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CONTENTS

P U R C H A S E W I S E LY

DISCOVERY SUMMARY COMPETITIVE ANALYSIS FUNCTIONAL + CONTENT REQUIREMENTS AUDIENCE + CLIENT RESEARCH PERSONAS SCENARIO USER TASK FLOWS SITE MAP INTERACTIVE MOCKUP - WIREFRAMES USABILITY TEST SCRIPT

User Experience Kanako Abe // Erin Chow // Francesca Ramos // Tye Warner


GREEN OWL: Discovery Summary

2

DISCOVERY SUMMARY KEY PROPOSITIONS

RESEARCH + FINDINGS

TARGET AUDIENCE

GREEN OWL is a mobile application designed

After conducting several interviews and a

Age: 25-40

for consumers seeking personal care products

competitive analysis we found that narrowing

Gender: Female

based on the criteria of product sourcing,

our scope would help propel our application

Ethnicity: Diverse

ingredients, reviews, price, business practices

in the right direction. Comparable market

Education: minimum of

and affiliations. This application will allow the

applications seem to focus on social causes,

Associates Degree

conscientious shopper to compare and select

product ingredients, and business practices

personal products they feel meet their ethical

but are not necessarily executing those

Salary: 40,000 - 90,000

and environmental standards by scanning

functions well, seamlessly or in depth.

the product barcode or initiating a database search.

We turned our focus to personal care products and hope to offer the consumer a few key purchasing points to guide their decision

GOALS 1. To help consumers choose personal products

process. Our target audience covets knowledge concerning ingredients, company

that are deemed safe, environmentally friendly,

practices, user reviews and price. By offering

cost-effective, and that have a proven track

the consumer a clear set of standards, ratings

record with other consumers

and comparable products we look to set

2. To become the “go-to� app for conscientious shoppers trying to make educated decisions 3. To provide users with a seamless scan

ourselves apart from the competition. Our product rating system would be based on an algorithm taking in consideration

and search shopping app that encourages

ingredients that are not approved in consumer

continued utilization and a positive user

products in Europe, world-wide scientific

experience

research, cancer research, and ingredient sourcing and production.

Location: United States, expanding into Canada, Europe, Asia, and other regions


GREEN OWL: Competitive Analysis - Features Grid

Buycott

GoodGuide

RedLaser

SkinDeep

/ info / faq

profile

(skincare, makeup, etc.)

(name, photo)

about

categories

product info

/ rating

(how it is configured)

product score

CONTENT FEATURES

3

rating info

product reviews

ingredients

health concerns

(cancer, allergy)

product price

/ stores

alternative product suggestions

• •

certifications

corporate family tree

company info

scan history

conflicting issues

/ trending activity

newsfeed


TECHNICAL FEATURES

GREEN OWL: Competitive Analysis - Features Grid

browse

bookmarks

Buycott

GoodGuide

RedLaser

SkinDeep

scan

search

/ explore

filter

sort

/ favorites

compare products

share

4

/ brands

/ social media integration

messages

report inaccuracies


GREEN OWL: Competitive Analysis Summary

5

BUYCOTT Buycott helps the user learn about

PROS

CONS

the social impact of the products he

• overall look consistent

• lack of products listed

buys and allows the user to define his

• good quantity and quality of

• hard to get an idea of how many

spending to support causes that he cares for or to oppose those that he does not. Once a product is scanned, the product name and the conflicting/ supporting campaign is shown along with information about the parent company and family tree the brand belongs to.

information provided • clear and modern UI/UX design (icons, labeling, images, readable text that is not too long) • easy scanning with feedback and lights

campaigns there are (no “list view“ of campaigns) • cannot search by typing in product name • hard to search for campaigns (more likely that a user would randomly

• slides in ‘Featured’ section

come across something that

• browse or sign-up options

interests him/her)

• can share campaigns easily • newsfeed

• the “shake phone for random products” function seems extra and unnecessary


GREEN OWL: Competitive Analysis Summary

6

GOODGUIDE GoodGuide allows the user find safe, healthy, green and ethical product reviews based on scientific ratings.

