Retail Account Mega User Study

DICK’s Sporting Goods MyAccount
MEGA USABILITY STUDY | 5.2.17
Page 1eCommerce User Experience
My Account Mega-Test (Takeaways)
UserTesting Demographics
PdM and UX should consider the following demographics when competitive benchmarking, iteratively
designing interactive prototypes for MyAccount, and recruiting for user tests:
Demographics DSG Users Non Both
Age 52% 30–39
32% 40–49
16% 50–59
48% 30–39
34% 40–49
18% 50–59
50% 30–39
33% 40–49
17% 50–59
Gender 66% Female
34% Male
72% Female
28% Male
69% Female
31% Male
Online Retailer Experience 100% Amazon
70% Apple
88% Best Buy
44% Costco
88% Home Depot
74% Macy's
88% Walmart
30% QVC
60% Staples
94% Amazon
38% Apple
74% Best Buy
48% Staples
74% Walmart
62% Home Depot
18% Costco
48% Macy's
26% QVC
97% Amazon
81% Best Buy
81% Walmart
75% Home Depot
61% Macy's
54% Apple
54% Staples
31% Costco
28% QVC
Top-Task Ranking
Select 5 tasks (from the list below) that are MOST IMPORTANT to you in an online retail account (e.g. a
Walmart, Amazon, or Target account that you have with their retail website).
Want Want Less Don’t Want
Question DSG Non Both
Create Account 2 9 11
Sign In/Out 13 7 20
Manage Addresses 3 4 7

Track Orders 20 23 43
Modify Account Password 4 2 6
Manage Phone Numbers 0 0 0
View Profile 3 1 4
View & Manage Saved Products 3 8 11
View All Online Orders & Specific Order Details 16 18 34
View Recent Order Status' 15 14 29
Ability to Cancel a Previous Order (30 min window) 12 8 20
Edit Email Address 5 0 5
See Loyalty Points Until Next Reward 1 1 2
Manage Email & Mail Subscriptions 4 3 7
Manage Saved Credit Cards 5 7 12
View All Store Orders & Specific Store Order Details 5 6 11
Manage Loyalty Account 2 5 7
View Loyalty Points & Rewards 9 4 13
View Loyalty Points History 2 2 4
Credit My Rewards Account From a Past Purchase 0 2 2
Review Loyalty Program Terms & Conditions 0 0 0
Opt-Out of Receiving Marketing Emails 3 3 6
Get Answers to Questions 6 6 12
Purchase a Saved Product 3 2 5
View Your Loyalty Account Number 0 0 0
Provide, Edit, and View Previously Reviewed Products 2 4 6
Print Return Labels 3 1 4
View/Redeem Exclusive Member Rewards & Pricing 6 5 11
Customize Emails Based on Sport & Shopping Preferences 1 0 1
Add Your Birthday 0 1 1
See Account Creation Date 0 0 0
Get Incentivizes for Leaving Reviews 2 4 6
View % of Profile Completion 0 0 0
See Newest Updates to Your Account with Notifications 0 0 0

Set Your Shopping Preferences by Sport 0 1 1
Apply for Store Credit Card 0 0 0
Pay Store Credit Card 6 2 8
View Password Strength 0 0 0
Set Your Clothing Sizes 3 4 7
Save Gift Cards & See Current Balances 4 2 6
Digitally Scan Cards and Discount Coupons 4 2 6
Set a Default/Favorite Store 2 1 3
Sign in/Create an Account with Facebook, Google, or Twitter 2 5 7
Get Store and Local Event Notifications 2 0 2
Store & View all Active Coupons & Promotions 6 5 11
Notification When Products are Available 3 3 6
Product Recommendations 4 5 9
View Password When Logging In By Opting to View or Hide 0 2 2
Get Help/Support 9 13 22
Open Card Sort
The following are open card sorts based on similar actions from a non-customer perspective:
User-Defined Categories Card Labels
8% Account
8% Account Creation
2% Account Details
2% Account Information
24% Account Management
8% Account Profile
4% Account Variables
4% Account Settings
● Manage Phone Numbers
● View Password When Logging In By Opting to View or
Hide
● Manage Saved Credit Cards
● View % of Profile Completion
● Set Your Clothing Sizes
● Set Your Shopping Preferences by Sport
● Edit Email Address
● Set a Default/Favorite Store
● Manage Email & Mail Subscriptions
● View Profile
● Add Your Birthday
● Modify Account Password
● Manage Addresses
● Sign in/Create an Account with Facebook, Google, or
Twitter
● Notification When Products are Available

