Analysis of " Publishing Center Tri " WWW - Kniga.mk

ANALYSIS OF " PUBLISHING CENTER TRI "
WWW.KNIGA.MK
ACCESSING APPLICATIONS OVER THE INTERNET
CREATED BY GROUP 12
Sterjovska Marija 54485
Slavevska Ivana 54494
Lazova Radica 55115
Razmoska Natasha 55118
Nedelkovska Simona 55132
Mentors:
Ph. D Saso Josimovski
Martin Kiselicki
Skopje, 2015
Table of Contents
Executive summary ............................................................................................................................. 2

About the organization ....................................................................................................................... 3
Competitive analysis ........................................................................................................................... 4
Ikona Bookstore ......................................................................................................................... 5
Publishing house Kultura............................................................................................................ 6
KupiKniga.mk ............................................................................................................................. 7
Results and recommendations (competitive analysis) ................................................................ 8
User profiles ......................................................................................................................................... 9
Profile 1 .................................................................................................................................... 10
Profile2 ..................................................................................................................................... 11
Profile3 ..................................................................................................................................... 12
Profile 4 .................................................................................................................................... 13
Usability testing ................................................................................................................................. 14
Observation number 1 ............................................................................................................. 16
Observation number 10 ........................................................................................................... 34
Results and recommendations (usability testing) ...................................................................... 36
Final conclusion .................................................................................................................................. 37

Executive summary
The publishing centre “Tri” provides its readers with a better way of enjoying books;
they have opened their coffee-bookstore, where people can enjoy a good book, good
coffee and good music. Also “Tri” has its own website where they sell their books
online, by providing this service they expand their customer base across Macedonia.
The goal of this research was to analyze the website of the bookstore “Tri”. This
analysis includes various aspects starting from whether the company can effectively
use it to achieve its objective- selling books online and whether the customers can
easily navigate through the website and achieve their goal-buying books online.
We have used competitive analysis, user profiles and usability testing as methods for
our analysis. The results we have got from the usability testing are of the biggest
importance because we were able to visually see if the observants has some
difficulties with navigating through the website, how easily they can find the book
they need, how much time they need to finish the ordering and payment process and
what were the common problems. Also it was critically important for the company to be
aware of the particular behaviors of their customers. For that reason we created user profiles
that represent these typical customers which are important for the company to direct its
marketing efforts. Additionally, from the competitive analysis conducted we were able to
realize the weaknesses and insufficiencies of the chosen website compared to the
competitors and therefore to give recommendations about what should be changed and
improved in the future.
Ultimately, we noticed some problems related to the design and the simplicity of the website,
which appeared several times during the implementation of the research methods. All of
them, as well as our recommendations for their resolving are explained later in this work
more thoroughly.
About the organization
The literature is art of discovering something extraordinary about ordinary people,

