Women's Footwear Taxonomy Study
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The women's footwear taxonomy study conducted usability tests to evaluate the shopping experience on an e-commerce platform, focusing on user tasks related to findability and interactions with the mega-menu and facet filters. The tests revealed that users primarily look to filter by brand and color, facing challenges around category naming conventions and the sheer volume of product pages. Key pain points included difficulties understanding shoe categories, expectations for sorting options, and the navigation interface's usability.
Women's Footwear Taxonomy Study
- 1. Women’s Footwear Taxonomy Study | 9.28.16 Page 1eCommerce User Experience Table of Contents Executive Summary.................................................................................... Test Participants......................................................................................... Footwear Studies........................................................................................ Observations / Pain Points....................................................................... 2 3 4 12 Women’s Footwear Taxonomy Study | 9.28.16 Tim Broadwater
- 2. Women’s Footwear Taxonomy Study | 9.28.16 Page 2eCommerce User Experience Executive Summary UserTesting.com was used to develop and administer remote usability tests for Senior eCommerce Merchandising Strategy analysis. Tests focused on women’s footwear taxonomy and contained five tasks that gauge the following user experience: • Previous shopping experience at DICK’s Sporting Goods • Findability of the user shopping path without the use of a search box • Findability of the user shopping path with only an image as reference • Ability to find a predetermined shoe • Determining if shoes have expected affordances for locating via image • Any additional comments Research Objectives • Gauge how user’s interact with mega-menu and facet filters for women’s footwear. • Test shoe findability from an image and user’s faceting preferences against prior knowledge. • Determine user’s expectations and usage around brand, category, and color facet filters. • Establish if the current attributes and user experience meet/exceed expectations.
- 3. Women’s Footwear Taxonomy Study | 9.28.16 Page 3eCommerce User Experience Test Participants Participant Demographics Age: 18–65+ Browser: 75% Chrome 15% Firefox 10% Safari Country: United States Device: Computer Online Footwear Shopper Yes Sex: Female Type Bought Online 15% Casual 20% Dress 75% Sneakers Web Expertise: 05% Beginner 25% Average User 70% Advanced User Household Income: 65% < $40,000 35% $40,000–$100,000 Participant Survey Results Have you ever shopped at DICK’s Sporting Goods before today? 05% No, I have not. 60% Yes, I’ve shopped in one of the stores. 35% Yes, I’ve shopped both in the store and on the website.
- 4. Women’s Footwear Taxonomy Study | 9.28.16 Page 4eCommerce User Experience New Balance Women’s 515 Casual Shoes View on the Internet Usability Test Introduction: Imagine you think this shoe is pretty cool. Show how you would find this shoe WITHOUT USING SEARCH. Results 1:48 Minute Average Completion Time Did you successfully find the shoe? 95% Yes, I found the shoe 05% No, I did not find the shoe First Point of Interaction 70% of users used mega-menu to click on ‘Athletic & Sneaker’ link under Footwear/Women’s Footwear 10% of users used ‘Up To $30 Off’ promotion 05% of users used mega-menu to click on ‘Athletic & Sneaker’ link under Footwear/Men’s Footwear 05% of users used mega-menu to click on ‘Casual & Dress’ link under Footwear/Women’s Footwear 05% of users used mega-menu to click on ‘Women’s Footwear’ link under Footwear 05% of users used mega-menu to click on Footwear
- 5. Women’s Footwear Taxonomy Study | 9.28.16 Page 5eCommerce User Experience New Balance Women’s 515 Casual Shoes User Flow - Not Found - User Preferred Path - User Secondary Path - Pain Point f/User
- 6. Women’s Footwear Taxonomy Study | 9.28.16 Page 6eCommerce User Experience Merrell Women’s Dassie Mary Jane Shoes View on the Internet Usability Test Introduction: Imagine you like this shoe style. Show how you would find this shoe WITHOUT USING SEARCH. Results 1:56 Minute Average Completion Time Did you successfully find the shoe? 90% Yes, I found the shoe 10% No, I did not find the shoe First Point of Interaction 65% of users used mega-menu to click on ‘Casual & Dress’ link under Footwear/Women’s Footwear 20% of users used mega-menu to click on ‘Women’s Footwear’ link under Footwear 05% of users used mega-menu to click on ‘Slides & Sandals’ link under Footwear/Women’s Footwear 05% of users used mega-menu to click on ‘Footwear by Sports’ link under Footwear 05% of users skipped this in error
