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This assignment is designed to provide practical experience

1.Analysing user characteristics for an interactive system and developing personas.

2.Analysing usability needs and priorities and specifying usability requirements.

3.Carrying out heuristic evaluation of the usability of an interactive system.

Tasks to be undertaken:

1.Write a set of personas for the users of the system.

2.Write an account of usability priorities, with a set of usability requirements.

3.Formulate a procedure for carrying out a heuristic evaluation.

4.Carry out a heuristic evaluation.

Write an evaluation of the usability of the ecommerce website.

User Characteristics and Personas

This part of the report presents four different personas who is responsible for evaluating the website. This four different persons are presented as hypothetical users of the interactive system. This individuals will evaluate the and detailed critique of the websites focusing on Usability issues. This individuals are chosen for their different expertize as they will provide different viewpoint that will allow a successful evaluation of the current website. Under those four individuals, two of them are chosen for the standard reason as they consists of field knowledge such as website designing and software developing. One of them can be termed as user of non-standard reason for contributing in evaluation process. Last one is the user with disabilities as she only has basic interface knowledge of the evaluation process. This four personas are followed-

Person 1

The name of the first user is Matthew L Hayne, a senior software developer of a standard company in United Kingdom. He passed his graduation from University College London with an information technology degree. He is specialist in domain knowledge and have an extensive experience of over 20 year. Other than his field works he is specialist in WordPress, pro-tools, Adobe suite and 3D SMX. He is also social and always focused to learn new interface, relevant to his field work. As he is a specialist in the software developer field, he is chosen for standard reason to evaluate the website in an efficient manner. User 1 persona is followed-

Figure 1: Persona of user 1

Person 2

Isabel Moran is the second user and most appropriate for evaluating the website as she have experience of several years in this field. She passed her graduation from university of Manchester, UK with a significant grade. At the early stage of her professional life, she was working as individual, doing part time work. She also worked in anime industry for some period. Now she is working on a developed IT sector where her work has significant value in the company. She is not very social and also not interested to evaluate different things that are not directly related with her work. She is highly conversant with WordPress, Adobe suite and other website designing tools that makes her appropriate for this site evaluation.  The persona of the Second user is followed-

Figure 2: Persona of 2nd user

Person 3

  The third use chosen is Grace Gallagher, an electronic goods supplier, currently working for a standard company in London. She has graduated from the University College, London. She is a professional in the animation industry. However, she also is an electronic goods supplier who buys electronic products in bulks for her store. She is social and has a very wide field knowledge. She is chosen for her familiarity over the electronic goods demand and supplies. She also have a basic knowledge over WordPress and management tools that will be necessary to evaluate the certain website in an effective manner. User 3 is termed as the person with a non-standard reason for contributing in the evaluation process. The details of her persona is followed-

Usability Priorities and Requirements

Figure 3: persona of third user.

Person 4

The fourth user is Aimee Baldwin, a social media marketing specialist, passed her graduation from London University. She has a job role as customer who will be accountable for purchasing goods from online stores. This user is also an analytical person who specializes in social media marketing. The course for such digital innovation is the internet. However her skills over the evaluation field is very low as she is only familiar with browsers like Google and Mozilla, MS-office and social networking sites. This user is termed as the user with a disability as she is only observing for websites with a good interface. The skills of this person is illustrate below-

Figure 4: Persona of 4th user

This part of this report is disuses about the user experience priority. The priorities are categorized in here section as high, low and medium. The list of priorities are listed in a high to low priority manner. This user experience priorities for the website is essential to understand the design comp ability with focus on getting right. This section includes different aspects of user experience and different tasks for understanding the website interface and to determine what is not properly executed or needed some certain cages to make it more efficient and effective. The key as with all requirements specification activities is being very concrete and specific, so the list could provide real guidance.  