and saying with ordinary words something extraordinary. It creates new worlds,
different from the known ones, creates possibilities for making the world a better
place. Reading books help in running from the real lifetime and for a second to live in
imagine worlds.
Founded in 1999, for a very short period of time, the publishing centre "Tri" has
emerged as a very serious and inventive publisher of the Macedonian cultural scene
, primarily because of its orientation towards books are most popular in the world.
Their mission is to keep pace with current developments on the world literary and
cultural scene and priority is to make literature accessible to all - to expand horizons
and to get close to the world.
"Tri" offers a full range of studies in art, film, architecture, photography and art of
living. For providing its readers a better way of enjoing books,they open their coffee-
bookstore, where people can enjoy a good book, good coffee and good music! TRI
offers a different way of thinking, living, experiencing the world, a totally different
world.
Publishing centre TRI, has their own website ( www.kniga.mk), where they provide
online book sale, beside the physic buying in the bookstore. In case of buying
something online, users have to register on the site. Explanations about registering,
ordering process, privacy of information and etc. can be easily found on the web. For
the users registered, they offer a coupon for discount of 10%, which improves the
user satisfation. Also, they provide the users with an opportunity to enter in the club
of readers of "TRI" with simple buying a book from the bookstore. The club of
readers enjoys the discount of 10% on all "TRI" published books.
Previously mentioned as users, "TRI" customers are all open minded people, with a
reading passion, no matter of the sex, age and etc, with a solid knowledge of online
shopping. The habit of reading is the only enjoyment in which there is no alloy, it
lasts when all other pleasures fade. Because of this fact, "TRI" offers a large palette
of book categories, from book for kids, then classic literature, business literature and
etc. Next to every book offered for sale, there is a short preview of the book, which
gives a short plot of the book to the users.
Living in the 21st Century, the emerging power of the Internet, has provided
solutions for people, from the perspective of saving time, offers wide access to
information from various aspects and etc. Perhaps, the main reasons why we have
choosen this topic for our research project, is the poor publishing industry in
Macedonia, especially now when all of the Internet opportunities. Much more of the
people prefer buying online and reading online than physically searching for a book
and physically reading it. Beside the book passion, as members of the team, we
were affected of the way that the process of online book shopping is a little
complicated and not everyone may understand it. So, we had an interest for finding
what the constrains are and probably give our recommendations.
Competitive analysis refers to Identifying competitors and evaluating their strategies to
determine their strengths and weaknesses relative to those of your own product or service.
A competitive analysis is a critical part of a company’s marketing plan. With this evaluation, the
company can establish what makes its product or service unique and therefore what attributes
plays it up in order to attract its target market.
Competitive analysis
For the purpose of understanding the competitors performance on the internet and
be introduced with their strengths and weaknesses about their online presence, we
have choosen the following competitors for review and gathered information that
may be useful in understanding what works and what doesn’t in the user experience
they provide. According to that we can provide our recommendation and ideas for
improvement for the analyzed organization.
We analyzed three other competitors that we found appropriate

(http://www.ikona.mk/ , http://kultura.com.mk/ and http://kupikniga.mk/ ) that also sell
books online besides www.kniga.mk, and we monitored all of them in order to make
comparison between them according to the following criteria:
 Home page
 Navigation
 Site organization
 Links and labels
 Search and search results
 Readability
 Performance
 Content
 Social media performance
Ikona Bookstore
http://www.ikona.mk/
Ikona Bookstore has

been established in
2001.Ikona is importer
and distributer
of:foreign language
literature in
English.They cooperate
with leading publishing
houses from United
Kingdom, USA and
Germany. Ikona owns
three stores in Skopje.
In 2008 was founded
Ikona Publishing
House.
what doesn't
what works work
Sophisticated design No links to other websites

Easy navigation through the site Difficulties while searching
Very well site organization and good related to the input languages
categorization of books
Complicated registration
Understandable labels
process
Advanced search option
Despite selling books, there are other Low social performance
things associated with art and literature Not mobile friendly
take away:
Sophisticated and simple design
Selling other related things despite books
Publishing house Kultura
http://kultura.com.mk/
Publishing house Kultura was

established in 1945 and today is
still a brand in publishing in the
country. Throughout their long
publishing activities Kultura was
publishing and publishing books
of all genres. Today Kutura
continues towards their well
recognized direction in publishing
and continuously following the
needs of the contemporary
readers.
what works what doesn't

work
Simple navigation Too colorful and outdated design
Good organization of the site Bad labels of the navigation buttons,
Simple process for registration and not easily understandable
ordering No advanced search option
Latest news of related topics are Problems with the translation of the
presented content when changed to English
Present and active on facebook language
Low book choice
Not mobile friendly
Take away :
Presenting latest news in the related field

