foodservice rewards feedback from user interviews & usability tests steve strickland,...

Foodservice RewardsFeedbackfrom User Interviews & Usability Tests

Steve Strickland, Information Architect

©2003 BI® BI is a trade name of Schoeneckers, Inc.

Goals for these Studies

To discover problems

To get users’ suggestions for improvement

2


Procedures Interviewed 15 people

Completed 10 usability tests

Received extensive survey data

Tabulated and analyzed the results


Who is the typical user?*

* This persona also utilized survey information from the large survey sample.

Mary, age 37, is a manager of a restaurant and bar that has 14 employees. She’s been in her current position for 6 years. She is the primary food service purchasing decision maker for her company, and they spend around $150,000 annually on food service operations.

Mary uses an IE 6.0 browser and has a broadband connection. She also has a 17” monitor and has an 800x600 screen resolution. She checks her email daily and uses the FSR site weekly – mainly for typing in reward codes and viewing participating products. She receives the ExtraPoints newsletter and is getting information regarding specific promotions via email. She finds the FSR site very easy to use. She occasionally views product websites and looks for recipes online. She spends less than 5% of her work time using a computer.

Mary


Who is the typical large volume user?*

* This persona also utilized survey information from the large survey sample.

Jeff, age 38, is a manager of a large food service operation within a casino utilizing 75 food service employees. He’s been in his current position for 7 years. He is the primary food service purchasing decision maker for his food service operation, which spends around $2.5 million annually.

Jeff uses an IE 7.0 browser and has a broadband connection. He also has a 17” monitor and has an 1024x768 screen resolution. He checks his email daily and uses the FSR site weekly – mainly for typing in reward codes and viewing his statement. He receives the ExtraPoints newsletter and is getting information regarding specific promotions via email. He finds the FSR site very easy to use. Jeff is especially interested in seeing new services and partners offering foodservice rewards. Because of the volume of points entered each week, he would like easy access to a scanner to make this task easier for him.

Jeff


Key Finding #1:

Design Implications: Keep the elements that are working well. Make it better by following suggestions made.

Most found the site very easy to use, but many offered suggestions for improvement.


Key Finding #2:

Design Implications: Make the main tasks simple and easy to find. Design for no horizontal scrolling with 800x600 screen.

Most do not spend a lot of time on the computer, and many use small screens with 800x600 resolutions.


Key Finding #3 – What They Are Seeing on the Homepage:

Design Implication: Make the main tasks easy to find.


Key Finding #4 –What they are doing :

Design Implications: Make the main tasks easy to find.

Enter reward codesView product informationShop/Browse for rewardsCheck point totals

Most Common Tasks:

Note: High volume users check point totals more often.


Key Finding #5: Several participants suggested adding more products and/or more high volume productsExamples:Bulk productsSysco productsHormel bacon


Key Finding #6:

Design Implications: Evaluate and redesign these features where possible.

Shop for Rewards problems reported:Merchandise drop-down not seenWish list confusingOrder of rewards presented not optimalQ-bid an unknownDouble browser window led to difficulties and confusion.


Key Finding #7:

Design Implications: Place 20-30 fields on the multiple code entry page. Fix the cursor problem. Fix the dropdown problem. Follow the BI User Experience Team’s standard error message format

Enter reward codes participant suggestions: Allow for more than 10 fields Cursor not automatically on the first field “Dropdowns” on entry fields not helpful Error message format not optimal


Key Finding #8:

Suggestion: Make it easier for these participants to get the

scanners and/or mailing envelopes they need.

Many high volume participants would like easier access to a scanner and/or mailing envelopes.


Key Finding #9:

Suggestion: Evaluate the feasibility of incorporating this new

feature.

Some users would like a “smarter” website that presents content based on user history and/or preferences.


Key Finding #10:

Design Implication: Keep the existing features that work well.

Many users presented positive feedback about the existing site.


