Usability Test of Reddit.com via www.cemates.me

„Evaluation ofthe functionality and usability ofthe social news
aggregation, web content rating, and discussion website
www.reddit.com”
Author:
Huseyin Cem Ates
S13869

Plan of the analysis:
1. Introduction of Reddit
2. An Executive Summary
3. Methods, Target Groups and Problem Domains
4. Results
5. Conclusion
6. Appendix (A-G)

1. Introduction of Reddit
Reddit was founded by University of Virginia roommates Steve Huffman
and Alexis Ohanian in 2005. Condé Nast Publications acquired the site in
October 2006. In 2011, Reddit became an independent subsidiary of
Condé Nast's parent company, Advance Publications. In October 2014,
Reddit raised $50 million in a funding round led by Sam Altman and
including investors Marc Andreessen, Peter Thiel, Ron Conway, Snoop
Dogg, and Jared Leto. Their investment valued the company at $500
million then. In July 2017, Reddit raised $200 million for a $1.8 billion
valuation, with Advance Publications remaining the majority stakeholder. In
February 2019, a $300 million funding round led by Tencent brought the
company's valuation to $3 billion.
Reddit is an American social news aggregation, web content rating, and
discussion website. Registered members submit content to the site such as
links, text posts, and images, which are then voted up or down by other
members. Posts are organized by subject into user-created boards called
"subreddits", which cover a variety of topics including news, science,
movies, video games, music, books, fitness, food, and image-sharing.
Submissions with more up-votes appear towards the top of their subreddit
and, if they receive enough up-votes, ultimately on the site's front page.
Despite strict rules prohibiting harassment, Reddit's administrators spend
considerable resources on moderating the site.

2. Executive Summary
Reddit is a website comprising user-generated content—including photos,
videos, links, and text-based posts—and discussions of this content in what
is essentially a bulletin board system. The name "Reddit" is a play-on-
words with the phrase "read it", i.e., "I read it on Reddit." As of 2018, there
are approximately 330 million Reddit users, called "redditors". The site's
content is divided into categories or communities known on-site as
"subreddits", of which there are more than 138,000 active communities.
As a network of communities, Reddit's core content consists of posts from
its users. Users can comment on others' posts to continue the
conversation. A key feature to Reddit is that users can cast positive or
negative votes, called upvotes and downvotes respectively, for each post
and comment on the site. The number of upvotes or downvotes determines
the posts' visibility on the site, so the most popular content is displayed to
the most people. Users can also earn "karma" for their posts and
comments, which reflects the user's standing within the community and
their contributions to Reddit.
The most popular posts from the site's numerous subreddits are visible on
the front page to those who browse the site without an account. By default
for those users, the front page will display the subreddit r/popular, featuring
top-ranked posts across all of Reddit, excluding not-safe-for-work (NSFW)
communities and others that are most commonly filtered out by users (even
if they are safe for work). The subreddit r/all does not filter topics.
Registered users who subscribe to subreddits see the top content from the
subreddits to which they subscribe on their personal front pages.

Front-page rank—for both the general front page and for individual
subreddits—is determined by a combination of factors, including the age of
the submission, positive ("upvoted") to negative ("downvoted") feedback
ratio, and the total vote-count.
In order to test the functionally and user satisfaction of Reddit, a usability
test was administered to 10 participants who had very little or no previous
experience with Reddit.
The selected participants fell with the primary and secondary age
demographic for the website and were all active Internet users (PJWSTK
IT Students).
The usability test consisted of 8 questionnaires (pre-survey and post-
surveys). All tests were screen captured with Google Forms and were later
analyzed.
Furthermore, the information was then compared with the questionnaire
results to analyzed and better understand the usability of Reddit.
Primary Findings:

- Users were able to complete a majority of the tasks but didn’t find Reddit to
be user friendly.

- Tasks that were familiar to other websites (i.e. Search bar, Logging in, etc.)
were more easily achieved than those specific to Reddit.

- Users had trouble locating information and utilizing the main navigation menu.

- Participants had difficulty customizing their Reddit subscriptions in the
SubReddits section.

- Only 40% of users said they would use Reddit again.