KupiKniga.mk
Is the first Macedonian web portal

for electronic book trade that aims
to aggregate the complete offer of
thepublishersandbookstoresin
Macedonia and the region. The
purpose is also to bring together
alladmirersofthewrittenword,
and to make KupiKniga.mk their
favoriteplaceforcollaboration.
All the users and visitors of this
website have the opportunity to
inform, comment and interact with
thecompanyandotherusersand
visitors.
what works what doesn't work
Links to other related Very crowded design, bad

websites organization of the elements
Advanced search option It is difficult to find something
Easy registration process because of the scattered
Huge book choice elements
providing interaction with Not mobile friendly
users
take away :
Links to other websites

Providing interaction with users
Results and recommendations (competitive analysis)
According to the conducted competitive analysis on the basis of the previously

mentioned criteria, we have made comparison between our chosen online bookstore
www.kniga.mk and their above named competitors; we came to the following
conclusion.
One of the most important factors that certainly has impact on the online buying
decision and positively impacts the user experience provided by a particular website
is the simplicity and sophistication of the design on the website. Correspondingly,
including simple buying process and understandable process of adding items to the
cart are the biggest concerns for our website, which according to our opinion
compared to some of the competitors are much more complicated and time
consuming. This probably will require redesigning and simplifying the user interface
in order to be made more user-friendly and reorganizing the site’s elements which is
also an issue for this site.
Furthermore, language-change possibility should be implemented in our website,

since in this context this was the only website among the competition that is not
offering this possibility, which might be very useful.
Additionally, if the company wants to increase the traffic to their website it should
take advantage of the SEO techniques by providing quality content with simple and
easily understandable text and what is more important to link their website with
another ones (for example some that provide similar content ), which was not case
with our site.
Finally, we recommend to “Publishing center Tri” to try selling other related things
despite books (gifts, creative items )like in the case of “Ikona bookstore” that does
this very successfully, so they will use the opportunity to attract new customers and
improve their sales, therefore increasing their revenue.
User group profiles describe the characteristics of product users, that is, the people who use a
product.
It has been proved that for one company, particularly for one that is selling products online is
strategically important to have deeper understanding of who the buyers are, what they are trying
to accomplish, and what goals drive their behavior, how they think, how they buy and how they
make their buying decisions. This helpful understanding is especially important for making
decisions about marketing and selling strategies.
User profiles
All of the reasons mentioned above have their influence on us to choose this method
that will help the company into the defining the buying behaviors of their target group
of customers.
Regarding this we took into consideration some researches that were already done
about reading behaviors. According to them it has been shown that reading behavior
goes up with age and level of education and usually women are more engaged in
reading than man. By the same research has also been found positive correlation
with the reading rates and the use of the internet. On the other side, according to a
survey that we have previously conducted for educational purposes about online
buying behaviors, we found out that younger population, particularly students are
more active on that field. Based on this survey the most important factors for buying
or not buying online are the security concerns that are less influential to the students
compared to the older population, which again is caused by the educational level.
Taking into consideration all of this factors we came to conclusion that the following
groups are the most specific buyers for this company and they should be taken into
account when developing its marketing and selling strategies.
Firstly, we included students both male and female in their early 20s and the other
group consists of highly educated and high income corporate executives and
professionals from both genders in their late 30s and early 40s.Eventhough, as we
mentioned above female are more keen on reading books, we included male too in
our profiles because anyway they form influential group for the company concerning
selling of books.
According to this these are the 4 user profiles and their specific behaviors:
Usability testing refers to evaluating a product or service by testing it with representative users.
Typically, during a test, participants will try to complete typical tasks while observers watch,
listen and takes notes. The goal is to identify any usability problems, collect qualitative and
quantitative data and determine the participant's satisfaction with the product.
Usability testing
The reason why our choice was to conduct usability testing is that for a website like
www.kniga.mk which is formed for a main purpose of selling books online is critically
important how this process is done, especially from the users’ point of view.
Therefore, it must be enough simple and understandable for them, so they will be
motivated to return to the site again and again.
Considering all previously mentioned we analyzed the way in which this website is
performing its underlying processes by setting tasks associated with the user
interface, design, interaction, functionality and other important elements of the site.
Participants
For the purposes of this testing we selected 10 participants. Most of them were from
the young population which makes sense because students’ population is
considered as the biggest group of buyers, but of course we tried to include different
age groups in order to test the way in which all of them can orientate on the website,
so we can easily weigh up this site’s performance.
Some of the participants have previously visited this website, for some of them this
was the first time visiting it. Later we found correlation between the user experience
and the frequency of visiting the website.
Scenario
For the purposes of this testing we adapted one room and the necessary equipment
i.e. lap top where the observations have taken place. We called all of the
participants and we observed them one by one, in that they were previously
explained the way they should perform the tasks and the rules of the testing. They
were also informed that they should speak out loud during their performance, so we
could easily notice what they are exactly doing.
Tasks
We defined the following 9 tasks, that in our opinion are most appropriate to be done
by the respondents and that they are adequate to provide the information that we
need.
We ordered the tasks in the way that they are most logically to be done one after
another. In our opinion we set the time that we considered as optimal for completing
all of the tasks at 8 min. for each participant. However we measured the time for
each participant until they are done with all of the tasks, so we can have
understanding of how long it takes for one usual process of ordering a book with the
typical steps to be done.
Task 1: Create a profile
Task 2: Fill in a questionnaire on the home page
Task 3: Read the most recent and the most current news published by the company
Task 4: Make a contact with the company (sent mail asking about the time of
delivery of the books)
Task 5: Read a short summary of the top 1 book in the section top 5
Task 6: Return to the home page
Task 7: Find a book from the fiction category, genre love novel
Task 8: Add the book in the shopping cart
Task 9: Start with the payment process (fill in all the necessary data)
Task 10: Log out
In the following few pages we provide in detail every step that was done by each
participant in this usability testing, the number of tasks completed by each of them
and their measured time.
Observation number 1
Aleksandar S, 19 years (Student)