PROS • substantial quantity and quality of information provided

CONS • data adequacy • “featured store” does not work all

Products are rated on a 0 to 10 score

• clean and modern UI/UX design

the time and is also “sponsored”

by health, environment, and social

• user-friendly

which can feel untrustworthy

impact. Once a product is scanned or searched for, a photo of the product is provided along with a score, rating info, certifications list, product price, where to buy it, alternative product list, and ingredients list.

• browse or sign-up options • ingredients legend showing high, medium, or low health concern or controversial ingredient • able to connect to 3rd party to buy product online or find out which stores stock the item


GREEN OWL: Competitive Analysis Summary

7

REDLASER RedLaser allows the user to

PROS

compare prices from the brands and

• generally a clean UI/UX design

merchants.

• geo location for deals

Once a product is scanned, a photo and description of the product is provided along with reviews, share option, favorite option and price.

CONS • lack of products and product nfo listed

• scan first option

• app crashes often

• history, favorites, and customized

• geo deals does not work

list views • ability to scan in frequent buyer card numbers • ability to see store alerts

consistently • not many reviews of products


GREEN OWL: Competitive Analysis Summary

8

SKINDEEP SkinDeep is an application that allows users to scan a barcode or search for personal-care or cosmetic products

PROS • ingredient list that has use restrictions

CONS • does not have an extensive database

that contain ingredients that are

• hazardous ingredient list and score

• app is not user-friendly

considered unsafe.

• easy to scan a barcode

• unable to purchase item in-app

• product rating

• does not give suggestions for

Once product is scanned, a photo of the product is provided along with a safety score and legend. Cancer, Developmental/Reprotoxicity, and Allergy are the categories under “Health Concerns.” Ingredients that have restrictions are also listed along with a hazard score and legend.

• Favorites/History option

alternative products • does not give retail prices • no user reviews • cannot cancel out of “scan” mode once activated


GREEN OWL: Functional + Content Requirements

9

FUNCTIONAL • Product Scan feature • Side-by-side product comparison feature with

priority

• Rating System Legend: Ethical ratings determined by set standards dictated by app

categories based off of user’s set preferences

• Product information ranging from price, compa-

• Search system that categorizes products by user

ny information, user reviews, and ingredients

interest

HIGH

CONTENT

• Ability to filtev of what ethical means found in user preferences • Ability to provide options to buy/order the product online through mobile phone • Ability to rate and review products, or to aggregate this information from other sites

• Provide alternative products to the products originally searched for by the user • Product Ingredients: provide clear, easy to understand information on each ingredient in the product • A clear rating system that states whether a product is safe or toxic • Product Categories • Company Family Tree that provides transparent information to each company

• Ability to store preferences: ‘bookmark’ or ‘favorite’ a product or save filter settings through login/ profile

LOW priority

• Scan History • Login/Profile where the app can store the user’s buying/search preferences

• Newsfeed for articles relevant to products or companies that the user is interested in • Display certifications of each • Display alternative stores (online/retail) where the user can purchase a certain product • Coupons • Dashboard displaying user preferences • Feature products that have consistently good ratings for each product category


GREEN OWL: Audience + Client Research

10

INTERVIEW 1 LILY / 23 / SF What does ethical shopping mean to

to be environmentally conscious, then

much of a carbon footprint the company

you?

you can buy goods that are second hand

leaves, animal testing

Being aware of your purchases and being

- that is environmental shopping. When did you become aware of ethical

conscious of what you buy. Do you use ethical products or buy ethi-

shopping?

What do you consider ethical shopping

cal brands?

3 years ago, from articles I read

practices?

I try to, but they’re very expensive -

Supporting local businesses; being

Everlane, Crossroads, refill shampoos at

Do you prefer to shop at particular loca-

conscious of what you have; fair wages,

Green 11.

tions when buying certain ethical products, or are they usually convenient for

materials sourcing; power/labor; output; it’s not fast fashion where you’re churn-

Do you currently use an app or website

you to find anywhere?

ing out closet after closet; being aware of

that tells you about which products are

Crossroads! Artisans, local businesses, I

companies and their reputation; knowing

ethical/non ethical? Do you research?

just get it online

where things came from. There’s also

Sometimes I do, for soaps and stuff. Like

a level of ethicalness that even if you

chemicals in soap.