3. Methods, Target Groups and Problem Domains
The objective in this usability test was measure the navigability, efficiency,
and user satisfaction with the Reddit browsing experience. The test was
completed with ten participants consisting of six females and four males
between ages of 18 and 30. The participants were chosen via a
convenience sample of PJWSTK students. All but one participant fit into
largest demographic of Reddit users, which are men and women between
the ages of 18-24. The remaining participant fit into the second highest
demographic, that of men and women aged 25-30. Although the study was
limited through a convenience sample of university-educated individuals,
the participants should be considered a relatively accurate representation
of Reddit users. The pre-survey results revealed that 90% of our
participants typically browse the internet more than 7 hours a day, with the
remaining 10% still browsing 1-6 hours a day, thus the sample population
should be considered very power users. Although participants are
advanced internet consumers, 80% had no experience with reddit.com, and
there were no participants within the remaining 20% that ranked their
Reddit experience lever higher than a 2 on a scale from 0 to 5, with “0”
representing no experience.
Before starting the usability test, a set of required materials were developed
to ensure consistency in the results. A participant consent form was
generated (Appendix A). A pre-survey and post-survey were created for
participants to take before beginning the test and after exiting the test.
Before start to the test, 10 Reddit accounts with unique names and
passwords were created. Each participant’s action has been timed during

the test on mobile and computer via a timer. The usability test was
composed of three stages. After participants were read the script detailing
the procedure, they signed a consent form and began the test. During the
test, participants were first asked to take a survey on Google Forms. Once
they finished the initial survey, participants worked through the set of tasks
provided on mobile and computer on Reddit.com. Finally, participants took
an exit survey regarding their experience on Google Forms. The
aforementioned sustenance was given upon completion of the required
tasks and subsequent exit survey.
Alexa.com and SimilarWeb.com data states that people who access
Reddit from school are greatly overrepresented relative to the general
internet population. Given this information researchers wanted to simulate
a collegiate environment by holding the survey in a similar area. Therefore,
researchers held the survey at PJWSTK, which allowed for a simulated
real world experience. Each participant began test one by one, on a device
where Reddit.com was accessible. During the test the participants had no
distraction.
During the usability test, a set of procedure for each of the ten participants
was followed. One researcher read an instructional script to ensure that
each participant had the same understanding of the rules and requirements
of the usability test. (Appendix B). The script details that researchers were
focused on studying the interface and not the users, and asked the
participants to honestly answer any questions about their experience. To
best capture the typical browsing experience of users, participants were

encouraged to complete the entire test without help, just as they would in
non-test-taking setting.
The usability test began with a pre-survey of 8 questions hosted on
www.google.com/forms (Appendix C) that gauged our participants
experience with Reddit.com, as well as their internet consumption, and
practice of sharing multimedia content. Out of 10 participants, 70%
reported that they typically use the internet to access news, half reported
that they were “very likely” to like or dislike media on the internet, and half
rated that they were “very likely” to share media on the internet.
Once they completed the pre-survey, participants were asked to move onto
a set of provided scenario tasks (Appendix D). The scenarios were
designed to illustrate the effectiveness and navigability of the site's
browsing capabilities. The scenarios are representative of the context and
situations in which participants would explore most of the available features
on Reddit including signing in, searching for a topic, leaving comments,
voting on content, sharing content, and subscribing and unsubscribing to
content streams (subreddits).
After completion of the scenario tasks, participants were asked to answer a
post-survey (Appendix E) gauging their ease of use with the site and
overall opinions to include future use and suggested design changes. Once
all of the data was collected, the videos of our participants were recorded
noting the tasks completed, errors, and time of each task (Appendix F). The
researchers measured this information and cross-referenced it with the
post-survey results in order to determine overall effectiveness and user
satisfaction with the Reddit interface.

4. Results
The results of the usability test were obtained from mobile and computer
usages of the participants' post-survey responses (Appendix G). The
results are assembled based on averages amongst all test takers however
additional insights were gained from individual experiences and are
mentioned in further detail throughout this results section. While reviewing
the videos, results were organized into three different categories: error rate
(number of incorrect clicks), time per task, and if the task was actually
completed or not. Researchers established that the error rate would denote
unnecessary clicks to propel the user forward in completing the task.
However, the error rate did not include clicks for viewing purposes gave
that the website's main function is to click and view the content.
Nine separate tasks were observed in total including finding a specified
(Poland) article, sign in to Reddit, adding a comment, rating voting a
comment up or down, going to a specified (Technology) SubReddit, sailing
a found article, unsubscribing from SubReddits, subscribing to SubReddits,
and sharing the previously saved article. With 10 participants and nine
categories, approximately 78% of the tasks were completed successfully.
Only two participants were able to complete all nine of the tasks with the
lowest success rate at five out of nine completed tasks. In the post-survey,
users were asked to rate if they agreed or disagreed with the question, "I
was able to successfully complete all the tasks." Participants responded,
with 60% feeling they were able to complete all of the tasks.

