Iterative Design of Graphic Interface and Portable Device - Essay Example

Check-it Out System: Home Hardware Design Process-Iterative Design of Graphic Interface and Portable Device Background According to Home Hardware (n.d.) it is the largest hardware chains or organisation of its kind in the UK, owned and operated by independent dealers. The organisation has over 330 members operating a variety of size stores that are not only specific hardware retailers but also housewares shops, cook shops, ironmongers and garden centres. It also has many DIY superstores that sell a large variety of products under one roof. These large superstores are convenient for the customer looking for a ‘one-stop’ shop for different products under one roof. It is also as convenient for the small- medium scale buyer as it is for the regular do-it-yourself homeowner. Step1. Participant Observation Participant observation is an ethnographic method which consists of observing user environment from the user perspective. It’s a natural starting point for a user-centred design process. Initial observation of a Home Hardware superstore indicated that the advantage of the superstores is also its weakness; the size of the store make product location difficult and physically demanding exercise especially for those customers with trolleys laden with others products. Product use or compatibility is not easy to understand for the inexperienced DIY customer, uninitiated in the jargon on the product packages. More shop floor staff would easily remedy the situation but they are few and far between and overworked. The check-out lines are and time consuming either because they are long or some customers buy products in bulk that require measuring different lengths, sizes and weights. Step2. Develop and administer questionnaires After observations, the researcher decided to conduct an ethnographic study of stratified but randomly selected customers of the Home Hardware superstore. The research instrument selected was the questionnaire which combined quantitative and qualitative methods of research i.e. closed ended and open- ended questions. The two methods complement each other (Neuman, 1997), in that it improves the objectivity of the findings and improves the analysis. The initial participant observations established that they are three parameters necessary in designing user-centred solutions to the problems observed. There are three questionnaires each is divided into two parts; scaled closed-ended questions and opened-ended questions. The first questionnaire was to investigate the in-store experience of customers before and during check out. The objective was to elicit perceptions on how store size affects ease of navigation, speed of product location, and advisability of the product. Focus was on floor staff availability and customer satisfaction. The second questionnaire focused only on customers’ perception on check out; their views on length of queues, and duration. Respondents’ views on solutions to cutting check-out time and ease were also elicited. The third questionnaire was to assess preliminary usability. The objective was to determine the user interfaces and hardware customers routinely used. The questionnaire elicited information on frequency of online shopping, blogging experience, and computer use and tech knowledge. The research also identified a small subset of older customers who were not computer literate and others who were cash only customers. The purpose was to investigate ways in making the design of the system as simple and user friendly as possible. These customers pointed out that they have used ATMs before, a possible example of an interface that could be used in the design of the system. Step 3. Guiding Principles of Design The guiding principles of the design of the check-it out system were informed by the results from of the questionnaire, and by the basic principles of Human-Computer Interaction. Special attention was devoted to ensure that the design would be intuitive to users, in part by maintaining similarity to interfaces the customers have used before and are familiar with. Online shopping trolleys were one example and so were ATM interfaces which all respondents have used. Further, reducing check out time, ease of product location, and navigation. The end design hardwires had to be light and easy to handle. The hardware for the system must also be produced in UK so that parts are easily accessible if in need of repair. Software should consist of easy-to-use icons and short, visible menus. Our goal