● See Account Creation Date
● View Password Strength
● See Newest Updates to Your Account with
Notifications
4% Gift Cards/Promotions
8% Credit Card / Credit Cards
4% Promotional Items and Credits
4% Coupons and promotions
4% Coupons
4% Cards and Coupons
4% Coupons & Promos
4% Promotions
● Save Gift Cards & See Current Balances
● Store & View all Active Coupons & Promotions
● Digitally Scan Cards and Discount Coupons
● Get Incentivizes for Leaving Reviews
● Apply for Store Credit Card
● Manage Saved Credit Cards
● Pay Store Credit Card
● View/Redeem Exclusive Member Rewards & Pricing
● Get Store and Local Event Notifications
● Credit My Rewards Account From a Past Purchase
4% Extras
16% Manage Rewards
16% Loyalty / Loyalty Program
4% Reward and Loyalty Program
4% Loyalty & Rewards
● View Loyalty Points History
● View Your Loyalty Account Number
● View Loyalty Points & Rewards
● Manage Loyalty Account
● See Loyalty Points Until Next Reward
48% Help
20% Support
12% Manage Orders
● Get Answers to Questions
● Get Help/Support
● Track Orders
● Print Return Labels
28% Shopping
36% Order / Order Details
36% Saved Products / Products / Product
Recommendations
● Purchase a Saved Product
● View Recent Order Status'
● View All Online Orders & Specific Order Details
● Track Orders
● Product Recommendations
Tree Test
The following are the direct failure (without backtracking), indirect failure (with backtracking), and total
failure scores for current Dick’s Sporting Goods customers across all tasks:
+ User Failure -
Task
Direct
Failure %
Indirect
Failure %
Total
Failure %
Where Users Searched

You want to send a gift you buy to
your aunt. You need to add her
address. How would you do this?
0% 0% 0%
You bought and sent a gift to your
aunt, and you want to track the
package. How would you track the
package?
0% 0% 0%
You are concerned about identity
theft, and you need to modify your
account password. How would you do
this?
0% 0% 0%
You moved and your phone number
has changed. How would you change
your phone number?
44% 0% 44% Account Summary
You want to view your profile. How
would you do this?
4% 4% 8%
You want to view shoes you added to
a list a month ago. How would you do
this?
4% 0% 4%
You want to view a specific online
order you made three months ago.
How would you see the online order
details?
0% 0% 0%
You recently placed an order. How
would you see the order status?
4% 8% 12%
How would you cancel an order you
just made?
0% 0% 0%
How would you edit your email
address? 48% 12% 60%
Manage Login, Account
Summary, and Address Book
You want to see how many loyalty
points there are until your next
reward. How would you do this?
80% 16% 96%
My ScoreCard, My Rewards,
and My Points History
You are receiving too many mailers,
and you need to update your mail
settings. How would you do this?
8% 8% 16%

You have to update your Visa card.
How would you update your card?
0% 0% 0%
You need the store information for a
recent purchase. How would you get
this?
4% 0% 4%
You would like to change how you
receive your loyalty program awards.
How would you do this?
16% 0% 16%
How would you view your loyalty
program balance? 60% 12% 72%
My Points History, and My
Rewards
You wonder how many loyalty award
you received for a store purchase
four months ago. How would you do
this?
4% 0% 4%
You recently made a purchase
in-store, but you didn't receive credit
for your loyalty program. How would
you credit your account?
32% 48% 80%
Order Status, My ScoreCard,
and Account Overview
You want to review the loyalty
program's terms and conditions. How
would you do this?
68% 24% 92%
ScoreCard FAQs, My
ScoreCard, My Rewards, and
Preferences
You want to opt-out of receiving
marketing emails. how would you do
this?
4% 16% 20%
How would you get answers about
the loyalty program?
0% 8% 8%
You want to purchase a hat on your
desktop that you found and saved on
your phone yesterday. How would
you do this?
0% 0% 0%
You forgot your loyalty account
number. How would you view your
loyalty account number?
24% 64% 88%
ScoreCard FAQs, My
ScoreCard, My Rewards, and
Preferences

