Usability Testing for a Website
Shop&Fly is a credit card that offers customers to earn and use miles.This website offers users the opportunity to spend their miles on flight tickets and hotels.
The goal of the project was to identify usability issues on both the Shop&Fly desktop and mobile websites and report them in a structured manner for another UX company to address effectively.
During the kick-off meeting with the client, key focus areas were defined, including:
Reviewing the Shop&Fly main page, specifically evaluating the discoverability of the “Seyahat” button
Assessing the user flow for essential services such as flight ticket purchases, hotel reservations, car rentals, transfer vehicle bookings, and tour purchases
The findings from this evaluation aimed to enhance the overall user experience and improve the platform’s usability.
Project Brief
As a UX Researcher and Designer at Userspots, I was actively involved in evaluating the usability of interfaces and developing structured user testing scenarios to assess the platform’s performance.
My responsibilities included conducting interface reviews, designing test cases, and facilitating remote user tests using Lookback to gather real user insights. After executing the tests, I performed a comprehensive analysis of the findings, identifying usability pain points and areas for improvement. Finally, I compiled the results into a detailed report, providing actionable recommendations to enhance the overall user experience.
My Role
Creating test scenarios
The scenario document served as a structured guideline for the usability testing process and included key elements such as the project summary, topics to be examined, test location, and methodology. The research approach combined preliminary interviews, usability testing, and SUS & QUIS surveys to ensure a comprehensive evaluation.
To ensure a diverse participant pool, the user selection criteria consisted of four Shop&Fly customers among nine white-collar users, with a mix of two Android and four iOS users for the mobile site evaluation. Given the constraints of optimal test duration, not all predefined user flows could be tested by every participant. Instead, tasks were strategically distributed among users. For example, while some participants were assigned to evaluate the hotel reservation process, others focused on car rental, transfer vehicle reservations, or tour purchase flows. This approach allowed for a broader analysis of the platform’s usability while maintaining an efficient and effective testing process.
Data anaylsis
Following the completion of nine usability tests, I compiled a comprehensive list of usability findings, categorizing them based on the specific pages and functions they affected. This structured approach allowed for a clear and systematic analysis of the platform’s usability challenges.
In total, approximately 170 usability issues were identified, ranging from navigation difficulties and unclear interface elements to friction points in key user flows such as flight booking, hotel reservations, and payment processes. By organizing these findings into meaningful categories, I ensured that each issue could be effectively addressed and prioritized for future improvements.
This detailed documentation served as a valuable resource for stakeholders, providing actionable insights that informed the next steps in enhancing the Shop&Fly platform’s overall user experience.
Report overview
The report was structured around key topics defined in the usability test scenario, including Travel Planning Habits, Homepage Review, Flight Ticket Purchasing, and the evaluation of Hotel, Tour, Car Rental, and Transfer booking processes.
To ensure clarity and actionable insights, usability findings were documented alongside screenshots and video recordings that illustrated specific issues observed during testing. Each user was represented with the device they used for the test, and findings were visually highlighted—users associated with specific issues were marked with bright colors to indicate relevance.
Additionally, a comparative analysis of the System Usability Scale (SUS) scores was included. The average SUS scorewas benchmarked against our three desktop test averages, presented through a visual chart for easy interpretation. Individual user scores were also detailed to provide further granularity in the assessment.
This structured approach ensured that the report not only presented findings but also provided a data-driven foundation for design recommendations and future improvements to enhance the overall user experience.