  1. Lack of Professional Design:- The basic priorities for making an efficient website is the design. This website is very poorly designed. The whole structure of this website is lengthy and the interface is very peculiar. The design is very incongruous as it is literally impossible to understand the goal of the website as what this website about and what it is for. A decent website must has an effective design that can be define as highest priority where this websites lack intensely.
  2. Dynamic Site-Links: - The website is very long and consist of more than 28 sections while it does not have any navigation tabs. Every section is thoroughly consist in a similar lengthy page and also no quick navigation link is available to access those section quickly and in an efficient manner. Users can not even identify all section by visiting the website index page as they need to scroll through all the pages for accessing some specific section they are searching for. For this specific reason it is also pointed as a high priority risk.
  3. Text complicity:- This website is mostly consist of  enormous text from the top to bottom. As a result, customers are not impressed by the design that is responsible for slowing down of potential sales. The text are also not projected in suitable way as the text sizes and fonts are vague and not well maintained. There are several colored text used throughout the whole page and for hyperlinks the text colors are not highlighted in an efficient manner.  This is also considered as high priority.
  4. Lack of product Showcasing: this website is mostly consist of text about the company’s legacy and showcase of some most popular products. This website lacks to provide more product showcasing and detailed specification of this products. Customers will not able to get correct and desired specification of some certain products they may want to purchase as it may decrease the potential sale rate. This lacks are considered as medium priority.
  5. Lack of information about company: This can be considered as medium priority risk as customer needs brand information and validation in order to gain trust on All the information is their legacy related and does not provide clear understanding of their current service availability.
  6. Index page Design: -firstly, the hyperlink for the index is poorly designed. Inside the index page the contents are also not organized and summarized. Some of the sentences are also unfinished as does not produce any meaning. All the sections in the index page merged together without proper header that makes it ineffective. Also sections such as “Reach us” were repeated twice one in the top and also in bottom. Repetition of same content makes it more ineffective so it can be considered as medium priority lack.
  7. Lack of Data Entry Fields:- Especially in the gift card section the user details entry section is missing in the website as user needs to copy the content and externally mail it to their service mail address after editing their personal data.

Figure 5: The process of ordering a Best Atari Gift Certificate.

Source: (

           This is poor interface as user need to put abundant effort to complete the procedure. There          must be a data field entry section from where user can book services directly from the website. This is also considered as medium priority lack.

  1. Unappropriated Hyperlink: - Hyperlinked are used for moving to another sections while this website is contained with multiple hyperlinks and they are not also highlighted properly as it is hard to understand which text is hyperlinked.

Figure 6: complicated hyperlink

Both “Brand New” and the followed sentence is underlined and highlighted while only the second one is hyperlinked. It can confuse visitors as visitors needs to use of cursor to check on hyperlink that is a complicate and time consuming process. This can be considered as low priority requirement.

  1. Lack of Efficient Header: - The website is full of relevant information, however all the sections are widely illustrated and discussed. It is not efficiently managed as generally users does not care about extra information as they could use proper navigation and structured system to highlight the important section. This can be marked as a low priority.
  1. Feature product: -The feature products need to grab more attention of the customers. This is of medium priority which is to be solved. This can be also categorized as a low priority.

This section of the report provides a board discussion about the usability specification of the current design and compare both what is required for an effective approach and what can be measured. This part also includes how the current website can be modified for getting more suitable interface and increase the rate of potential sale for ATARI.  And it also evaluates how the new design will help the company to get their desired requirement. The evaluation is strictly focused on efficiency, learnability, error, satisfaction and memorability with the associate requirement of ATARI.

Heuristic Evaluation


This report is propose of evaluation of current and desired ATARI website. Through suitable use of various analytical tools the results can be concluded successfully. This section of this report will present the broad that whether the website will be able to achieve its business goals. The main purpose of the website is to provide ATARI’s service and connect to various user all over the world.   ATARI is specialize in replacement of electronic parts and accessories for all consumer based ATARI game systems and ATARI computers for the consumer. Current design is the basic interface of the ATARI as it is more focused on details more than efficient design. The current design of the website is constructed by utilizing proper technologies such that it can achieve the expertness of the owner and stakeholders. Generally, the usability of website be contingent on the desired goal of the proposed website and the visitors who are targeted as ATARI product consumers. There is several conflicts which are directly involved for the adoption of visitor interactions.  

A new process of common industry format for requirement is being developed as CIF-R. Mainly there is three related activities needs to consider while specified the requirement such as analyzing the context of use, defining scenarios that can be tested and specifying requirements for efficiency, effectiveness and satisfaction for each section.

The current design is vague as it is not well maintained and structured that will probly not attract users’ attention. The mainly focused audience of the website are the electronic products buyer including service and replacement seeker. However, the current website is unable to   produce any significant result and attract audience due to the lack of graphics and efficient design. The competition also increased as ever, that backdated interface of their current website is holding them down. Also the lack of proper navigation bar and bad graphics presentation is turning the website ineffective and inefficient. The new design must involve smart graphics interface. It also need to be structured and new CGI is must for proposed an effective system. There are certain other aspects needs to update in order to increase potential sale rate. This will help a customer to reach out to their required product without the need to evaluate the location of the product. These are the specific requirement need for usability.

