IMAT5209 Assignment: Usability Evaluation of eBay E-commerce Site

This report presents a comprehensive usability evaluation of the eBay e-commerce website, focusing on various aspects of user experience and system design. The evaluation begins with an overview of the interactive system, outlining its functionality as an online marketplace for buying and selling goods. The report then details the use cases, identifying key actors such as customers, suppliers, and system administrators, and their respective roles within the platform. It proceeds to define the usability requirements, including readability, navigability, task success, UX design, and speed, emphasizing their importance for website performance and user satisfaction. The evaluation methodology employed is described, primarily involving user testing with a face-to-face interaction approach, supplemented by observation, note-taking, and the use of Camtasia for data capture and polls for user satisfaction assessment. The report further outlines the evaluation process, including pre-test polls, assignment creation, and the design of test polls to assess different aspects of the website. The findings of the evaluation are presented, providing insights into the strengths and weaknesses of eBay's usability, along with recommendations for improvement.

Running head: USABLITY EVALUATION OF E-COMMERCE WEBSITE
USABLITY EVALUATION OF E-COMMERCE WEBSITE
Name of student
Name of university
Author’s note:

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USABLITY EVALUATION OF E-COMMERCE WEBSITE
Table of Contents
Part 1: Interactive system...............................................................................................2
Part 2: Use cases.............................................................................................................3
Part 3: Usability requirements........................................................................................4
Part 4: Evaluation methodology.....................................................................................5
Part 5: The evaluation....................................................................................................7
Part 6: Findings of evaluation......................................................................................14
References....................................................................................................................17
Appendix......................................................................................................................21

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Part 1: Interactive system
The usability tests of any product has been considered as significantly important in
the modern world. The interactive system that has been considered in this evaluation is eBay,
which is a popular e-Commerce website. The website of eBay provides the users with
opportunity of buying or selling the products. It is a American multinational corporation
working in the sector of eCommerce and it based in San Jose, California that allows the
business-to-consumer and consumer-to-consumer sales with the help of the website. The
website is managed by the company and it is used as the online auction as well as shopping
website where any person or business could sell and buy significantly vast variety of services
and goods worldwide. This website is significantly free for using by the buyers, but the
sellers are frequently charged fees for executing the task of listing the items after a restricted
number of free listings.

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Part 2: Use cases
From the above use case it could be observed that there are mainly three actors of the
website, namely customers, suppliers and the system administrator. The customer could login
into their account in the website, logout, register in the website if the user is new. Then they
could perform the transactions in the website that includes selling the products of their own
as well as buying any available product from the website. The suppliers could access the
database of the website for viewing the inventory requirements and then provide the products
to the company and present an invoice. The system administrator of the website mainly
administers the backend of the website where the primary task is the management of the
database. The system administrator could login into the system, view the database, update the
database and approve the registration of the new users on the website.

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Part 3: Usability requirements
When executing the usability test for the websites, there are specific criteria for the
websites that might not be significantly associated to any other product. It has been
considered that the qualitative feedback only is not adequate for the evaluation of the
websites (Rohrer 2014). That is due to the fact that the simple criteria for the technical
performance such as the speed affect the experience of the user on the website significantly.
There are mainly five requirements of the usability evaluation and these are:
Readability: It is observed that content is mainly the heart of a website and therefore,
significant importance is required to be provided to this requirement. Major importance is
required to be provided to the legibility of the site, the language, ease of reading,
comprehension and the grammar of the website (Hasan 2014).
Navigability: The aspect of navigability is crucial for decreasing bounce rate and then
increase the visit time on the page. It is required for the website managers to implement the
proper links, the CTAs and the links in the websites (Pant 2015).
Task success: The most crucial aspect of any usability evaluation is discovering
whether all the users are able to complete their tasks on the website or not. It includes the
creation of website, placing any order, selling any product. The users are required to be able
to perform any kind of transactions in the website without any difficulty and the transaction
process is required to be successful (Bosch‐Sijtsema and Bosch 2015).
UX design: It is obvious that the focus on the user satisfaction might not be
considered while the focus is placed on other qualitative characteristics. The user Experience
design has been considered as the process design that are used by the teams for creating the
products that offers the meaningful as well as associated experiences to the users (Huang and
Benyoucef 2014). It mainly includes the design of complete process of obtaining and