was to develop a system that would be instantly usable by customers requiring no training. Step 4. Focus Groups This is the feedback phase will be to assess the proposed design of the system. Focus groups will be selected to assess the system before it is fully implemented. Three focus groups of between 10 – 12 individuals will be identified. These groups will have an equal number of men and women and will be divided into three by age groups; the young (20-30), middle (30-50) and the old (50+). The focus groups will evaluate the proposed system, identifying its shortcomings and solutions that will be incorporated into the developing prototype. The groups are stratified by age because our questionnaires indicated that age was the most important characteristic in user experience. At the same time, were interested in assessing both the long and short-term impacts of transition to the check-it out system. Features and Functionality Check-it-out Portable Device: Interactive Shopping Trolley Description: The portable device is attached to all Home Hardware shopping trolleys and larger flat trolleys. The device consists of a console centered in the handle of the trolley. A hand-held key pad is wired to the console, and rests in a console attached to the lower anterior plane of the trolley, directly below the console or to the lateral support of a trolley handle. The console consists of an 10.1 inch lcd display, a 1.66GHz Intel processor, 160GB hard drive and 48 hour, 6-cell, lithium-ion battery. The hand-key pad also includes point-of sale features including credit swipe and receipt printing. Finally the hand-held key pad includes a bar-code scanner and trackball. The console includes a wireless feature with limited access to an in-store network, as well as a gps device allowing for remote location of each trolley. The key pad includes nine number/letter rubber buttons, a small rubber track ball, card swipe and printing Example prototype, without wire or trackball: Problem Statement: Based on our initial data Home hardware customers are most concerned with efficiency, cost, quality, service and access to accurate information. Customers find several key challenges impeding these aims. First, while the number of products is a key draw for customers, the size of the store can be overwhelming and make price comparisons difficult. Second, users often find it difficult to locate floor staff multiple times in the course of one trip, as their needs for new information or assistance change. Third, check out lines are often delayed by an insufficient number of cashiers on duty, by cashier’s (comparative) lack of expertise regarding products and home design and improvement, and by the inherently complex task of measuring and ringing up bulk and bought-to-measure items. It is our task to reduce these challenges to customer convenience while minimizing costs; in particular, our aim is to avoid an increase in staff levels either among floor staff or cashiers. Context: This system will be available on every trolley and dolly in home hardware, while a reduced number of traditional check-out lanes will remain open. It is usable from any point inside the store. The reduction of cashier will increase the staff available on the floor. Implementation will require training for all new staff. Solution: The Check-It-Out interactive shopping trolley allows for several critical functions that address user challenges. First, the portability, combined with the scanning feature and wireless networking allow for instant customer access to product information and price comparisons. It also allows for instant location of the trolley on a store map for easy location of store departments and products. Third, the check-it-out system can reduce wait times at remaining traditional check-out lines, as well as check-out times for all customers. While a staff member in order to ring up a sale and check out, customers will still have to locate a floor staff member (for input of required check out code), point of sale features will allow customers to make purchases using credit and debit cards from any location within the store. By simply pressing the check-it out call “button” on the console, customers can summon floor staff for final check out. The calls will be served in the order they are made; increased number of floor staff, along with a reduction in the need for floor staff to provide product information and geographic directions to customers will result in faster check-out overall while obviating the need for increased staffing