IMAT 5209 - Human Factors: User Testing and Evaluation of Jumia

This report presents a comprehensive usability evaluation of the Jumia Express selling website, focusing on human-computer interaction principles. The evaluation employs user testing with five participants who had no prior experience with Jumia Express. The study assesses the website's consistency, ease of navigation, clarity, and overall user experience. Participants were guided through specific tasks, including account creation, product selection, and order placement. The report details the methodology, evaluation results, findings, and recommendations for improving the Jumia Express website's usability based on the analysis of user interactions and feedback gathered through questionnaires. The goal is to enhance the website's effectiveness and user satisfaction, making it more competitive in the online marketplace. Desklib provides access to similar solved assignments and past papers for students.

Table of Contents
JUMIA EXPRESS SELLING WEBISTE..........................................................................................................2
Research Questions................................................................................................................................3
Jumia Express Use Cases........................................................................................................................4
Evaluation Methodology........................................................................................................................5
Case one.............................................................................................................................................6
Case two.............................................................................................................................................6
Case Three..........................................................................................................................................6
Case Four............................................................................................................................................6
Case Five............................................................................................................................................6
Evaluation Results..................................................................................................................................7
Case One Results................................................................................................................................7
Case two results.................................................................................................................................8
Case Three results............................................................................................................................12
Case Four results..............................................................................................................................15
Case Five Results..............................................................................................................................16
Overall Results.....................................................................................................................................17
Findings and Recommendations...........................................................................................................18
Consistency..........................................................................................................................................18
Ease of Use of Functionality.................................................................................................................18
Visibility and Clarity.............................................................................................................................18
Recommendations...............................................................................................................................18
Conclusions..........................................................................................................................................19
References...........................................................................................................................................19
Appendix A: Questionnaire........................................................................................................................21

List of Figures
Figure 1 Jumia Express Use Case.................................................................................................................4
Figure 2 Jumia Express Homepage..............................................................................................................6
Figure 3 table showing results for the homepage recordings......................................................................7
Figure 4 navigating across Jumia Express Supermarket...............................................................................7
Figure 5 navigating across toiletries in supermarket...................................................................................8
Figure 6 navigating across dishwashing gadgets.........................................................................................8
Figure 7 computing Webpage......................................................................................................................9
Figure 8 Fashion Accessories Webpage.......................................................................................................9
Figure 9 Jumia flight Travel Webpage........................................................................................................10
Figure 10 placing an order for Samsung J7 prime......................................................................................11
Figure 11 Shopping lenovo Moto..............................................................................................................11
Figure 12 adding 7" Touchscreen LCD to the Shopping cart......................................................................12
Figure 13 The shopping cart for all selected products...............................................................................12
Figure 14 Search feature...........................................................................................................................13
Figure 15 Price Setting...............................................................................................................................14
Figure 16 Sort By feature...........................................................................................................................14
Figure 17 gift card for valentine.................................................................................................................15

JUMIA EXPRESS SELLING WEBISTE
In the present world due to rapid growth of technology people can order things or purchase home
supplies while they are still home seated. Many Companies which have adapted the online business
services have been on the verge of the market as they are now offering home delivery. For this urge and
need of products the users or consumers have found themselves downloading the mobile application
for a specific company selling online or browsing information regarding the online selling websites using
their browsers. Though there are so many companies adapting the online selling, thus this as made
many consumers to be so selective of the information provided in the application or in the website.
When consumers realize that the information they are seeking is not clear then the user will evade that
website and search for another selling site that meet his or her needs. This scenario of consumers being
selective has made many people to be eager when interacting with the already posted products by
checking if they are effective, how safe they are and if they satisfy their requirements with the duration
needed. We need to evaluate the Jumia express selling website (ExperienceUX, 2018). The first question
in this proposal is asking what is an interactive system? Interactive system can be defined in many ways
which depends on the discussion area but in this concept the topic of discussion is the usability testing
(point, 2018). The point of reference is the Information security in a applications used in smartphones or
a website that can be applied on browsers on machines or phones which may allow user to perform
functions and operations such as the E-commerce, selling games online, Electronic devices, E-book and
many others in all range of products existing in the world (meich, 2017). According to Nielsen Jacob
there are considerations and requirements that need to be analysed and designed when we are
determining how capable usability can if performed (Johnson, 2018). The following content below
explains all the considerations or principles to guide in doing an evaluation of the usability testing of
Jumia Express Selling Website (NIELSEN, 2013). Some of the questions to ask when doing
evaluation are us follows (Jakob, 1999).
Research Questions
1) What is the consistency of the information, content and the design of the Jumia Express Selling
Website?
2) Does Jumia Express Selling Website have a look and feel in its Graphical User Interface?
3) Is it easy while navigating the Jumia website webpages?
4) Does Jumia website show some clarity and visibility in the mobile application or in the website
(Nielsen, 2015)?