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integrating any product that involves the aspects of branding, usability, function as well as the
design. In the present times, there are several kinds of tests, field studies, the interviews, and
the diary studies for help in accessing the factor (COlEmaN, ClaRkSON and Cassim 2016).
Finally, it could be concluded that the experience of the users on the website is required to be
delightful for ensuring significant customer loyalty in the website of the organisation.
Speed: The aspect of speed is considered as significantly important for the success of
the website as the UX, the functionality and the performance of the SEO relies on it. The web
performance mainly refers to speed where the web pages could be downloaded as well as
displayed on the web browser of the user (Gao et al. 2014). The optimisation of the web
performance or the website optimisation is considered as the field of the knowledge regarding
increasing the web performance. In the modern eCommerce websites, it has been considered
that the faster website download provides the increase in visitor retention and the loyalty as
well as the user satisfaction and specifically for the users with the slow internet connections
as well as on the mobile devices (Ilbahar and Cebi 2017).
Part 4: Evaluation methodology
As the technology grows to be significantly mainstream, the usability mainly grows to
be increasingly critical than ever. Even though the functionality in still in the top priority,
there is presently the requirement of products that are user-friendly as well as significantly
visually appealing (Jake-Schoffman et al. 2017). For this aspect, the user experience testing is
the cornerstone of lifecycle of the products. While the other sectors of testing are growing to
be increasingly subjected to the automation, UX aspect would always need major human
input. The methods by which the usability testing is done could influence major results, the
quality, depth of the gathered information (Suojanen, Koskinen and Tuominen 2014).

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Primary methods mainly include the moderated UX testing in person. The
fundamental method of testing the software products or the websites is conducting any
evaluation using people as users where the facilitator collects the feedback from the actual
users, with usually following the predefined script intending in evaluation of the user
experience (Stoyanov et al. 2016). The complexity of this particular method could
significantly vary among the simple paper prototype as well as completely functional app that
has been installed on the various popular devices. In these situations, there is an addition of
value by fact that there is an opportunity of the participants to comment, request for help as
well as providing the facilitator with increased information regarding the actions that has
been not considered as straightforward (Sauro and Lewis 2016). There are mainly two
distinct aspects of this particular method, one is done in person and one is done remotely. The
remote variant has been considered as significantly cost-effective and it allows testing of the
product all through the process of development with the testers from all across the globe
(Hadi, Aburub and Alhawari 2016). The main difference among these two methods could be
analysed as when the face to face interaction is conducted, the facilitator have the opportunity
of picking the clues regarding the mental model of the users.
For conducting the evaluation of eBay website, the user testing method has been
applied. The moderated testing has been considered as significantly adaptable with allowing
the alteration in the test plan in the middle of any session. The interaction among the users
and the facilitators in face-to-face regarding any website would unveil significantly more
issues and provide the website developer with the sectors that could be modified. Even
though the moderated testing could help with uncovering crucial user insights that might have
been missed by the unmoderated testing, it is not suitable for all types of testing. It has been
considered that moderated user testing is mainly appropriate in the earlier stage of the
development process. In prototyping phase, the moderated testing could be used for the

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exploratory research or where there is significantly less material to provide to the
participants. In this earlier stage of the development of website, the values and feedback from
various users could be considered the designing of the website could be done according to the
preferences.
With prompting the participants with brainstorming their thoughts on the prototype,
significantly valuable feedback could be gained that could help in saving significant time on
the design and development that are not understood by the users. The unmoderated usability
testing is the approach that has been suggested when there is a requirement of significantly
large sample of results of evaluation. These kinds of testing are commonly conducted with
the help of website or any platform that helps in recording the session, then track the metrics
as well as randomise the groups as well as the tasks. Several added methods are used in this
evaluation procedure. It includes of observation, adding any observed taking the notes and
then using the Camtasia programming for capturing the performance data while the polls are
used for evaluating the satisfaction of the users towards the eBay website. The method that
has been considered for the evaluation of the eBay website is the face to face interaction
where assignments are provided to the set of users for executing on the website and then
present their respective views.
Part 5: The evaluation
The verbal method is also a method that has been used amid the user testing that has
significantly favourable circumstances where the swift criticism in regards to the discovery of
the participants within the interface as well as problems that are faced by them. In other
respect, this particular strategy is not being used as section of the research has been indicated
by following articulated drawbacks, it might impact the operations of the users. from the
description of this method, it could be analysed that the testing method includes significantly