levels. Rationale: This design is effective because of the high volume of sales accounted for by frequent customers and because Home hardware customers are experienced users of computers and the web. Traditional check-out lanes will not be eliminated entirely in order to accommodate users who pay cash and those who are unfamiliar or uncomfortable with using the computer console. We’ve used equipment familiar to our customers, including point-of-sale, console, keypad and track ball. Check it Out Graphic Interface: Personal Shopping Assistant Description: This interface includes four major features. First, an in-store map. Second, product information and price database. Third, product comparison. Fourth, check out. Problem Statement: Based on our initial data which emerged from the design process, Home hardware customers are most concerned with efficiency, cost, quality, service and access to accurate information. Customers find several key challenges impeding these aims. First, while the number of products is a key draw for customers, the size of the store can be overwhelming and make price comparisons difficult. Second, users often find it difficult to locate floor staff multiple times in the course of one trip, as their needs for new information or assistance change. Third, check out lines are often delayed by an insufficient number of cashiers on duty, by cashier’s (comparative) lack of expertise regarding products and home design and improvement, and by the inherently complex task of measuring and ringing up bulk and bought-to-measure items. It is our task to reduce these challenges to customer convenience while minimizing costs; in particular, our aim is to avoid an increase in staff levels either among floor staff or cashiers. Context: graphic interface consists of several design patterns relating to each feature. The initial interface consists of a classic desktop design with three icons, Map, Product information and comparison, and Check-it out. Map: Example: The interactive map will, identify the location of the console and trolley (and thus customer) at all times. It will also allow customers to select and zoom in on a given department, as well as view each product in the department, click on a given item and access the product information database. Product information: Product information can also be accessed directly in two additional ways. First, customers can click on the product information icon on the console desktop. Using the hand-held key pad users, can search for a desired product by category or product name. Second, users can make use of the scanner function on the hand-held device to scan a given product directly. Upon accessing a product through any method (map, product information or scan), users can select “add to trolley” as preparation for final check-out. Also upon scanning, customers will be able to select “compare products” to call up a list of comparable and related products, for which product information will be accessible through a simple mouse click. Each product description includes image, specifications, and uses. Check it out: Check-it out is accessible via a single click from every product description as well as from the desktop. This feature includes numeric entry of amount and length for bulk items. After “adding” each desired item to the trolley, customers can select “final check out” which adds the customer’s location and trolley to the queue for floor staff. Final sale and card swipe cannot be authorized without the entry of a code available to floor staff. The final trolley appears as a list of clickable items, VAT and purchase total. Solution: These four features and overlapping design patterns are aimed at decreasing the inconvenience of large store size, complex product inventory and multi-step check out for bulk items. They also maximize the speed of accessing product information and check out for customers while maintaining staff levels in the store. Furthermore, the design patterns are familiar to our computer- and web-savvy customer base that are familiar with online maps, online shopping trolleys, search engines and online product reviews. Reflection on Design Process & Design Usability The Check-it out system represents a great improvement to Home Hardware’s existing system. We also find that our iterative ethnographic design process was successful in identifying customer needs and capabilities which in turn enabled us to design a graphic interface which was largely intuitive for our users. Nevertheless, additional iterative research might be used to resolve