looks at the screen for a few seconds analyzing the right upper corner of the page and then notices
“REGISTRATION” from the horizontal navigational menu
fills up all the information required (name, last name, e-mail address, password and the characters
from the image)
clicks “Confirm”
gets feedback that the profile has been successfully created

goes to the homepage first by trying to click on the logo in the left upper corner and when he
realizes that the logo is not a link to the homepage clicks on the “house” icon from the
horizontal navigational menu
scrolls up and down the page looking for the questionnaire
finally finds the questionnaire chooses Thriller / Mystery
clicks “vote”
scrolls to the top of the page
clicks on “Aktuelnosti” from the horizontal navigational menu
finds a list of news in a chronological order
Task 4: Make a contact with the company (sent mail asking about the time of delivery of
the books)
immediately clicks on “CONTACT” the horizontal navigational menu
writes his message in the Comments section and then click on “Confirm”
goes to the home page
clicks on one of the books
reads the summary
clicks on “fiction” from the category vertical menu
realizes his mistake that that’s not only books from love
genre but from all genres from the fiction category
clicks on the little plus next to “fiction”
and chooses “love novels” from the menu

click on a book from the romance genre he previously opened
click on “Order”
clicks “proceed with order”
fills information required ( name, last name, address, city, zip code, phone number)
clicks “Proceed”
•Clicks “Proceed” again
chooses payment method (Cash payment at the time of delivery of the consignment)
Clicks “Proceed” again
Task 9: Log out
click on sign out in the upper right corner
Estimated, optimal time: 8 min

