Entrevista: Ecommerce

How to perform inclusive usability testing on digital platforms?

Research to create accessible digital platforms is essential in a world where inclusion and diversity are a priority. This article delves into a case study conducted by Puntolab on accessibility in an e-commerce ticketing platform for passengers with disabilities and seniors. We explore the solutions proposed, the methodologies used and the impact on the user experience.

What was the client's problem and need?

The client was in the process of redesigning their website and mobile applications for both Android and iOS devices. Their main goal was to understand the elements that helped or hindered the purchase of tickets through digital channels, particularly for senior users, visually impaired and people with reduced mobility.

What solutions did Puntolab propose?

The solution focused on automatic and manual analysis:

1. Automatic Analysis: using technological tools such as the TAO app and others on Android to evaluate web accessibility, highlighting factors such as contrast and font size.

2. Manual Analysis: Performed usability tests with the "Think Aloud" methodology, allowing users to express their experiences in real time.

What does it mean for a site to be accessible?

According to the WCAG 2.0 standard, web accessibility refers to platforms that are:

• Understandable: That all users can assimilate the contents.
• Perceptible: Content should be accessible through alternative means, such as audio descriptions or textual transcriptions.

The objective is that even those who cannot see or hear, can access the content effectively. This implies the implementation of images with alternative text or podcasts with transcripts.

What levels of accessibility are required?

There are different levels of stringency in WCAG 2.0: A, AA and AAA. The most stringent ones demand higher accessibility features, which are essential especially for sectors such as banking, where standards are usually higher.

How important was manual analysis with real people?

Manual analysis becomes very important when including users with visual and motor disabilities, as it allows us to evaluate how these people actually interact with the interface. This type of testing confronts the platform with its real usability and accessibility challenges.

What were some of the significant experiences during the tests?

The tests revealed emotional and challenging moments. For example, testing with visually impaired users showed that the voice assistant did not sync properly with the visible content on the screen. In other cases, older adults showed initial enthusiasm that turned into frustration when they could not easily navigate the site, reflecting the lack of adaptation of the design to their user experience.

What learnings and improvements were identified?

The project highlighted the need for better organization and documentation. Clearly defining accessibility objectives with the client from the outset is essential for focused and effective research. This ensures that all parties are aligned and the greatest possible value is obtained.

What impact did the findings have on the client?

The client applied the recommendations to the website and understood that the needs of users with disabilities do not always match those of mainstream users. In addition, they evaluated the possibility of redefining their service to offer a better experience to these users, considering aspects that they had not initially contemplated.

What valuable advice can be offered to other researchers?

Patience and respect for users during sessions are key. A professional attitude should be combined with empathy, understanding the context and the particular needs of each user. This enriches the research, making visible the impact of accessibility and usability for all.

If you are interested in developing more inclusive platforms or participate in the design of digital interfaces, remember that the commitment to accessibility not only improves the user experience, but also enriches and democratizes technology for all. Keep learning and making a difference!