What are the ethical products that you buy?

support local businesses, you must ask “where do they source their goods?”

What factors do you consider when you

They could be buying it from a cheap

buy a product?

manufacturer to produce their goods

Price, style (clothing), history of the

which leads to another level of ques-

brand, tags “this is made from recycled

tions. How deep do you want to go? How

blah blah blah”, transparency story in

ethical do you want to go? If you make

their product, ingredients

handmade goods you’re supporting their labor but where does their material come

What issues do you care about when

from? That’s reflected in the cost of their

shopping for this kind of product?

goods. If you’re unable to make those

My recycled shoes SSEKO, environment,

type of purchase decision and you want

labor, material/ingredient, chemical, how

Organic/free range


GREEN OWL: Audience + Client Research

11

INTERVIEW 2 ANNE / 35 / SF What do you consider “ethical

shopping for this kind of product?

contain carcinogens, toxins, and

shopping”?

Ingredients, sugar content, and location

falsehood ideation of “natural.”

Fairtrade - how it is made vs how it

it is sourced from. Please rank the following factors in your

effects the environment; People vs When did you become aware of ethical

ethical shopping decisions 1-8? [1 being

shopping?

most important, 8 being least]

What are ethics?

I became aware during college visiting a

• 1 Ingredients

A value system used to do what is right

fairtrade store.

• 8 Animal testing

Environmental factors.

according to your individual compass.

• 6 Worker conditions Do you prefer to shop at particular loca-

• 7 Company practices

Do you use “ethical” products or buy

tions when buying certain ethical prod-

• 2 Organically produced

“ethical” brands?

ucts, or are they usually convenient for

• 3 GMO’s

I buy organic mainly, and I know there

you to find anywhere?

• 5 Carbon footprint

are no pesticides in my products. It’s a

Selective stores that happen to be

• 4 Locally produced

step in the right direction.

available here in SF but not necessarily easy to find elsewhere.

Do you currently use an app or website

How much time do spend on the internet each day?

that tells you about which products are

What are the ethical products that you

ethical/nonethical?

buy?

No

Home cleaning products and personal

What kind of computer do you use?

care items such as makeup, shampoo,

Desktop PC 80% / MAC 10% / iPhone

conditioner and lotion

10%

Have you ever stopped purchasing a

What are your most used apps?

product for ethical reasons? If so why?

Huffington Post, Facebook

What factors do you consider when you

8 hours per day - Email 60% / Other 40%

buy a product? Ingredients; pricing What issues do you care about when

Yes; Tom’s and Burts - because they


GREEN OWL: Audience + Client Research

12

INTERVIEW 3 KAREN / 34 / AZ What do you consider “ethical

On Amazon, I look at user reviews; how

buy? Arbonne, Essential Oils (for home

shopping”?

many reviews; pricing; shipping time;

cleaners, laundry)

True (not false) advertising by a business

return policy, specifications Have you ever stopped purchasing a

- if the sale is legit/legal; no knockoffs unless it is advertised that way; if the

When did you become aware of ethical

product for ethical reasons? If so why?

business is listing the correct ingredients

shopping?

Yes, if “ethical” means non-toxic and

in a product

I became aware about 5 years ago when

safe for use, because I did not want

I was introduced to Arbonne. I was look-

my children to absorb toxic and

Do you use “ethical” products or buy

ing for something better than Johnson &

cancerous ingredients. I have not

“ethical” brands?

Johnson products during my pregnancy.

stopped purchasing products becuase

If “ethical” means the company does not

of manufacturing conditions or business

endorse sweatshop conditions, I’m not

Why do you use Arbonne products /

sure if I do, however, I try to avoid prod-

essential oils?

ucts from China because their standards

Philosophy; ingredients; promise for

How much time do spend on the

are not as stringent (they use formalda-

cancer-free ingredients; tried the product

internet each day?

hyde; products smell like toxic chemi-

and they worked for me; no chemicals

4 hours per day

when buying toys and products but not

Do you prefer to shop at particular

What kind of computer do you use?

for shoes and clothes.

locations when buying certain ethical

Desktop PC 75% / MAC Air 10% /

products, or are they usually convenient

iPhone 15%

practices.

cals). For my kids, I’m particularly careful

Do you currently use an app or website

for you to find anywhere?

that tells you about which products are

I shop online 95% of the time and buy

What are your most used phone apps?

ethical/nonethical? No

Arbonne products and oils online. In per-

Messages, Facebook, Camera, Maps,

son, I shop at Target or Costco.