  • There is some learnability requirements to initially captured stakeholders expectation.
  • Design: the design needs to be changed significantly as the old interface is very dull and insignificant to attract user attraction.
  • Accessibilityis also needs to be considered as broad a group of people as possible including people with disabilities.
  • User friendlinessis also required as the current website is incapable of doing so.
  • Error Tolerance: Requirement that things be difficult to get wrong. The current website is full of error and the interface is too complex to use.
  • Customization & personalization: Requirements to customize or personalize things for the user. For example, the customer requirement that they would like to customize the layoutof menus.

This part of this report illustrate some specific methodologies that will be utilized for analyze the usability of the website. This methodology are mainly associates with the homepage usability or Jakob Nielsen’s 113 guidelines. This methodology will relate through systemic procedure to search for usability heuristic violations rather than just have a look and name a few usability problems. Doing heuristic evaluation properly involves careful preparation.

Usability Specifications and Modifications

After doing such evolution some factors are highlighted as the LOGO of ATARI is must set in a suitable manner. The whole design must be structured and designed in a suitable manner to make it more interactive for visitors. There should be a particular home page section where user can interact with the basic services provided by ATARI. The homepage also need to be more effective and designed differently. The whole website needs to separate into different sections as the current page is too lengthy and very vague. The most important part is to make an index page with proper navigation bar with hyperlinked to move in different section. The main page should consist of some basic information as company’s basic description with the detailed service offer section. The previous achievement and legacy related images are also can be included. The name of this index page should not consist the term “Website”. This will be used to determine the web presence of the company. This website also must consist of smart graphics to make it more interactive for user as the current webpage is more like a prototype rather than an official website of any certain company. This is the most important aspect to focus as graphics is the main important part of an effective website. It attracts visitors and make them engage with brand. Other than that, the text size, format and also color needs to be changed to look more professional and suitable as an e-commerce website. The hyperlinked also needs to be construct in an effective manner as the visitor can easily interpret with different section in an effect manner. The communication method is also very old-fashioned in the current website.  There is very ineffective methods applied as the visitor needs to copy content from the website and send it to the official email after including the personal details as their name, address personal phone number and bank account details in order to purchase any product or seek some replacement. This methods are very old and ineffective. So, this procedure of communication also can be changed with new implementation of database management system. By implement database management system, the website will allow visitors to directly submit their information in the website with using data entry field.

This methodology will be followed for making an analysis of the website concerned. As a result, a heuristic evaluation will also be made according to the results seen such that it can be effectively addressed on the solutions of the website.

Methodologies for Analyzing Usability

This part of this report widely discuss the evaluation of the ATARI website. It is essential to gain proper knowledge of usability of the website. The usability evaluation is applied systematically to document it thoroughly.  As the four individual persona disused above. Their perspective will be considered to evaluate the current website. As it will help to understand the end user adoption of thee website who will be likely to making a transaction in the system. This section will widely discuss the evaluation process to make the website more suitable and user interactive. The several aspect needs to analyze in order to make the website easily adopted by visitors:

  1. Testing phase: Firstly, the decision needs to be make what parts need changes or replacement. For this specific report the home page will be considered as first priority. As there is multiple change required in home page, the current website even does not have a specific home page section and the graphics needs to be included in order to make it more eye-catching.
  2. Task list: After tested all the faults and inconvenient sections. There should be list of task in order to fix or replace them. It can be done by making an associate list of tasks that are to be followed.
  3. Creation of Notes Page: After constructing the task list the notes page needs to r create as it will involve which lists the various information regarding the tasks.
  4. Initial User Selection: In this section, the initial users are selected whose are thought to be appropriate for this testing phase. At the first part (Part 1) the users are selected who will likely examine the current website. This four user will take up the usability testing criteria.
  5. Logistic Establishment:In this specific process, the time and date of the starting and ending is listed which is later sent to the client for evaluation.
  6. Consent Form:  After evaluating the website, the user sent consentforms which will be filled up in order to maintain information. In this process, the users are sent consent forms which will be filled up later from the end of the company such that information flow maintained.
  7. User reviewed Script:In this process, the script composed from the user regarding the usability test is reviewed such that it can be proceed to send to the client.
  8. Performing Test:  next process is to perform the performing test. So, developer can consider the current page lacks to make the new website more vulnerable and efficient.
  9. Post-questionnaire sheet: Lastly, the feedback form is conducted from transmission of the assessment. This involves also rating which is sent to the user of the process.

This particular section will focus on the collection of evaluative information from the four different user chosen for this analysis.

  1. Task 1: The users are requested to navigate through the current ATARI website from top to bottom. They were asked to analyze the website without performing any task in tye current website. This users are responsible to identify the ATARI’ business process and how well it was implemented in the website. They are also requested to especially focus on the homepage including other section of the current website. Their feedback is essential in order to gain clear impression of the current website over the visitors to increase potential sale rate.


