Evaluation of an E-commerce Website

This report evaluates the usability of an e-commerce website and proposes a new design to increase potential sales. It includes personas, user experience priorities, usability specifications, and evaluation methodology.

Running head: EVALUATION OF AN E-COMMERCE WEBSITE
EVALUATION OF AN E-COMMERCE WEBSITE
Name of the Student
Name of the University
Author Note

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EVALUATION OF AN E-COMMERCE WEBSITE
Table of Contents
Part ONE: Personas.........................................................................................................................2
Part TWO: User Experience Priorities............................................................................................6
Part THREE: Usability Specification............................................................................................10
Part FOUR: Evaluation Methodology...........................................................................................12
Part FIVE: Evaluation....................................................................................................................13
Part SIX: Critique..........................................................................................................................17
Part SEVEN: Assignment Report..................................................................................................19
Bibliography:.................................................................................................................................20

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EVALUATION OF AN E-COMMERCE WEBSITE
Part ONE: Personas
This part of the report presents four different personas who is responsible for evaluating
the website. This four different persons are presented as hypothetical users of the interactive
system. This individuals will evaluate the www.best-electronics-ca.com and detailed critique of
the websites focusing on Usability issues. This individuals are chosen for their different expertize
as they will provide different viewpoint that will allow a successful evaluation of the current
website. Under those four individuals, two of them are chosen for the standard reason as they
consists of field knowledge such as website designing and software developing. One of them can
be termed as user of non-standard reason for contributing in evaluation process. Last one is the
user with disabilities as she only has basic interface knowledge of the evaluation process. This
four personas are followed-
Person 1
The name of the first user is Matthew L Hayne, a senior software developer of a standard
company in United Kingdom. He passed his graduation from University College London with an
information technology degree. He is specialist in domain knowledge and have an extensive
experience of over 20 year. Other than his field works he is specialist in WordPress, pro-tools,
Adobe suite and 3D SMX. He is also social and always focused to learn new interface,
relevant to his field work. As he is a specialist in the software developer field, he is chosen for
standard reason to evaluate the website in an efficient manner. User 1 persona is followed-

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Figure 1: Persona of user 1
Person 2
Isabel Moran is the second user and most appropriate for evaluating the website as she
have experience of several years in this field. She passed her graduation from university of
Manchester, UK with a significant grade. At the early stage of her professional life, she was
working as individual, doing part time work. She also worked in anime industry for some period.
Now she is working on a developed IT sector where her work has significant value in the
company. She is not very social and also not interested to evaluate different things that are not
directly related with her work. She is highly conversant with WordPress, Adobe suite and other
website designing tools that makes her appropriate for this site evaluation. The persona of the
Second user is followed-

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Figure 2: Persona of 2nd user
Person 3
The third use chosen is Grace Gallagher, an electronic goods supplier, currently working
for a standard company in London. She has graduated from the University College, London. She
is a professional in the animation industry. However, she also is an electronic goods supplier
who buys electronic products in bulks for her store. She is social and has a very wide
field knowledge. She is chosen for her familiarity over the electronic goods demand and
supplies. She also have a basic knowledge over WordPress and management tools that will be
necessary to evaluate the certain website in an effective manner. User 3 is termed as the person
with a non-standard reason for contributing in the evaluation process. The details of her persona
is followed-

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Figure 3: persona of third user.
Person 4
The fourth user is Aimee Baldwin, a social media marketing specialist, passed her
graduation from London University. She has a job role as customer who will be accountable for
purchasing goods from online stores. This user is also an analytical person who specializes in
social media marketing. The course for such digital innovation is the internet. However her skills
over the evaluation field is very low as she is only familiar with browsers like Google and
Mozilla, MS-office and social networking sites. This user is termed as the user with a disability
as she is only observing for websites with a good interface. The skills of this person is illustrate
below-

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Figure 4: Persona of 4th user
Part TWO: User Experience Priorities
This part of this report is disuses about the user experience priority. The priorities are
categorized in here section as high, low and medium. The list of priorities are listed in a high to
low priority manner. This user experience priorities for the website is essential to understand the
design comp ability with focus on getting right. This section includes different aspects of user
experience and different tasks for understanding the website interface and to determine what is
not properly executed or needed some certain cages to make it more efficient and effective. The
key as with all requirements specification activities is being very concrete and specific, so
the list could provide real guidance.