Clear (list maker), Juice Jam (game),

What factors do you consider when you buy a product?

Weather What are the ethical products that you


GREEN OWL: Audience + Client Research

13

INTERVIEW 4-7 NORIKO / STEFAN / KIRSTY / ARON

Japanese

Swiss

British

Canadian

What do you consider “ethical

criteria are “ethical” or “treehugging”

business practices, causes, pricing, how

shopping”?

type brands. For example, if I look for a

well it works, user reviews

N: People involved in from manufacturing

chocolate spread that doesn’t use palm

S:

or growing to selling are all paid fairly,

oil, an “ethical” brand might be my only

• Ingredients: Yes, this is probably the

and they are not forced to work.

option.

most deciding factor. I try to spot

The processes of creating items and

K: Where I can, yes. Especially things like

ingredients which I believe can be sus-

delivering any ingredients are kept to

coffee/body products like soaps etc. i.e.:

tainably sourced.

minimal environmental influence.

the types of products that are known to

S: Purchasing products that, to the best

be often less ethical normally.

usually know how check for this other

of my knowledge, have the least amount

A: Yes, shop locally, family-owned, Try

than seeing where it originates from.

of negative impact ecologically and

not to buy at big corporate & chain

Buying Local products seems like a

socially.

stores (such as Walmart)

correct ethical choice to me as well.

K: I suppose shopping to buy products

• Manufacturing conditions: I wouldn’t

• Business practices: If I knew a product

that don’t exploit anyone, that use more

Do you currently use an app or website

was made by a company that has a

natural / eco friendly ingredients etc.

that tells you about which products are

bad ethical record I would avoid it.

A: Buying products that don’t pollute

ethical/nonethical?

environment, shipped from far away

N: GoodGuide

uct was affiliated with a company that

unnecessarily, made by a company to do

S: Google usually

has a bad ethical record I would avoid

good for the society

K: No. That would be useful!

it.

A: No, instead I tend to do most of my

• Affiliations: Similarly, If I knew a prod-

• Causes: No. While I do care for certain

Do you use “ethical” products or buy

shopping at stores where they focus on

causes, let’s say for example, “Save the

“ethical” brands?

ethical products

Elephants”, it rarely influences my pur-

N: I try to but not always.

chasing decisions even if the product

S: I usually don’t seek out specifically

What factors do you consider when you

ethical brands, but it will occasionally

buy a product?

• Pricing: Yes

happen that the products that meet my

N: Ingredients, manufacturing conditions,

• How well it works: Yes

claims to support Elephants.


GREEN OWL: Audience + Client Research

14

INTERVIEW 4-7 NORIKO / STEFAN / KIRSTY / ARON Japanese

Swiss

British

Canadian

shopping?

food items at local supermarkets and

N: I became aware when I learned about

farmers’ markets, but it is difficult to find

K: I’d like to think all of the above, but

those issues in class, by watching docu-

ethical clothing items that I like and are

honestly I mostly consider:

mentaries, by people handing out infor-

reasonably priced.

• Ingredients

mation and by product advertisement

S: My main location for ethical products

• Manufacturing conditions

such as “free range” in eggs and “fair

would probably be ‘Whole Foods” and

• Pricing

trade” in chocolates.

“Berkeley Bowl”.

• User reviews

S: At an early age, especially in regards

K: Whole foods I suppose for daily items.

to the environment. However, I started

I don’t really know of anywhere else you

What issues do you care about when

applying more scrutiny to the products I

can truly trust without researching each

shopping for this kind of product?

bought only recently (ca. age 28) af-

individual item.

N: Working conditions of people making

ter living in California and being more

A: Rainbow Grocery, Farmer’s market

products, living environment of animals

exposed to other ethically conscious

producing, environmental effects from

people around me.

