Richardson Website Analysis

Hello. My name is eric Jensen and this is my research project I did for Richardson.

This is their website analysis.

Um in this presentation,

we're gonna be going over the four main chapters from this from this project,

the introduction, research methodology,

findings and then the discussion of the findings

which will be diving into

got the most of the

of information here. We're gonna start with introduction.

And so essentially how a company manages its customer relations is the crucial

factor in the success of the company in managing the customer relationships,

maintaining them is what's important a number

of online users continue to increase.

And alongside the pandemic,

the number of online users and shoppers is only increasing exponentially.

Businesses are also in time through this realizing

that they don't need to do all of their work in office.

They can they can do a lot of their work from their computer, from their tablets

etcetera.

Again, just increasing the number of people that are online,

doing their online shopping from their computer

or their tablet rather than reaching out,

going to the store, calling etcetera.

Um And the website itself is an important aspect in managing

and maintaining the customer relationships as it gets a lot of as

it gets a lot of traffic and improving the website is an

important piece in keeping up to date in the competitive market.

Um as from one of the resources K is mile 2019, a company will always be looking

how to improve their website

and through website and customer analysis.

A company can attempt to measure their success.

That was some rest from that from that source,

going back to the company a little bit more.

Richardson started as Richardson Sports this,

they started with a focus on baseball equipment and they

were they were known there was a very popular company.

Richardson Sports was everywhere.

Their baseball comment from T ball, you know,

up until a professional league essentially.

Um they were focused on baseball until essentially

found an opportunity to go and sell licensed

corporate and collegiate headwear, hats etcetera.

Um and that's where their focus actually remains today.

Now solely Richardson has released the beta version of their new website

for their users and they want to gather information about the new website

um from their users,

Richardson wants a better understanding of their users also

um in terms

to improve their website before they release it to the public,

which won't only better benefit them,

but it will benefit the users and in turn benefit conversions,

increase conversions.

So research questions on the next slide,

but the research questions here are prompted

um to learn about Richardson's new website,

customer experience and gather information from the users to better it.

Um the questions um asked sorry the questions to answer what the users are doing,

thinking before, during and after the process are stated,

what is the customer experience on the website?

Sorry,

what is the customer experience on the website?

What are the users behaviors on the website

and what are the users opinions on the website?

And lastly, what is the overall rating of the website?

Through creating a distribution of a survey

and gathering data from the respondents.

The analysis of data will give light to the answer to

the questions assisting Richardson making

business decisions regarding their website.

Um, the next chapter we have here we're gonna be going into is research methodology.

Research methodology.

Sorry. The purpose of this study was to gather data from the new website.

Users to learn about their behaviors and

opinions through their responses from a survey.

Data gathered will assist in making business decisions

regarding their new website before public release.

The process of research first started with

the creation and distribution of a survey.

This survey was then distributed to 20 or

distributed to 90 sales representatives of Richardson.

The participation in the survey was completely voluntary and anonymous.

Left Anonymous.

Um

Going into the limitations of the study.

However, most of them involved with the sample,

the first one being the size of the

sample with 90 sales representatives being surveyed.

It's obviously not all of Richardson's users. However, it isn't, it is a

big enough number to gauge the important to use

their answers as what is important about the website.

We don't,

we're not gonna assume that just because these people aren't there general

users that what they're saying isn't going to benefit the general users.

Um Again,

another limitation to relating to the sample

is the timeliness in which they respond.

obviously it is hoped that the recipients respond promptly,

but it's not guaranteed again, as it was voluntarily as it was voluntary.

Sorry,

another limitation that was not as crucial was the

obvious difference in personal preferences from person to person.

This was understood and slightly relieved by weighing the

number of similar responses against those without similarities.

As I stated earlier,

the

people who the responses that have a lot of,

there's a question that have a lot of responses that are similar, that similarity,

that aspect that they are all talking about will be the primary focus.

It's not to say that aspects of the website that don't have

a lot of responses from users aren't going to be important.

It is just it is more obvious when

there's a bunch of users stating one issue to go with

that issue than to focus on one of the outliers issues.

For example,

Another limitation of this study is the user's ability to remember everything um

as well as they won't have visited every aspect of the website.

So this could lead to potential over looking at some aspects of the website.

But hopefully again,

we hope to reduce this worry by comparing questions to one another

to the, to the respective questions if there are grouped in pairs, etcetera.

Um Specifically we'll get into later the

use questions to their respective rating questions.

Um this study being only for the client and not for research writing purposes,

representing purposes is formatted to be completely anonymous.

The survey will be collecting well sorry,

the survey will not be collecting emails from the participants of the survey.

It is all voluntary and involuntary has stated.

The survey itself contains 40 questions.