The Details


Types of Companies Represented Airline Catering CompanySeafood CompanyMotel/HotelHotel RestaurantBakeryCasual Theme Dinner HouseMid-scale Family CafeteriaAmerican Legion RestaurantCorrectional Institution

N=25

Nursing Homes (2)Country Club Restaurant (2)Bowling Alley Restaurant & Bar (2)Supermarket Deli (2)Convenience Store (2)Vending/Coffee Service (2)HospitalElementary/Secondary SchoolCollege/UniversityCruise Company


Position in Company

8%

4%

4%

8%

16%

60%Manager

CEO/Owner

Buyer

Chef

Bookkeeper

Operational Coordinator


Years at Current Position

12%

32%

24%

12% 12%

8%

1 or Less 2 to 4 5 to 7 8 to 10 13 to 14 23+

Mean = 7

Median = 6


Age Range

14%

64%

22%

21 to 31 31 to 45 46-55

Mean, Median and Mode = 31 to 45 years range


Gender

Male49%

Female51%

(based on a survey sample of 292 names)


Time Spent at Work Using a Computer

0.27

0.07

0.07

0.07

0.13

0.07

0.335% or Less

10%

25%

50-51%

60%

70%

80%

A large number are infrequent computer users.


Comfort Level with Computers

0%

0%

20%

40%

40%Very Comfortable

Comfortable

SomewhatComfortable

Uncomfortable

VeryUncomfortable

Most describe themselves as comfortable with computers.


Monitor Size

33%

60%

7%

15" or Smaller 17" 19" 21" or Larger

Most appear to be using a 17” monitor, but many are using smaller monitors.


Screen Resolution

0%

50%

40%

10%

0%

640x480 800x600 1024x768 1280x1024 1400x1050

Most appear to be using an 800x600 screen resolution.

N=10 (5 participants did not know his/her screen resolution.)


Type of Internet Connection

24.7%

63.1%

12.2%

Dial Up Broadband Don't Know

N=704


Web Browser Used

3.0%

0.6%

2.0%

8.0%

23.4%

6.4%

31.3%

25.4%Internet Explorer 7

Internet Explorer 6

Internet Explorer 5.5

Netscape 7

Foxfire

Mozilla

Other

Don't Know

Most use Internet Explorer 6 or 7.


Have you ever purchased anything online?

8

2

Yes No

N=10


Frequency of Online Purchases

2

1

3

2

Daily Every 2 Weeks Once a Month 2-3 Times aYear

N=8


Websites Frequently Used

3

3

2

2

2

2

3

9

13Product Websites

Foodservice Rewards

Recipe Websites

Online Banking/Bill Pay

Mapquest

Other Food Service Sites

News Websites

Yahoo

Poker Sites

15 respondents, multiple answer capability


How often do you use foodservicerewards.com?

5.0%

11.2%

4.5%

43.3%

32.5%

3.4%Rarely (< 5 times/year)

A Few Times a Month

Weekly

Once Every Other Month

Once a Month

Daily

N=713


What tasks do you do most often on foodservicerewards.com?

15.8%

19.4%

0.6%

0.6%

14.3%

1.0%

48.5%Type in Reward Codes

Scan in Reward Codes

View My Statement

Shop for Rewards

View Participating Product Info

Other

Don't Use the Site

N=1422


Home: What can you do here?

Tasks on left navigation (8)Look at products/new products (7)Shop/Browse for rewards (4)Login (3)Enter reward codes (3)How it works (2)Contact Us (2)Log Out (2)Refer a friend and earn (2)

15 respondents, multiple answer capability

Find out about points/product (1)Earn up to 5,000 reward points (1)View how many points I have. (1)


Homepage:Selected User Comments

•Be able to enter codes from this page.

•List specials for bonus points on the homepage

•Show all new products, regardless of brand, instead of having us click on each logo individually for this. •Add pictures of rewards that are cheaper than normal on this page.


Average Number of Reward Codes Entered

2

7

2

1

1300 to 400

50

10 to 20

6 to 10

1 to 5


Enter multiple codes80%

20%

Found with No Difficulty Failed Task

N=10


Do you use the multiple code entry page?