Actual task completion data revealed that some participants were able to
quickly and efficiently accomplish the tasks and that three tasks: finding an
article on a specific topic, signing into Reddit. and saving an article, had a
perfect success rate of 100% completion. This is to be expected since
search bars and account login are a part of most websites and a familiar
part of the web browsing experience. However, while all the participants
were able to save an article, the time to complete this task ranged from 14
seconds to 1 minute and 50 seconds.
Reddit's interface provides links to content that is hosted on other sites,
thus many participants failed to realize that they had to go back to Reddit to
save. Overall, saving did not have a high number of clicks, but we observed
confusion on navigability given the cluttered interface design through
viewing screen and time-lapse documentation. Despite a great deal of
aptitude in completing three of the tasks a hierarchy of tasks became
evident as two tasks fell under a 50% successful completion rate among all
participants. Rating a comment was only accomplished by 50% of the
group and only 40% were able to go to the SubReddit category. Since the
participants revealed at least 60%, were 'Likely' or `Very Likely' to like/
dislike content online, it was surprising to see this had such a low success
rate.
The observations and screen recordings revealed that some of the
participants were unable to clearly locate the -Up" or -Down" buttons and
could not complete this task. It was not as surprising to see users having
difficulty accomplishing the task of going to the technology SubReddit.
From any page, participants had two ways to go to this area; either by
visiting the navigation that ran across the top of the page or utilizing a

drop-down menu on the top left of page. Of the four users who completed
this task, three used the navigation menu at the top of the page. The six
individuals who failed to complete this task did so with mixed experiences.
Two of the users simply searched for 'new technology' or 'iPhone 11' in the
search bar rather than trying to locate the SubReddit menu. Several
individuals also went to other SubReddits instead. It was inconclusive just
from watching the screen if this was due to an inability to locate the
specified technology SubReddit or simply choosing to disregard the
instructions. SubReddit's are the main navigation for the website and are
difficult to notice. Overall, dealing with the SubReddit's was one of the more
difficult tasks given.
Eight individuals were able to successfully unsubscribe from different
SubReddit's while only seven were able to subscribe. This is in part due to
confusion on where users should go to change this information. Many of
the errors occurred when users went to their username's preference
section, which doesn't allow you to customize SubReddits. The navigation
bar offers an edit button that will take a user to their personal subscription
page. The navigation bar also features a drop-down navigation area titled
'My SubReddit's' with the last option listed as 'Edit Subscriptions.' Even
once users arrived on the edit page, there was confusion on what should
be done. Some participants went to specific SubReddits to try and
unsubscribe subscribe. While this is a possible solution, 30% of users were
not able to locate subscribe and 20% could not locate unsubscribe. Two
users had an extended subscribe time because they looked for specific
topics they were interested in rather than subscribing to the suggested
SubReddits on the edit page.

When it came to the final tasks, 80% of the participants were able to locate
their saved article and share it. yet it remained the second most difficult
task according to the post-survey results. This task had the highest error
rate and an average of 1.25 incorrect clicks. It was clear that sharing the
article was not actually the most difficult part of this portion of the test.
Instead, participants had high difficulty in understanding where to recover
their saved articles. One individual was able to share an article but their
response was disregarded because they had been unable to locate their
specific saved article to share. This task was the most time consuming with
the fastest time taking 1 minute and 6 seconds. Overall, the average user
took 1 minute and 45 seconds to complete the task.
When completing the post-survey, participants were asked if they would
use Reddit again, 60% of the individuals said they would not. The four
individuals who said they would use Reddit stated they would utilize it to
find funny pictures and look at specific topics/SubReddits. One individual
commented they would not use it for, "anything serious." It is unclear if that
result would have been different if more individuals had been able to locate
the technology SubReddit and explore non-entertainment content. As
previously shown, most participants did not like the layout and navigation of
the website. Furthermore, when asked what were the most challenging
parts of the user experience with Reddit, 70% of participants wrote -not
able to find" the required links to complete the tasks. Navigability and
design were the top reasons why users said they would not use the site
again. While the users were able to complete most Reddit tasks, overall the
non-user friendly interface alienates a majority of its target audience.