These questions come in two different formats,

the first format being scaled 1 to 10,

1 being poor, 10 being excellent or in some cases one being strongly disagree,

intend being strongly agreed.

Um And the second type of format would be open ended, short answer questions,

hoping to get a little bit more insight on the user's opinions of set aspects.

So all these questions within the categories are

within the survey are put into categories.

These categories, there's five categories there, general usability, content,

design, navigation, dashboard order,

process and performance and lastly miscellaneous.

This grouping prior to uh data gathering made it

easier for analysis of aspects of the website as questions

were already formed into groupings that would allow for easier

analysis and interpretations of what the users are thinking,

feeling and doing on the website.

Um So

the data collection started as soon as the first response was

received and data analysis started by as broad as possible.

Looking at the responses from the categories and then

diving into the specific questions within those categories.

Gathering information on what sections of the website scored the highest,

what scored the lowest and then comparing sections of comparing aspects

of the site that were most used to their ratings.

Um This will give us a little bit insight on what's good and what's bad? Again?

We'll get into that a little bit more in depth in a little bit

this data as

sorry as a survey was distributed through google forms,

google forms takes the responses and puts them into a google sheet simply for ease.

The sheet was then transferred into Excel.

Um Excels much easier, simpler, easier for the development of charts,

graphs um as necessary as well as implementing those charts and graphs in the word

instead of from google to word.

Um the validity and reliability of this

research is confirmed by the assumptions regarding the

completeness of the survey from the users with

the entirety of the survey being reviewed.

It is assumed that the answers are accurate and honest.

The open ended questions also hope to

aim to minimize the potential inaccuracy of answers.

The participants responses were gathered

as soon as they were completed,

The second part of the research

methodology

wanted to show you the survey, but as I see now, that is

way too small so that's gonna hurt.

Um I highlighted what's highlighted in yellow is simply just the

start of each section and I just wanted to include this

just to kind of dive into these use questions before I

go into them a bunch but you can barely see them.

The green highlighted questions are the use questions and rating questions.

So it goes,

do you use a specific aspect of this website and

the following question would be how do you rate that specific

aspect of the website? How valuable do you find it etcetera.

So these questions right here all the green

highlighted ones are those use and rating questions.

We'll dive into the points of those later.

Again, think of the survey.

This last section being miscellaneous contained one

pair of use and rating questions.

Again we'll dive into those in the findings which is what we're heading to now.

So findings I have category categorizing the five categories of the survey,

the general usability, content, design, navigation, dashboard order,

process and performance and miscellaneous.

We're gonna start with general usability

as you can see here on the right,

the general usability starts off with the left graph.

The question on this graph is

asking the users how would you rate the

website based only on your first impressions.

This question aims to gauge the what the

users think immediately when opening the website.

And from the responses we can see that nearly 88% of the users rated this question a

six or higher with near almost 70 69% of users rating the question eight or higher.

Again, five being the middle.

Um meaning that if the user rated at five,

they didn't find it good but they didn't find a bad person.

So we will take every we take the all

the answers from 6-10 and consider those positive.

Good, that's why we're focusing on six or higher and then eight or higher.

Eight or higher is exceptional. That means it is a very strong aspects.

Probably doesn't need focus rather maintained.

Again, I'll dive into that a little bit more once we get into those.

Um so he's just going back to this question.

The first question with 70% of the users rating in eight or higher.

It's a good indicator for an overall positive feedback from the users,

meaning Richardson is on the right track going

from the old website to the new website.

It is on the right track for improvement.

The users are favoring the changes that have been made.

When you tied this first question into the last question of this section.

The last question being how would you rate the overall experience of the website?

Exactly. Research question No four.

This alongside the first question shows an overall

positive feedback from users about the website.

Um

Mhm.

Sorry, this question returns 72% of users

rating in an eight or higher which as I previously stated,

this is very good and in terms of percentiles which we will look at in a later slide,

exceptional.

Um

Most of the most of these, all, sorry,

with most of these responses being an eight or a 10,

it indicates it's a very strong aspect of the website and like I said,

it probably doesn't need

improvement rather just maintain

um

more interesting is attempting to do with their website.

These are,

this is a good start to showing that what

Richardson is attempting to do is is positive,

what they're they're on the right track with the changes

they are making is what I'm trying to say.

Um other questions from this section,

ask the user what almost stopped them from buying.

This was important because we wanted to know

what was potentially or was stopping conversions.

