research phase Before the actual project week, the group had a pre-understanding about the case study, Ryanair. But in order to confirm this knowledge, the group had decided to do qualitative research on two areas: 1. What are people thinking about Ryanair 3. In order to do that we did a Google search on pages or forums and we found mostly information on complaints about Ryanair. 2. We are looking for some kind of research 4 that has been done for Ryanair before, in which we found some case studies. We also found articles where the press mentions Ryanair. The results of this research were that in the main there were many and varied claims of poor service by Ryanair. Not all of the claims were usability related, but we managed to find two main areas about the price for ticket and where the extra charges are not transparent. Another area is where it is very difficult for the customer to contact Ryanair when they have a problem. After studying more deeply into the problem, the research questions need to be revised in order to narrow down the study area and in this way make more sense. 2nd milestone - test participant recruitment An online survey 5 is the best option that the group has come up with in order to find test participants. In this project, is chosen as a first online survey service. The survey in general is asking about basic information like age, sex and occupation. And will also include more specific information that will connect the experience between the tester and Ryanair, such as if they have flown with Ryanair before, and if they will fly with Ryanair again? If not, why? In this way, when we find the participant, it will be easier for us to create the test participant characteristic 6. 2 Show project in zoho about task 3 Appendix 9 Research people think appendixes P.23 4 Appendix 10 Case study appendixes P.24 5 Online survey form 6 Read more about test participant on page 7 E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 8

9 E-Usability and Science Theory module At the end of the survey, there is a question that asks the responder if they would like to help further with the project. Of the survey responders, 33 7 people said yes. 3rd milestone - test material preparation Among many types of test material that we can use, the group has agreed to select only 4 types that we think will be best for our project. These are: 1. Orientation script 8 Orientation script or the introduction scrip is considered an important piece of material to be used in this project. The reason is that the test is not physical, so the intro script is the thing that describes what is going to happen during the test session to the participant. The script contains important information, such as; - It is a website that we are testing, so the test participant does not need to worry if they are going to do something wrong. - The screen will be recorded, so they should not be using Facebook or checking during the test session. The script was placed in the introduction part of OpenHallWay video recording session where the test participant can view before the test begins. 2. Data collection instruments Throughout the testing process, the data instruments are automatically generated from the usability test tool. There is both qualitative data such as a video of the test session that will express test participant behavior during the test and the post-test questionnaire that asks for the impression after the test. There is also the statistic data of the test result that allows us to see the number of times that tester fails, succeeds or abandons the task. We will use it as a quantitative data. 3. Task scenario 9 The tasks have been divided into two parts, based on the two areas that we are going to study. First part of the scenario is focusing on finding a plane ticket, which includes searching for travel, selecting flights and inputting booking information. The second part is asking the participant to find customer service contact information. After each task there are also questions asking tester s opinion about how difficult they think it is to perform the task. 7 During the project we found 27 people who offered to help with test but due to technical problems with closing the survey, an addition 6 people were excluded from the test. 8 Appendix 4 Intro scrip appendixes P.14 9 Appendix 5 loop11_task scenario appendixes P.15 E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 9

10 E-Usability and Science Theory module Post-test questionnaire Using a post-test questionnaire is the way that we will affirm and clarify the understanding of the problem in a deeper level. After the test session, there is a link to a 5 question questionnaire in Askpeople.dk. The questions are asking test participant s opinions and feelings about the web functionality and navigation. 4th milestone - usability test session In order to perform the usability test, the Think aloud test method is selected to use in this case, but because our participants are coming from different areas around the country, instead of setting up a physical test, we decided to do a virtual test 10 of the usability test using a combination of loop11.com 11 (an online test tool to create tasks placed on the Ryanair website) and openhallway.com 12 (a usability tool in order to record the user test session). 5th milestone - Data collected and evaluation measures Since we use a professional usability service, the evaluation of the test 13 or surveys 14 are automatically given by the provider. Additionally we have the list 15 of people whom signed up to participate the usability test that we have to created manually, as this cannot be extracted from the statistical data provided by Askpeople.dk 10 Appendix 14 Usability test video links appendixes P https://www.loop11.com 31 Oct Oct Appendix 6 loop11 Statistic appendixes P Appendixx 7 Post questionair and appendix 8 Post questionair result appendixes P Appendix 2 Partifipant profile appendixes P.10 E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 10

