Socia media manager of a medium sized company trying to simplify daily workflow
Customer relations specialist looking for ways to catalog and respond to negative
criticisms of brand over social media
Social media marketing director searching for ways to communicate and coordinate
team on social media marketing initiatives
Total of 4 participants, a user ( test taker), a moderator( Tim Cullingham ), a technical person( Tim Appleby), and a note taker (myself).
Users were all volunteers and the ideal user type for Hootsuite's service: social media minded individuals with at least six months experience working in a marketing setting
or studying marketing.
Users were expeected to have basic knowledge of computers and how to browse the web.
Test was conducted at the computer lab at BCIT Downtown Campus at 555 Seymour Street Room 300. One Dell desktop computer, mouse and keyboard were used by all participants. Thee Nimbus Chrome extension was used to record video screen captures.
Moderator: Provides an overview of the study to participants and assists in conduct of
participants during study
Tech Person: Creates and maintains the testing environment
Observer: Takes notes and records participants actions and comments during each test
Usability Metrics I
Usabilty metrics are benchmarked against specific performance goals to satisfy usability requirements. Scenario completelion rates, error rates, and subjective evaluation will be used. Time to completion of scenarios will also be collected.
Usability Metrics II
Non critical errors are negligible in the results of the user test. They include exploratory behaviour such as opening an incorrect menu while searching for a function.
Subjective Evaluations are regarding ease of use and satisfaction collected via questionaires and during debriefing at conclusion of session. Utilizes free-form responses and rating scales.
Scenario Completion ( Time on Task) is the time to complete each scenario not including subjective evaluation.
These questions help prime the user for the actual tests.
Usability Tasks I
5 Second Test
The 5 second test was created using www.usabilityhub.com to capture the participants
first impressions of the website within the first five seconds of landing on the home page.
Follow Up Questions
1) What are your impressions of this page? Are they positive or negative?
The users' answers ranged from mainly positive to neutral. One user mentioned the lady in the suit was a distraction.
2) What do you think this business does?
The users' answers were generally on target- social media management or marketing. Only one user said it seemed like it was a business that provided imagery for business use.
Usability Tasks II
The click test was created using www.usabilityhub.com to check that the task participants
make is error free. The participants were given a task in the form of a
question and are asked to make their first click to help them accomplish this task.
You are a social media manager at a company. Your boss just decided to switch
to Hootsuite. She wants to see a visual walkthrough of how Hootsuite works as she is only
familiar with other competitor platforms. Where do you click to do so?
Follow Up Questions
1) Why did you chose to click where you clicked?
The users' answers ranged from assuming that the place they clicked would show them how Hootsuite worked ( some clicked the word demo), and associating the word 'education' with tutorial. It was interesting to note user confusion on where to click as four of the five users clicked different places.
The preference test was created using usabilityhub.com to gather participants' opinions and feedback on teh visual design of Sproutsocial.com vs Hootsuite.com.
We showed participants two full home page screenshots from sproutsocial.com and
hootsuite.com. The goal of this test was to see which design was more favoured in the
eyes of the participant.
Follow Up Questions
1) Why did you prefer your chosen design?
The users' answers clearly showed they prefered Sproutsocial.com over Hootsuite due to SproutSocial's use of white space, clearer heading, and succinct information.
You are a software development student who has started blogging about your
educational experience on Medium. You are seeking to follow and engage with software
development thought leaders on Twitter and establish a personal brand online. You want
to share your thoughts on Twitter and engage with other students in a similar situation
and monitor who replies to you. How do you sign up for a free Hootsuite account?
Two participants went to the footer to find the free plan as it was not obvious in the
header navigation under the plans section. Feedback from all participants echoed the
fact that it was not intuitive to find the option to create a free Hootsuite account that does
not require input of credit card information.
You’re a new user of Hootsuite and want to find the quick start guide so you can quickly
learn how to use the soware. Where would you find it?
All participants failed to complete this task within a two minute timeframe. Most of them
could not find it no matter where they clicked even if clicking within the top nav or footer.
Sections clicked by participants include Education, Resources. A lot of the participants
thought it should be under the education section and lamented the lack of a search
function and too many menu categories under each section.
You are a young professional looking to enhance your social media marketing skills
through higher learning. You do not have very much money so you want to find
Hootsuite’s free Social Marketing course. Where would you go to find this?
Participants found this task fairly simple. They all clicked on the education section in the
navigation bar first, and scrolled down to the free course they were trying to find.
You are a Hootsuite user and active reader who wants to find blogs concerning Pinterest.
Specifically, you are trying to learn more about how Pinterest uses SEO. Try to find one.
All participants noted that the blog search function does not work very well. The article
entitled Pinterest SEO does not show at the top of the search results, participants had to
scroll down a bit to find it.
Post Test Questions
We asked users questions about their impressions and experiences with Hootsuite.com after they completed our user tests and scenarios. This is to help us gain a holistic view of what the user's perspective was during the process.
During each of the task scenarios, there was a lot of comments from participants about
the lack of a proper search bar on Hootsuite.com. Thus, our recommendation is to add a
search bar to Hootsuite.com to make it easier for users to find exactly what they are
looking for rather than looking through various menus and the footer to try and find what
they are looking for.
During our usability test, the one task that had a 0% completion rate was scenario 2,
which involved finding the “quick start guide” which is located in the Help Center. We
propose making it easier for users to find things like that document by changing the
bottom “Sales Call” tab into a chatbot widget using a service such as Intercom. The
Intercom chat widget would allow Hootsuite to easily segment their users into
prospective users, new users, or existing clients and send them to the right place for