27%

73%

No YesN=10


Do you have difficulties with the multiple reward code entry page?

80%

20%

No YesN=10


Suggestions for Improvement• Make the cursor automatically there on the first box.

• It's tedious to punch in all the numbers. Offer a bar code scanner as an easy first gift.

• I just felt you didn't have enough companies. For example, General Mills tends to be only selected products. High volume items are typically not included. Consider giving a lower point value to lower value/high volume items. They're limiting what they have.

• Put unit logos on the enter code page.

• "How do I get a scanner? It's too difficult to dedicate 3 to 4 hours a week to enter all these codes. [Participant then searched on the site for a scanner.] That's too high. Even the one for 12,000 points is too high.


Comments: Multiple Codes Feature•Not sure what scan them in means

•It would be a lot easier with a scanner.

•[Likes the auto tab feature]

•"Actually, it works quite well."

•I don't like the fact that if you mess it up you can't just back up, figure it out, and fix it.•The dropdown values feature for codes entered is not helpful -- because it's always something separate and different. "These things are basically useless."

•I like this page.

•"When I come to this page, put the cursor right there." [on the first field]

•"It's fine."


Comments: Multiple Codes Feature (continued)

•Scanning would be faster

•Editing errored codes instead of re-entering them would be helpful.

•When you enter about 10, it may take up to 30 seconds to process [on DSL].

•Let them know that you don't have to use the shift key and type in all capital letters. [She learned this by trial and error on her own.]

•"Maybe you could put more items on this page. Make it 25 or something." Or you could give the option up front of "Submit 1-10 or 20 -50 based on preference . [Have links on the previous page for 10-10, 10-20 or 20-50 codes.]


Find participating products.

100%

0% 0%

Found with nodifficulty

Found with somedifficulty

Failed task

N=10


Meaning of the underlined products100%

0%

Didn't know Knew what the underlininngmeant

N=6

Participant comment: These are probably the products they want to sell me.


Show how you shop for rewards.100%

0%

Click Shop for Rewards Button Knew what the underlininngmeant

N=6

Participant comment: These are probably the products they want to sell me.


Percentage who successfully explained how to shop for rewards:

N=14

100%


Shop for a CD Player.

0%

30%

20%

50%Performed task with no difficulty

Performed task with some difficulty

Performed task with muchdifficulty

Failed task

N=14


Comments: Shop for Rewards•[User went to the wish list.(2 users)] Wish List: That's not helping me. " I guess I'm not sure where to go.“

•"This is actually pretty difficult, unfortunately." A search for CDs included more than just CD items. Also, you have a 4200 one along with a 2100 one. You have to rearrange into descending value. "It comes in no particular order." Searching by value by default would be the best way for search results. [Wish list...product types...My Information...Search by Value...Merchandise...Audio...scrolled to find a CD player...product type dropdown...found a few CD players]

•"That's a good question.“

•I think even a computer illiterate person could do it. I like the search by value feature.


More Comments: Shop for Rewards

•Offer more rewards related to products you're buying: Ex. A Pillsbury Doughboy clock

•Unable to find a list of product categories

•Using the browser back button brought me back to the search page instead of the previously viewed product page.

•Not enough product choices

•Make search by value feature easier to find.

•Didn't know there were dropdowns on top navigation choices

•Q Bid -- I don't know what that is.

•I don't think most people would search by product number.


Find the program rules.

30%

40%

20%

20%Found with no difficultly

Found with some difficulty

Failed task: went to "How it Works"

Failed task

N=10


Find FAQs

40%

10%

50%Found with no

difficultly


Failed task

N=10


Enroll Another Employee

50%

30%

10%

0%



Found with much difficulty

Partial credit- went to "Refer aFriend"

Failed task

N=10


Retrieve Forgotten Password

20%

10%

0%

10%



Found with much difficulty

Partial credit- used the "NeedHelp?" link

Failed task

N=10


Change Password

10%

0%

20%

70%Performed task

with no difficultly


Found withmuch difficulty

Failed task

N=10


Change Email Address

0%

0%

0%

100%Performed task

with no difficultly



Failed task

N=10


Write an Online Comment

30%

0%

20%

50%Performed task

with no difficultly



Failed task

N=10


Observed Problem #1: Hard to get back to home from shopping• Some participants found it difficult to navigate back to the

Foodservice Rewards pages.