11 E-Usability and Science Theory module Test result - Analyzed data We have had a successful test run in the usability test. After getting a general idea about participants in the pre-test survey, have selected a few to conduct different task scenarios and in the post test, asked questions related to your research questions from the test plan. The results of the pre-test 16 showed that most importantly that people how have flown with Ryanair, wouldn t mind doing it again, and those who don t want to use Ryanair believes them to apply extra charges and have head bad things about them. So in your task scenarios we have to see easy/hard to is to book a travel. And if there are extra charges, when how do Ryanair s show them and if you are in doubt where do you find costumer service? Using the online usability testing tool loop11 17 we find that the first task, booking a travel, is not easy for the participants, though not impossible. The next task is to contact customer service (call or ) and find out where can you get that information. The participants found task very difficult and most abandoned it. In the post-test we asked a couple of participants some follow-up questions which are based on your research questions. Using openhallway 18 to record a remote Think-Aloud test 19 20, we found that using Ryanair s booking system was a bit hard to use according to the participants. However they feel perfectly safe using the site, even though they think other will navigate the site so easily. Participants don t agree on the number of steps getting to the checkout when booking a travel. They can however agree on that finding customer service is impossible. So looking the test results participants takes issue with finding customer services like information about extra charges on extra luggage or trying to call for support. Also getting to the checkout can be tedious because of all the steps getting there. Ryanair needs to be more upfront about what they are selling. They need to tell user of their site that all they are selling is the plane ticket, and highlight extra charges if necessary, and in that regard most importantly reduce the step to the checkout. What was shown in the usability tests was that Ryanair has a questionable service level, which they need to fix. Having no Danish phone number 21 and charging for a call is inappropriate and bad business practice. We suggest that Ryanair develop a better service level and provide a customer service button on their front-page. This will give them better credibility and ultimately give them more satisfied customer. 16 Askpeople.dk survey in Appendix 17 Loop11.com 18 Openhallway.com E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 11

12 E-Usability and Science Theory module Summary After analyzing the outcomes of the usability test and researches that we have done throughout the case study and the survey questionnaire and from the survey participant s impressions and opinions and think aloud usability test results and observations, we managed to select some usability min points in the website ryanair.com. Our chosen website has different functionality such as booking flight, hotels and car rent, but our decision was to focus on the flight ticket area, which is the main functionality of the website. The implementation phase of the usability test started after getting a general idea about the participants in the questionnaire survey, than was the next step to create a couple of task scenarios related to the pre-test survey and in the post test, asked questions related to the research questions from the test plan. After a successful usability test, we came up with some changes in the website that should be done to fix the selected usability problems, which were the difficulty and long process to book a flight and also the problems with finding the customer service contact details like a phone number and we created a new sketching design solution. During this project we learned how to find out the usability problems and the success criteria was inspired from the academically group work process and the structured work plan. E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 12

13 E-Usability and Science Theory module E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 13

14 E-Usability and Science Theory module Literature list Books + notes Samir Okasha: Philosophy of Science a very short introduction, 1. edition A.F. Chalmers: What is this thing called science, 3.edition Justein Gripsrud: Understanding Media Culture (2002) Qualitative Research Methods: A Data Collector s Field Guide (Family Health International) Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests by Jeffrey Rubin & Dana Chisnell IA : Information Architecture for the World wide Web by Peter Morville and Louis Rosenfeld. O Reilly, 3rd Edition Websites https://www.loop11.com E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 14