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high specification tools and procedures but it could also be executed with the help of
laboratory with desktop computer connected using internet afterwards the installation of
Camtasia programming software is done. A testing script has been created with the particular
intention of welcoming users as well as providing the details of the research. The assent
framework has been created for gaining the consent of users that they have any interest or
not. This assent framework was mainly required to be filled and then signed by the
participants.
The pre-test poll has been designed that is required to be filled out by participants
after signing has been done in the assent structure. This pre-test poll had the main intention of
accumulating the background data of the participants that includes the three main fields, web
shopping knowledge, the experience, as well as the perception of the web shopping. Within
this procedure of research, the creation of assignment has been done for the website that
included the usual assignments for the genuine use of this chosen e-commerce site. The
assignment included several easy tasks that helps in making the user comfortable for doing
the complete assignment. Some common assignment term were considered from some earlier
research that involved the assignments for e-commerce sites like searching for the items and
the data with the help of search of the site, purchasing items and then altering the content of a
shopping cart as well as the changing user profile.
After this stage, ten test polls have been designed. These particular polls mainly
included the four segments, which includes the initial area recognised with simplified
utilisation of user assignment that helped in discovering any specific data with the utilisation
of the search of site and then purchasing an item, second sector has been identified with look
of the site as well as the navigation whereas third segment has been recognised with the trust
of the user involved in security as well as the protection and the fourth part has been

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identified with the general sentiments of the users regarding the side with the help of four
open-ended questions.
A post assessment poll has been designed that is required to be filled out by all the
participants when the assignments has been completed on the site, the pre-test poll as well as
the post-test poll that included several questions. It has been discovered that the questions
that were asked to all the participants for determining the website with the most appropriate
features for clarifying the preferences of the users. Even though there are several method of
testing the usability of any interactive system, the user testing method has been most
commonly applied because it includes limited number of participants and ensures the
appropriate results of the analysis. While executing any user testing, it has been always
suggested that there is a requirement of adjusting the participants of procuring with
reasonable restrictions of time. An email has been sent to the organisation for gaining the
information regarding the present and immediate users. It also included the demographic
data, the experience of using computer as well as the experience of using internet.
All the sessions of user testing has been conducted after similar methodology. The
information has been accumulated with the utilisation of the screen catch programming with
the five polls as well as the perceptions of user who are working of respective assignments.
After this stage, user sessions has been started in presence of researcher who then pursued the
test scripts that clarified the goals of the study, the site that is required to be assessed, number
of the filled outpolls as well as the entitlement of the user to a time retreat from testing
session.
The user testing analysis describes the information gathered between the user testing
that has been examined in few days. Using this process, the classification of the participants
has been classified into the two categories, namely the expert and novice. The involvement of

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the individuals in the utilisation of the internet has been used as the paradigm for sorting the
participants, which are the novice group with almost less than four years’ experience in the
utilisation of the internet, the expert group who has an experience of more than four years in
the utilisation of internet. While the investigation of each user, the method of testing of
assignments for novice as well as the expert groups was contemplated efficiently and then it
was ascertained. Within this particular test, the information that has been gathered from pre-
test polls has been divided into various ways. The major response of the values negative
statements has been turned around prior computing and the assignments has been analysed
through investigation of the pre-test polls as well as post-test polls.
While the investigation of the eBay website is being done, distinguishing performance
data of the user has been maintained accordingly. The timing of assignment has been
managed and the standard deviation along with the calculation of meantime from the
descriptive statistics that has been followed by the decision relying on the precision of
assignment. It led to the understanding of the rate of the users who easily finished their
assignment efficiently within the allocated time interval. It might be mentioned that
performance data that is normal included all the values from users who mainly performed
these assignments and all the users who have surpassed significantly. It was concluded that
the users who were unable to complete their assignments within the allocated time interval
were demanded to quit the assignments. Moreover, for recognising the problems of usability
associated with the performance data, these stages have been followed:
Stage 1: Recognition of the problematic assignments
In this stage, for the accumulation of the total list of all the usability issues for the site
all the challenging assignments has been considered. Consequently, the assignments that