New Feature Ranking
Select 5 tasks (from the list below) that are the MOST IMPORTANT FEATURES in an online retail account
(e.g. a Sears, Target, or JC Penny account that you have with their retail website).
Want Want Less Don’t Want
Question DSG Non Both
Provide, Edit, and View Previously Reviewed Products 1 4 5
Print Return Labels 7 3 10
View/Redeem Exclusive Member Rewards & Pricing 7 8 15
Customize Emails Based on Sport & Shopping Preferences 0 3 3
Add Your Birthday 0 0 0
See Account Creation Date 0 0 0
Get Incentivizes for Leaving Reviews 2 6 8
View % of Profile Completion 0 1 1
See Newest Updates to Your Account with Notifications 1 1 2
Set Your Shopping Preferences by Sport 2 2 4
Apply for Store Credit Card 1 1 2
Pay Store Credit Card 3 6 9
View Password Strength 1 0 1
Set Your Clothing Sizes 5 3 8
Save Gift Cards & See Current Balances 5 7 12
Digitally Scan Cards and Discount Coupons 4 5 9
Set a Default/Favorite Store 5 4 9
Sign in/Create an Account with Facebook, Google, or Twitter 2 6 8
Get Store and Local Event Notifications 2 1 3
Store & View all Active Coupons & Promotions 9 11 20
Notification When Products are Available 4 2 6
Product Recommendations 6 7 13
View Password When Logging In By Opting to View or Hide 2 2 4
Account Sentiments

Account Sentiments
Do you typically make an account to shop at an online retail website?
17% answered “NO”, 83% answered “Yes”
Why or why not? Verbatims are filtered by those who answered ‘No’ to the above question.
DSG User
● “It’s just easier to checkout as a "guest" if I'm not planning to return to the site. I hate
remembering all the different passwords.”
● “I like the flexibility and the speed of being able to make purchases as a guest. I am also
super sick of setting up usernames and passwords for everything, especially if it might
be the only time I shop at that retailer.“
● “Unless I have to. I like being a guest. I don't like emails and junk mail. Or remembering
a password.”
● “Unless it's a website that I recently shop at, no. If yes, then I want my information
stored to quickly check out and my shipping status available.”
● “Time is usually my most important factor i n this issue. But when the guest order form
has an option to create an account by just clicking 1 more button then I usually do that. I
then don/t have to fill out another form.”
● “I tend to only add an account if I have a credit card with them. Or if I am shopping at
the website frequently. I don't like the emails that are sent continuously once you create
an account.“
● “I just am usually in a hurry to make a purchase and I don't want to bother with the extra
info that they will require me to input. I am usually pressed for time and just want to get
the order completed. I feel like sometimes it adds too much time and then I get a million
extra emails from the retailer that I don't want.”
● “I try to avoid creating an account. It is just one more login and password to remember.
I prefer to checkout as a guest on websites that I don't frequent often. It is usually
faster.”
● “I do not create an account if I know this will be my only purchase at that store.”
● “Most places I'm just buying one or two items, not regularly.”
● “Usually quicker to go through guest checkout. don't really know how long the sign up
process is usually.”
Non-DSG
● “If the site requires that I must create an account to shop, then I will do so, or I will
provide my information if I am interested in receiving coupons from that company. When
not required to create an account I prefer not to do so because I don't like to give out