5. Conclusion
Reddit's current website has a large global audience and while current use
of the site is widespread and the interface is deemed suitable, our study
showed a significant opportunity for improvement. Researchers suggest
that more thought should be given to navigation and design of the interface
for ease of use. One of the complaints from 50% of users was the small,
illegible font size. This is a simple fix that will give the interface and
navigability a boast in usability. Furthermore, the visual aesthetics of the
site should be addressed. The site could be greatly improved from the
muted tones and cluttered, monotone text. Specifically, users had issues
finding the 'rate a comment' button and therefore the design and labelling
should be altered to make it more readily noticeable. Moreover, the articles
that were archived were not marked appropriately which gave users
difficulty in trying to comment or rate items. Given that articles of this nature
are not interactive in terms of common user interaction they should be
separated in some way. As a whole, the interface is poorly designed and
gave our participants a reason to never visit the site again. Therefore,
Reddit should consider adhering its interface for functionality and
aesthetics to best serve the user and the site.

The study conducted was informative, however in future testing suggest the
following edits and additions to gather more conclusive data. In future
testing of Reddit usability, researchers suggest a larger quantity of
participants, as well as a more diverse demographic from which a various
skill level of previous use could be compared. Testing should be conducted
in a more secluded area to simulate a personal computing environment.
Furthermore, to avoid distractions, standardized computer settings are
advised given that our participants met with distractions due to the
computers being personal in ownership and other programs signaling for
attention. It is also highly advisable to obtain a better plan regarding how to
time the participants as they conduct both the tasks and survey. This piece
of the usability test was met with some confusion for researchers to review
because some tasks were abandoned or done out of order and thus it was
hard to calculate accurate times. By implementing these suggestions, more
conclusive data can be obtained to develop an accurate depiction of
Reddit's usability.

6. Appendix (A-H)
Appendix A: Informed Consent Form

1. Purpose of the study: The purpose of this study is to gather information about
PJWSTK students' and members' uses and evaluation on a number of various
media interfaces in their daily life. The study has been designed as part of a
graduate course project in ICK class, therefore, reflect a number of different
research questions being examined by myself. This project is designed to give
practical experience to students in the usability test for communication media.
This project will look into the uses and effects of communication media on
users.

2. Procedures to be followed: You will be asked to first interact with some media
and then answer a few questions raised by the student researchers to fill out a
questionnaire.

3. Discomforts and Risks: There are no risks in participating in this research
beyond those experienced in everyday life.

4. Benefits: There are two potential benefits to participation:

(a) You might learn more about yourself by participating in this study. You might
have a better understanding of how important communication is to you: and (b)
this research might provide a better understanding of how the use of media
affects college students. This information could help plan programs and make
students services better.

5. Duration: It will take about 30 minutes to complete the study.

6. Statement of conﬁdentiality: Only the person in charge and the student
researchers will know your identity. All data related to this study will only be
accessible to the principal investigator and the student investigators for this
study.

7. Right to ask questions: You can ask questions about this research. 8.
Compensation: There is no compensation involved in this study.

9. Voluntary participation: You do not have to participate in this research. You
can end your participation at any time by telling the person in charge. You do not
have to answer any questions you do not want to answer. Refusal to take part in
or withdrawing from this study will involve no penalty or lass of beneﬁts you
would receive otherwise.

10. You must be 18 years of age or older to consent to participate in this
research study.

If you consent to participate in this research study and to the terms above,
please sign your name and indicate the date below. You will be given a copy of
this consent form to keep for your records.

Appendix B: Script

Thank you for agreeing to take part in our study. My name is ……………………

For your preliminary instructions, I'll be working from a script to ensure that my
instructions to everyone who participates in the study are the same.