Roughly how much time do spend

delivering

K: I think when I was a teenager and

online each day?

S: For groceries: How much does it affect

became more in tune to my place in the

N: 20 hours/week

the environment. (Is the packaging plas-

world

S: 10.5 hours/week

tic or paper? Can this be bought in bulk?

A: After taking a social studies class in

K: 1 hours/day max

Travel distance: Is it locally sourced/made

highschool; started to buy ethical prod-

A: 10 hours/week

or did it have to travel halfway across

uct once I bought my own stuff

• User reviews: Very much so, when shopping online of course.

What devices do you use? Mobile or

the world) For everything else: Does the brand have a good reputation ethically?

Do you prefer to shop at particular loca-

computer?

Is there a similar product available that’s

tions when buying certain ethical prod-

N: iPhone; both

manufactured locally instead of abroad?

ucts, or are they usually convenient for

S: iPhone; both; streaming TV

you to find anywhere?

K: iPhone; laptop

N: It is becoming easier to find ethical

A: iPhone; work/home computer

When did you become aware of ethical


GREEN OWL: Audience + Client Research

15

INTERVIEW 4-7 NORIKO / STEFAN / KIRSTY / ARON Japanese

Swiss

How do you shop for your personal care products? Online or at a particular store? N: Brick & Mortar: Bed Bath & Beyond, Target, Bath & Body Works, Costco, Sephora; Online: Amazon, Birchbox S: Whole Foods, Kiehl’s, Walgreens K: Whole foods; Online: Amazon, some other specific shops A: local shops or Rainbow Grocery What are your most used apps? N: GoodGuide S: Websites: Reddit, Youtube Surfline Apps: Instagram, Waze, WhatsApp K: Whole foods, IO Spa, Ren Skincare, Neal’s yard, Amazon A: Youtube, Instagram, NYTimes

British

Canadian


GREEN OWL: Primary Persona

16

KELLY P. “To me, ethical shopping means buying products that are harmless and non-cancerous to my family.” DEMOGRAPHICS

MOTIVATIONS

Female, Married, Pregnant

Kelly is motivated everyday by creating a healthy

33 years old

environment and lifestyle for her family. She is

Lives in San Francisco, CA

pregnant with her first child and is looking for

Filipino-American

alternative products to use that are truly free of

B.S. Engineering

toxins and chemicals. She has read in health articles

Electrical Engineer

that many consumer products contain ingredients

$85,000 salary

that are not regulated by the government and are

GOALS

unsafe for the body. Kelly wants to find products DEVICES & PLATFORMS iPhone

like baby shampoo, body wash, cleaners, detergents, cosmetics, etc. that will not harm her baby or cause allergies or rashes.

Tablet

• to search quickly for products by barcode or name • to read reviews about products in one place • to be informed of all hazardous ingredients in a product • to find an app that suggests a safe product alternative or brand • to be informed about recent research and findings regarding healthcare

Safari

TECH SAVVY Beginner

VALUES Expert

INTERNET USE Rare

Frequent

PERSONALITY

ingredients

pricing

• Open-minded

• Health-conscious

manufacturing conditions

how well it works

• Calm

• Adaptable

business practices

user reviews

• Well-read

• Decisive

affiliations

locally produced

causes


GREEN OWL: Secondary Persona

17

CLAIR B. “I want to know more about the products I purchase.”

DEMOGRAPHICS

MOTIVATIONS

Female, Single

Having worked on a number of documentary films

26 years old

related to social issues, Clair understands how often

background of companies and

Lives in Los Angeles, CA

change starts from the subtle, small steps a person

products in one place

Belgian-American

takes. She’s confident that her everyday choices

• to read reviews about products

B.A. Film Studies

can make a statement and looks for an easy way to

Assistant Film Producer

obtain information that can help her with decision

• to be informed at all times even

$55,000 salary

making. She is constantly on-set and uses her phone

GOALS

often to research subject matter and coordinate her DEVICES & PLATFORMS iPhone

schedule. She is often grabbing products in various corner stores or markets near the location where she

• to easily learn about the

while travelling to different film locations • to trust and rely on the app she uses

is working.