personal information and may be used for unwanted solicitation or even compromised in
the event of a security breach.”
● “I feel like my privacy is invaded and I am going to get bombarded with emails and all
types of ads and it is going to fill out my email box with junk and then flyers in the mail. I
don't want to be marketed to - I want to shop for what I want and needs and I want to
see reviews from real people and other product recommendations. I don't want to be
advertised to or have my information sold to another company.”
● “It is inconvenient unless there are promotions and incentives to do so.”
● “Choosing to create an account depends on whether I plan to return to that online store
in the future. If I'm just buying a rare item from the store, I would most likely checkout as
a guest.”
● “It depends on if I think I will making future purchases, if it is easy to sign up for an
account, and if there is an incentive to sign up for the account. If it is going to take time
and seems inconvenient, then I will opt to check out as a guest.”
● “Because I don't feel it's necessary to create and account and don't want to have an
account with every retailer I shop at, and I find it's too much trouble.”
What’s most important feature for you in an online retail account?
DSG User
● “Loyalty program, saved shipping info and address info.”
● “Easy and speed of signing up. I also like it when the retailer doesn't require me to enter
a lot of information.”
● “Being able to see your order and status of it.”
● “Viewing current promotions on the home page.”
● “The ability to chat with support for questions.”
● “Ease to log into the account by username/email address and password.”
● “Orders! Order status, order history, order info. SO important.”
● “Track orders.”
● “To have the option of checking out by creating an account or a guest.”
● “Quick summary of all important details, balance, shipping, etc.”
● “Anything that makes ordering easy. Saved credit cards.”
Non-DSG
● “Feeling that I will be secure when shopping and creating an account.”
● “Support. Being able to talk online to a rep or at the least get on the phone or FAQ's that
are easy to find.”
● “Reward points, preferred settings (track products and sales), customer support.”
● “Loyalty rewards.”
● “Easy to use and create an account.”
● “Discounts.”

DSG (50) Non (50)
Yes No Yes No All
Amazon 37 10 42 6 95
Target 32 8 29 4 73
Walmart 25 6 28 4 63
Macys 13 0 9 1 23
Kohls 4 0 13 0 17
Best Buy 6 1 7 1 15
JC Pennys 4 0 10 0 14
Sears/Kmart 5 1 3 0 9
Old Navy/Gap/BR 6 0 3 0 9
eBay 1 0 4 3 8
DICKS 6 1 0 0 7
Home Depot 4 0 3 0 7
Sephora 3 1 1 0 5
Bed Bath & Beyond 0 0 3 0 3
Lowes 2 0 1 0 3
Costco 2 0 1 0 3
Sams Club 2 1 0 0 3
Nordstrom 0 1 2 0 3
Staples 1 0 0 1 2
Walgreens 0 0 2 0 2
iHerd 0 0 2 0 2
Meijer 0 1 1 0 2
Ulta 1 0 1 0 2
GameStop 1 0 1 0 2
QVC 1 0 1 0 2
TJ Maxx 1 1 0 0 2
New Egg 2 0 0 0 2
● “Support. Being able to talk online to a rep or at the least get on the phone or FAQ's that
are easy to find.”
● “Reward points, preferred settings (track products and sales), customer support.”
● “Loyalty rewards.”
● “Easy to use and create an account.”
● “Discounts.”

Label Audit
The UX Team suggests the following:
Structural Changes
● Editing Account Details - Anything and everything you can edit would be in the same place
● Bundle all ScoreCard, points, rewards, loyalty information into one UI
● Build Taxonomy with multiple routes
○ E.g. make ‘Credit Account’ more visible, and accessible under Order Status, Help, and
ScoreCard
Suggested Navigation
● Default MyAccount webpage - UI that access the following:
○ Manage Account - everything that’s edit-able
○ My Products - recommendations, saved products, lists
○ My Cards - all cards
○ Loyalty Program
○ Help - faq, track order
Competitive Benchmarking Look at UI, iconography, and taxonomy of the following:
● Amazon
● Target
● Walmart
● Macy’s
● Kohls
● Best Buy
● JC Pennys
● Sears/Kmart
● Old Navy/Gap/BR
● eBay
● Home Depot

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