Result from the responses  

1. Initial Description

From the users point of view the navigation process of the current website is vet dull as it is too lengthy and complexly designed. It is also hard to find any specific section in the website as it does not provide any hyperlinked navigation section. The interface is also much backdated as no graphics and add-ons are included.

2. Initial impression of the company

From the users viewpoint the brand name was not standardized as the logo and names are not situated in a suitable place and all the company’s legacy related images are not cleared visible.

The list of services provided by ATARI is also not managed accordingly. Due to this factors, the new website needs to be make in more professional manner.

3. Information locating

According to the uses responses, It is very hard to find any specific section throughout the whole website. Though there is enormous information available, it is hard to find the specific information as the interface is not enough to meet the customers demand.

4. Initial impression of the website design

From the responses of the user, the ATARI website is designed in a less professional manner. Every user respond in a negative manner about design of this website as there is no graphic involve. Every page has similar design that is also an unsatisfied.

5. Website standard

There is a huge gap between the standard e-commerce website and ATARI website. According to the users the design is less than average e-commerce website.       

  1. Task 2: After starting from the home page, the users are required to locate and navigate a product.


Responses Result

1. How easy to find any specific product?

The product page was difficult to find as the homepage is filled with lot of context such as text. Also there is no specific header or navigation panel available for easy access of the product section.

2. Did the user want to make a transaction?

According to the user they were not influenced for making any kind of purchase from the current website. The main reason for that is lack of graphics and standard design on product section.

3. Did the users want to consider purchasing similar products from other ecommerce websites?

The user search in the web for similar product and find multiple well designed e-commerce website and attempt to consider purchasing from this websites rather than depend on the ATARI website.

The detailed analysis on the evaluation of the website has been done in this part of the report. The critical evaluation of all the functionalities of a website requires that the website be not just evaluated thoroughly by one person. Therefore, the e-commerce website has been thoroughly evaluated by a number of different users and is followed by the detailed analysis as well.

System Status: It has been found that the Atari e-commerce website do not function normally and has a huge amount of faults associated along with it. The pages that are listed in the webpage as the redirection to multiple different information do not have any previous link in the homepage. This means that the homepage suggestions have no redirection links on them, making the navigation stressful as after each time a link is clicked on, the user has to go back to the homepage and have to start navigating again from the beginning. Otherwise, it required a user to navigate back every time there was a need to go back to the previous page by repeatedly pressing the back button. In addition, this is a necessity for every page in the entire website.

Connection to the real world: An ideal website, especially an e-commerce website needs to have connections with the real world. This is because e-commerce users are mostly the common mass who have least to none idea about the technicalities behind a website. This could be done by implementing user feedback and rating provisions to the products that the organization has put up to sell. This feature is not available in the website for Atari that is being evaluated. This is a major drawback and as a strategy to improve the website, this should be implemented readily.

Control Problems: This website for Atari e-commerce lacks the usability ease in surfing and control. It had been mentioned earlier that the website is packed with textual information all over with a very low control facility. The website is haphazard with all the texts and non-graphical information produced in the website. Therefore, to go forward in the desired links, a user has to go through the texts and then they could be able to surf. This is a tenuous process hampering much of the valuable time of the users, which makes the surfing experience unsatisfactory.

Standards and consistency: This website falls short of all the required standard specification an ideal e-commerce website should possess. Even after so many links put up all over the websites, there has been a tremendous fault in listing a specific page for the products to be displayed for sale. There is an absence of a proper graphical representation of a button or any information, which could lead a user to the specific page to the list of products available in the website for sale. The products are placed haphazardly all over the website making it difficult to choose any one of the proper product a user may need. In addition, the menu buttons and the website links fail to follow the standard norms of an ideal website. The inconsistency in the text fonts and sized is vividly noticeable.

Flexibility and Usability: After rigorous evaluator surfing, it could be definitely said that the website is not at all since it lacks usability for a user. This is mainly because a user does not find ease of use while surfing through this website. There is nonexistence of a search button to redirect a user to his or her desired product offered by the company. This compels a user to prefer visiting any other website than this, hampering the customer base for the organization.

This report present a broad about the usability evaluation of the current ATARI website. There are certain obstacles faced in the evaluation process as collection of the information of the user. The users are also hard to find as they are from different cities and currently working on different sectors. Second major problem was budget oriented as there is a very small amount of budget allocation for this evolution process.

However, the whole evolution process are done accordingly as planned. Several methodologies are used to support the analysis of this website. The users were also well interested and respond in a very professional manner. The responses from this users was vital and helped to understand the standard of the website. Lastly, the analysis of the website from the perspective of the users have been discussed in this report. This has also been analyzed according to the heuristic evaluation of a website.


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