5) Is there in any way Jumia website interactive system matches with the real world?
6) Does Jumia website shows have support such as help and documentation assistance to the users
of Jumia?
7) Is it possible for Jumia Website to recognize, diagnose and recover errors if they occur when
dealing and interacting with the application?
8) Is the Jumia websites supportive in terms freedom and control of the user?
This report aims at giving a detailed explanation of the human interaction usability test of Jumia Express
Selling Website. Jumia Express is an online selling website that sells its good in most Africa countries and
doing very well in Kenya. Jumia has been known to deal with all types of goods where they can sell at
wholesales, retails and even specific products and doing home delivery to your home and you pay after
the good or service has been delivered to you. The concept is like that of Amazon just that in this one it
still has not yet gone international to other continents in Africa. In Jumia Express consumers of goods
can view goods on their websites, adding goods they want to shopping cart and placing an order where
they will follow up with immediately they receive an order. This report is aimed at giving a detailed
analysis where we use a questionnaire in investigation and evaluating the usability test of Jumia Express
(JannaDupree, 2014). Lastly after the evaluation is done we will have to explain all the findings
analysed from the investigations or the answers from the questionnaires and thus recommending on
what need to be done by Jumia Express depending on the result from findings (Garyperlman, 2018).
Jumia Express Use Cases
Jumia Express of late has been known to be dominating the sales of products online in Central, East and
West Africa where it has been engaging itself in selling goods at wholesale and retail prices which are
much convenient than buying from normal shops (Rouse, 2017). Jumia Express is a company that is
selling about 2 million products in a day which ranges from food, flight, travels, houses, party, men’s
fashion, women’s fashion, TVs audio and cameras, computing and beauty (Jumia, 2018). Jumia is termed
as one of the biggest online mall that has many warehouses in respective countries where it sells its
products to countries like Algeria, Cameroon, Ivory Coast, Egypt, Ghana, Morocco, Nigeria, Rwanda,
Senegal, Tanzania, Tunisia and Uganda. To interact closely with the customers Jumia Express has been
for a good website that a graphical user interface has a good look and feel making it easy when one
want to search for products as it is easy when interacting with the website or the mobile application and
lastly the navigation across all the webpages is very easy in Jumia Express (Yitmen, 2013). The
products at Jumia are classified depending on the category they belong just like the way products

in supermarkets are physically arranged (niloda, 2014). This website growth and update each and
every day as it allows one view products anywhere with regard that you have some internet
(Department, 2018). In Jumia Express one can view the good may it be a phone, place it in the
shopping cart if you are willing to buy and order where they will get back to you and asks the
location you discuss on the pay on delivery (www.nngroup.com, 2014). The explanation below
is the Jumia Express use case that shows how one interact with the system on the mobile
application and the website on normal browsers after selecting the products.
Figure 1 Jumia Express Use Case
In the above diagram in Jumia Express customers interacts with the websites in so many ways where
they purchase products online and if a good is delivered to the consumer and paid immediately we term
this as a successful transaction (Lucidchart, 2017). One have to open the Jumia express and understands
what happens from the moment you view the homepage and navigates through all the other pages all
through the coursework of doing so. This use case is good start explaining all the functional and non-
functional requirements of Jumia Express stating how usability testing can be enhanced when users
interacts with the webpages. The test was based on how easy it easy to interact with the website, the
consistency of graphical user Interface of Jumia Express, the look and feel and much more the clarity
and how visible it is when interacting with the Jumia Website (UserLytics, 2017).

Evaluation Methodology
The evaluation test is based on application of cases that helps to guide consumers to participate in the
usage of Jumia Express where we will analyse all the functionalities and additional features for proposed
system when doing usability testing (ATSDR, 2016). In this proposal of usability testing a total of 5
people who have never interacted with Jumia Express there before where each and every participant is
given 15 mins when being observed by the researcher while interacting with the Jumia Express website
or Mobile Application (ufl, 2018). The major areas that were targeted by the researcher were the way
the participants created their account by signing up then they login after being verified, starts viewing
the products by selecting their choice, adding it to the shopping cart and lastly making that specific
order. This methodology has been explained by use of cases that has explained all tasks to be completed
as per the specific case (APCRC, 2017).
Case one
In this case the user pays attention to what the homepage of Jumia Express entails where one checks all
what is available and start navigates through the products offered depending classified categories and
the content they portray in terms of description and price and how convenient it is in terms of delivery
and time (www.jumia.co.ke, 2018).
Case two
In this case the user is tested on how he can navigate across the Jumia Website where he have to
interact with concepts like phone & tablets, Supermarket, Women’s Fashion, Men’s Fashion, Beauty,
Jumia Global, Food, Travel, Flight, Computing, Fashion accessories among many other categories and
webpages. In this case it is performed for the issue of navigating through the website using all the
categories in all ways.
Case Three
In case three the participants are required to select three item on phones and tablets and computing
where they view the chosen products, adds them to the shopping cart and make an order
Case Four
In this case much of emphasis is placed on how many webpages the participant have visited on the
Jumia Express. All users had visited more than 10 webpages where we concentrated on how the
webpages were visible and clear to them, how consistent the context of the webpage is to the