The response from that question returned 30% of the users stating

quote nothing,

meaning 30% of the users didn't even

experience something that they thought would or

didn't experience anything that would ruin or ruin their experience or stop there,

stop a conversion, stop them from purchasing

Also from the same question,

eight of their responses all related to lack of inventory

um and it might seem like you have a lot of responses relating to one thing,

but however lack of inventory being the issue was a good sign

because when talking to Richardson before the development of the survey,

just uh

just a simple communications about this project,

they were already aware of their lack of inventory and the

issue that their users were going to have with it,

they made it clear to me that that is something

that they were aware of and have it have already acknowledged

and although it is important um and crucial

to making more conversions having inventory um it

was already noticed by Richardson prior to at least of the survey as I stated,

um

which means it doesn't necessarily need to be dove into um for this

for analysis for this project as it's something Richardson like I said,

is already well aware of.

It's also a good sign though, because from that question, five of the users,

five of the users who rated their experience

um A five or below, sorry, sorry,

of the users who rated their experience of five or below.

Those users,

all their issues within from the open ended question

were the ones who stated lack of inventory,

meaning that if Richardson simply improves its supply.

This the graph on the right side here won't have any responses below a five,

meaning again, positive overall aspect,

very good for the website um and they can

accomplish this like I said simply by increasing supply,

um this

I don't know what just happened

um This question,

the question that this the questions from this section mainly

aim to gauge the user's opinions of the website.

Um so next we're gonna go into content. The next section.

This section contains three questions.

The first question from this as you can see here 100% of the responses

where a six or higher for how would you rate the product detail on the website,

pages visited?

Um This is extreme,

this means that the product detail is being

displayed and communicated extremely well by Richardson,

only three responses or only three users related to six or seven.

The rest were all eight or higher.

This means that it's bodes well with the users and it's something that

doesn't again doesn't need primary focus for

improvement rather maintain um just continue,

just

you know, you don't obviously none of these aspects are gonna be forgot about.

It is just not one of the important aspects that needs immediate focus.

The next question from content is still revolving product detail.

However, it is the organisation of product details from that question,

80% of the users rated an eight or higher.

This was not

uh

this is not surprising as from the first question

in this section um but the questions responses and

in this one alongside the previous reveal that relating

to product detail and how the product detail information,

information is displayed organized and presented is in a way

that benefits all users and has done so proficiently.

Um the last question in the content section of the 3 um

Was asking the users if they thought anything was missing,

what was one thing you thought was missing from the website,

60% of the users returned nothing

like quote nothing,

meaning that there wasn't something,

there wasn't anything of the website that they

felt was missing or they needed to add.

Um

while the other oh sorry, yes,

although there are other common commonality

among the responses for that question.

What was one thing missing was design options? The availability of design options.

Some of the specific open ended responses

we received relating to design options were

quote, better description and available design options.

End quote and quote,

decoration limitations or parameters in the product details and quote

and quote having access to previous design sheets, end quote.

These are all design options related which means design the design options

that are presented as a potential area for focus for Richardson.

The next section being designed in navigation. Again I believe

Containing only three questions.

All respondents rated the overall design of the website a six

or higher with only four respondents rating it below an eight.

As I said previously this is a very good indicator that the website design is not a

part of the website that needs improvement is

a website that is actually doing fairly well.

Um From these responses of the users opinions of the

design and organization of the design being so closely related.

It shows that in terms of design of the website being received from their users,

all the users are saying that all the

users are giving positive responses about the website's design

about the design and the organization of the design I should say.

Um This followed by ease of navigation through the website.

That was the last question asking the ease of navigation. Sorry um Only

one. The main issue within the ease of navigation.

The one low rating was a user who had functionality issues on their iPad tablet.

Um And so this just shows that potential issues with the tablet use um with

using your website on a tablet there's

functionality issues potential area of focus for Richardson

um which would improve purchases or increased purchases as a

lot of people like I said are using tablets,

mobile

mobile devices for this type of stuff.

It is important that they have their tablet mobile functionality

um sufficient to what's needed and in this case you

can see in the in the design navigation and then

in miscellaneous there are two stated issues with tablet functionality.

Mobile functionality specifically in these responses the ipad

Um so now going into dashboard order and performance,

this is this section contained to the bulk of the questions.

22 of the 40 total questions were in this section.

However, a large number of these questions, 18 of them are related in pairs.

The first

of these pairs. The first question is a use question asking the user

um do you use this aspect? Do you use blank aspect of the website?

The following question,

what do you rate that aspect of the website or how would you rate that aspect

of the website or how valuable do you find that aspect of the website per se.

These are the use in respect of if yes rating questions.

The style of this questioning allowed for first the gathering of information on

the user's behaviors and then following their

opinions while the opinions are important.

The behaviors are just as important as a lack of use.

Could indicate a number of things whether it be the lack of communication,

the lack of adequacy

um or the lack of adequacy of the web of that aspect.

It's determined by first figuring the percent of use and then

analyzing the ratings of the users that use that aspect.

Um And this will indicate whether it is a lacking aspect of

the website or it's simply the

communication presentation of aspect is what's lacking

to be a little bit more in depth here. High use with high ratings.