outstanding challenges for the interactive process, additional challenges for users as well as remaining challenges for Home Hardware. Graphic Interface: Map: Users reported problems using the map resulting from directional confusion in reading the map. One user suggested 3-D graphics and first-person perspective would improve usability of floor maps. Overall, the in-store map received the most positive feedback of the for IDP features. The good reports however, indicate that this issue is a low priority that should not be included in subsequent rounds of user-centered research. Product Information: Additional development of this process may benefit from attention to consistency in the product information database, with particular attention to whether or not the same products are always available via each distinct route –map, direct from desktop, product comparison and via scanner. A majority subset of users was more willing to access product information via console than from live floor staff. Check-it Out: Users reviewing design in focus groups expressed concerns about user error. A question that occurred multiple times was whether “voiding” an item from the virtual trolley would require a manager card or key, as in a traditional check out system, thus possibly eliminating the time-saving benefits of Check-it out. Future iterations of the design and testing process should be sure to measure the rate and consequences of user error in this respect. Hardware: Console: Customers familiar with using computers and the web expressed comfort with a small LCD screen, as well as the location of the screen overall. Several mothers brought up a concern that the lithium-ion battery could become hot and present a danger to children riding in-trolley or to customers in general. Future iterative processes should address this concern. Hand-held Keypad and Scanner: Users expressed concern that the 10-key number/letter keypad may be inefficient for conducting searches, however other focus group members felt that a standard keyboard would be difficult to use while standing or to attach to a shopping trolley. A second concern related to printing functions and security—two focus group participants expressed concern that partial credit card information could be left exposed to subsequent customers in the form of printed receipts. Finally one user expressed privacy concerns regarding the gps device in the console; this however does not seem to present additional security concerns when compared with traditional use of in-store cameras and in-store security guards. Un-addressed User Challenges: The check-it out system is in appropriate for users who are not comfortable with computers, or customers who wish to pay cash for their items. In addition, the design currently makes no accommodation for differently-abled users. Finally, the system does not currently include detailed information about home improvement projects that several focus group users considered potentially useful. Remaining Challenges for Home Hardware: The system does a very little to reduce staff time spent on assisting customers with retrieving heavy or inconveniently stored stock. It also does not include security features which might be potentially enabled by the gps device. Finally, only additional research and testing can determine whether the savings in check-out time truly obviate the need for increased expense on staffing and whether the savings overtime justify the per-unit cost of equipping each trolley with a console and hand-held key device. References Fioretti, G. 2007. Integrate business modeling and interaction design. [Online] Available: http://www.ibm.com/developerworks/library/ws-soa-busmodeling/index.html [October 25, 2010] Golden, E. 2009. Early-stage Software Design for Usability. Proceedings of the 31st International Conference on Software Engineering (Companion Volume). IEEE Computer Society Washington, DC, USA. Home Hardware. 