participants. In this scenario the participants were required to record all the webpages they had visited
clearly indicating all the content they have and how they are represented in the website.
Case Five
The case five is known in that we will test the user requirement by asking them to create a gift card for
their friends (recipient). The participant had to choose a design of the gift card that they were to send
to the recipient giving all the information’s about the recipient and pay using Mpesa.
As explained from all the above cases from one to five the 5 participants navigated through the Jumia
Express website were able to learn a lot and the knowledge gained with a lot of experience for first time
interaction with Jumia Express. The focuses on all the cases from 1 to 5 was based on checking the
analysis of the usability of the Jumia express website and its mobile application checking how the
graphical user interface is consistent, how the content in the webpages is relevant to the participant and
the way or how easy it is when navigating through the Jumia Express Websites. As discussed above all
cases have explained all the steps from the moment the participant logins in the Jumia Website to
ordering the good.
After performing all the tasks in all five cases the users were required to answer the already prepared
questionnaire which entailed all of what they had experienced in the website. The aim for the
questionnaire was making the participant understand the general view of Jumia Express Website
explaining on what they learnt in the processes as they navigated across Jumia Express Website
(Explorable, 2017). The rating of the interaction was supposed to be given out of five and clearly
indicates it was good or bad experience.
The methods that were applied in evaluating were good and made the users to feel
the features even when observing. The questionnaire was used to help us to know
the way the user feels about Jumia express something that was very easy but it
was hard to perform when observing the executions of the scenarios above.
The methods were considered to be so effective in that they gave results
that were appropriate for the research.
Evaluation Results
Based on the already discussed cases then there are a number of concepts that will
need to looked upon as realized from the questionnaire (juben, 2013). All the

participants performed the given tasks alternatively following the indicated instructions in the
same way for all for the purpose of achieving the major objectives.
Case One Results
The aim of case one was testing the navigation through the Jumia Express webpages where we had to
sign up and login to the website all the app and start viewing all what the site entails in the classified and
categories as indicated in the site. The first case was performed easily as many did not experience any
problems when navigating where by about 4 out of the 5 stated that this case task was not necessary as
it was direct and straight to the point and termed it as time wastage and this resulted to them saying
that they need to be taken to the major tasks directly. The figure below explains the homepage of Jumia
Express Website.
Figure 2 Jumia Express Homepage
As we all know we had five participants and not all of them were satisfied to the way the hompage of
Jumia Express was designed concluding that the design is so detailed and not appealing to the eye as it

was much of images rather than the actual content. The table shown below explains the way the four
features in the design were observed and explained.
Participant Navigation Process necessary Content Design of The
Webpage
1 4 0 3 4
2 5 0 4 5
3 4 1 3 4
4 5 0 5 3
5 5 0 5 5
Figure 3 table showing results for the homepage recordings
Case two results.
The idea behind case two is checking how easy it was navigating across the JumiaExpress Website

Figure 4 navigating across Jumia Express Supermarket
Figure 5 navigating across toiletries in supermarket
Figure 6 navigating across dishwashing gadgets

The idea here is to test the navigation feature. To check if it is easy or hard to navigate across the Jumia
Express Website and this will be also concentrating much more on the Nielsen statements on the
considerations such as if the content describing the images of the products matches with the real
products and how this is relevant to them. The other idea in case two is how the consistency of the
design will be favoring the participants (vescoir, 2011). In this case we were abe to navigate through
the supermarket that is the toiletries and the dishwashing webpages respectively. when the
partcipants were questioned on the website design they all said that the design is appealing and
has a look and feel feature as it was easy to navigate through the classified products. The figure
below explains more on the visited pages .
Figure 7 computing Webpage

Figure 8 Fashion Accessories Webpage
Figure 9 Jumia flight Travel Webpage