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Delivery Agent

Delivery Agent, Inc. is the leader in shopping enabled entertainment for television shows, movies, sports, and music videos. Delivery Agent created the market for shopping enabled entertainment by redefining how products SeenOn™ or related to entertainment content are cataloged, sold and measured online. Since early 2002, through its patent pending suite of technology applications, Delivery Agent has been facilitating and measuring revenue-generating connections between viewers and products.

The client needed a usability evaluation of the abctvstore.com shopping experience which they had recently built and launched for the ABC TV network. As the abctvstore.com experience involves "Seen On" items, "Fan Gear" items and "Media Products" items, the client was interested in determining how well their target audience understands the "Seen On" concept, especially in context with the other interrelated product segments. Also of interest was a comparison between the abctvstore.com experience and the seenonnbc.com experience, the latter of which involves only Seen On items and uses a cluster of dropdown navigation menus for category navigation.

I conducted a quick and dirty heuristic evaluation and subsequent user testing study to evaluate target users' perceptions of existing product segmentation and general usability of web shopping experiences for abctvstore.com and seenonnbc.com. A streaming USB camera was used with TechSmith's Camtasia Studio application to capture users' behavior on screen as well as the audio and video from each user as they completed the tasks and answered questions during the study.

Purchase Task 1
You are a fan of the ABC TV show "Alias". You are interested in buying the hard shell backpack you saw super-spy main character Sydney Bristow wearing in one of the episodes youíve seen. Please think aloud as you figure out how to find this item.

Purchase Task 2
Female ABC: You are a fan of the ABC TV show "Desperate Housewives". You are interested in buying the "Ya Ya Pants" you saw on your favorite character "Susan Mayer" in an episode that aired near the end of October 2005. Please use the site navigation (instead of the search engine), and think aloud as you figure out how to find this item.

Male ABC: You are a fan of the ABC TV show "Desperate Housewives". You are interested in buying the "Havana Joe Classic Boots" you saw on your favorite character "Mike Delfino" in an episode that aired near the end of September 2005. Please use the site navigation (instead of the search engine), and think aloud as you figure out how to find this item.

Purchase Task 3
Female NBC: You are a fan of the NBC TV show "Will & Grace". You are interested in buying the "7 For All Mankind" jeans you saw on your favorite character "Grace Adler" in an episode that aired near the beginning of October 2005. Please think aloud as you figure out how to find that item.

Male NBC: You are a fan of the NBC TV show "Will & Grace". You are interested in buying the "7 For All Mankind" jeans you saw on your favorite character "Will Truman" in an episode that aired near the beginning of October 2005. Please think aloud as you figure out how to find that item.

Final Comparison

Design Recommendation