GROUP

■ Apoorvaa Kashikar
■ Gouri Katte
■ Poorva Ketkar
■ Chirag Kothawade
■ Isha Mhatre
Ajio is an online
shopping app in India,
designed for
customers to buy
fashion and lifestyle
products at good
prices and better deals.
Why AJIO?
■ Many of us browse through various shopping sites and apps
frequently and with time, they have gained great popularity among
the youth audiences as well as others.

■ Ajio happens to be a booming app in the world on online fashion

and lifestyle stores in India which we had not explored as yet.

■ We took up different tasks to explore a buying experience for a user

on the app, how its features and interface feel to a new visitor.
TASKS
■ Our team of 5 performed three different tasks on the AJIO app as users, on our own
systems.
■ Next, we asked additional 5 fresh users to perform the same tasks.

■ The tasks chosen were :

To search for an M-sized, red color t-shirt in the men’s section.
To pick an item in the cart and proceed to payment.
To explore how to join the AJIO creator team.

■ The task was told directly on the chat box through a video-call meet, where another
person recorded the time required and other details for each user, to further calculate
the usability matrix.
THE PROCESS
■ After recording the data for all users, we noticed that though
simple, not everyone completed the tasks in the same fashion.

■ The users interpreted the UI in their own ways, whatever felt more
convenient and could find easily.

■ There were two major ways that the end goal was achieved – the
selection way that led to one category after the other or the direct
search engine and filter option.
THE PROCESS – (Selection Way)
THE PROCESS – (Search-Bar way)
 USABILITY
■ The extent to which a product can be used by specified users to achieve
specified goals with effectiveness, efficiency and satisfaction in a specified
context of use.

A ‘Usability Metrics’ should include:

■ Effectiveness: The accuracy and completeness with which users achieve
specified goals
■ Efficiency: The resources expended in relation to the accuracy and
completeness with which users achieve goals.
■ Satisfaction: The comfort and acceptability of use.
Usability Metrics for Effectiveness

Completion Rate :

Number of tasks completed successfully = 30

Total number of tasks taken = 30

Therefore, Effectiveness = 30/30 * 100 = 100%

Usability Metrics for Efficiency

N = The total number of tasks = 3

R = The number of users = 10

Nij = Task completion for task i by user j

Tij = Time taken to complete task i by user j
USER DATA (USER 1 TO 5)
TASK 1 TASK 2 TASK 3

N11 =1 Tij = 28 N21 = 1 Tij = 10 N31 = 1 Tij = 28

N12 = 1 Tij = 19 N22 = 1 Tij = 10 N32 = 1 Tij = 30

N13= 1 Tij = 88 N23 = 1 Tij = 27 N33 = 1 Tij = 34

N14 = 1 Tij = 59 N24 = 1 Tij = 12 N34 = 1 Tij = 40

N15 = 1 Tij = 19 N25 = 1 Tij = 09 N35 = 1 Tij = 12

USER DATA (USER 6 TO 10)
TASK 1 TASK 2 TASK 3

N16 = 1 Tij = 51 N26 = 1 Tij = 11 N36 = 1 Tij = 44

N17 = 1 Tij = 38 N27 = 1 Tij = 09 N37 = 0 Tij = 65

N18 = 1 Tij = 28 N28 = 1 Tij = 20 N38 = 0 Tij = 12

N19 = 1 Tij = 75 N29 = 1 Tij = 89 N39 = 0 Tij = 29

N110 = 1 Tij = 90 N210 = 1 Tij = 10 N310 = 0 Tij = 123

 = ( 1/28 + 1/19 +1/88 + 1/59 + 1/19 + 1/51 + 1/38 + 1/28 + 1/75 + 1/90)
+ ( 1/10+ 1/10 + 1/27 + 1/12+ 1/9 + 1/11 + 1/9 + 1/20 + 1/89 + 1/10) +
( 1/28 + 1/30 + 1/34 + 1/40 + 1/12 + 1/44 + 1/65 + 1/12 + 1/29 + 1/123)

= 0.275 + 0.794 + 0.370

= 1.439

NR = 3 x 10

Therefore, by formula

Time based efficiency = 1.439 / 30 = 0.0479

= 0.048 goals/sec
■ As Nij = 1 in all cases, Overall Relative Efficiency = 100%
USER FEEDBACK
■ The collective feedback from all users is as follows :

“Firstly, the immediate screen after opening the app was too loud, overwhelming
and therefore, distracting. After fiddling for a bit I went directly to the search bar
for my product as I couldn’t find appropriate categories through selection.
However I found the icons pretty catchy and served the purpose very well.”

“The UI of the app was very cluttered and the prominent use of 3 primary
colours throughout made it difficult to focus at one place. The system was slow
and took too long for an otherwise faster task which made me frustrated.”
USER FEEDBACK
“The app was a bit unorganized and cluttered with content on screen.
Confusing products showcasing details that aren’t enough hence the leaving
the viewer to figure out what exactly is being advertised.”

“Despite being a new user, I found it quite efficient to guide me through all
the things and reach my product quickly via searching bar. The filter section
made it easier to get the exact result as the immediate UI part is bit
confusing. I couldn’t stay on this app for more than 10 mins.”

“The UI didn’t feel appealing and the segregation of different sections was
different than usual but easy to access anyways. Experience was overall
good as the desired products with particular features could be found.”
SYSTEM USABILITY SCALE
Individual Scores of SUS for all Users –
■ USER 1 : (Apoorvaa K) = 64.5 = D, Poor
■ USER 2 : (Gouri K) = 65 = D, Poor
■ USER 3 : (Poorva K) = 45 = F, Awful
■ USER 4 : (Chirag K) = 70 = B, Good
■ USER 5 : (Isha M) = 67.5 = D, Poor

■ USER 6 : (Urvali J) = 57.5 = D, Poor

■ USER 7 : (Swetha B) = 72.5 = B, Good
■ USER 8 : (Nikita A) = 40 = F, Awful
■ USER 9 : (Yash S) = 50 = F, Awful
■ USER 10 : (Honey M) = 60 = D, Poor