A user experience evalutation and redesign geared towards improving customer experience for Wendy's website

Date of Publication

2018

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Industrial Engineering

College

Gokongwei College of Engineering

Department/Unit

Industrial and Systems Engineering

Thesis Adviser

Jazmin C. Tangsoc

Defense Panel Chair

Rosemary R. Seva

Defense Panel Member

Alma Maria Jennifer A. Gutierrez

Abstract/Summary

Several fast food companies have been utilizing a website as its online counterpart to deliver its services and reach its customers. The fast food website contains information about Wendy's including its history, mission and vision, a list of latest products with brief description, store branches, career openings, food delivery, and contact information.

The research only focuses on the food delivery component of the website where the customers can view Wendy's online menu and place order. To study the food delivery function of the website, an initial usability test was conducted to assess the current website. Thirteen usability tasks were established such that test respondents will explore different parts of the website's online delivery function. The test respondents were all part of Wendy's target market range, were ensured to be financially capable of a purchase, and have had previous experience in using the website.

Through this study, the researchers were able to identify problem points in Wendy's online delivery website which affect the effectiveness, efficiency, and satisfaction of its users. Metrics used to evaluate the website's usability include errors, completion rate, total time in performing the task, number of clicks, SUS scores, and SMEQ rating. In addition to the metrics, a pre-test and a post-test survey was conducted to obtain qualitative information from the gathered respondents. With these, it was identified that content organization, headings, titles, and labels, and screen-based controls of Wendy's online delivery website caused difficulty among the users. Thus, the study aims to identify the causes of usability problems in the website that affects content organization, headings, titles, and labels, and screen-based controls and to redesign the website through the incorporation of usability dimensions and attributes in alignment with the customers' needs and wants.

Alternative design for Wendy's online delivery website were then developed based on literature and test findings. With three main factors to be considered in developing alternatives and in consideration of a full factorial experiment design, eight websites were designed to incorporate combinations of the three factors and their high or low settings. These websites were tested through usability testing respondents of this testing follow the same background as in the initial testing conducted. Performance metrics gathered in the study were the same of that in the initial usability testing to ensure a uniform basis of comparison.

Having analyzed the results with design expert, an alternative was chosen to be the best among the eight design alternatives for Wendy's online delivery website. It was found that not all the three main factors causing difficulty among its users were significant in improving's each of the performance metrics, but each of the factors were found to be significant in improving's at least on the performance metrics. Thus, the three main factors, content organization, heading, titles, and labels, and screen-based controls, were all found to be significant in improving the usability and user experience with Wendy's online delivery website.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU17266

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

xvii, 257 leaves : illustrations (some color) ; 28 cm.

Keywords

Web site development; Web sites; Wendy's

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