Aleksandar's time: 6:40 min
Tasks completed: 9/9
Irena, 27 years

looks at the screen for a few seconds
clicks on “log in” that’s located above the navigational menu and then on “create an account”
fills up all the information required (name, last name, e-mail address, password and the
characters from the image)
get a message that the passwords in the two fields aren’t the same ( password and confirm
password)
retypes password
gets feedback that the profile has been successfully created

goes to the homepage first by trying to click on the logo in the left upper corner and when she
realizes that the logo is not a link to the homepage clicks on the “house” icon from the horizontal
navigational menu
she has a difficulty finding it
finally finds the questionnaire chooses Love novels
clicks “vote”
clicks on “Aktuelnosti” from the horizontal navigational menu
finds a list of news published by the company
Task 4: Make a contact with the company (sent mail asking about the time of delivery
of the books)
scrolls down to the bottom of the page
clicks on “Contact” from the page footer
fills in the information
click on “Confirm”
notices the top 5 books section
clicks on one of the books from the top 5
finds the short summary
Looks at the categories menu
can’t find love novel genre
scrolls up and down the page
sees the search button
types love novels
finds all the books from this genre
click on a book from the romance genre she previously
opened
click on “Order”
the book is added in the shopping cart
fills in the required information
chooses payment method
Task 9: Log out
click on sign out in the upper right corner

Irena's time: 8:10 min
Tasks completed 9/9
Slobodan, 27 years (sales manager)

Looking at the main page for a while
Clicks on the log in button in the list above the navigation menu
Clicks on create profile
Fills in the fields with the needed information
E-mail entered wrong, goes back to rewrite it
Registration successful

Looking through the main page
Scrolling down to the bottom of the page
Can`t find the questionnaire
Scrolling again to the bottom of the page
Sees the questionnaire
Clicks on the answer and vote button afterwards
Goes back to the top of the main page
Sees the category with the most recent and most current news published
Clicks on the first one
Scroll down to the end of the article
of the books)
Goes back at the main page
Clicks on the contact button at the navigation menu
Fills in the fields with the required information
Clicks confirm at the end
Click on the home button
Returns to the main page
Clicks on the top 1 book in the
section top 5
Scrolls to the end of the article
Looks left on the home page at the categories
Clicks on the plus right next to the fiction category
After the subcategories are opened clicks on the love novel genre
Scroll down through the list of books
Clicks on the third book in the row (“On Dublin Street” by Samantha Young)

Clicks at the order button positioned at the end of the article
The books is added in the shopping cart
Clicks on the continue with order button
Fills in all the required data in the first part of the payment process
Clicks continue
Password mismatch/ Return to rewrite password
Clicks continue
Free delivery offered due to value of order
Clicks continue
Choose payment method (cash payment)
Task 9: Log out

Scroll at the top of the page
Click at the log out button in the list above the navigation menu

Slobodan's time: 7:40 min
Tasks completed 9/9
Melina, 21 years (student)

Scrolling down the page
Clicks on the registration button in the navigation menu
Characters are misspelled, goes back to rewrite them (new characters are given afterwards)

Goes back on the main page
Scroll down to the bottom of the page
Goes back to the top of the main page
Notice the category with the most recent and most current news published
of the books)
Clicks on the home button
Returns on the home page
Scroll to the bottom of the page
Clicks on the contact button at the bottom navigation menu
Fills in the information required
Looks right from the contact field
Notice the top 5 section
Clicks on the top 1 book in the section top 5
Looks left on the home page at the categories
Clicks on the fiction category
Scrolls down the page
Can`t find the genre love novel
Write love novels in the search engine
Clicks on the first book from the search results

The book is added in the shopping cart
Clicks continue
Postal code forgotten/ Return to fill the postal code field
Clicks continue
Choose delivery method
Clicks continue
Task 9: Log out

Scroll at the top of the page
Click at the log out button in the list above the navigation menu

