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

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 branch...

Full description

Saved in:
Bibliographic Details
Main Authors: Chiong Maya, Marjorie A., Sia, Wendy Gail C., Tiu, Rendell Heindrick A., Seva, Rosemary R.
Format: text
Language:English
Published: Animo Repository 2018
Subjects:
Online Access:https://animorepository.dlsu.edu.ph/etd_bachelors/10035
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: De La Salle University
Language: English
id oai:animorepository.dlsu.edu.ph:etd_bachelors-10680
record_format eprints
spelling oai:animorepository.dlsu.edu.ph:etd_bachelors-106802021-08-25T06:00:50Z A user experience evalutation and redesign geared towards improving customer experience for Wendy's website Chiong Maya, Marjorie A. Sia, Wendy Gail C. Tiu, Rendell Heindrick A. Seva, Rosemary R. 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. 2018-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_bachelors/10035 Bachelor's Theses English Animo Repository Web site development Web sites Wendy's
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic Web site development
Web sites
Wendy's
spellingShingle Web site development
Web sites
Wendy's
Chiong Maya, Marjorie A.
Sia, Wendy Gail C.
Tiu, Rendell Heindrick A.
Seva, Rosemary R.
A user experience evalutation and redesign geared towards improving customer experience for Wendy's website
description 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.
format text
author Chiong Maya, Marjorie A.
Sia, Wendy Gail C.
Tiu, Rendell Heindrick A.
Seva, Rosemary R.
author_facet Chiong Maya, Marjorie A.
Sia, Wendy Gail C.
Tiu, Rendell Heindrick A.
Seva, Rosemary R.
author_sort Chiong Maya, Marjorie A.
title A user experience evalutation and redesign geared towards improving customer experience for Wendy's website
title_short A user experience evalutation and redesign geared towards improving customer experience for Wendy's website
title_full A user experience evalutation and redesign geared towards improving customer experience for Wendy's website
title_fullStr A user experience evalutation and redesign geared towards improving customer experience for Wendy's website
title_full_unstemmed A user experience evalutation and redesign geared towards improving customer experience for Wendy's website
title_sort user experience evalutation and redesign geared towards improving customer experience for wendy's website
publisher Animo Repository
publishDate 2018
url https://animorepository.dlsu.edu.ph/etd_bachelors/10035
_version_ 1772834849603715072