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EVALUATION OF AN E-COMMERCE WEBSITE
1. Lack of Professional Design: - The basic priorities for making an efficient website is the
design. This website is very poorly designed. The whole structure of this website is
lengthy and the interface is very peculiar. The design is very incongruous as it is literally
impossible to understand the goal of the website as what this website about and what it is
for. A decent website must has an effective design that can be define as highest priority
where this websites lack intensely.
2. Dynamic Site-Links: - The website is very long and consist of more than 28 sections
while it does not have any navigation tabs. Every section is thoroughly consist in a
similar lengthy page and also no quick navigation link is available to access those section
quickly and in an efficient manner. Users can not even identify all section by visiting the
website index page as they need to scroll through all the pages for accessing some
specific section they are searching for. For this specific reason it is also pointed as a high
priority risk.
3. Text complicity:- This website is mostly consist of enormous text from the top to
bottom. As a result, customers are not impressed by the design that is responsible for
slowing down of potential sales. The text are also not projected in suitable way as the text
sizes and fonts are vague and not well maintained. There are several colored text used
throughout the whole page and for hyperlinks the text colors are not highlighted in an
efficient manner. This is also considered as high priority.
4. Lack of product Showcasing: this website is mostly consist of text about the company’s
legacy and showcase of some most popular products. This website lacks to provide more
product showcasing and detailed specification of this products. Customers will not able to

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get correct and desired specification of some certain products they may want to purchase
as it may decrease the potential sale rate. This lacks are considered as medium priority.
5. Lack of information about company: This can be considered as medium priority risk as
customer needs brand information and validation in order to gain trust on ATARI. All
the information is their legacy related and does not provide clear understanding of their
current service availability.
6. Index page Design: - firstly, the hyperlink for the index is poorly designed. Inside the
index page the contents are also not organized and summarized. Some of the sentences
are also unfinished as does not produce any meaning. All the sections in the index page
merged together without proper header that makes it ineffective. Also sections such as
“Reach us” were repeated twice one in the top and also in bottom. Repetition of same
content makes it more ineffective so it can be considered as medium priority lack.
7. Lack of Data Entry Fields: - Especially in the gift card section the user details entry
section is missing in the website as user needs to copy the content and externally mail it
to their service mail address after editing their personal data.
Figure 5: The process of ordering a Best Atari Gift Certificate.
Source: (http://www.best-electronics-ca.com/Best_Gift_Cert.htm)

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This is poor interface as user need to put abundant effort to complete the procedure. There
must be a data field entry section from where user can book services directly from the website.
This is also considered as medium priority lack.
8. Unappropriated Hyperlink: - Hyperlinked are used for moving to another sections
while this website is contained with multiple hyperlinks and they are not also highlighted
properly as it is hard to understand which text is hyperlinked.
Figure 6: complicated hyperlink
Source: (http://www.best-electronics-ca.com/)
Both “Brand New” and the followed sentence is underlined and highlighted while only the
second one is hyperlinked. It can confuse visitors as visitors needs to use of cursor to check on
hyperlink that is a complicate and time consuming process. This can be considered as low
priority requirement.
9. Lack of Efficient Header: - The website is full of relevant information, however all the
sections are widely illustrated and discussed. It is not efficiently managed as generally
users does not care about extra information as they could use proper navigation and
structured system to highlight the important section. This can be marked as a low priority.
10. Feature product: - The feature products need to grab more attention of the customers.
This is of medium priority which is to be solved. This can be also categorized as a low
priority.