Melina's time: 6:00 min
Tasks completed 8/9
Dana, 24 years (student)

looking at the home page, searching for the right button
click on the button my profile, then clicks on the button create a profile
fulfill the empty boxes
clicks confirm
back to the home page
looking at the screen
scrolling down and finding the questionnaire
click on the appropriate answer
confirm with clicking on the button Vote
goes back to the home page
scrolling a little bit down
finding the section “Aktuelnosti”
reads most recent news
Task 4: Make a contact with the company(sent mail asking about the time of delivery
of the books)
scrolling up on the home page
scanning through the screen
clicking on the button contact
entering the informations in the boxes
click on the button confirm to confirm the question
Goes back to the home page
looking at the screen for a while
scrolling a little bit down and finding the section with the top 5 books at the right part o the screen
clicks on the top 1 book
scrolls down for a while
reads summary
clicks on the fiction button of the vertical navigation menu
clicks on the plus sign to open other genres
clicks love novel

clicks on the button order for the previously opened book
clicks on the button order
fulfills the empty boxes
confirms by clicking on the button proceed
Task 9: Log out

scrolling up
looking for a second
finds button log out
clicks on it

Dana's time: 7:14 min
Tasks completed 9/9
Sofija, 45 years (layer)

exploring the home page for a while
finding the button registration on the horizontal navigation menu
clicks it
fulfills the necessary information
clicks confirm
goes back on the home page
exploring the home page for a while
scrolling down
finding the questionnaire
choose an answer
confirms by clicking on the button Vote
go back on the home page
looking at screen
scrolling down
finding the section where the most recent news are provided
read recent stories and news
of the books)
looking the screen for a while
finding the button contact on the horizontal navigation menu
clicks on it
fulfills the information and writing a comment or question in the empty boxes
confirms
goes back on the home page
finding the section with top 5 books
clicks on a book
reads a summary of the book
goes back to the home page
scanning the screen
finds the vertical navigation menu and explore it
clicks on the fiction button
opens genre love novel

clicks on some book from the previously opened genre
clicks on the button order
doesn't have a clue how to complete the task
gives up without finishing the task
Task 9: Log out

finds the button and clicks it

Sofija's time: 8:00 min
Tasks completed 8//9
Silvana, 45 years (accountant)

Looking at the home page, scrolling up and down
Clicks on the registration button in the navigation menu

Goes back to the home page by clicking the home button
Scrolling up and down the home page
Can`t notice the questionnaire
Scrolling again and looking carefully
Goes back on home page
Notice the category with the most recent and most current news published
Goes back at the main page
Clicks on the contact button at the navigation menu
Fills in the fields with the required information
Clicks on the home button
Returns to the main page
Scrolls up and down the main page
Notices the section top 5
Clicks on the top 1 book in the section top 5
Goes back at the home page
On the left side she sees the category layout
Opens random category
Go back on home page again
Opens the fiction category
Scroll down the list
Looking for a book that seems like a love novel
Clicks on the second book in the row (“Last song” by Nicolas Sparks)
Says “I don't see a category for love genre anywhere”

The books is added in the shopping cart
Clicks continue
E-mail was not valid/ Return to rewrite e-mail
Clicks continue
Free delivery offered due to value of order
Clicks continue
Task 9: Log out

Goes back at the home page
Scroll up and down for some seconds
Notice the log out button
Click at the log out button

Silvana's time: 8:20 min
Kate, 46 years (sales clerk)

looks at the home page for a while
noitces my profile and clicks it
finds create a profile and clicks the button
on the opened page starts to fill in the necessary data
clicks confirm
registration is successful
looks a way to return to the home page after few seconds notices the house symbol on the
navigation bar and clicks it
scrolls up and down on the home page
founds the questionnaire and selects love novel
clicks vote
scrolls up and down the home page
finds section of "Aktuelnosti"
clicks on the first one and reads it
immediately has idea that it should be
positioned on the nav. bar and founds it
clicks on contact
fills in the data and the question
clicks confirm
founds the section immediately on the right sight
clicks on the first book
reads the summary
goes back to the homepage
scans for a while and then notices the category section on the left side
clicks on the fiction link without noticing the plus sign that reveals the genres
a page with all books not categorized by genres appears
looking and scrolling for a while
gives up and says that she couldn't find the love novel genre
clicks on random book
on the previously opened book clicks the order button
the book is added in the cart
clicks on the button proceed with the order
fills in all the data
chooses the payment method
Task 9: Log out

clicks immediately on the log out button
comments that she saw it right after she created the profile and started with the other tasks