I am here to learn about how people use the website. When you sit down as
your work station there will be two sheets of paper in front of you. First, please
to sign the consent form. The second sheet will be a copy of your instructions.
The instructions will give you directions to complete a short initial survey,
scenarios and tasks on Reddit, and end with a final survey about your
experience. As you try to complete each task, please try to do whatever you
would normally do in the given situation.

Please know that we are not testing you and there is no such thing as a wrong
answer. You’re doing this helps us understand what works and doesn't work
about the site. Should you reach a point in any given task where you feel you
would normally stop using the site or use a different site, please just move on to
the next task on the list. We want this to simulate your normal browsing habits
under the given circumstances. And in an effort to simulate a normal browsing
situation, I will be unable to give you any assistance with the site.

I am an independent researcher who had nothing to do with the design of the
site you are about to try out. So please be honest in your feedback - I need to
know exactly what you think, not what you think I want to hear.

The whole session will take about 30 minutes. Do you have any questions before
we start?

Appendix C: Pre-Survey

(Survey was administered on Google Forms. )

1. What is your username? ……..

2. How often do you typically browse the Internet?

- Never

- A few times a month

- A few times a week

- 1-3 hours a day

- More than 6 hours a day

- Always connected

3. How often do you typically share multimedia content?

- Never

- A few times a month

- A few times a week

- 1-3 hours a day

- More than 6 hours a day

- Always connected

4. How often do you typically use the Internet to access news?

- Never

- Every other month

- Every other week

- Every other day

- Everyday

5. Rate your level of experience with Reddit?

- 0 (No Experience)

- 1

- 2

- 3

- 4

- 5 (Expert)

6. Rate your likelihood to share images/videos/media?

- 1 (Not likely at all)

- 2

- 3

- 4

- 5 (Very likely)

7. Rate your likelihood to comment on media on the Internet?


- 2

- 3

- 4

- 5 (Very likely)

8. Rate your likelihood to like or dislike media on the Internet?


- 2

- 3

- 4

- 5 (very likely)

Appendix D: Tasks

1. Please take the pre-survey questionnaire on Google Forms.

2. Please read the following scenarios and complete the tasks to the best of
your ability. If you cannot complete a task, please just move on to a new task.

3. A friend has been talking about a social site called Reddit. He mentioned
reading an article about the new Poland WOSP. See if you can find anything on
this topic. Once you find an article, sign in and add a comment.

a. Username (To be provided). b. Password (To be provided).

4. After commenting, review some of the other comments on this article. Pick a
comment and vote.

5. You want to explore some of the other areas of Reddit and are interested in
new technology. Find the technology category (i.e. SubReddit) and find a post
you like. You don't have a lot of time to read all the comments and want to visit it
later. Save the article so you can view it later.

6. Some of the SubReddit's you are subscribed to are not that interesting.
Customize your SubReddit display by unsubscribing from two categories and
subscribing to two of your choices.

a Please list the two SubReddit's you unsubscribe from: ……..

b. Please list the two SubReddit's you subscribed to: …….

7. Before you go, you want to share the thread you previously saved. After
locating the saved article, ﬁnd a way to send it to your friend Reddit user Bundle
1.

8. Please take the post-survey questionnaire on Google Forms about your
experience using Reddit.

Thank you for your time and participation.

Appendix E: Post-Survey

Survey was administered on Google Forms.

Rate the following:

1. I was able to successfully complete all the tasks.

- 1 (Strongly Disagree)

- 2

- 3

- 4

- 5 (Strongly Agree)

2. I found the site easy to navigate.


- 2

- 3

- 4


3. I was able to quickly ﬁnd the topics and articles I was looking for.


- 2

- 3

- 4


4. What tasks did you consider the most challenging part of your experience
with Reddit today?

5. How would you use Reddit in the future? If you would not use again, respond
-would not use" and list the reasons why.

6. If any, what changes would you lace to see implemented in the site to
increase the user experience?

7. What username did you use?

8. What is your age?

9. Select your gender:

- Male

- Female

- Other

Appendix G: Results

Pre-Survey Responses
Survey as administered on Google Forms.

