User Personas

This section of the report usability report presents four different personas of hypothetical users. These users will be taking part in the evaluation process of the website. The chosen website for this evaluation is www.best-electronics-ca.com.

The name of the first user is Jamie Curtis. The persona of that specific person is attached which shows the various details about their life, career and intended goals. Her graduation was from the University College located in London. She provides professional services excelling in animation. Moreover, the fact that she is chosen for the usability is mainly because she purchases bulk items related to electronics. She does that for her electronic store. She has a variety of software skills which is listed in her persona. Lastly, she is from London, United Kingdom. In this evaluation, user 1 is termed as the user with a non-standard reason for joining this evaluative process. 

The next user is Michael Song. His persona can be seen from the below image. He is a web designer by profession. The main reason he is chosen for evaluating the website is mainly due to his profession. He is from Manchester, United Kingdom and has supported the evaluation of the website. The user 2 is also very conversant with WordPress and website designing. Utilizing the aspects involved in this case, a successful evaluation can be made. 

The third user is Jane Tyler. The evaluation from her end will be based on the end-user perspective. She is a customer who is associated with purchasing goods basically from various online stores. This user has extensive skills in social media marketing and getting the analytics required from a website. The main cause for such innovations in the digital ages is the internet. This user is from Birmingham, United Kingdom. Her only skill is that she can use MS-Office and Google applications like the browser. The skills of this user are also depicted in the user persona depicted below. This user has a disability because she searches for websites having a good interface. 

The fourth and the last evaluation user is Rachel Holly. This user is a professional website evaluator. She undertakes freelancing activities and is associated with website testing companies across the globe. This user is from Liverpool, UK. Her known software skills are the software and the visual software. The description of this user is listed below. 

This section of the usability report discusses about the usability sections which are listed in a priority based manner. The priorities of the sections are listed in three forms, high, medium and low.

1. The need to utilize a professional design- This is a HIGH priority for the website to consider.
2. Lack of dynamic site-links- The website does not have dynamic site navigation tabs. These are used to point to the other section of the webpage. Due to the lack of this section, the customers get puzzled about the next step to follow. This is high priority risk.
3. Too much texts- The webpage hosts a lot of textual solutions which impairs the e-commerce solution of a website. As a result, the designs are not getting impressed by any customer and the potential sales are slowing down. This is of high priority.
4. Lack of product showcasing- This is a medium priority risk which involves the need to showcase the products.
5. Lack of company information- This is a medium priority risk which must be solved. The customers must be able to reach out to the customers.
6. Negative home page designs- The home page needs to be made shorter and with more graphic pictures. This is a high level priority.
7. Technical numbers in the end- The last section of the website needs to remove the site visitor number. This is responsible for assigning a sense of low engagement on the customers.
8. The featured products that are showcased in the website, needs to grab attention of customers. This is made up of medium priority which has to be solved. 

Usability Sections

This section of the usability report includes a specification of the requirements which will be used for carrying out the analysis. This will also include a discussion about the new system which will be able to meet the needs of the website.

The main purpose of this website is to carry out an evaluation of the current website of the Atari website. Through the use of various analytical tools, the usability verification will be successfully completed (Wagner, Hassanein and Head 2014). This will be used to know whether the website is able to achieve its business goals.

Website of an organization is basically used to connect to the various users present across the world. The designing of the website is mainly done by the utilization of technology such that it can be able to meet the needs of the business. As a result, the need for considering the website evaluation has been addressed by mostly all the companies and the organizations (Swanson et al. 2017). The usability of a website is dependent on the purpose of the website and the target audience of the website. As a result, the need to consider the usability is involved. This helps in generating the reviews which is collected from accessing the various features of the website. There are various reasons which are responsible for the adoption of user interactions:

• The need to define the usability of the website is mainly due to assigning definition to the target audience. As a target audience of a company website can be difficult to analyze and assess, the need to include usability features are considered.
• The need for end-user configurations is always configured such that changes to a website can be accessed considering their perspectives. As a result, the configuration of the website to meet the needs of their end-users is the sole requirements of usability testing.
• The third reason for the introduction of the usability testing is the need to analyze the changes in the market due to the adoption of the internet (Alexander 2014). This rapid change in the market mainly due to the acceptance of the internet is resulting in adopting changes in the marketing strategy which must be adopted and scaled to meet the needs of the audience.

The current designs of the website include a blog based design which can be able to cater the needs of the audiences. The audience of the website includes those people who are involved with buying electronic products. The website company has also launched the addition of branded t-shirts for their customer. However, the new system is not able to market the audience due to the lack of graphics and info graphics in the website. Due to the increase in the competition in the market, the need to stay in front of the audience is a necessity. However, the current business is not able to provide the usability that an e-commerce business needs. The lack of site-links and the deficiency of graphical user interface is the main problem that is faced by this website.

The new designs will involve the present of new graphical user interface. This will be done by utilizing the designs needed from a professional website design. In addition, the various site-links will be presented in the tab section of the webpage. This will enable the customers to click on the links by reducing the need to locate them every time on a big website In addition, the extra amount of product description present in the home page will be removed and each of the required description will be present in the product page of the website. Lastly, the footer of the website will not list any visitor number. 