Desktop Chrome

TECH SAVVY Beginner

VALUES Expert

INTERNET USE Rare

Frequent

PERSONALITY

ingredients

pricing

• Curious

• Independent

manufacturing conditions

how well it works

• Determined

• Enthusiastic

business practices

user reviews

• Organized

• Optimistic

affiliations

locally produced

• Self-starter

causes


GREEN OWL: Tertiary Persona

18

RUSS C. “I try my best to buy organic local goods, if possible.”

DEMOGRAPHICS

MOTIVATIONS

Male, Engaged

Russ is a conscientious citizen who likes to do his

37 years old

part when he can. Russ believes in purchasing

Lives in Phoenix, AZ

products that are made with “real” organic

• to compare pricing

Argentinian-American

ingredients. Russ also likes to support goods that

B.S. Nutrition

are produced locally. In his busy world it can be hard

• to find out where particular items

Caterer

for him to find all of the facts he cares about. Russ

$50,000 salary

does consider the price of the products he buys so

GOALS

being able to look at comparable goods would be DEVICES & PLATFORMS iPhone

• to find out the truth behind ingredients

are produced / locally or imported • to make sure what he is eating is safe

ideal. Russ believes he can make his world better buy supporting those around him.

Desktop Safari

TECH SAVVY Beginner

VALUES Expert

INTERNET USE Rare

Frequent

PERSONALITY

ingredients

pricing

• Analytic

• Knowledgeable

manufacturing conditions

how well it works

• Pragmatic

• Mellow

business practices

user reviews

• Creative

• Caring

affiliations

locally produced

• Foodie

causes


GREEN OWL: Scenario

19

SCENARIO 1. Kelly, a 33-year-old electrical engineer

ones she’s read about, and she’s not sure

new product. She wonders if it’s an even

and soon-to-be mom, is at Target run-

which of the two products are better

better alternative than her usual, trusted

ning errands on her way home from work

than the other.

toothpaste brand. Since her usual tooth-

on a Wednesday night. The house is out

paste is sold out and there’s nothing

of toothpaste, and she knows exactly

4. Kelly looks at her smart phone. She

what brand to get. This should be a quick

figures that googling these companies

through the search feature in the app

grocery trip, she tells herself.

would take a while. Then she remembers

and does a side-by-side comparison. “In-

that she just recently downloaded an app

teresting. It’s really similar in ingredients,

that tells her which products use only

but looking through the user reviews, this

hygiene aisle, she’s surprised to see

safe and healthy ingredients and decides

new product seems really reliable. It’s

that her trusted toothpaste brand is

to use it on the two toothpaste products

also manufactured in Mill Valley? That’s

sold out! “Uh oh. I can’t buy these other

she holds in her hands.

not too far from here... and it’s actually

2. Once Kelly arrives at the personal

toothpaste brands. I bet 90% of these

to scan, Kelly searches for the product

less expensive than the toothpaste I usu-

have triclosan, sodium laureate sulfate,

5. Kelly opens the app and scans Prod-

and all these other things I don’t want

uct 1. Some information pops up about

in my body.” Kelly doesn’t mind read-

the product. Since she’s looking to

7. Kelly placed her toothpaste in her

ing through the labels to make sure she

compare products, the app asks whether

basket, and made an educated and eth-

purchases a good alternative, but she

she’d like to scan a comparative product.

ical decision within 10 minutes. “That’s

also needs to prep dinner before Dan,

“Yes I would!” she says. Kelly proceeds to

done! Now what kind of pasta should I

her husband comes home. She needs to

scan Product 2. Her screen shows infor-

make tonight?”

make a quick, educated decision.

mation on both products, with ingredi-

3. Kelly scans the shelves. She picks up

ents used side by side. Looks like they’re pretty similar, but this one on the left has

two brands that sound familiar from the

less warnings than the one on the right.

articles she’s read online about safe and

It’s clear which one I should get.”

health-conscious brands, but she can’t remember where she read those arti-

6. She’s seen this brand before, but

cles from to make sure that they’re the

Kelly has never seriously looked into this

ally buy! Great!”