1. What is your username?

- PJWSTKEduTest1

- PJWSTKEduTest2

- PJWSTKEduTest3

- PJWSTKEduTest4

- PJWSTKEduTest5

- PJWSTKEduTest6

- PJWSTKEduTest7

- PJWSTKEduTest8

- PJWSTKEduTest9

- PJWSTKEduTest0

2. Select your gender:

- 40% (Male)

- 60% (Female)

- 0% (Other)

3. How often do you typically browse the Internet?

- 0% Never

- 0% A few times a month

- 0% A few times a week

- 10% 1-6 hours a day

- 60% More than 6 hours a day

- 30% Always connected

4. How often do you typically share multimedia content?

- 0% Never

- 0% A few times a month

- 50% A few times a week

- 50% 1-6 hours a day

- 0% More than 6 hours a day

- 0% Always connected

5. How often do you use the internet to access news?

- 10% Never

- 0% Every other month

- 0% Every other week

- 20% Every other day

- 70% Everyday

6. Rate your level of experience with Reddit?

- 70% (No Experience) (0)

- 20% (1)

- 10% (2)

- 0% (3)

- 0% (4)

- 0% (Expert) (5)

7. Rate your likelihood to share images/videos/media?

- 0% (Not at all likely) (1)

- 20% (2)

- 10% (3)

- 20% (4)

- 50% (Very Likely) (5)

8. Rate your likelihood to comment on media on the internet?


- 0% (2)

- 30% (3)

- 20% (4)


9. Rate your likelihood to like or dislike media on the internet?


- 20% (2)

- 10% (3)

- 10% (4)


1. I was able to successfully complete all the tasks.

- 10% (Strongly Disagree) (1)

- 20% (2)

- 10% (3)

- 40% (4)

- 20% (Strongly Agree) (5)

2. I found the site easy to navigate.


- 10% (2)

- 40% (3)

- 0% (4)


3. I was able to quickly find the topics and articles I was looking for.


- 20% (2)

- 50% (3)

- 10% (4)


4. What tasks did you consider the most challenging part of your experience
with Reddit today?

- “Finding an article about Poland WOSP that wasn't inappropriate."

- "Finding the saved reddit"

- "Finding the bookmarked link."

- "Sharing with another user - I'm not sure if I typed it in correctly. could have
easily shared it with an email address, but wasn't sure what to type for a
user."

- “I actually had trouble login in before clicking an article and finding the sub
headings."

- "Unsubscribing from the subreddits. I couldn't find the "unsubscribe" button"

- "Commenting on an article"

- "Unsubscribing from the two categories"

- "The location of the subreddit"

- "Knowing where the important buttons were. The button to find a saved item
was hard. 1 also didn't know what SubReddits are or their purpose"

5. How would you use Reddit in the future? If you would not use again, respond

“would not use" and list the reasons why.

- “Would not use"

- “Would not use because it seems to me that site has no purposes"

- "Would not use"

- "Find funny article"

- "I would use it to find funny stuff, but probably not for anything serious:”

- "I don't find the website experience necessary in the future, and it's not
navigation friendly to me.

- "Maybe to search for interesting pictures, some of the subreddit topics
seemed like things I would enjoy"

- "To follow game-related subreddits"

- "Never again"

- "Would not use. Horrible interface, too much clutter."

6. If any, what changes would you lice to see implemented in the site to increase
the user experience?

- “Cleaner layout, make it look less like a spreadsheet"

- "Better navigation"

- "A larger, easier to use nav"

- “It's a pretty boring website looks wise. it'd be nice for it to look cleaner. also
the navigation was pretty tough."

- "The SubReddit's should be displayed diﬀerently and have larger font.
Especially if the are headings that are personal to the user."

- "Make it not so condensed and cluttered. It's too hard to navigate right now
and the text is too small."

- "Make the site look nice"

- “More intuitive"

- "Bigger font size and the way the site is used"

- "Easy navigability. everything is so small!! make the font and important things
bigger”

7. What is your username?

- PJWSTKEduTest1

- PJWSTKEduTest2

- PJWSTKEduTest3

- PJWSTKEduTest4

- PJWSTKEduTest5

- PJWSTKEduTest6

- PJWSTKEduTest7

- PJWSTKEduTest8

- PJWSTKEduTest9

- PJWSTKEduTest0

8. What is your age?

- 22

- 24

- 18

- 19

- 20

- 26

- 22

- 21

- 23

- 25

Usability Test of Reddit.com via www.cemates.me

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