So if we have a use and then ratings question a pair right?

The first ones that use the second one is a rating.

If if if the responses received a high use and then high ratings.

It's an overall positive response.

Probably not an area that needs most likely not an area that needs focused.

Um Low use ratings with high responses however isn't interesting.

It is we are receiving this as a positive response however,

it shows the potential lack of importance or lack

of communication slash presentation of the importance of the

aspect meaning low use but high ratings means the

users aren't informed on the benefits or that aspect enough

because everybody who does use it is rating it well it could also

just mean that it isn't an aspect of the website that needs used.

However in most cases it is something that is

or it is an aspect that just needs communicated,

presented better to the users.

So they know it is something that they can use to their benefit.

Um

So high use low ratings.

This isn't we received this as a negative response as it would

indicate an aspect that is important but used frequently or sorry,

an aspect that is important and used frequently but it

lacks adequacy and is a strong sign for necessary improvement.

We do not want an aspect,

we do not want an aspect of the website that is high use low ratings,

that is probably the worst,

it is worse than low use low ratings.

It's an overall negative response as both the adequacy of the

aspect of the communication presentation of the aspect are lacking.

It could also just be that it is not an aspect of the

website that is important or you needs to be used by everybody.

It could be a specific aspect that is

only used by certain sales representatives within the,

within the system.

As I said 18 of the 22 questions and

this section mainly involves the behaviors and opinions.

The gathering of data of the user behaviors and opinions.

Um as you can see here, that's how it started. It started with the use

that this table right here shows or the sorry,

the pie chart shows the use percentage for the 1st,

1st used in rating pair and then if yes ratings for the first used in rating pair.

Just an example of what each of those question pairs looked like within the survey

staying in dashboard order processing performance as I did say, it is a very bulky,

bulky section.

The very first section.

This question is not use in ratings pair um and this is actually,

but it is asking how would the user rate in aspect of the website?

Um the first question here asked you to rate

the lead times an estimated ship dates section.

This question gathered up to this point. This question has gathered the most uh

below middle, middle below middle responses

um and although still a majority, as you can see from this graph on the right,

the majority of users still rated this section favorably.

It's important to note

the this section is important to note because as I said,

it is the most it is the highest number of middle to below middle responses that we've

received so far and it could be seen

as an unfavorable response when weighing what this,

how many below middle response to this question had to the rest of this one would

probably be the lead times an estimated ship

date section would probably be a weaker section

as gathered from the data.

Um So going into the, I have to, I'm gonna resort to my paper here just because this is,

I don't want to be,

we don't want to read this.

But the first question

our app following.

The first question is the start of the 18 use and ratings questions.

The first question asks the user if they use a

specific aspect of the website and then followed by FPs,

how would you rate that aspect?

This table here on the right

shows each section and

their respective percent of use and percent of

ratings from the users of each specific section

um that they were asked about, sorry, within the dashboard order,

process and performance section.

These are the questions that these are the aspects

of the website they were asked about within that section

with an overall highly positive feedback from its users.

In each of these seconds you can see here

um there's still some data that indicates a closer

look to some of these might be warranted.

First to notice is the percentage of use of the design concepts with a lower

percent of use in the average the average percentage of use here being 73,

it might indicate that the design concepts use at 65% is not being communicated

Flash,

presented properly enough to the users within the website since

it is still receiving a percent of ratings of 91%

secondly, the quick order decoration

Section is another one to focus on for two reasons.

As one it is barely below the percentage of the average

percentage of use averages 73 as you can see here,

this is 71%, barely below it.

Important to know, not necessarily important to focus on.

However, um what is actually more

Important here, I would say is 100% received ratings of six or higher.

This would mean that all users who had this section thought that it was

at least closer to excellent than it wasn't leading to believe

it is one of the least important sections for improvement.

Um it doesn't need improvement.

Um Next we another one to focus on would be the cap customizer for two reasons. Again,

50% use is a significantly lower than we've seen on anything else as you can see here,

23% lower than the average.

Um but of those users who use it,

100% of those rated r six or higher showing that

it has importance and it is beneficial to them.

Um This could lead this again looked at because looking back at the first questions

of the survey and the open ended questions um open ended return responses we got

The cap Customizer is one of the most liked and most favored aspects of the website.

In the first section,

I believe it was asked what was the most important feature that Richardson offered?

And a lot of the responses came back with?

Well, besides product detail was cap,

the cap customizer aspect was very important to a lot of these users was

probably the strongest future in their opinion

um

With a percent of use being 20, like I said,

it's it's below the average significantly.

This question regarding the Cap Customizer has an unusual

concept to consider is because it is a customizer

that potentially all users don't need it and that is why the percent of the uses low.