2010. Home Hardware. [Online]. Available: http://www.homehardware.co.uk/about.htm [ October 27, 2010 ]. Neuman, W. 1997. The basics of social research. Quantitative and qualitative approaches. Pearson Publishers: New York. Sharp, H. 2007. Interaction Design-beyond human-computer interaction. John Wiley & Sons: New York. Appendices Home hardware Customer Service Research: Ethnographic Tools and Report Questionnaire 1: In-Store Experience A. Scaled responses. Please rate on a scale of 1-4. a. I find visits to Home hardware convenient 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all b. I find the store size at Home hardware to be overwhelming 0=don’t know 1=not at all 2=somewhat 3=not very 4=extremely c. I find the layout and design of store department to be easy-to-understand 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all d. The items I need at Home hardware are easy to locate 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all e. It is easy to determine whether a particular item is sold by Home and is in stock 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all f. When I am not sure what item I need for a particular project it is easy to find out 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all g. It is simple to compare prices on Home products 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all h. It is always easy to determine how much (length, number, size) of a given product I will need 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all i. Home experts are knowledgeable about store products and home improvement 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all j. Home experts are available friendly and willing to provide information to customers 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all k. Home experts are very busy 0=don’t know 1=not at all 2=somewhat 3=not very 4=extremely l. I visit Home hardware 0=don’t know 1=once a month or less 2=3-4 times a year 3=1-2 times a year 4=never m. I return items to Home hardware 0=don’t know 1= never 2=very rarely 3=about one out of every ten times 4=about one out of every five times or more frequently n. I generally ask questions or need additional information while shopping in Home hardware 0=don’t know 1=always 2=usually 3=not very often 4=never B) Open-ended questions a. The most time consuming part of any visit to Home hardware is: b. The most frustrating part of any visit to Home hardware is: c. The thing I enjoy most about Home hardware is d. Compared to its competitors, Home hardware is: e. If I could change one thing about Home hardware, it would be Questionnaire 2: Home hardware Check-out A. Scaled responses. Please rate on a scale of 1-4. a) I generally find check out at Home to be too time consuming 0=don’t know 1=not at all 2=somewhat 3=not very 4=extremely b) I generally purchase additional items I find at the check-out counter (eg batteries, key chains, tape) 0=don’t know 1=usually 2=sometimes 3=rarely 4=never c) I generally find cashiers at Home knowledgeable 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all d) I generally find cashiers at Home helpful 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all e) Cashiers at Home are able to answer last-minute questions about Home products 0=don’t know 1=extremely 2=somewhat 3=not very 4=not at all f) The lines at Home check-out are too long 0=don’t know 1=not at all 2=somewhat 3=not very 4=extremely g) The lines at Home check-out are too slow 0=don’t know 1=not at all 2=somewhat 3=not very 4=extremely h) It is difficult to check out bulky items and bulk items at Homestead’s check out 0=don’t know 1=not at all 2=somewhat 3=not very 4=extremely i) I often find my order has not been properly rung up at Homestead’s check out 0=don’t know 1=not at all 2=somewhat 3=not very 4=extremely B) Open-ended questions a. If I could improve check-out at Home hardware in one way, what would it be? b. Please describe interactions with Home staff c. Please describe the kinds of information you find most useful while shopping at Home hardware Questionnaire 3: Preliminary Usability A. Scaled responses. Please rate on a scale of 1-4. a) I shop online 1= weekly or more 2=monthly 3=every three or more months 4=never b) I regularly use email 1= weekly or more 2=monthly 3=every three or more months 4=never c) I use computers at my job or at home 0=don’t know 1=daily 2=weekly 3=rarely 4=never d) I regularly comment on online forums or blogs 0=don’t know 1=daily 2=weekly 3=rarely 4=never e) I regularly read consumer reviews of products online 0=don’t know 1=daily 2=weekly 3=rarely 4=never B) Open-ended questions a. Please list the top five websites you visit most regularly b. Where do you get most of your information about hardware products? c. Where do you find information on home improvement projects Results: 50 respondents answered three questionnaires. 49 completed all scaled responses. The respondents were aged 20-69. 