Database Reference
In-Depth Information
choosing a shipping method are clearly lower than desirable. The completion rates
are summed up in Table 7.1 .
“OK,” you say to yourself. “Checkout in general is problematic. But is the
credit card issue better than the shipping problem—or about the same? To round
out the picture, your look at your ease-of-use ratings for all of the tasks shown in
Table 7.2 .
Staring at the numbers, you're glad to see high ratings for the dress size task, and
modest ratings for the “My Bag” task, but you are not sure what the other numbers
mean. Is there really a difference between the ease-of-use ratings for the credit card
Table 7.1 List of Tasks and Completion Rates
Successful Completions
(out of 10 participants)
Task #
Verbatim Task
1
Find the right size for a Valentino pink pleated
dress.
8
2
Save the Valentino pink pleated dress to “My
Bag.”
7
3
Enter your credit card information for
purchase of the Valentino pink pleated dress.
3
4
Choose your preferred shipping method for
the Valentino pink pleated dress.
2
Table 7.2 Ease-of-Use Ratings of the Four Tasks (1-5 Likert Scale) by the
10 Persons
It's Easy to
Enter My
Credit Card
Information for
Purchase of
the Valentino
Pink Pleated
Dress
It's Easy to
Choose my
Preferred
Shipping
Method for
the Valentino
Pink Pleated
Dress
It's Easy to
Find the Right
Size for a
Valentino Pink
Pleated Dress
It's Easy to
Save the
Valentino Pink
Pleated Dress
to “My Bag”
P = Person
P1
4
4
3
2
P2
5
3
3
1
P3
4
4
3
1
P4
5
4
4
2
P5
4
3
3
3
P6
5
4
4
2
P7
3
3
2
2
P8
5
4
3
1
P9
5
4
3
2
P10
5
4
3
2
Mean
4.5
3.7
3.1
1.8
 
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