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Part THREE: Usability Specification
This section of the report provides a board discussion about the usability specification of
the current design and compare both what is required for an effective approach and what can be
measured. This part also includes how the current website can be modified for getting more
suitable interface and increase the rate of potential sale for ATARI. And it also evaluates how
the new design will help the company to get their desired requirement. The evaluation is strictly
focused on efficiency, learnability, error, satisfaction and memorability with the associate
requirement of ATARI.
Overview
This report is propose of evaluation of current and desired ATARI website. Through
suitable use of various analytical tools the results can be concluded successfully. This section of
this report will present the broad that whether the website will be able to achieve its business
goals. The main purpose of the website is to provide ATARI’s service and connect to various
user all over the world. ATARI is specialize in replacement of electronic parts and accessories
for all consumer based ATARI game systems and ATARI computers for the consumer. Current
design is the basic interface of the ATARI as it is more focused on details more than efficient
design. The current design of the website is constructed by utilizing proper technologies such
that it can achieve the expertness of the owner and stakeholders. Generally, the usability of
website be contingent on the desired goal of the proposed website and the visitors who are
targeted as ATARI product consumers. There is several conflicts which are directly involved for
the adoption of visitor interactions.

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A new process of common industry format for requirement is being developed as CIF-R. Mainly
there is three related activities needs to consider while specified the requirement such as
analyzing the context of use, defining scenarios that can be tested and specifying requirements
for efficiency, effectiveness and satisfaction for each section.
Current Website and proposed new design
The current design is vague as it is not well maintained and structured that will probly not
attract users’ attention. The mainly focused audience of the website are the electronic products
buyer including service and replacement seeker. However, the current website is unable to
produce any significant result and attract audience due to the lack of graphics and efficient
design. The competition also increased as ever, that backdated interface of their current website
is holding them down. Also the lack of proper navigation bar and bad graphics presentation is
turning the website ineffective and inefficient. The new design must involve smart graphics
interface. It also need to be structured and new CGI is must for proposed an effective system.
There are certain other aspects needs to update in order to increase potential sale rate. This will
help a customer to reach out to their required product without the need to evaluate the location of
the product. These are the specific requirement need for usability.
 There is some learnability requirements to initially captured stakeholders expectation.
 Design: the design needs to be changed significantly as the old interface is very dull and
insignificant to attract user attraction.
 Accessibility is also needs to be considered as broad a group of people as possible
including people with disabilities.
 User friendliness is also required as the current website is incapable of doing so.

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 Error Tolerance: Requirement that things be difficult to get wrong. The current website
is full of error and the interface is too complex to use.
 Customization & personalization: Requirements to customize or personalize things for
the user. For example, the customer requirement that they would like to customize
the layout of menus.
Part FOUR: Evaluation Methodology
This part of this report illustrate some specific methodologies that will be utilized for
analyze the usability of the website. This methodology are mainly associates with the homepage
usability or Jakob Nielsen’s 113 guidelines. This methodology will relate through systemic
procedure to search for usability heuristic violations rather than just have a look and name a few
usability problems. Doing heuristic evaluation properly involves careful preparation.
After doing such evolution some factors are highlighted as the LOGO of ATARI is must
set in a suitable manner. The whole design must be structured and designed in a suitable manner
to make it more interactive for visitors. There should be a particular home page section where
user can interact with the basic services provided by ATARI. The homepage also need to be
more effective and designed differently. The whole website needs to separate into different
sections as the current page is too lengthy and very vague. The most important part is to make an
index page with proper navigation bar with hyperlinked to move in different section. The main
page should consist of some basic information as company’s basic description with the detailed
service offer section. The previous achievement and legacy related images are also can be
included. The name of this index page should not consist the term “Website”. This will be used
to determine the web presence of the company. This website also must consist of smart graphics
to make it more interactive for user as the current webpage is more like a prototype rather than