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could not be completed efficiently by all the users within allocated time interval has also been
considered for the observation.
Stage 2: recognising the problems of users
In this stage, the different testifying sources were utilised with the view of the
distinguishing the problems or the troubles of the users with all the problematic assignments
and for exploring and analysing the issues in the usability. Moreover, the data has been
included in the in-session notes of perception, which are the notes that taken from the
evaluation of the Camtasia sessions as well as the remarks of the users that are noted during
all the tests. The sources finally assisted in the recognition of the substantial number of the
problems, which are fifteen usability issues that are gained from the evaluation of the
websites. These particular usability issues provided several issue based sub-topics as well as
seven associated themes of problems. For evaluating the complete usability of selected sites,
significantly additional sources has been required for the recognition of distinctive issues in
usability.
The users were asked perform the task of executing an online transaction from the
website. The users were significantly experienced and the novice users were guided through
the process of the transaction. This test proved that there are no quantifiable differences in the
expert and the novice and users within the evaluations with the respect of the rating towards
internet shopping statements. Then the experience of shopping was evaluated on the site. It
was then observed that the expert users mostly used in the internet facility almost every year
purchasing when only one member demonstrated the utilisation of internet facility almost
every month. The users provided the data of several issues residing in the website that were
causing problems for the users in buying any product. The main issues has been divided into
seven sections:

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Navigation
Misdirecting connections: Site page that has been opened with the connection was not
exactly similar to what it is expected by the users on grounds that was not coordinated by the
connection name with content of site page.
Lack of self-evidence in the connections: The arrangement of the connection was not
done in significantly conspicuous area on any page that has to be understood by the users.
Weak support in navigation: The page does not comprise any navigational menu or
even the connections to the various pages on the website.
Content
Lack of relevancy of content: The contents of the pages in website has been analysed
as not clear to all the users as the page displayed the misty message and it had significantly
unfilled content.
Design
Misdirecting images: As the users perceived regarding the images on the website, the
functionality of the images was not similar to the expectations. As an instance, it does not
comprise of any connection when it has been recommended to the users that there is a
connection.
Inappropriate outline of the page: The pages did not completely provide the required
idea regarding the content on the page or it comprised of wrong plan.
Structure

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Improper structure: The building framework or the structure of the website has been
perceived as not straightforward nor it was significantly direct to the data or the items
discovery.
Internal search
Inappropriate results: The major after-effects of internal search has been significantly
mistaken.
Process of purchasing
Issue in realising the materials that were required for few fields has been perceived as
the significant issues within the website. The webpages of the site had several fields where
there is a requirement of entering the required data and it was not clear to all the users. It
denotes that the users cannot understand the mandatory data that has to be provided in the
fields.
Issues in recognition of the non-required and required fields is considered as one more
issue that is causing problem for the users to buy any product from the website. The site
comprised of several information that had the potential of being updated. The links were
required to be constantly clicked for confirming the updating but majority of the links did not
provide the users were required to click on the links for updating the information.
Session problem: This is the issues that has been considered as the most troubling
issue. Whenever any customer takes some additional time for browsing the website, the
session gets finished. It had a prominent session issue where the data of the users was not
spared and it made a issue where the users were required to provide the data for exchanging
between the similar session.

