ThredUp



Team



Roshini Deva, Lilit Sargsyan, Colette Keyser, Meriam Chelbi, Katie Teasley



Role



UX Researcher / Designer



Academic Advisor : Sang-Hwan Kim, PhD, Assistant Professor at University of Michigan-Dearborn
Period : January 2022 - May 2022



Overview



ThredUp is an online consignment store specialized in women's and kids' apparel, targeting environmentally focused middle-income shoppers in the United States and Canada. Helped by the shift to e-commerce triggered by COVID-19 and the consumer desire to shop sustainably, ThredUp has become one of the world's largest online resale platforms. However, though customers are overall satisfied with their purchases, most recent online customer reviews complain about the usability of the mobile app version, namely search and browsing options, filters and size options. To understand these issues and enhance the usability of the mobile app, my team and I undertook this redesign project in the scope of the Human-Computer Interaction graduate course at the College of Engineering and Computer Science of the University of Michigan-Dearborn.



User Research



Based on the conducted secondary market research analysis, I defined the target users of the ThredUp app and created three personas, which informed the recruitment of participants for the first round of usability testing. The next steps were choosing the evaluation approach and methods, drafting the task sheets, recruiting the participants and conducting the usability tests.



Participants



  • 5 participants total: 2 millennials, 2 zoomers, 1 mom to a girl
  • Most married and at least hold a Bachelor's degree
  • IPhone and Android users


Tasks



  • Browsing for items
  • Shopping
  • Filtering
  • Account settings
  • Setting the sizes


MEthods



In-person moderated usability tests:

  • Observation in real time
  • Concurrent think-aloud
  • Interview


Results



  • Low affordance and predictability
  • Complicated structure of tasks
  • Poor user control and freedom
  • Poor visibility


The task sheets designed for the usability testing:



  • Cover a variety of tasks and app features
  • Each task is ranked with a number to indicate success
  • Also open notes and comments sections are included to capture observations and users' feedback from the think-aloud protocol and the subsequent interviews.


Usability Critique



The usability testing scores indicated successful completion of the tasks of saving and removing saved items as part of the shopping process. There were some minor issues about the checkout process. The tasks of browsing, filtering and setting sizes were the ones that received the lowest scores. Below are the identified usability issues that recurred throughout these tasks.



1. Low Affordance



  1. Observation of the users interacting with the app made it clear that the Find an item and Shop a brand shortcuts are redundant; the users used those links only when directly asked to do so. In all the other instances (over 70% of the cases) the users intuitively used the Shop option for searching. As the subsequent interviews confirmed, users find it much easier and faster to use the Shop option searching a particular item and then applying all the relevant filters at one go.
  2. The Just browse link did not afford browsing; instead it took the users to the Clean Out page. The users were not able to complete the task.


2. Low Predictability



  1. Another major issue that persisted throughout the tests was connected with filtering. Category selection did not always show the expected results: after selecting the size sub-category such as Toddler in the Girls and Boys departments, the users got results for all the sizes available in this category (and even results from the Kids category) and had to go to the Filters and unselect one by one all the irrelevant sizes to refine the results only for the size they were browsing for.


2. Every time the users went back to the home page to complete a new task, they found themselves on the page they last visited, which was rather confusing. They could never tell where tapping the Home icon would take them.



3. Poor User Control & Freedom



The structure of tasks proved to be overly complicated, which forced illogical constraints on users. Namely, when the users selected he category Handbags using the Find an item or Shop a brand shortcuts, they were forced to select sizes for irrelevant categories such as Top, Dress, Waist, and Shoe to be able to proceed to the list of handbags.



4. Poor Visibility



  1. Lack of labels within the option of setting sizes in the Account made it challenging for the users to know which particular category they were selecting the size for: tops, bottoms, or dresses?
  2. Another major problem was about navigation: the lack of breadcrumbs made it hard for the users to know where they are within the app. For example, the page is labelled Women's Clothing but is actually three layers down and only shows sweaters. The only filter shown as being applied is My Sizes.


Conceptual Redesign



I translated the user research findings into user scenarios, which helped to identify the menu structure and navigation, filtering and size adjustments as the tasks that needed improvement. The user requirements as well as the next steps for the conceptual redesign were defined as follows:

  • simplify the structure of tasks
  • allow users more control over the interface
  • improve the visibility and predictability of the UI.