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an official website of any certain company. This is the most important aspect to focus as graphics
is the main important part of an effective website. It attracts visitors and make them engage with
brand. Other than that, the text size, format and also color needs to be changed to look more
professional and suitable as an e-commerce website. The hyperlinked also needs to be construct
in an effective manner as the visitor can easily interpret with different section in an effect
manner. The communication method is also very old-fashioned in the current website. There is
very ineffective methods applied as the visitor needs to copy content from the website and send it
to the official email after including the personal details as their name, address personal phone
number and bank account details in order to purchase any product or seek some replacement.
This methods are very old and ineffective. So, this procedure of communication also can be
changed with new implementation of database management system. By implement database
management system, the website will allow visitors to directly submit their information in the
website with using data entry field.
This methodology will be followed for making an analysis of the website concerned. As a result,
a heuristic evaluation will also be made according to the results seen such that it can be
effectively addressed on the solutions of the website.
Part FIVE: Evaluation
This part of this report widely discuss the evaluation of the ATARI website. It is essential
to gain proper knowledge of usability of the website. The usability evaluation is applied
systematically to document it thoroughly. As the four individual persona disused above. Their
perspective will be considered to evaluate the current website. As it will help to understand the
end user adoption of thee website who will be likely to making a transaction in the system. This
section will widely discuss the evaluation process to make the website more suitable and user

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interactive. The several aspect needs to analyze in order to make the website easily adopted by
visitors:
1. Testing phase: Firstly, the decision needs to be make what parts need changes or
replacement. For this specific report the home page will be considered as first priority. As
there is multiple change required in home page, the current website even does not have a
specific home page section and the graphics needs to be included in order to make it more
eye-catching.
2. Task list: After tested all the faults and inconvenient sections. There should be list of task
in order to fix or replace them. It can be done by making an associate list of tasks that are
to be followed.
3. Creation of Notes Page: After constructing the task list the notes page needs to r create
as it will involve which lists the various information regarding the tasks.
4. Initial User Selection: In this section, the initial users are selected whose are thought to
be appropriate for this testing phase. At the first part (Part 1) the users are selected who
will likely examine the current website. This four user will take up the usability testing
criteria.
5. Logistic Establishment: In this specific process, the time and date of the starting and
ending is listed which is later sent to the client for evaluation.
6. Consent Form: After evaluating the website, the user sent consent forms which will be
filled up in order to maintain information. In this process, the users are sent consent
forms which will be filled up later from the end of the company such that information
flow maintained.

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EVALUATION OF AN E-COMMERCE WEBSITE
7. User reviewed Script: In this process, the script composed from the user regarding the
usability test is reviewed such that it can be proceed to send to the client.
8. Performing Test: next process is to perform the performing test. So, developer can
consider the current page lacks to make the new website more vulnerable and efficient.
9. Post-questionnaire sheet: Lastly, the feedback form is conducted from transmission of
the assessment. This involves also rating which is sent to the user of the process.
Evaluation Analysis
This particular section will focus on the collection of evaluative information from the
four different user chosen for this analysis.
1. Task 1: The users are requested to navigate through the current ATARI website from
top to bottom. They were asked to analyze the website without performing any task in
tye current website. This users are responsible to identify the ATARI’ business
process and how well it was implemented in the website. They are also requested to
especially focus on the homepage including other section of the current website.
Their feedback is essential in order to gain clear impression of the current website
over the visitors to increase potential sale rate.
Task Result from the responses
1. Initial
Description
From the users point of view the navigation process of the
current website is vet dull as it is too lengthy and complexly
designed. It is also hard to find any specific section in the
website as it does not provide any hyperlinked navigation

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EVALUATION OF AN E-COMMERCE WEBSITE
section. The interface is also much backdated as no graphics
and add-ons are included.
2. Initial
impression
of the
company
From the users viewpoint the brand name was not
standardized as the logo and names are not situated in a
suitable place and all the company’s legacy related images
are not cleared visible.
The list of services provided by ATARI is also not managed
accordingly. Due to this factors, the new website needs to be
make in more professional manner.
3. Information
locating
According to the uses responses, It is very hard to find any
specific section throughout the whole website. Though there
is enormous information available, it is hard to find the
specific information as the interface is not enough to meet the
customers demand.
4. Initial
impression
of the
website
design
From the responses of the user, the ATARI website is
designed in a less professional manner. Every user respond in
a negative manner about design of this website as there is no
graphic involve. Every page has similar design that is also an
unsatisfied.
5. Website
standard
There is a huge gap between the standard e-commerce
website and ATARI website. According to the users the
design is less than average e-commerce website.