- 7. Women’s Footwear Taxonomy Study | 9.28.16 Page 7eCommerce User Experience Merrell Women’s Dassie Mary Jane Shoes User Flow - Not Found - User Preferred Path - User Secondary Path - Pain Point f/User
- 8. Women’s Footwear Taxonomy Study | 9.28.16 Page 8eCommerce User Experience Nike Women’s Free 5.0 TR FIT PRT 5 Training Shoe View on the Internet Usability Test Introduction: Imagine you think these shoes are really zazzy! Show how you would find this shoe WITHOUT USING SEARCH. Results 2:40 Minute Average Completion Time Did you successfully find the shoe? 75% Yes, I found the shoe 25% No, I did not find the shoe First Point of Interaction 80% of users used mega-menu to click on ‘Athletics & Sneakers’ link under Footwear/Women’s Footwear 10% of users used mega-menu to click on ‘Women’s Footwear’ link under Footwear 05% of users used mega-menu to click on ‘Men’s Footwear’ link under Footwear 05% of users used mega-menu to click on Footwear
- 9. Women’s Footwear Taxonomy Study | 9.28.16 Page 9eCommerce User Experience Nike Women’s Free 5.0 TR FIT PRT 5 Training Shoe User Flow - Not Found - User Preferred Path - User Secondary Path - Pain Point f/User
- 10. Women’s Footwear Taxonomy Study | 9.28.16 Page 10eCommerce User Experience Sperry Top-Sider Women’s Angelfish Boat Shoes View on the Internet Usability Test Introduction: Imagine you think this shoe is pretty trendy. Show how you would find this shoe WITHOUT USING SEARCH. Results 1:43 Minute Average Completion Time Did you successfully find the shoe? 95% Yes, I found the shoe 05% No, I did not find the shoe First Point of Interaction 95% of users used mega-menu to click on ‘Casual & Dress’ link under Footwear/Women’s Footwear 05% of users used mega-menu to click on ‘Slides & Sandals’ link under Footwear/Women’s Footwear
- 11. Women’s Footwear Taxonomy Study | 9.28.16 Page 11eCommerce User Experience Sperry Top-Sider Women’s Angelfish Boat Shoes User Flow - Not Found - User Preferred Path - User Secondary Path - Pain Point f/User
- 12. Women’s Footwear Taxonomy Study | 9.28.16 Page 12eCommerce User Experience Observations & Pain Points Observations • Footwear links in the mega-menu serve as a Type facet-filter with most users. • Users looking for footwear want to facet-filter by Brand primarily and Color secondarily. • Type facet-filters are used tertiary, if the initial mega-menu selection was incorrect, or the user desires perceives the taxonomy to be incorrect. • Users experienced little to no difficulty in understanding different footwear categories, and demonstrated less footwear category selections. Pain-Points • Users wants to be able to sort Boots and Outdoors footwear by color. • A lot of users have trouble understanding the differences between certain shoes in the ‘Slides and Sandal’ or ‘Casual and Dress’ categories. • Users experience exhaust when there are too many pages of shoes, which often leads to users scrolling the shoes for which they are looking. • User expect to see similar products in the ‘You May Also Like’ section of the PDP rather than random items, and loads too slowly. Video 2 Video 3 • Facet text may be too small for users, and users sometime miss or overlook facet listings. • L3 naming conventions versus images on the category page creates confusion for users. • L3 link titles versus category H1s create confusion for users (e.g. Casual & Dress L3 isn’t the same as H1 ‘Casual Shoes & Sneakers’). • 30% of users want to apply print and color alternatives in the PDP, not as different shoes, which add to scrolling results. • Users quickly learn that shoes aren’t located in more than one category. • 20% of users want to see a brand searching option in the mega-menu. • Users are startled by main navigation’s functionality for click to open instead of hover. • 50% of users used the color facet: blue for the Sperry Top-Sider Women’s Angelfish Boat Shoes, but they aren’t listed under blue. • Carousel advertisements UI above the family page confuses user as to if it is for ad or center court interface. • Multicolor doesn’t meet 50% of users’ expectations.