Testing & Optimisation

I created multiple pages in Figma:

• Original
• Alternative

I then tested the copy and designs by asking users what they like and what they dislike about each.

To avoid any comments biasing other people’s thoughts, I duplicated the document so that each participant got a fresh version for them to edit:

• Version 1
• Version 2
• Version 3
• Version 4

Based on their feedback, I produced the final draft in Figma under the page “Final”.

The information about the testing can be found below, based on the tweaked version of Erika Hall’s test plan checklist.

1. Objectives — What is the aim of the test? What are you trying to clarify or figure out?

To optimise the microcopy to make the user’s journey more enjoyable so that they’re more likely to buy a bumbag.

2. Medium — In what form will the test be in?

Google Slides

Each user can add comments about what they like and what they dislike

3. Methodology — Which testing methodology will you use?
   
   Test subjects will be given multiple versions of a user journey to read through and comment on. Testing will be conducted via the internet.
   
   
4. Participants and Recruiting Plan — Detail who will take part in the test and how they will be recruited?

• 4 participants
• Ages 21-39
• Three female, one male
• Common traits: All participants have previously bought a bumbag and use it for travelling
• All participants are recruited through my personal network
• Participants were used in the user research section too.
  

5. Usability Goals —  How well did the participants interact with the copy?

• Above the Fold

1. Simpler copy and single image better (Version2)
2. Explore better than discover for the CTA
3. Travel safely - not travel safe (even though brand name)

• Product Page

1. Simpler text is clearer (Version2)

• Checkout

1. Clear staged progress tracker is best
2. Shop more link is better, but change text to Keep shopping
3. Includes free delivery is better than +free delivery
4. Free next day delivery should be more prominent
   

6. Miscellaneous — What other insights came up along the way?

• GPS tracking is not particularly of interest to people who buy bumbags.

1. Really I should change this entirely, but I don’t have time right now