GREEN OWL: User Task Flow

20

SCANNING A PRODUCT

Scanning & Comparing a Product

Automatic Scan

Store Scanned Item on Panel

YES

Scan Error

Enter Product Info

Scan Another Product?

NO

LEGEND

Show Multiple Product Description

Show Product Description

Terminal

System Decision

Save Info to History

YES

Dashboard

NO

Scan Again

System Action

Database

User Input

Description

Multi-Page Description

User Action

User Decision

Download


GREEN OWL: User Task Flow

21

ONBOARDING Onboarding

Intro Slides

Ask User to Select Preferences

LEGEND

Sign Up Terminal

System Decision

Dashboard

System Action

Database

User Input

Description

Multi-Page Description

User Action

User Decision

Download


GREEN OWL: Site Map

22

SITE MAP Home

Scan Products

Enter Manually

Scan with Camera

Product Page

Log In/Out

Browse Categories

Dashboard

Dental

User Preferences

Hair Care

Saved Products

Makeup

Scan History

Facial

Body

Other


GREEN OWL: Interactive Mockup

WIREFRAMES - ROUND 1

23


GREEN OWL: Interactive Mockup

WIREFRAMES - ROUND 1

24


GREEN OWL: Interactive Mockup

WIREFRAMES - ROUND 1

25


GREEN OWL: Interactive Mockup

WIREFRAMES - ROUND 2

26


GREEN OWL: Interactive Mockup

WIREFRAMES - ROUND 2

27


GREEN OWL: Usability Test Script

28

USABILITY TEST SCRIPT • What are the highlights you look for in these applications? Hi, ________, my name is __________, and I’m going to be walking you through this session today. Before we begin, I have some information for you, and I’m going to read it to make sure that I cover everything.

• What kinds of things would you hope to gain from viewing these sites or apps? • Roughly how many hours a week would you say you spend using the Internet, including Web browsing and email?

We asked you here today to help us test the our new shopping application to make sure that everything works as we intended. The session should take

• And what’s the split between email and browsing—just a rough percentage?

about 20 to 30 minutes.

• When you hear the term “ethical shopping” what comes to mind?

The first thing I want to make clear is that we’re testing the website, not you.

Thank you, that’s great. We’re done with the questions, and we can start

You can’t do anything wrong here. In fact, this is probably the one place today

looking at things.

where you don’t have to worry about making mistakes. [Open GREEN OWL on your mobile device] Now I’m going to ask you to try As you use the site, I’m going to ask you as much as possible to think out loud:

doing some specific tasks. I’m going to read each one out loud. We’ll learn a lot

to say what you’re thinking. This will be a big help to us. Please don’t worry

more about how well the site works that way.

that you’re going to hurt our feelings. We’re doing this to improve the site for all of our users, so we need to hear your honest reactions.

• First tell me what you think of the initial appearance of the app. • Now can you find the scan option?

If you have any questions as we go along, just ask them. I may not be able to answer them right away, since we’re interested in how people do when they

• Great. Now let’s say you are looking to compare brands of toothpaste. Can you scan the Nature’s Gate toothpaste barcode for me?

don’t have someone sitting next to them to help. But if you still have questions

• Now let’s scan a Tom’s Fluoride-Free toothpaste box.

when we’re done, I’ll try to answer them then. If you need to take a break at

• So it looks like that barcode is not working. Is there another way to search

any point, just let me know.

for Tom’s Fluoride Free? • Ok. Can you identify the differences between each product?

Do you have any questions so far? Before we look at the app, I’d like to ask you

• Which product seems like the healthiest choice?

a few quick questions: [Allow the participant to proceed until the task is complete or the participant • Do you use any mobile applications regularly? If so which ones?

becomes frustrated. Repeat for each task or until time runs out.]

• Do you currently use any shopping applications or websites?

Well that’s all of the tasks we have for you today.

• What are the highlights you look for in a shopping app? • Do you use any site or application to find what you consider to be healthy products?

Thanks, ________! That was very helpful. Do you have any questions for me, now that we’re done?

Green Owl Process Book  

Green Owl is an app that helps you purchase ethical items.

Green Owl Process Book  

Green Owl is an app that helps you purchase ethical items.

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