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Illegitimate required fields: This website comprised of several pages where there were
some passage fields and there is no sense of providing the required fields. The site also did
not present the predicted data after any of the users had added items to the cart.
Accessibility as well as customer service
Difficulty in finding the customer support information: This website did not present
the user with the significantly adjusting data in clear area to be viewed and got by the users.
Some of the pages that provided the facility of customer information had significantly
inappropriate content, which was observed to be not matching the requirements or the
expectations of the users.
Part 6: Findings of evaluation
There are several issues discovered from the evaluation of the eBay website and it
could be categorised as:
Small areas for clicking: The designing of the hyperlinks are done for allowing the
clicking and for making them significantly usable and it could be concluded that the
hyperlinks guarantees easy to click (Xie and Lui 2015). In the website of eBay, it could be
observed that the majority of the issues faced by the users are due to the small clickable areas
in the webpage, whether it is in the page of selecting any product or even in the page for
transaction (Guha and Heger 2014). This leads to the loss of customer interest in the website
when they cannot perform the transactions adequately. In the transaction page, it could be
observed that the hyperlinks for making the transaction does not respond on one click and
sometimes when it responds, the notification of request timed out appears (Curchod, Patriotta
and Neysen 2014.). In some situations, the users cannot even find the hyperlinks on the pages
of the website.

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Improper use of pagination: The aspect of pagination denotes to the splitting of
content onto significantly several pages (Isinkaye, Folajimi and Ojokoh 2015). This
procedure is frequently executed on the websites that comprise of large inventory list. In the
situation of eBay company website, due to the huge list of inventory, the company
implemented the use of pagination for sorting the products according to the preferences of the
customers. Even though the inventory of the company is significantly large, there is a wrong
use of pagination (Ahadipour and Schanzenbach 2017). When any users searches for
products on the website, some of the options are displayed on the first page and then
pagination is used for displaying the rest of the products, even though it is feasible to provide
the information about majority of the products on the first page of any search (Gilani et al.
2016). This has led to significant issue among the users as the surfing through pages is
significantly time-consuming and the customer loses interest in purchasing any product
(Wątróbski et al. 2016).
Redundancy in the page title: Title of each of the webpage is crucial for appealing and
attracting the customers on the website (Gandini 2014). In some situations, it has been
observed that the designers execute the generic title with working on the template of the
website. This denotes that there is reusing of similar title on the other pages of the website
(Kemper and Breuer 2015). The foremost benefit is that any good title effectively
communicates with the visitors regarding significantly lot of the information on the website
(Tang et al. 2017). The users could easily comprehend if the page that they have visited is
accurate or not. The website of eBay comprises of the similar title on several pages of the
website and it has led to the loss of interest of the customers on the website (Schiavone and
Paternò 2015). It is due to the lack of gaining proper information regarding the main purpose
of the webpage in the website (Carnavalet and Mannan 2015). The second reason is
associated with the SEO. The search engines require distinct information for ranking the

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results of any specific query. The page title is among the crucial piece of information that is
used for gauging the extent of how relevant the page is to any specific search term (Anand
and Srivastava 2015). It has been observed that the eBay website is difficult to find with the
help of keywords as there are duplicate titles in the website (Kumar, Rath and Sureka 2017).
Difficulty in scanning of content: For ensuring that the website is significantly usable,
not only the good design is required, good copy is also required. The copy could be
considered as the term used for describing all the text content on the website (Silva et al.
2018). Good design mainly guide the users across the website, focus the attention that matters
significantly as well as assist them in making sense of the information segments, but any user
would still require to read the text for processing the information (Calixto et al. 2017). It
makes the copy significantly crucial section of the complete design of the website. In the
website of eBay, it has been observed that the content of the website is not properly aligned
with the page title and there is no effective synchronisation among the title and the content of
several pages (Shan 2016). This has made the users lose interest in the website and choose
some other website for buying the desired products (DeAndrea, Van Der Heide and Easley
2014).

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USABLITY EVALUATION OF E-COMMERCE WEBSITE
Appendix
In the website of eBay, it could be observed that the majority of the issues faced by
the users are due to the small clickable areas in the webpage, whether it is in the page of
selecting any product or even in the page for transaction.
In the situation of eBay company website, due to the huge list of inventory, the
company implemented the use of pagination for sorting the products according to the
preferences of the customers. Even though the inventory of the company is significantly
large, there is a wrong use of pagination.
In the website of eBay, it has been observed that the content of the website is not
properly aligned with the page title and there is no effective synchronisation among the title
and the content of several pages.