Namely, to simplify the structure of tasks and increase user control we decided to:

  • remove the redundant Find an item, Shop a brand and Just browse shortcuts from the home page, leaving only 2 options for shopping: searching and browsing through the Shop feature and the Main Menu
  • remove the Shop by size feature in the Girls and Boys departments, which would allow users to apply the relevant size(s) from the Filters with just one tap, instead of unselecting all the available options in the Size category one by one.


And to improve the visibility and predictability of the UI for aiding users in navigating through the huge inventory, we decided to:

  • add a hamburger menu on the home page and move all the main menu sections to the hamburger menu, leaving only the featured content on the home page
  • add tappable breadcrumbs which would allow users to return to any step in the navigation with just one tap
  • move the My sizes feature up on the Account page for easier access and clearly label all the size categories so users may know exactly what they are selecting the size for.

After we created low-fidelity sketches and collected some quick feedback on them, we converted the sketches to a high-fidelity prototype on Figma with a few modifications.



Your Title Here



Usability Evaluation: Current Design vs. Redesign



To evaluate how the implemented changes have enhanced the usability of the app, we undertook the second round of usability testing. I designed the task sheets with identical task scenarios for the current design of the actual app and our new interactive prototype. To compare the current and new designs task metrics such as task completion time, number of taps required to complete the task, the number of errors per task and user satisfaction were also developed. To accurately capture the sought data, we asked the participants to screen-record their interaction with the app and the prototype.


We applied two methods for the usability testing: observation of users in real time (in-person and remote ) followed by retrospective think aloud, and an SUS survey designed on Qualtrics. We recruited 6 participants matching the profiles of our previously defined personas and asked each participant to test both the current and new designs (alternating the order with every participant) and share their feedback through the retrospective talk and the online survey. I drafted an informed consent form which was shared with participants prior to the testing.



Participants



  • 6 participants total: 3 working millennials, 2 students, 1 mom
  • Informed consent form


Tasks



The tasks tested on the current app and the redesigned version:

  • Menu structure and navigation
  • Filtering
  • Setting the sizes


MEthods



  • Observation in real time (in-person and remote on Zoom)
  • Retrospective think-aloud protocol
  • SUS survey


Metrics



  • Task completion time
  • Number of taps
  • Number of errors
  • User satisfaction


Usability Testing Results



1. Menu Structure and Navigation



To find out which mode of searching and browsing is more frequently used, we asked the users to complete:


Task 1.0 Find a top for a toddler age girl.

Results:

  • Users preferred typing in the search bar to over using the Main Menu in both designs
  • They found the new search interface quick and easy
  • The old search interface does not render the expected results Users like the listing of menu categories in the Hamburger Menu as compared to the old horizontal layout on the Home page
  • Some (first time) users had a difficulty recognizing that the main menu categories would be in the Hamburger Menu


To evaluate whether the elimination of the redundant shortcuts has simplified the structure of tasks, we asked the users to complete:


Task 1.1 Using the hamburger menu, find a handbag in the price range from 25$ to 50$.

Results:

  • The new information architecture allows users to quickly complete the task without errors.
  • When using the Find an item shortcut in the old design, the users are confused to see the size charts for irrelevant categories after selecting the category Handbags: they are forced to complete an unnecessary extra step (save random sizes) to proceed to the list of handbags.


To evaluate how the added breadcrumbs and new information architecture have improved navigation, we asked the users to complete:


Task 1.2 Go back to Women's Department and browse for dresses. Then go to Girls' Department and return to the home page.

Results:

  • The users find the navigation in the new design easy.
  • However, none of the users used the breadcrumbs to go navigate back to the previous.
  • Users did not realize they could use the breadcrumbs in the new design to navigate back because they are used to the back arrow/button for it.
  • Half of the users were confused about their location in the old design: they tapped Home page but still remained on the Girls page.


2. Filtering



To evaluate how elimination of the size/age category from the Girls' Department affects filtering, we asked the users to complete:


Task 1.3: Using the hamburger menu, find tops for toddler age girls (2-4 years old).

Results:

  • Users find navigation and filtering in the new design clear and easy.
  • The longer completion time in the new design is conditioned by the confusion about size labels, wording of the task requirement and technical limitations of the prototype.
  • The order of testing the old and new designs influenced the completion time metrics.
  • In the old design, when the category “Toddler” is selected prior to proceeding to the list of tops, users have to complete an extra step of unselecting all the irrelevant sizes


3. Setting the Sizes



To evaluate how the new location of the My Sizes feature enhances usability, specifically the speed and ease of locating it within the app, we asked the users to complete:


Task 2.1 Open the My Sizes feature.