Um this is something that we will have to talk with Richardson about in their

aspects of what they think it is that low because 50% is definitely needs needs

talked about. However, it could just be because of the

the in depth the cap customizer does all the detail,

all the stuff that goes into the cap Customizer isn't necessary for a lot

of the users maybe they don't need it because they have sufficient information,

designs presented to them in other aspects of the website that they don't need

the customizer aspect and that could be a reason for it being low,

while still having 100% ratings of six or higher.

Um As I said,

this has been noted in the analysis and it's a weight amongst the rest

of the sections questions and its weight

amongst the rest of the sections questions.

Um so lastly another one.

Another section here that's important to focus on

would be the uniform slash team wear customizer.

Again, being a customizer

you would we weren't expecting or I mean

after the after seeing the cap customizers responses,

I wasn't expecting a high response from this either

or a high percent of use from this either.

Um

But it is the lowest, at 37% use this.

Um we we aren't going to try to delve into what

aspect of this or why it is that specific way.

Rather it is needs, it needs work, sorry.

Instead of thinking about what needs work on it,

it needs work as a whole from this 37% ratings with only 69% 6 or higher.

It is the lowest one altogether in both aspects

um

from these sections, it is the weakest section

definitely needs the most focused

continuing on here.

We're gonna still be in dashboard order process and performance.

The last three questions of this section after we

got past all the use and rating questions.

Um

The last three questions focused more on performance, customer experience.

The first question relating to performance asks if the page is opened

and operated in a timely manner and these responses

gathered and filled the spectrum of the rating scale,

74% of the users rated a six or higher.

This isn't bad, but it surely isn't great.

The following question aims to aim to give insight onto those ratings,

both who strongly disagree and who strongly agree

and then all those in between

With 12 of the users rating the performance attend.

It indicates that there will be a lot of variability within the responses.

I mean,

it was expected to hear numerous responses regarding

the performance that didn't relate to one another.

Um and responses for this question on the lower half of the

sale scale consistent on the whole consisted of one user stating,

quote, the whole process is slow end, quote.

Another one of the responses was about the lack of performance on their iPad.

As I have said that we're going to get back

into we have another issue with the tablet functionality.

User is having issues with their ipad.

Um there was another response relating to the lack of

oh the lack of performance on their tablet. Yes, sorry.

Another below middle response was that that was left by the users.

So one of these users that rated it five or lower all they said was homepage

we can't gauge too much from this,

but however comparing it to other open ended responses,

one user in a different question stated that the homepage seems to clustered,

that could be what they were referring to about here.

But as all they said was homepage.

We don't want to be making too much

assumptions except that a homepage probably needs focus.

Um

One of the five ratings following

open ended question was left blank.

This leads to assume that that specific user

didn't think the website was slow or fast.

Um

one of the middle

one of the above middle responses. However, from this question

uh from the open ended question, sorry, was quote inventory check stands out most.

This user however, rated it at seven,

meaning the potential of the culinary issue with performance

was that was within the inventory check section.

Again tied to other responses. A lot of you.

A few users had issues with the speed with an inventory check.

Um One user actually said that they assumed it was

just because of the amount of information within this section.

So lastly here asking if there are any challenges to the user's process.

This question gathered a fairly positive overall response

with most of the users stating quote no.

In a handful of users just leaving the response blank blank.

Um there's a similarity in some of the responses that weren't left blank.

However, relating to the only challenge again being low inventory.

Again,

it's an aspect that had been previously noted and alongside

these responses dictates the importance of having sufficient inventory.

Um not allowing the user to enter multiple hats,

not being able to repeat custom orders.

Where to were.

We're also two of the open ended responses

um to the user if they faced any challenges.

And these are important to note for the overall customer experience.

We saw because to one user did state they couldn't enter multiple hats.

We saw a number of responses stating that they would like to repeat custom orders.

Again,

something that could improve the overall

customer experience and two little aspects

that are important to know and will be noted for Richardson in the

later.

So finally,

the last section would be miscellaneous and this section

actually does start out with a pair of questions,

the use and ratings.

Um it asks the user if they rely on Richardson's email blast,

if they send out for product information and then it asks if yes,

how how valuable do they find these reports?

Um their responses from these questions actually showed

that 50 over 50% of the users do

not use email blast for product and do

not rely on email blast for product information.

Um even though just barely under 90% of the users rated it a six or higher,

um only two of them rating at a five, nobody nobody lower than a five.

However,

this indicates that the email blasts

um might not be known,

might not be a known option that Richardson provides amongst its before its users,

if a lot of the people are liking it and most people aren't using it.

Um It could also, it could be that it's simply just don't know that it provided.

Another issue that was thought about after the fact was that it said rely

it could just say use maybe people they aren't relying on it for information,

however, they still receive it to get information.