25 respondents were women, 25 were men. 10 were aged 20-30, 10 were aged 30-40, 10 were aged 40-50 and 10 were older than 60. Questionnaire 1: In-Store Experience I find visits to Home hardware convenient   0 1 2 3 4 Total Women 1 7 11 5 1 25 Men 0 8 11 5 1 25 Total 1 15 22 10 2 50   0 1 2 3 4 Total 20-30 1 3 3 2 1 10 30-40 0 3 4 3 0 10 40-50 0 5 4 1 0 10 50-60 0 4 6 0 0 10 60 & up 0 0 5 4 1 10 Total 1 15 22 10 2 50 I find the store size at Home hardware to be overwhelming   0 1 2 3 4 Total Women 1 6 12 3 2 24 Men 0 10 8 5 3 26 Total 1 16 20 8 5 50   0 1 2 3 4 Total 20-30 0 2 2 4 2 10 30-40 1 3 3 3 0 10 40-50 0 5 4 0 1 10 50-60 0 5 5 0 0 10 60 & up 0 1 6 1 2 10 Total 1 16 20 8 5 50 I find the layout and design of store department to be easy-to-understand   0 1 2 3 4 Total Women 1 6 12 3 2 24 Men 0 10 8 5 3 26 Total 1 16 20 8 5 50   0 1 2 3 4 Total 20-30 0 2 2 4 2 10 30-40 1 3 3 3 0 10 40-50 0 5 4 0 1 10 50-60 0 5 5 0 0 10 60 & up 0 1 6 1 2 10 Total 1 16 20 8 5 50 The items I need at Home hardware are easy to locate   0 1 2 3 4 Total Women 1 6 12 3 2 24 Men 0 10 8 5 3 26 Total 1 16 20 8 5 50   0 1 2 3 4 Total 20-30 0 2 2 4 2 10 30-40 1 3 3 3 0 10 40-50 0 5 4 0 1 10 50-60 0 5 5 0 0 10 60 & up 0 1 6 1 2 10 Total 1 16 20 8 5 50 It is easy to determine whether a particular item is sold by Home and is in stock   0 1 2 3 4 Total Women 1 7 11 5 1 25 Men 0 8 11 5 1 25 Total 1 15 22 10 2 50   0 1 2 3 4 Total 20-30 1 3 3 2 1 10 30-40 0 3 4 3 0 10 40-50 0 5 4 1 0 10 50-60 0 4 6 0 0 10 60 & up 0 0 5 4 1 10 Total 1 15 22 10 2 50 When I am not sure what item I need for a particular project it is easy to find out   0 1 2 3 4 Total Women 0 8 12 5 0 25 Men 0 11 8 3 3 25 Total 0 19 20 8 3 50   0 1 2 3 4 Total 20-30 0 2 2 4 1 9 30-40 0 3 3 3 0 9 40-50 0 8 4 0 0 12 50-60 0 5 5 0 0 10 60 & up 0 1 6 1 2 10 Total 0 19 20 8 3 50 It is simple to compare prices on Home products   0 1 2 3 4 Total Women 0 0 14 11 0 25 Men 0 0 11 14 0 25 Total 0 0 25 25 0 50   0 1 2 3 4 Total 20-30 0 0 4 6 0 10 30-40 0 0 5 5 0 10 40-50 0 0 5 5 0 10 50-60 0 0 5 5 0 10 60 & up 0 0 6 4 0 10 Total 0 0 25 25 0 50 It is always easy to determine how much (length, number, size) of a given product I will need   0 1 2 3 4 Total Women 0 0 1 11 13 25 Men 0 0 3 12 10 25 Total 0 0 4 23 23 50   0 1 2 3 4 Total 20-30 0 0 0 6 4 10 30-40 0 0 0 5 5 10 40-50 0 0 0 3 7 10 50-60 0 0 2 5 3 10 60 & up 0 0 2 4 4 10 Total 0 0 4 23 23 50 Home experts are knowledgeable about store products and home improvement   0 1 2 3 4 Total Women 3 3 4 3 12 25 Men 2 3 6 6 8 25 Total 5 6 10 9 20 50   0 1 2 3 4 Total 20-30 1 0 5 0 4 10 30-40 1 0 3 4 2 10 40-50 2 3 0 3 2 10 50-60 1 3 2 0 4 10 60 & up 0 0 0 2 8 10 Total 5 6 10 9 20 50 Home experts are available friendly and willing to provide information to customers   0 1 2 3 4 Total Women 1 7 11 5 1 25 Men 0 8 11 5 1 25 Total 1 15 22 10 2 50   0 1 2 3 4 Total 20-30 1 3 3 2 1 10 30-40 0 3 4 3 0 10 40-50 0 5 4 1 0 10 50-60 0 4 6 0 0 10 60 & up 0 0 5 4 1 10 Total 1 15 22 10 2 50 Home experts are very busy   0 1 2 3 4 Total Women 0 8 12 5 0 25 Men 0 11 8 3 3 25 Total 0 19 20 8 3 50   0 1 2 3 4 Total 20-30 0 2 2 4 1 9 30-40 0 3 3 3 0 9 40-50 0 8 4 0 0 12 50-60 0 5 5 0 0 10 60 & up 0 1 6 1 2 10 Total 0 19 20 8 3 50 I visit Home hardware   0 1 2 3 4 Total Women 3 3 4 3 12 25 Men 2 3 6 6 8 25 Total 5 6 10 9 20 50   0 1 2 3 4 Total 20-30 1 0 5 0 4 10 30-40 1 0 3 4 2 10 40-50 2 3 0 3 2 10 50-60 1 3 2 0 4 10 60 & up 0 0 0 2 8 10 Total 5 6 10 9 20 50 I return items to Home hardware   0 1 2 3 4 Total Women 0 3 6 4 12 25 Men 0 5 6 6 8 25 Total 0 8 12 10 20 50   0 1 2 3 4 Total 20-30 0 2 5 0 3 10 30-40 0 0 3 4 3 10 40-50 0 3 2 3 2 10 50-60 0 3 2 1 4 10 60 & up 0 0 0 2 8 10 Total 0 8 12 10 20 50 I generally ask questions or need additional information while shopping in Home hardware   0 1 2 3 4 Total Women 0 8 12 5 0 25 Men 0 11 8 3 3 25 Total 0 19 20 8 3 50   0 1 2 3 4 Total 20-30 0 2 2 4 1 9 30-40 0 3 3 3 0 9 40-50 0 8 4 0 0 12 50-60 0 5 5 0 0 10 60 & up 0 1 6 1 2 10 Total 0 19 20 8 3 50 Questionnaire 2: Home hardware Check-out I generally find check out at Home to be too time consuming   0 1 2 3 4 Total Women 0 3 4 10 8 25 Men 0 0 3 8 14 25 Total 0 3 7 18 22 50   0 1 2 3 4 Total 20-30 0 0 3 3 4 10 30-40 0 0 2 4 4 10 40-50 0 3 1 4 2 10 50-60 0 0 1 5 4 10 60 & up 0 0 0 2 8 10 Total 0 3 7 18 22 50 I generally purchase additional items I find at the check-out counter (eg batteries, key chains, tape)   0 1 2 3 4 Total Women 0 3 4 10 8 25 Men 0 0 3 8 14 25 Total 0 3 7 18 22 50   0 1 2 3 4 Total 20-30 0 0 3 3 4 10 30-40 0 0 2 4 4 10 40-50 0 3 1 4 2 10 50-60 0 0 1 5 4 10 60 & up 0 0 0 2 8 10 Total 0 3 7 18 22 50 I generally find cashiers at Home knowledgeable   0 1 2 3 4 Total Women 0 3 4 10 8 25 Men 0 0 3 8 14 25 Total 0 3 7 18 22 50   0 1 2 3 4 Total 20-30 0 0 3 3 4 10 30-40 0 0 2 