Field Test Report – “Let’s Shop!”

by saraskogsbergBo Bi and Qi H.

We are now at our final step in the process of developing our service, and the time has come to do a user test by the intended target group. In this report we will introduce the reader to how we gathered our empirical data, we will also highlight the methods and the questions that we used in this process. An introduction of the users that we have worked with in our test procedure will function as a guide to the feedback that we got from the users. The users’ feedback will be presented separately and a comparison of the answers will take place first in the conclusion.

The Collection of Empirical Data

We have decided to conduct the test separately, where the users are not in the presence of each other during the test procedure. We also decided to adjust after the users’ availability and divide our groups so that we could test different users at the same time, but in different places. To make it clear, we went to the users instead of requesting them to come to us.

We started by asking them how their household looked like and about their food shopping habits. We wanted to know if they were living alone or with someone. If they live with someone do they go shopping together, or separate? If they live alone do they go grocery shopping alone, or with a friend? This helped us to identify subcategories within our target group. We then decided to divide different ways of being a household (that needed to go food shopping on regular bases) into those subcategories that rose from the pre-interviews before the test procedure. We did have an understanding of who our test users were and how their household looked like before confirming their participation in the test. However, we didn’t want our assumptions about their food shopping habits determine our way of categorizing them in the test procedure, we instead wanted their own description of their households food shopping habits to determine this (just because a household consists of people cohabitating together it doesn’t mean that food shopping is done together too). We identified that the app could be used for food shopping, in different ways, within these three main subcategories:

Category 1: The Individual household – the single individual belonging to a single person household that consists of themselves and no other person

Category 2: The individual cohabitating with others (roommates) –  the single individual belonging to a household that consists of other people, but they are not regarded as family (roommates, dorm buddies, etc.)

Category 3: The individual cohabitating with family members –  the single individual belonging to a household that consists of other people that are regarded as family (cohabitating, spouse, fiancée etc.)

Test Procedure

I.          Introduction the app about:

A.     purpose
B.     general functions
C.     declare:

  1. database is not implemented
  2. clickable and type only
  3. minor bugs may exist

II.          Try freely:

We let the participants try our app freely by themselves. The participants are asked to speak out everything in their minds during the whole test. Recording is used during the tests.

We prepared some tasks which are covered all main functions in the app. We asked participants to do a task after their free try, only if they had not tried the function by themselves. In this way, we assured all participants tried all main functions and it is equitable for them to giving feedback. Prepared tasks are showed as follows:

A.     Create a list
B.     Edit the list “Friday Party”: Add more friends to share with
C.     Now you and your friends are going shopping with the list “Friday Party” (Go Shopping function)
D.     Check lists that your friends share to you
E.     Update a status / Say something in your newsfeed: tag buddies
F.     Edit the nickname (in profile)

III.          Questions of interview:

A.(If living together with someone) do you go shopping together, or separate?
B.     (If they live alone) do you go grocery shopping alone, or with a friend?
C.     Can you describe your food shopping habits?
D.     If the app is downloadable in AppStore / Android Store, would you like to have it? And if so, how much would you be willing to pay for it?
E.     If yes, for what reasons would you want to have it?
F.     How would you use the app?
G.    How often would you use the app?
H.     Do you understand the purpose of the app?
I.       What’s your opinion about the interface design (e.g. colors, logo, layout of lists and buttons)?
J.      Do you have any problems when you are interacting with the app?
K.     Do you understand all the screens functions?
L.      Which function did you like most / do you think is the most useful to you?
M.    Which function did you dislike the most / do you think is the most useless to you?
N.     Is there any function that you would want added to make the app more useful in your daily life?

Ⅳ.          Questions about development and our “Could have functions”

What is your opinion if the app had these added functions?

A.     The app has the added function of offering deals and advertisements of and in stores, comparing prices on products so that could help you save money.
B.     The app allows you to use the lists for also running errands and plan your household to do lists
C.     The app allows you while shopping to identify a product by the barcode/code bar and offers you special deals and product information on your screen.
D.     The app has an include picture function while shopping so that you can send pictures to people using the same list, asking if a product is right or an item of clothing looks good or not.

Results and Conclusions

The feedback (click to see detailed feedback from each user) we received varied from different users, both between categories, as well as within them. We did get some really good feedback and learned a lot. It seems like the test users understood the intended purpose of the service, however not all of them used it as we had imagined, for instance User A created a shopping list for clothes instead of one for food when asked to try and create her list. Her answers were also a lot focused on how it could be used to shop for other things than just for food. This makes us think of other ways this app could be used for shopping for other things than for food.  All the users have positive attitude to our app. Those who live alone or often have parties with friends are more attracted to the service, and they like the intended purpose.

Users would like to download the app if it is available on App Store / Android Store. Some of them are even willing to pay small money for downloading. They will use the service since it brings convenience especially when they have parties, but for self-shopping as well. Frequency of use is supposed to be range from several times a week to once a week approximately.

Based on the feedback, there are no functions we would like to take out. However, there are a couple of functions that we are considering to add to the app. First, the “could-have functions” we planned to develop in the later stage of the app including the function of offering deals of stores, comparing prices and bar code identifying, are viewed useful by almost all the participants. However, their opinions on the function of plan together and send pictures varied. Thus we think that to decide whether to add these functions or not might need further marketing research. Moreover, we would like to add some functions that were suggested by more than one participant, such as reference price calculation, adding items from users’ own library, and sorting lists and items.

Most of the participants were quite pleased with the interfaces and interaction design, but there are some problems according to some of them: both User A and User E do not like the colors and suggest that it would be better to have the choice of changing colors; User D thinks it unnecessary to make items checkable on the first page of My Lists and the editing page because touches by mistake may happen. They also have some good ideas about improving the design. For example, User F gave the advice that buttons with food icons would make the design more interesting; User C suggested that the fonts, font sizes, buttons can be optimized; and User B thought that the logo could be more unique as it is a little similar to Amazon’s.

According to the feedback, we believe that our intended business model would work. For most of the participants, they would download and use the app if it is free. Thus the app is very likely to gain certain popularity as a free one. The only problem is that it is not sure whether people would be willing to pay for the premium version as only User D expressed that 7kr is OK for her. Feedback on advertisements of special deals from stores are positive. For instance, User E said that they would be interested in advertisements suited for the things they plan to buy. So the idea of cooperating with stores which can put targeted advertisement on our app would work. And we can use an algorithm to identify the individual user’s shopping habits and preferences in order to suggest the most interesting deals for that individual user. Moreover, the “could have function” of stores and special discounts for users are most welcomed by the participants. Thus partnership with stores has a good chance of success.

Feel free to see our previous posts about Let’s Shop! Proposal, Prototype

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