Results:

  • Users who previously tested the old design completed the task quickly and easily.
  • Users who did not previously test the old design still completed the task on the new design with greater speed and ease than on the old design.
  • Most users find it difficult to locate the My Sizes feature in the old design.
  • Most users expect to find the My Sizes feature in the Main Menu departments (Women, Girls, Boys).


To evaluate the usability of the My Sizes feature, specifically the affordance, we asked the users to complete:


Task 2.2 Set the following sizes in the app and select to apply them to all searches.

Results:

  • In the new design, users find selecting and applying the sizes easy and like the differentiation of sizes per the categories.
  • The position of the toggle button “Apply to all searches” below the size charts in the new design is perceived as more visible than at the top as in the old design.
  • Most users are confused because of the missing size labels in the old design: they don't understand what the general size chart applies to.


To evaluate how the added size category labels have affected the shopping experience, we asked the users to complete:


Task 2.3 Search a pair of boots that are in shoe size 8 and width medium.

Results:

  • In the new design, users easily navigate to the list of shoes using the hamburger menu. They are able to quickly apply the sizes. Confusion starts around the filters for Shoes. Users cannot decide whether Boots can be found under the Category or Style filter.
  • In the old design, users fail to find the Width size category for shoes.
  • In the old design, most users are confused to see irrelevant categories such as tops, sweaters, etc. in the Shoes filters.


Quantitative Summary : Menu Structure, Navigation and Filtering



To compare the results for the tested tasks, we calculated the mean value of each metric.

As the results show, the redesign performed very well, with the exception of Task 1.3 which took longer than the current design and had slightly more taps on average, and Task 1.2 which had slightly more errors and did not improve in user satisfaction.


Returning to the analysis of the observation and retrospective think aloud protocol, we quickly realized that some issues that impacted our data were unrelated to the redesign itself. Rather the higher error rate for Task 1.2 and longer completion time for Task 1.3 were due to the technical limitations of the prototype and the wording of the task requirements.


Overall, as the captured data show, the redesign has reduced the time and taps the users spend on navigating from one department to another, searching and browsing for items and applying various filters, whereas the level of satisfaction with their experience was assessed to be almost twice higher.



Quantitative Summary: Setting the Sizes



The results indicate that our redesign for locating the My sizes feature and actually setting sizes showed significant improvements over the current design across the board.


Overall, on the redesigned version the users were able to locate My sizes almost 5 times faster than on the actual app, and spent almost twice less time setting the sizes when shopping than on the actual app.


The satisfaction score was higher for the redesigned version, while task 2.3 also uncovered some areas for further enhancement.



SUS Score



Our SUS scores were overall positive, with the redesign getting a rating of B. However, we identified some ratings that were lower than expected, which prompted us to return to the user think-alouds to look for insight into why this happened and to identify areas for improvement.



Iteration: Improvement Needs in the Redesign



Based on the usability testing results, we improved:


  • The visibility of breadcrumbs by adding back arrows
  • The visibility of the hamburger menu by adding the word "Menu" under the icon
  • The visibility of the shoes filters by eliminating the filter Category and keeping only the filter Style
  • The visibility of the shoes size filters by adding a label to the new width section.


Usability Enhancements due to the Redesign



Simplified structure of tasks



  • Users get the list of items with 3 taps using the redesigned main menu (then applying the relevant filters) or the straightforward Shop option.
  • Due to the elimination of the size/age category from the Girls and Boys departments, users get the list of items and then refine the search results by applying the relevant size(s) in the filters, instead of unselecting all the irrelevant sizes one by one.


Increased user control and freedom



  • Due the elimination of Shop a brand and Find an item shortcuts from the home page, users are not forced to apply irrelevant filters to proceed to the list of items (such as, for example, a top or shoe size to get the list of handbags).


Enhanced visibility & predictability



  • The added tappable breadcrumbs show users' location within the app and allow to return to any previous step in the navigation with just 1 tap.
  • As a result of grouping the main menu sections in the added hamburger menu in the redesigned UI, tapping the Home icon takes users to the home page instead of unexpected menu sections.
  • Due to the repositioning of My Sizes users can easily find it at the top of the Account page and quickly access it from the hamburger menu. Additionally a popup is presented to users after the first login; if users choose to apply their sizes now, they are directly taken to the My Sizes page.


Improved affordance



  • All size categories are clearly labeled so that users may know exactly what they are selecting the size for.
  • After the removal of the Just browse shortcut from the home page, all the buttons and links in the UI allow users to complete the actions they they signify.


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