INTRODUCTION
The goal of this project was to test the Hyundai Canada Website to evaluate the readiness of their products for the current Auto Market. The team worked together to determine if the website had met the company’s UX and quality objectives. Chosen users gave their initial impressions of the website and their thoughts towards building and pricing a specific car model. The UX Problem here was determining how recent graduates could book a test drive for a specific desired model on the company’s customer website. Each group member was then responsible for gathering data from their chosen users in order to collect and analyse the findings.
DATE: Fall 2017
PROJECT: Inclass Industry Partner
TEAM: Nasrullah, Tejpal, Sagar, Vamshi, Khyati
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SKILLS: EYE TRACKING, USER TESTING, SCAN PATHS, HEAT MAPPING
PROBLEM / OPPORTUNITY
Hyundai Canada, an automobile company, has recently decided to evaluate the usability of their website for young people interested in buying a vehicle this year, preferably recent graduate students. Now helping this company to understand the first time car buyer experience, conducting research on the user’s initial expression of using the website as well as their capability of exploring the company’s products and offers available online will be key. The findings from this research will help identify ways to improve user’s ability to find the available offers on the website, build a car and calculate its price correctly, and book a test drive online. Also engaging in this type of research has given the opportunity to better understand young users’ expectations and satisfaction when trying buy a new vehicle.
PLANNING PHASE
The project started with planning the user sessions for the Hyundai Canada website. The Usability Planning Diagram was useful in organizing the designated steps for the project. The group worked together to layout the tasks that participants needed to complete in order to gather all the necessary information. Appropriate questions were asked to determine the user’s usability of the website and satisfaction from the session.
RECRUITMENT PHASE
Recruiting the users for this project was quite clear as the company’s target user for this project were young individuals looking to buy a vehicle for the current year. Here primarily dealing with users who were recent graduate students from college/ university or those nearly on the completion of their studies. The qualifying questions that were asked to ensure the right user was being tested included the following. Have you completed college/university or going to be completing it this year? Are you interested in buying a new vehicle after you graduate?
USABILITY ENVIRONMENT
The usability tests took place at Humber College’s Usability Lab on campus where chosen users were invited to conduct user sessions. The location was a trailer-sized laboratory with screens on the walls and computers laid out on tables surrounding the room. Here users would sit down and go through each task with the moderator being present, interacting with them during the session. The Usability Lab had everything available including all the equipment users needed. The room was clean and spacious, giving a comfortable feel for the user to engage with the given tasks.
USABILITY TEST MATERIAL
The Tobii tools used in the study were eye tracking technologies that captured users eye movements from different devices. The glasses for the mobile used on users to gain data on their eye movements. The device would first test the user’s concentration to gain a focus point and be able to then sense it to track their eye movement while using the website. The sensor bar inside the booth was used on a desktop, which focuses the user’s eye movements, tracking where their eyes were going. The potential UX benefit these technologies provide suggest where improvements and changes need to be made in order to make a user’s experience better
ANALYZE PHASE
The team used Scan Paths, Heat Maps, and Task Scenario Analysis to find insights to users’ experiences of Hyundai Canada’s website. The Eye Tracker recorded users’ observations during each session, collecting essential data that was then transferred to the Tobii Pro. The Tobii Pro then transformed the data into Scan Paths and Heat Maps that revealed additional information about the users’ experiences. Task Scenario Analysis had looked specifically at users completing their tasks, by moderators, to understand their experiences from an observational perspective. Numerous findings had been identified and thus analysed to reveal users’ experiences of the session.
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UNDERSTANDING SCAN PATHS
Scan Paths and Gaze Plots are used to understand user insights and help visualize about the user through eyetracking. Scan Paths reveal the direction of users eye movements during their usage of a device and shows where they place their attention. It catches where users first look and continue to look showing the spots their eyes focus on. When testing the Hyundai website, the Scan Path captured where users were looking from the beginning to the end. Knowing the areas users keep focus help to reveal what spots are most important and what locations can use improvement.
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UNDERSTANDING HEAT MAPS
Heat Maps help to visualize eye tracking data and summarize different insights of user behaviours. The Hyundai website was tested by users on both desktop and mobile devices where the users eyes were monitored during their usage. The heat maps that were developed revealed where users were focusing their attention and what they were trying to look for. On the desktop, users had trouble with the location feature, as there were several places to enter in their postal code. On the mobile, users didn’t notice the arrows on the sides and didn’t take advantage of the feature to shift the screen from page to page. So heat maps help to highlight the areas that need more visual improvement for users to take full advantage of all available features.
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REPORT PHASE: PRESENTATION
The final stage of the Hyundai Project was structured as a presentation, where the team came together to illustrate all their research findings. The final Executive Summary of Usability from new graduates revealed a lot of the faults from the website, showing where many improvements need to be made. So it’s quite clear that understanding one’s eye movement is crucial in helping to realize many things when it comes to designing and improving the quality of a website.
REFLECTIONS
This Formal Usability Testing process with eye tracking has revealed many things that observers and users themselves would not be able to catch on their own. I have thus learned a lot about people and their user experience when visualizing eye-tracking data. This data reveals where people’s visual observation goes during their usage, showing where their eyes take focus. This shows the certain areas and elements users focus their attention to, giving light to where improvements and enhancements to the website can be made.