That was something that was thought about after the fact um can't be switched now,

but it is something to know and think about in the analysis.

Mhm.

Um this indicates that the email blasts.

Uh Sorry, sorry, from the open ended question responses in this section,

A user stated that they would like the email

blast to display more than one product information.

One products information again being that maybe users aren't relying on

it for information because it's only one however they are using.

It was something that I had thought about afterwards.

It would have been important to know If they relied on

it or used it maybe two separate questions next time.

Mm hmm.

The next questions in this section,

we're regarding Richardson's social media presence and they

were asked to rate the social media presence.

And uh,

when having talked to Richardson prior then

we weren't expecting high ratings in this

section as their presence had sent their

social media presence that essentially just started.

Um, they're new to the social media realm if that's how you want to put it.

Um, they're still trying to grow and learn about it as we speak as this goes on.

Um,

this question returned six responses rating of five or

lower with five of those being rating of five,

which means not great, not bad.

It would have been worse if those six ratings of five or below were all below five.

However, then most of them being a five,

They're aware that we're in the process of working and getting better,

70% of the users rated a six or higher.

Um, however,

one user rating the presence of three is

important to hear what if anything stated about the

social media presence could be improved to better

the user's opinions of the social media presence.

This was done by the following question.

The following question asks the users for comments

regarding Richardson's social media presence and from the,

from these responses,

it was clearly indicated that more

content and more consistent content would improve

the overall feeling of the users who rated the social media presence uh,

five or lower.

Um so also, lastly, the users are asked if they,

if they considered any competitors before choosing Richardson.

It's one of the last questions of the survey and this,

we wanted to gather the potential ways that business should operate according

to potential competitors and what they're

offering compared to what Richardson offers.

Or simply, if it is a lack of, if it is an issue of lack of inventory

um,

Gathering.

So I'll just start responses to the potential competitors included cap, America,

Pacific headwear, outdoor cap, which according to one user has a great website.

Um,

there were also 16 users who left the question

blank and a number of users who responded um,

being related to the inventory with one response being quote, whoever has product.

This indicates an increasing demand. That was,

this indicates that there is a stronger demand than what

is expected and most of the users considering other competitors,

they were only considering other competitors due

to the lack of inventory Richardson presented.

So that being the last of the findings were

going to go into the discussion of findings now.

Um and so here we're gonna talk about, we're gonna be talking about percentiles.

And again, I

I apologize for the size of this. I

it looked fine in the initial go over, I will say.

Um so I'll just, I'm just gonna go with it.

So the table to the right shows the responses to the question six of the survey.

Um This question asked users to rate the overall experience of the website.

The first row of the table is the rating scale.

Uh and then the second row shows the

number of ratings received for the specific rating above

it and then below that is the percentage

of that ratings compared to the total ratings.

Right?

So when looking at the colored percentage titles here, you see,

this indicates the percentage of ratings within that range.

I apologize.

Um

Within that range, relative to the overall number of ratings received.

For example,

this here shows that 44% of the users rated the overall experience a nine or a 10,

of the users

experience in eight or 10 and 90% of the users rated their experience. Um a six.

Sorry, did I mess up?

And nearly 90% with 88% of the users rated the overall experience a six or higher.

Um I knew it was 88%.

The remaining 12% of the users who rated the overall experience of five or below.

So all these users,

one of them was an outlier who we had through other issues they had, they

we rate something low and then not answer why.

Um And then in some questions they would just have blank or they would have they

would be the only person that said uh some specific thing about an aspect right?

They were they were consistent outlier.

We had one respondent was a consistent outlier and I will say that

this person's responses although they weren't completely uh swept under the rug,

they were taken with a grain of salt.

Um And you can see here that there was one rating of a one and

this being the person who had issues

with tablet mobile functionality on their ipad.

And so with these ratings being received in totality it shows

that Richardson is on the right track with their new website.

Um

As a large majority of the users rate their

experience of the website favorably and this indicates positive

trajectory of the customer experience as the survey also

revealed the areas to the potentially needed improvement.

Um from from the analyzation of the usual response is the response

rate at the time of data collection and analyzation was 37%.

This was low is not as high as we were expecting but

do can do to consider continuous like reiterations of the survey.

I continue to continuously work with Richardson to make sure I was asking the

proper questions and to get the answers that they wanted for their survey.

I will say it took a little bit longer than expected and that

could have been the reason for the lower than expected response rate.

However when you look at all of the data as

a whole this all of the data when analyzed when

taking each section or when taking it as like I

said as a whole abroad through all of the sections.

The overall response from the users is

extremely positive.

Um With the users who did rate it potentially low.

We're very open about what could have been

improved and with a lot of the improvements,

simply stating a lot of the response is

simply stating improvements just to be inventory.

