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Evaluating the Usability of an Optimized Website for a Local Coffee Business

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YokotaTCC2016.pdfWebsite Usability Evaluation2.97 MBAdobe PDFView/Open
Yokota-TCC16-Usability.pdfPowerPoint Presentation1.65 MBAdobe PDFView/Open

Item Summary

Title: Evaluating the Usability of an Optimized Website for a Local Coffee Business
Authors: Yokota, Michelle
Instructor: Fulford, Catherine
Keywords: User-centered system design
Web sites
Issue Date: 21 Apr 2016
Citation: Yokota, M. (April 21, 2016.) Evaluating the Usability of an Optimized Website for a Local Coffee Business. PowerPoint was presented at the 21st Annual Technology, Colleges and Community Worldwide Online Conference.
Abstract: A survey by the Pew Research Center (2011) found 55% of American adults rely on the Internet as a primary source of information for restaurants and local businesses, with its ability to quickly sort and personalize data such as what cafés nearby might be widely praised and patronized by online peers. As the Internet becomes prevalent throughout the consumer’s purchasing journey, website usability is crucial for the survival of local businesses with online presence. The purpose of this usability study was to evaluate an optimized website for a local and independent coffee business known as The Curb ( With the affordance of web analytics to capture customer information, three website design iterations were created for optimized landing pages. An open-source web tool known as SurveyMonkey was instrumental in creating and distributing anonymous pre- and post-surveys to six participants. They were asked to complete a series of task scenarios using the “thinking aloud”
method while their computer screen and audio were recorded for quantitative and
qualitative analysis. Usability metrics were defined by the ISO 9241-11 standard
providing guidance on measuring the effectiveness, efficiency, and user
satisfaction. The results identified usability issues with the website’s navigational
menu, suggesting further design iterations to optimize and improve The Curb’s
website usability.
Pages/Duration: 16 pages
Rights: Copyright is held by author. Request permission for use.
Appears in Collections:LTEC 690, Spring 2016

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