Website Evaluation Methodologies

This section of the report discusses about the evaluation methodologies that will be used for testing the usability of the website. The methodology which will be followed is the Jakob Nielsen’s 113 guidelines or homepage usability.

The company logo must be set to a noticeable location such that it can be able to grab the attention of the users. The tag line must be shown which represents the summary of the business process. The need to visually differ the website from the competitor is also required which in turn leads to an increase in brand acquisition. The homepage must have a higher priority task list so that the users will be able to look for them while coming in the home page. Moreover, the website must include one page which will serve as the official homepage of the website. Furthermore, the website must not include the name “website” on anywhere on the home page. This is to be used for determining the presence in the internet for the company (Cappel and Huang 2015). Lastly, the home page of the website must be very different from the rest of the pages of the website. This will be utilized in clearly striking a difference in the webpage and grabbing an attention when a user first strikes the company URL.  In addition to this, the website must be clearly able to communicate about the brand involved. This will help the website get the brand engagement needed in the market which in turn will lead to the increase in the revenue made by the company. Lastly, the website must also be able to include graphics on the home page to grab the attentions of the users.

This methodology has to be followed for determining the web analysis for applying in to the website associated. As a result, this will be followed by a heuristic evaluation that will help in efficiently addressing them on the website.

This section of the report discusses about the evaluation of the website. This will be used for knowing the usability of the website associated to this report. The evaluation will be based on the associated perspectives of four different users of the system. As the end-users of the website are the customers who will be making a transaction in the system, the need to consider them is adopted.

The various elements to be included in this analysis are listed below:

1. Decision of what needs to be tested: In this aspect, the decision for testing the resource is considered. For this report, the testing of the home page will be considered.
2. Creation of task list: In this aspect, the need to consider the associated tasks is done which involves making a list of the tasks.
3. Notes page creation: After successfully creating the task, the creation of notes page is involved. Here, the information about the tasks are discussed.  
4. Selecting the user: In this aspect, the users who will take up the testing phase are selected. For this report, four different users are selected who will take up the testing criteria.
5. Establishing logistics: In this case, the information of the testing like starting and ending date and timer is sent to the users.
6. Signing of consent form: In this process, the users will be sent consent forms which has to be filled up. These forms are made up of contractual agreements such that the information can be maintained.
7. Testing of the script: In this aspect, the script that has been collected from the users is sent for review such that it can be analyzed and sent to the client.
8. Performing the test: The next step involves performing the tests of the system such that the new system development will be considered in place of the existing system.
9. Post-questionnaire sheet- This is the last step which is sent to the users of the process. This involves the information like the feedbacks and the ratings given from the conduction of the assessment.

1. Task1: From the start of the home page, the users are mainly requested for navigating through the website. This will not involve performing any task in the website. During the activity involved, the users are requested to gather an impression of the company business processes by navigating through the front page of the web page. Additionally, the users are requested to navigate to other pages of the website such that it can be considered for analysis.

Website Analysis

1. Task 2: Starting from the home page, users are allowed to locate the presence of a product.

This section of the report discusses about the analysis of the evaluations done on the website. The ecommerce websites as evaluated by the different users are also analyzed in this section. 

The website of Atari ecommerce had issues in the normal functioning of the page. The other pages that were listed in the website did not have any home page link in them. This made it difficult to come back to the home page after navigation. If there was any need to come back to the home page, then the back button of the browser had to be pressed several times. This redirected the users to the home page for starting over the process. This continued for every page visited by them.

In case of any ecommerce websites, the need to mention the real world attributes are important. This is done by showing the feedbacks and ratings of the products which are gathered from users. As the website lacks any such definitions, the need to introduce such strategies is necessary to succeed in the market.

The website had various problems in its control and surfing. As stated earlier in this report, the website is filled with textual information, the control associated with a website is very low. The users had to locate each of the links present in the website by carefully reading through the texts present. This resulted in the spending of much time for the process. It is also very difficult for any user to read all of the text information present in the website and then click on the link.

The website lacks the standard required for succeeding in the market as an ecommerce website. Although the website consists of links distributed all over the home page, there is no specific product page listed. A nice graphical button is to be present which will take the customers to the products page. There are various listings of a number of products which makes it quite difficult to choose which one is required. Moreover, the site links and the menu buttons on the webpage lacks the standard that should be present in a website. This is considered in terms of designs, linking and reaction.

The website cannot be termed as flexible. This is mainly because customers are needed to provide ease of systems when surfing the website. The website consists of no presence of any search tabs which can be used for searching products. The absence of the search bar makes it very difficult to locate the product required. As a result, according to market analytics, a user after experiencing such problems opts out of the website and tries to visit another website for the same product. This results in the reduction of market acquisition of the company involved.

This report successfully describes about the usability evaluations of the ecommerce website of the Atari Company. While doing the analysis of the report, there were various obstacles that were faced. The first obstacle was the collecting of information of the users associated which was a difficult task. As the users were situated in various other cities, it was quite possible to connect with them. The next obstacle was the need for budget. As the budget was very low for this evaluation, the analysis was made accordingly.

This report thus includes the necessary discussion of the website associated. The various methodologies that can be adopted for the analysis of this website have also been mentioned in this report. Lastly, this report has also included a user perspective analysis that have been discussed very thoroughly. This has been made by heuristically evaluating the website. 

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