• Having two “Home” links was also confusing.

Participant Comments:

"I want to go to 'Home Home.'" [Browser Back used to try to get back to the Foodservice Rewards Home.] "Now

why do we have this?" "How do I get back to where I want to go?” Where's Home? That's a good trick.

[Participant entered "Home" into the search field without useful results. "You can't do that from here." [Participant clicked on the foodservicerewards.com logo without favorable results.] "It doesn't appear to me there's a way to get to home from this page. I'm stuck in this catalog. Is there a way out?"


Observed Problem #2: Horizontal Scrolling

Horizontal scrolling needed to log in (moving from user ID to password field) using an 800x600 screen resolution.


Observed Problem #3: Error Messaging

Problem: Multiple reward code entry: error messaging not on same page the user needs to be on to correct the errors

Proposed Solution: Consider a redesign of the error messaging with an error message at the top of the same page needing to be corrected and with specific indication of which areas need to be corrected.


Easiest Tasks14%

43%

14%

50%"My Profile" Tasks

Find participating products

Enter reward codes

Login

N=7


Most Difficult Tasks

1

3

2

1

1Change Password

Enter Multiple Codes

Getting back to home fromshopping

Get another employee to sign up

Shopping

N=8


Other Loyalty Programs Used

2

10

1

1

1

Boxtops forEducation

S&H GreenPoints

Frank's Red Hot

Uncle Ben's

None

N=15


Strengths of Other Programs

Easier. They reward you for submitting an invoice history.Easier, and the community gets involved


Weaknesses of Other ProgramsTakes too many points to get anythingNot sure how to cash in points


Selected Positive Comments• Initial page with brands on it is helpful.• It’s nice for the employees to have something to look forward to.• Points can be used to reward employees.Other features they like:• Seeing pictures in the shopping area• Posting of point totals • Ease of use• Being called by name• The value• Merchandise has been high quality.• Daily updates of point totals


Do you recall receiving the ExtraPoints newsletter?

45.2%

54.8%

No YesN= 704


Are you aware of the Foodservice Rewards special promotions…?

38.5%

61.5%

No YesN=704


How satisfied are you with the communication of the special promotions…?

4.0%

0.7%

29.1%

50.7%

15.5%ExtemelySatisfied

Very Satisfied

SomewhatSatisfied

Not Too Satisfied

Not at AllSatisfied

N=673


Have you ever contacted customer service?

70.3%

29.7%

No YesN=674


Result of last contact with customer service:

88.9%

2.9%

1.9%

6.3%CS Unable to help

CS Still working on it

CS Unable to help - but resolved

CS Resolved the issue

N=208


Which additional features or information would you like to have added…?

N=2,564

Food and menu topics (15.8%) Recipes (14.3%) A “What’s New” section (11.8%) New services or partners (11.2%) Detailed product information (9.4%) Info about how to better motivate… (8.5%)


Which additional features or information would you like to have added…? (continued)

N=2,564

Employment and management topics (7.6%)

Information about how to increase… (6.8%)

Administrative tools that help… (6.2%)

Information about how to stretch budget (6.1%)

Chat forum (1.8%)

Other (0.7%)


Participant Suggestions and Comments(a sample)

• Make it easier to enter points• Allow access to the catalog even if you don't have points.• It would be better if you didn't have to log in every time.• Entering the codes is tedious -- so why do it?• Indicate if shipping is included with the points. This is not

clear.• Include more product-related rewards.• Pop-up blocking with the reward catalog might be a problem

for some people. Some kind of warning might help.• Have more products and a wider selection of products


Comments & Questions

foodservice rewards feedback from user interviews & usability tests steve strickland,...

Documents

jeff slide

mary slide

survey information

primary food service

information architect

food service employees

large food service operation

fsr site