I feel like Richardson's website overall is on a great track to

success um to being what their users want what their users need.

Um

So the conclusion of this,

the research conducted allowed insight into the research questions

that were situated at the beginning of the paper.

Right? And these questions were what is the customer experience on the website?

What is the overall rating of the website?

What are the users behaviors on the website and what

are the users opinions on the website when taking all

the data received and analyzing it in total is found

that the new website is on the right track.

We wanted to gauge the customer experience and learn what the users thought

of the website overall and determine what the behaviors and opinions were before,

during and after the process.

So you can see here we have areas for attention,

important features and then suggestions.

So starting with areas of intention,

the lack of inventory obviously an issue as it was stated multiple times and

it was something that was known by Richardson before the start of this project.

Um they had stated to me that they were aware

that their lack of inventory could be an issue essentially.

They weren't meeting demand already,

how that is obviously going to be an issue mobile

mobile slash tablet functionality as we've heard from multiple times.

We had one outlier who did state that he had problems with his

tablet and we did have other users who stated that tablet functionality,

they had issues in certain aspects of the website on their tablet.

This would be this is important to note because as I said,

a lot of people doing their business from home are doing it.

The easiest way possible would be mobile, their laptop, their tablet etcetera.

So again, areas for intention, areas for attention,

we have relating to the design options because the design

options was important is definitely an area for intention.

This was stated as a lacking aspect for a couple of users with a

better description and available design options,

end quote as one user's response and quote,

having access to previous design sheets.

End quote and then another user quoting previous design sheets, quote.

Um Obviously being able to see previous design sheets as

an important part of uh design options that needs change.

And next year on the list was shopping cart.

This was an issue between I would say

four or five users if I'm remembering correctly.

Um they specifically stated that when they add,

when they add something to their cart, the website takes them to their cart,

all of them stated they want to continue shopping,

they wanted to add to cart and then more shopping they wanted,

they wanted the ability to add to the cart but not go to the cart.

Um

Again, an aspect that can be looked at the Richardson,

probably something relatively easy to fix.

Um

Overall speed is the last one for areas of attention on this bullet point over here.

Um area, overall speed. We saw a couple people complain about the speed.

Two of those people being the ipad users.

That was one of the issues with the ipad was the functionality of the

functionality was the speed in which some of the pages on their ipad open.

Um It was also specifically stated that the opening page has too much content,

quote or and then the user thinks that that is why the ask the website at slow speeds.

That could have been it for them.

It could have been a number of other things,

but if the opening page has too much content,

I feel like we would have seen a more negative rating on organization of design,

Organization of content, et cetera.

Um,

another area for attention that we had was uh

users inability to compete to repeat custom orders.

A number of users wanted to be able to repeat custom orders but couldn't

another one being the dealer recently shipped page

not opening that was specific to one user.

We had a number of users also stating an issue that can't enter multiple hats,

they didn't state where, how,

who wonder why all they said was can't enter multiple hats with another user

saying I tried to enter multiple hats and I couldn't one user simply stating,

quote, can't enter multiple hats,

end, quote.

Another area for intention as Richardson and as Richardson knows and as

they were informed by the users is their social media presence.

Something that they're growing, they're just started and they're growing,

they will continue to work on, this is something they're,

they're still now improving and doing new things for

as it is just the start of their presence.

So next we have the important slash the favorite features um,

as stated in some of the previous slides,

the product images and product product detail

was very strong.

A lot of the users thought the product detail,

the way it was displayed the product images that were displayed the

information that was given with product detail was all beyond sufficient.

It was actually one of the most complimented aspects of the website.

Quick order functionality. Again, wasn't

they weren't specific on what part,

but a lot of users stated the quick order functionality was

uh was their favorite uh was their most

important aspect of the website in their eyes.

Um

also information relating to inventory.

Besides the lack of inventory being an issue how

Richardson displays and present its inventory to users specifically,

um their future inventory, the availability of inventory,

the inventory they have in real time and the the presentation of future

inventory was all things that were very

highly talked about or responded commented on

by the users.

However, in the previous section area for intention, one user stated the homepage.

We also had one user in state that the homepage was an important feature for them.

They thought it was,

I thought it was a strong feature and I thought of the

top of the page was organized well, easy to navigate to links.

Another important feature that was stated by the

users in agreeance from some of the users,

obvious similarity amongst the users was consistency within within the website.

They liked each page and how each page was

consistent within how they presented and display the information.

Another similarity between responses of the users was easy to navigate.

Use c different tabs. This kind of relates to the homepage

being an important feature because that were the aspects of it.

Another important feature according to the users were order reports, inventory,

check slash look up in the email blast.