Kate's time: 8:50 min
Ivana, 22 years (student)

she already has a profile
clicks on “login” above the horizontal navigational menu
types username and password
clicks “login”
she’s logged in
goes to the homepage
finally finds it and votes
clicks on “New releases” from the categories menu
finds a list of newly released book
realizies that that’s not what she was looking for and gives up
of the books)
clicks on “CONTACT” from the horizontal navigational menu
fills the information required
reads the summary
clicks on the little plus next to “fiction” from the categories menu
and chooses “love novels”
clicks on the first book from the list
clicks on “Order” on the book she previously opened

Task 9: Log out
clicks on sign out in the upper right corner

Ivana's time: 7:10 min
Aleksandar R, 20 years (student)

looking or a second on the navigation menu
clicks on my profile
changes his mind and immediately clicks on registration button on the horizontal nav. menu
fills in all the data needed
clicks confirm
registration succesful
clicks on the home button on the navigation menu and returns to the home page
scrolling up and down
finally notices the questionnaire, selects one of the provived choices and clicks on the vote button
notices the section where these news are presented
clicks on the newest one
reads it
of the books)
returns to the home page by clicking the home button
clicks on “CONTACT” from the horizontal navigational menu
fills the information required
reads the summary
clicks on the little plus next to “fiction” from the categories menu
and chooses “love novels”
clicks on the first book from the list
clicks on “Order” on the book she previously opened

Task 9: Log out
immediately clicks on sign out in the upper right corner

Aleksandar R's time: 5:00 min
Tasks completed 9/9
Results and recommendations (usability testing)
After the conducted usability testing to our 10 participants, we came up to the

following conclusion.
Firstly, regarding the overall results and the realization of the tasks not all of the
participants finished all of the tasks neither all of them finished within the optimal
time provided for realization.
Another overall conclusion is that young participants or in our case most of them
were students, have made the tasks better than the older ones.
Afterwards, we also noticed positive correlation between the frequencies of visiting
the site and the speed and the successful performance of the tasks. Respectively,
those who have already visited the site completed the tasks faster and were more
aware of the position of the elements, even though they also had difficulties to
perform some of the tasks.
Therefore we found out that the biggest problems appeared in the task where they
were asked to find a book from a specific category and genre (fiction, love novel) and
in the task where they should start with the payment process since they found it very
complicated. Additionally, some of them had problem in conducting the task
associated with the reading the most recent and the most current news published by
the company because the notation was not appropriately made by the company and
in that context some of them were facing difficulty to realize it.
After reviewing the results few times we concluded that the biggest problem with this
website that causes the failure to complete all of the tasks appears to be the design
of the user interface which was again confirmed that is too crowded. In particular this
was especially evident in the category section, in those categories that had
subcategories which were marked with a plus sign that was hardly evident, so it
influenced the successful performance of the task. Another finding is that there is
problem with the notations of the elements of the site which again caused failure
when completing the tasks. Also, we think that is worth to be mentioned the payment
process, (the final steps before completing the order) is very time consuming since it
requires too many data to be entered and some of the participants commented that if
they are buying books online they would like to have simple process that can be
completed in few steps, otherwise it would not matter to visit the shop physically.
Regarding this we recommend redesign of the website, with its simplification and
improvement of the notations of the site’s elements, so these weaknesses will be
eliminated.
Final conclusion
Sometimes a clean and simple design is more valuable than an intricate one
if it’s done right. The user will always be thankful for a minimalist look because he
will see only what truly matters: the information. He doesn’t want to be bored with
useless things and he also doesn’t want to spend a lot of time searching for the thing
for which he accessed the website. According to the previously mentioned
recommendation, we can conclude that this particularly website needs some
redesign especially in the category layout and the current and most recent layout.
Developing a simple user interface will provide many benefits for the users of the
web site and will make their experience more pleasant. The buying process is the
part where most of the users give up due to the fact that is complicated and time
consuming. The efforts for making the buying process simpler will delivery great
results. Taking advantage of the SEO techniques will be an extra great option for
providing even more pleasant user experience. If you get found out, meaning if the
web site cannot be found , you will get a penalty, it’s as simple as that and all of the
investment you have put into your site will be worth zero. That is the main basic
reason for exploiting the advantages that the SEO is offering. Additionally, we can
put a word of advice for the “Publishing center Tri” based on the previously
mentioned user profiles. The target group should be young people, mostly students
in their early twenties and one other group consisting of high income and high
educated individuals, due to the fact that they are the one that are most in need for
books and active online users. The marketing strategy should be focused on this
target group offering them some special promotions and discounts, meanwhile
focusing on improving the communication with them.
In our final opinion we can say that this application provides good user experience
and much functionality for the user, however if the previously mentioned
recommendations are implemented the user satisfaction will increase. People
experience their environment emotionally, and unfortunately, negative emotions are
“stickier”. Positive emotions also build brand loyalty. Every customer represents a
CLV (Customer Lifetime Value), and the best way to unlock this value for your
company is by providing an exceptional experience.