15 E-Usability and Science Theory module Appendixes Appendix 1 - Test Participant... Appendix P.1 Appendix 2 - Participant profile... Appendix P.10 Appendix 3 - Recruitment survey result.. Appendix P.11 Appendix 4 - Intro scrip Appendix P.14 Appendix 5 - loop11_task scenario.. Appendix P.15 Appendix 6 - loop11 Statistic. Appendix P.16 Appendix 7 - Post questionnaire.. Appendix P.21 Appendix 8 - Post questionnaire result Appendix P.22 Appendix 9 - Research - people talking about Ryanair Appendix P.23 Appendix 10 - Research Ryanair - case study.. Appendix P.24 Appendix 11 - Sketch of solution Nr1a Appendix P.27 Appendix 12 - Sketch of solution Nr1b Appendix P.29 Appendix 13 - Sketch of solution Nr2.. Appendix P.30 Appendix 14 - Usability test video links Appendix P.34 E-Concept, EAL Odense Fall 2011 Jeanett Drevsfeldt, Søren Pryds, Shwan Sulaiman, Bonita Hansen 15

16 Udleveret :49:30 Udleveret :55:13 Udleveret :26:53 Modtaget :50:52 Modtaget :56:33 Modtaget :28:50 Tid 00:01:22 Tid 00:01:20 Tid 00:01:57 Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. 1/2 1/2 1/2 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 7. Har fløjet med før? * 7. Har fløjet med før? * 7. Har fløjet med før? *, hvorfor ikke? Det er simpelthen ikke pengene værd., hvorfor ikke?, hvorfor ikke? Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som, 2/2 2/2 2/2

17 Udleveret :33:34 Udleveret :07:23 Udleveret :49:20 Modtaget :35:20 Modtaget :08:23 Modtaget :51:00 Tid 00:01:46 Tid 00:01:00 Tid 00:01:40 Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. 1/2 1/2 1/2 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 7. Har fløjet med før? * 7. Har fløjet med før? * 7. Har fløjet med før? *, hvorfor ikke?, hvorfor ikke?, hvorfor ikke? Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som, 2/2 2/2 2/2

18 Udleveret :40:31 Udleveret :33:51 Udleveret :34:18 Modtaget :41:54 Modtaget :35:09 Modtaget :35:31 Tid 00:01:23 Tid 00:01:18 Tid 00:01:13 Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. 1/2 1/2 1/2 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 7. Har fløjet med før? * 7. Har fløjet med før? * 7. Har fløjet med før? *, hvorfor ikke?, hvorfor ikke?, hvorfor ikke? Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som, 2/2 2/2 2/2

19 AskPeople.dk - Gratis Online Spørgeskema Udleveret :51:21 Modtaget :53:45 Tid 00:02:24 Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Udleveret :02:17 Modtaget :03:23 Tid 00:01:06 Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. 6. Kender du hjemmeside?* 1 van :06 Udleveret :08:24 Modtaget :09:55 Tid 00:01:31 Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. 1/2 1/2 AskPeople.dk - Gratis Online Spørgeskema 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 7. Har fløjet med før? * 7. Har fløjet med før? *, hvorfor ikke? 7. Har fløjet med før? *, hvorfor ikke? vil hellere betale lidt mere og saa faa en ordentlig service, hvorfor ikke? Pga ugennemsigtighed vdr deres priser de har for mange extra Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som, Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som, Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som, 2 van :06 2/2 2/2

20 1/2 2/2 1/2 2/2 1/2 2/2 Udleveret :17:22 Udleveret :23:16 Udleveret :12:13 Modtaget :18:34 Modtaget :25:05 Modtaget :14:08 Tid 00:01:12 Tid 00:01:49 Tid 00:01:55 Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. Dette er en brugerundersøgelse om 's hjemmeside. Vi vil bede dig om at svare på nogle spørgsmål omkring. 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 6. Kender du hjemmeside?* 7. Har fløjet med før? * 7. Har fløjet med før? * 7. Har fløjet med før? *, hvorfor ikke?, hvorfor ikke?, hvorfor ikke? Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som Senere vil vi gerne kontakte nogle til ydeligere test af 's hjemmeside, som,

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