Yamaha Music

 YAMAHA MUSIC: PROTOTYPING, USER TESTING

VISIT LAUNCHED WEBSITE

Brief:

  • Conduct usability testing for the Yamaha music shop USA website.

Success looks like:

We conducted a usability test to explore whether participants can effectively research, browse, and purchase instruments and home audio products on the newly designed shop.yamaha.com.

Goals we set:

  • Determine whether site IA, navigation, layout, flow, interactions, and feedback meet customer goals to browse and purchase audio products, instruments, and downloadables.

  • Determine whether customers find their shopping experience engaging and enjoyable.

  • Determine if the content and feature would help persuade customers to purchase from Yamaha.

  • Determine whether products, customization functionalities, and corresponding information are findable.

  • Ensure messaging surrounding product variations and purchasing options are clear.

  • Recommend design improvements based on representative user feedback and insights.

Approach:

  • We used InVision and Adobe XD prototypes to gather qualitative insights and quantitative ratings on the new Yamaha customer experience.

  • Usability tests were conducted remotely as a way to reach representative participants geographically.

  • Scenarios and tasks were designed to prompt users to go through priority purchase flows and to gauge the usability of features like the product finder, filters, compare, and wishlist.

  • Tests were adapted where necessary so that participants could shop as naturally as possible and explore other features of interest to them.

Methodology:

  • Hour-long tests were conducted remotely on participants’ computers

  • Participants were given scenario-based tasks to complete common tasks when shopping for instruments / audio products

  • Participants were encouraged to think aloud as they navigated the site so that we could collect their feedback

  • We asked questions before, during, and after the test to learn about their shopping habits and evaluate task success

  • Participants interacted with the InVision and Adobe XD prototypes via Lookback

  • All participant feedback and screens were recorded on video

Showing Gratitude:

Gary Barth

Tova Raykin

Adam Stubbs

Eric Zirlinger

Melanie Hogan

Amber Chae Kim

Haelim Oh

Isaac Scott