I was shocked to kind of see the email blast

was an important slash favorite feature as it was stated that

from two users that it didn't display enough product information,

maybe those two product users are doing more than the product, the users who

rated it higher. Right.

So lastly here we have the suggestions.

These would be what I would think Richardson should do.

This is a combination of suggestions from the users.

It's actually mainly suggestions from the users with a couple of, with included uh,

suggestions from me.

So these suggestions right here,

free shipping orders over 200 free shipping order over orders over 500.

Both of those were suggested by two different users.

One user wanted free shipping over 201

user wanted free shipping over 500 possibility.

Uh we also saw a suggestion that are custom cap repeat capabilities.

It was seen through a lot of users that Richardson

that they want to repeat their custom cap orders.

That would be something that Richardson needs to change

in order to improve those users customer experience.

Um one user actually stated that they would like

to receive in stock notifications for sales reps.

I actually have to ring this thought this is a genius idea for two reasons,

it gets their email and it gets more

just communication from users from buyer to company.

Right,

having in stock notifications for sales reps just allows for

that one more area of communication to go through uh,

improving their, their overall user experience.

Right. Um another suggestion was freight charge quotes.

It would be important for users to be able to see the freight charges,

whether it be a quote or whether it be based off past um experiences,

whatever a lot of the users would like to have seen

freight charges or at least the quotes on freight charges.

So more suggestions we have um over the

overall website was one user specifically stated that

actually might have been two users more pictures

along the top of the dashboard page.

I'm gonna go through these in a bullet list ability to cancel orders,

being able to switch accounts without having to sign in

and out constantly in my analysis of the website,

I had to constantly switch in and out of

websites between the old website and the new website.

That would be significantly easier if you didn't have to,

Having just said that I realized that with the release of the new website,

they won't have to because they won't need, I

I won't need to do because I wanted to be logging into the old website,

there could be a need for sales representatives.

However,

when they have multiple accounts that they need to switch

between their accounts and it would be important for them to

uh it would be important for Richardson to allow that for

the ease and strictly just the simplicity of doing that.

If they can switch between their accounts easier,

it will provide less time from use to purchase

it from like getting on to purchase right.

Um we're gonna keep going access to previous design sheets

um as they did the cap customer repeat capabilities.

People want to be able to see what they've

done previously or seeing the design sheet from previously

again adding to cart without going to the cart.

That's an important function that Richardson needs

to add is a number of users stated

that going to the cart after adding it to the cart is really annoying.

Um one user specifically stated easier way to search product end quote,

potentially there was another one where

potentially add another suggestion I have,

sorry,

would potentially add another product to the email blast

rather than just one if that is the case.

Um I only say if that is the case because

a lot of users actually like the product the email blast

but like I said to users stated,

one user stated there was only one product being displayed to

them so maybe it was a personal issue who knows there

will have to dive in getting email blast myself to be

able to see that um going into a step to take,

sorry,

going into steps to take um I would say Richardson needs to one and

increase inventory that will be an easy fix to a lot of their customers

um needs, it will improve customer experience,

improve improve their opinions and increase behaviors and increase

the specific behaviors we want on the website.

Another step to take would be to improve mobile slash tablet functionality.

It seems not only with the more people doing their stuff, mobile from home etcetera,

it seems that a lot of these are a handful of

these users at least had an issue with their ipad and it

seems that apparently the ipad is something they use constantly as they're

on the move or whether they're at home or at work.

Um the ipad sometimes it's just easier for them

to use and that is something that is important.

Like I said as most people will be doing

mobile tablet purchases or they're just on it more,

why not have that be more functional?

Again, another step to take would be to allow previous design sheets to be accessed

easier way to search for products

going through the website. I don't think

there needs to be an easier way to search for product.

I felt it was searching for product was sufficient

proficient if you maybe they didn't know what they were looking

for but then how would they know what to search for?

Right.

Um In my analysis I got access to sales

representative accounts for both old and new websites.

The way to search a product I think was fine,

allow cap customizer to allow repeat orders.

Again, that was stated by number of users.

They want custom cap repeat capabilities.

Um Another one they could develop in stock notifications for sales reps.

As I said, I think most users sales reps would probably sign up for, it

gives giving their emails,

which is

good if that's if you want to be constantly displaying information,

getting information out there, dragging them, giving,

giving them a reason to go to the website, that would be a good way to do it.

Um and then finally just displaying and providing estimated

freight charges if that's a possibility for Richardson um This

I had a blast doing this product actually would say I learned a lot

Um and I had Richardson's website analysis overall is on track to doing well.

Their new website M2 is what they call it.

Um I would say is on track to getting everything is on track to doing everything

right and with the help of this survey and the website analysis that was done.

Hopefully Richardson finds it easier to make these decisions and

see what decisions they need to make going forward.

Thank you

Richardson Website Analysis

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