4 4 10 40-50 0 3 1 4 2 10 50-60 0 0 1 5 4 10 60 & up 0 0 0 2 8 10 Total 0 3 7 18 22 50 I generally find cashiers at Home helpful   0 1 2 3 4 Total Women 1 6 12 3 2 24 Men 0 10 8 5 3 26 Total 1 16 20 8 5 50   0 1 2 3 4 Total 20-30 0 2 2 4 2 10 30-40 1 3 3 3 0 10 40-50 0 5 4 0 1 10 50-60 0 5 5 0 0 10 60 & up 0 1 6 1 2 10 Total 1 16 20 8 5 50 Cashiers at Home are able to answer last-minute questions about Home products   0 1 2 3 4 Total Women 0 3 4 10 8 25 Men 0 0 3 8 14 25 Total 0 3 7 18 22 50   0 1 2 3 4 Total 20-30 0 0 3 3 4 10 30-40 0 0 2 4 4 10 40-50 0 3 1 4 2 10 50-60 0 0 1 5 4 10 60 & up 0 0 0 2 8 10 Total 0 3 7 18 22 50 The lines at Home check-out are too long   0 1 2 3 4 Total Women 0 2 3 11 9 25 Men 0 1 3 12 9 25 Total 0 3 6 23 18 50   0 1 2 3 4 Total 20-30 0 0 3 3 4 10 30-40 0 0 1 5 4 10 40-50 0 3 1 5 1 10 50-60 0 0 1 5 4 10 60 & up 0 0 0 5 5 10 Total 0 3 6 23 18 50 The lines at Home check-out are too slow   0 1 2 3 4 Total Women 0 2 4 8 13 27 Men 0 1 3 10 9 23 Total 0 3 7 18 22 50   0 1 2 3 4 Total 20-30 0 0 3 3 4 10 30-40 0 0 2 4 4 10 40-50 0 3 1 4 2 10 50-60 0 0 1 5 4 10 60 & up 0 0 0 2 8 10 Total 0 3 7 18 22 50 It is difficult to check out bulky items and bulk items at Homestead’s check out   0 1 2 3 4 Total Women 0 3 4 10 8 25 Men 0 0 3 8 14 25 Total 0 3 7 18 22 50   0 1 2 3 4 Total 20-30 0 0 3 3 4 10 30-40 0 0 2 4 4 10 40-50 0 3 1 4 2 10 50-60 0 0 1 5 4 10 60 & up 0 0 0 2 8 10 Total 0 3 7 18 22 50 I often find my order has not been properly rung up at Homestead’s check out   0 1 2 3 4 Total Women 0 12 6 5 2 25 Men 0 10 9 6 0 25 Total 0 22 15 11 2 50   0 1 2 3 4 Total 20-30 0 8 2 0 0 10 30-40 0 7 3 0 0 10 40-50 0 4 3 3 0 10 50-60 0 3 3 3 1 10 60 & up 0 0 4 5 1 10 Total 0 22 15 11 2 50 Questionnaire 3: Preliminary Usability I shop online   0 1 2 3 4 Total Women 0 12 6 5 2 25 Men 0 10 9 6 0 25 Total 0 22 15 11 2 50   0 1 2 3 4 Total 20-30 0 8 2 0 0 10 30-40 0 7 3 0 0 10 40-50 0 4 3 3 0 10 50-60 0 3 3 3 1 10 60 & up 0 0 4 5 1 10 Total 0 22 15 11 2 50 I regularly use email   0 1 2 3 4 Total Women 0 12 6 5 2 25 Men 0 10 9 6 0 25 Total 0 22 15 11 2 50   0 1 2 3 4 Total 20-30 0 8 2 0 0 10 30-40 0 7 3 0 0 10 40-50 0 4 3 3 0 10 50-60 0 3 3 3 1 10 60 & up 0 0 4 5 1 10 Total 0 22 15 11 2 50 I use computers at my job or at home   0 1 2 3 4 Total Women 1 6 12 3 2 24 Men 0 10 8 5 3 26 Total 1 16 20 8 5 50   0 1 2 3 4 Total 20-30 0 2 2 4 2 10 30-40 1 3 3 3 0 10 40-50 0 5 4 0 1 10 50-60 0 5 5 0 0 10 60 & up 0 1 6 1 2 10 Total 1 16 20 8 5 50 I regularly comment on online forums or blogs   0 1 2 3 4 Total Women 0 12 6 5 2 25 Men 0 10 9 6 0 25 Total 0 22 15 11 2 50   0 1 2 3 4 Total 20-30 0 8 2 0 0 10 30-40 0 7 3 0 0 10 40-50 0 4 3 3 0 10 50-60 0 3 3 3 1 10 60 & up 0 0 4 5 1 10 Total 0 22 15 11 2 50 I regularly read consumer reviews of products online   0 1 2 3 4 Total Women 0 12 3 8 2 25 Men 0 16 6 3 0 25 Total 0 28 9 11 2 50   0 1 2 3 4 Total 20-30 0 9 1 0 0 10 30-40 0 9 1 0 0 10 40-50 0 6 2 1 1 10 50-60 0 2 2 4 1 9 60 & up 0 2 3 6 0 11 Total 0 28 9 11 2 50 Conclusions: Overall, Home customers found that the layout of the store and the departments were navigable, and that check-out was a time consuming and frustrating process. They preferred floor staff (experts) to cashiers, and often sought information from experts while shopping. Women are more willing than men to ask questions. Customers—in particular our frequent customers were experienced in use of the web and computers. Men in particular were experienced in accessing product reviews online. Our youngest customers are the most experienced in the use of computers and the internet. Representative responses from open-ended questions can help to direct our design are included in below: The most time consuming part of any visit to Home hardware is: “check out takes a long time—perhaps more staff should be employed.” “when buying bulk and measured items, check out is slow. Its really frustrating to be stuck behind someone purchasing bulk items when I’m just buying fixtures or batteries.” The most frustrating part of any visit to Home hardware is: “I find it difficult to know if I’ve reviewed all of the available options in the store; sometimes two solutions to the same problem will be housed in different departments—but the store is too big for me to search every department!” The thing I enjoy most about Home hardware is “Home has the widest variety of products “ Compared to its competitors, Home hardware is: “Home is big! I know that what I need will be there, somewhere.” If I could change one thing about Home hardware, it would be “ I would hire more