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Page 2: Detailed Test Results
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Tester Details
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Six testers were male and two were female. They ranged in age between 24 and 37. |
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All testers work for a web development company. |
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Seven of the eight testers have five or more years experience browsing the Web. |
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Four of the eight testers have degrees in computer science. |
Timed Questions
(All results are average times)
Question 1: How much is the men's fish tie?
X HTML (46 seconds)
Flash (67 seconds)
Question 2: Which is more expensive, the Garland diamond necklace in platinum or the Garland diamond necklace in gold?
X HTML (43 seconds)
Flash (91 seconds)
Timed Task
(Results are average times)
Task: Add the following items to your shopping selection: (i.) any heart pendant, (ii.) any gold bracelet, (iii.) any item from the Paloma Picasso collection.
X HTML (1:32)
Flash (2:36)
"Think Out Loud" Questions
The test was videotaped, so I had the luxury of reviewing the comments testers made as they tried to "think out loud." Most of the comments don't relate specifically to the HTML or Flash sites, but are somewhat insightful as to how users think about e-commerce sites such as Tiffany.com.
Question 1: You need a new set of china. What Tiffany china pattern best suits your style?
HTML:
"I expected to click on the thumbnail photo to get more detail"
Flash:
"I'm looking for an easier way to scroll through the china."
"Usually what I would look for is a collection of thumbnails or a quick reference rather than scrolling through a bunch of different pages."
"I don't know where I am. Is this the start (of the china list)?"
Question 2: Your father wants to buy your mother a Tiffany watch. He can't afford the most expensive one, but doesn't want to look like a cheapskate, either. Which watch would you recommend he buy?
HTML:
"I wish I was able to sort between women's and men's watches."
"It would be nice to have the watch and the price together. There's too much drilling. I'm shopping and I'm interested in the price."
Flash:
"There is no information here."
"The product list has no information. I suppose I could click on each item to get more detailed information, but that's not how I shop. I like the search page. It produces the list output that I like; it gives information about the watches."
"I don't have any idea what each one of these watches are."
"I wish I had a Back button."
Post-Test Survey
Testers were asked to rate the sites on 12 different criteria on a scale of 1 to 5, with 1 being very unsatisfied and 5 being very satisfied. (All results are average scores)
Criterion
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HTML
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Flash
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Ease of finding specific information
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3.75
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2.5
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Readability of content
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4.0
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4.25
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Logic of navigation
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3.5
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2.0
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Appearance of site
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4.5
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4.0
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Quality of graphics
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4.25
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4.25
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Reinforcement of Tiffany brand
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4.25
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3.75
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Speed of site
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5
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3.75
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Fun to use?
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3.5
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2.75
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Explanations of how to use site
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3.0
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1.75
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Overall ease of use
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4.25
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2.5
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Your overall productivity with the site
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3.75
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2.75
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A cool site?
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3.5
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3.25
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Total Score
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47.25
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37.5
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