To refine the WEISHIMAO website

The proposed solution will focus on the development of a community (paid subscription-based) platform that serves to connect mainland students studying in Hong Kong with mainland prepackaged food manufacturers/companies. The “hook” is the free home-styled recipes to attract student users. While this platform earns money from making membership fees and the profits from acting as the middleman. The membership system can provide users with more discounts, including free delivery fees, and home delivery when up to 200HKD. This can save their time and money on the purchase.

To place an order of pre-packaged food is the most important functional requirement that needs to be validated. Both the usability test and AB test will be conducted to obtain feedback for the validation. The usability test can provide qualitative responses from 5 chosen users from the target persona group regarding the “why”, reasons they articulated verbally in the test engagement, and the AB test results can provide quantitative responses coming from a broader audience base regarding the “what” — whether people really click the button to buy or not.

Three usability tasks were designed to test the ease of use in purchase:
1. Where would you click to be redirected to the purchase page?
2. How would you get more details about the products?
3. Buy the product.

Three post-test questions were also designed to obtain recommendations for improvement:
1. Please rate the overall process: 5 as very satisfied, 1 as very dissatisfied
2. What difficulties did you encounter in the process?
3. What you expect to know from the product page
4. What you expect to know from the detail page
5. How do you think the page can be improved?

A/B Test One:
The homepage includes the two most important functions of the website – the recipe function and the pre-packaged food purchase function. For one thing, the recipe function (free) attracts users to know more about the website and increases retention time. It may increase users’ goodwill towards the site because it offers free recipes. For another, the pre-packaged food purchase function is essential for the monetization of the website. This A/B test is designed to see whether the display order on the homepage will influence the click rate of the pre-packed food purchase function.

The original version: the recipe function shows up first, then the prepackaged food purchase function.

The variant 1 version: the prepackaged food purchase function shows up first, then the recipe function.

A/B Test Two:
In this test, we check whether more information given on the sign-up page will increase the sign-up rate. This is because we assumed that there are two kinds of people visiting the sign-up page: the hesitators and the determinists. The former ones need more information/CTAs to complete the sign-up process. Therefore, more membership benefits would be provided in version one to test if more conversions would be achieved.

The original version: no membership benefits details would be given
The variant 1 version: membership benefits details would be given at the top of the page

If you want to see the results of usability test and A/B tests, please also check out my website here.