Analysis of " Publishing Center Tri " WWW - Kniga.mk

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Analysis of " Publishing Center Tri " WWW - Kniga.mk

Загружено:

Авторское право:

Доступные форматы

ANALYSIS OF " PUBLISHING CENTER TRI "

Executive summary ............................................................................................................................. 2

Ikona Bookstore ......................................................................................................................... 5

Publishing house Kultura............................................................................................................ 6

Results and recommendations (competitive analysis) ................................................................ 8

User profiles ......................................................................................................................................... 9

Usability testing ................................................................................................................................. 14

Observation number 1 ............................................................................................................. 16

Observation number 2 ............................................................................................................. 18

Observation number 3 ............................................................................................................. 20

Observation number 4 ............................................................................................................. 22

Observation number 5 ............................................................................................................. 24

Observation number 6 ............................................................................................................. 26

Observation number 7 ............................................................................................................. 28

Observation number 8 ............................................................................................................. 30

Observation number 9 ............................................................................................................. 32

Observation number 10 ........................................................................................................... 34

Results and recommendations (usability testing) ...................................................................... 36

Final conclusion .................................................................................................................................. 37

The literature is art of discovering something extraordinary about ordinary people,

We analyzed three other competitors that we found appropriate

Ikona Bookstore has

Sophisticated design No links to other websites

Publishing house Kultura was

what works what doesn't

Presenting latest news in the related field

Is the first Macedonian web portal

what works what doesn't work

Links to other related Very crowded design, bad

Links to other websites

According to the conducted competitive analysis on the basis of the previously

Furthermore, language-change possibility should be implemented in our website,

Task 1: Create a profile

Task 2: Fill in a questionnaire on the home page

Task 6: Return to the home page

Task 8: Add the book in the shopping cart

Task 10: Log out

Aleksandar S, 19 years (Student)

Task 1: Create a profile

Task 2: Fill in a questionnaire on the home page

Task 7: Add the book in the shopping cart

Task 9: Log out

click on sign out in the upper right corner

Estimated, optimal time: 8 min

Task 1: Create a profile

Task 2: Fill in a questionnaire on the home page

Estimated, optimal time: 8 min

Slobodan, 27 years (sales manager)

Task 1: Create a profile

Task 2: Fill in a questionnaire on the home page

Task 7: Add the book in the shopping cart

Task 9: Log out

Estimated, optimal time: 8 min

Melina, 21 years (student)

Task 1: Create a profile

Task 2: Fill in a questionnaire on the home page

Task 7: Add the book in the shopping cart

Task 9: Log out

Estimated, optimal time: 8 min

Dana, 24 years (student)

Task 1: Create a profile

Task 7: Add the book in the shopping cart

Task 9: Log out