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EVALUATION OF AN E-COMMERCE WEBSITE
2. Task 2: After starting from the home page, the users are required to locate and
navigate a product.
Tasks Responses Result
1. How easy
to find any
specific
product?
The product page was difficult to find as the homepage is
filled with lot of context such as text. Also there is no specific
header or navigation panel available for easy access of the
product section.
2. Did the
user want
to make a
transaction
?
According to the user they were not influenced for making
any kind of purchase from the current website. The main
reason for that is lack of graphics and standard design on
product section.
3. Did the
users want
to consider
purchasing
similar
products
from other
ecommerce
websites?
The user search in the web for similar product and find
multiple well designed e-commerce website and attempt to
consider purchasing from this websites rather than depend on
the ATARI website.
Part SIX: Critique
The detailed analysis on the evaluation of the website has been done in this part of the
report. The critical evaluation of all the functionalities of a website requires that the website be
not just evaluated thoroughly by one person. Therefore, the e-commerce website has been

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EVALUATION OF AN E-COMMERCE WEBSITE
thoroughly evaluated by a number of different users and is followed by the detailed analysis as
well.
System Status: It has been found that the Atari e-commerce website do not function
normally and has a huge amount of faults associated along with it. The pages that are listed in the
webpage as the redirection to multiple different information do not have any previous link in the
homepage. This means that the homepage suggestions have no redirection links on them, making
the navigation stressful as after each time a link is clicked on, the user has to go back to the
homepage and have to start navigating again from the beginning. Otherwise, it required a user to
navigate back every time there was a need to go back to the previous page by repeatedly pressing
the back button. In addition, this is a necessity for every page in the entire website.
Connection to the real world: An ideal website, especially an e-commerce website
needs to have connections with the real world. This is because e-commerce users are mostly the
common mass who have least to none idea about the technicalities behind a website. This could
be done by implementing user feedback and rating provisions to the products that the
organization has put up to sell. This feature is not available in the website for Atari that is being
evaluated. This is a major drawback and as a strategy to improve the website, this should be
implemented readily.
Control Problems: This website for Atari e-commerce lacks the usability ease in surfing
and control. It had been mentioned earlier that the website is packed with textual information all
over with a very low control facility. The website is haphazard with all the texts and non-
graphical information produced in the website. Therefore, to go forward in the desired links, a
user has to go through the texts and then they could be able to surf. This is a tenuous process

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EVALUATION OF AN E-COMMERCE WEBSITE
hampering much of the valuable time of the users, which makes the surfing experience
unsatisfactory.
Standards and consistency: This website falls short of all the required standard
specification an ideal e-commerce website should possess. Even after so many links put up all
over the websites, there has been a tremendous fault in listing a specific page for the products to
be displayed for sale. There is an absence of a proper graphical representation of a button or any
information, which could lead a user to the specific page to the list of products available in the
website for sale. The products are placed haphazardly all over the website making it difficult to
choose any one of the proper product a user may need. In addition, the menu buttons and the
website links fail to follow the standard norms of an ideal website. The inconsistency in the text
fonts and sized is vividly noticeable.
Flexibility and Usability: After rigorous evaluator surfing, it could be definitely said
that the website is not at all since it lacks usability for a user. This is mainly because a user does
not find ease of use while surfing through this website. There is nonexistence of a search button
to redirect a user to his or her desired product offered by the company. This compels a user to
prefer visiting any other website than this, hampering the customer base for the organization.
Part SEVEN: Assignment Report
This report present a broad about the usability evaluation of the current ATARI website.
There are certain obstacles faced in the evaluation process as collection of the information of the
user. The users are also hard to find as they are from different cities and currently working on
different sectors. Second major problem was budget oriented as there is a very small amount of
budget allocation for this evolution process.

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EVALUATION OF AN E-COMMERCE WEBSITE
However, the whole evolution process are done accordingly as planned. Several
methodologies are used to support the analysis of this website. The users were also well
interested and respond in a very professional manner. The responses from this users was vital
and helped to understand the standard of the website. Lastly, the analysis of the website from the
perspective of the users have been discussed in this report. This has also been analyzed according
to the heuristic evaluation of a website.
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