cashiers…” “I would make it easier to purchase bulk items.” If I could improve check-out at Home hardware in one way, what would it be? “Reduce waiting times!” Please describe interactions with Home staff “Oscar helped me select the right wire to hang mirrors—without his help I would have gotten one that is too small.” “its hard to find someone at busy times.” Please describe the kinds of information you find most useful while shopping at Home hardware “I often have to ask for directions to what I need” “I like to know I am getting the best deal” “I usually bring a calculator to add up the prices of bulk items I use as a contractor.” Please list the top five websites you visit most regularly “gmail.com, google.com, cnn.com, ebay.com, ehow.com” “yahoo.com” “consumer reports and hotmail” “gmail.com, google maps, bbc.com” Where do you get most of your information about hardware products? “I get most of my information by visiting hardware stores” “I read product reviews” “I receive catalogues at my company address.” Where do you find information on home improvement projects? “magazines” “online” “I am a professional carpenter and usually ask other carpenters or tradesmen for advice when I need it.” Home hardware Customer Service Research: Focus Group Summary Report Interactive Design Process Map: Users in the youngest two focus groups were extremely familiar with online maps and felt comfortable with this feature as described. The oldest focus group reflected a majority who were equally comfortable. Nevertheless a small number form the original focus group felt that the map would not be useful or usable by them, while one suggestion emerged from the youngest users that 3D, first person graphics for the map component would be the most effective design strategy. Product Information: Users in the oldest two focus groups were the two most engaged by discussion of the product information feature; the majority of respondents in all focus groups felt that the scanning feature was the most simple conceptually. Most users and particularly male users predicted that they would be more likely to utilize product information from the console than from floor staff. Several respondents were particularly interested in product comparison. Check-it Out: Users expressed concern that the 10-key number/letter keypad may be inefficient for conducting searches, however other focus group members felt that a standard keyboard would be difficult to use while standing or to attach to a shopping trolley. A second concern related to printing functions and security—two focus group participants expressed concern that partial credit card information could be left exposed to subsequent customers in the form of printed receipts. One user expressed privacy concerns regarding the gps device in the console. Security concerns were largely expressed in the middle-age focus group, while privacy concerns originated with a respondent in the youngest age group. Hardware Console: Customers familiar with using computers and the web expressed comfort with a small LCD screen, as well as the location of the screen overall. Several mothers in the middle and youngest age focus groups brought up a concern that the lithium-ion battery could become hot and present a danger to children riding in-trolley or to customers in general. Hand-held Keypad and Scanner: Several users in the youngest focus group expressed concern that the 10-key number/letter keypad may be inefficient for conducting searches, however other focus group members felt that a standard keyboard would be difficult to use while standing or to attach to a shopping trolley. A second concern expressed in the middle-aged focus group related to printing functions and security. Two focus group participants expressed concern that partial credit card information could be left exposed to subsequent customers in the form of printed receipts. Finally one male user in the youngest focus group expressed privacy concerns regarding the gps device in the console. Overall: Overall, opinion was divided on the check-it out system design among and within the three focus groups. The middle-age focus group was most enthusiastic about the new system, emphasizing time and easy access to product information in-store. The youngest demographic was only somewhat less enthusiastic; however this group was invested in suggesting additional features and functionality. The oldest age group was most divided on the new system with a subset of participants committed to continued use of traditional check-out lanes. Read More