v1 - Usability Test Findings Report
- Bukola Bankole
Introduction
Objective
The document outlines the team's results during Markup usability testing. The objective of the testing was to assess our customers' acceptance of receiving funds in their accounts, test their understanding of product names, identify preferences, and recognise potential usability issues.
Scope
The test focused on the loan application process, product selection, application completion, understanding of weekly sales volume messages, and change offer functionality.
Participants
96 participants were recruited for the usability testing for our moderated and unmoderated tests; however, 27 users completed both the unmoderated tests and the moderated test.
Methodology
We employed moderated and Useberry for our unmoderated test. Participants were asked to complete a series of tasks while their interactions were observed.
Detailed Findings
Task and scenarios
Participation Criteria: Have you ever taken a loan (working capital or overdraft) from Moniepoint?
Objective: To identify participants who had taken interest-based loans
Participants
Total participants: 54
Option A: 9 out of 10 participants chose NO to take interest-based loans
Option B: 33 out of 33 participants chose NO to take interest-based loans.
Moderated Test: 10 out of 11 participants chose NO to take interest-based
Ratio
No to interest-based loans - 52: 54
Yes to interest-based loans - 2: 54
Task 1: Apply for money
Instructions: Imagine you want to apply for money to grow your business. Which icon or button would you click to start the application process?
Objective: Identify the icon to start the loan application process on the dashboard
Participants
Total: 44 participants
Unmoderated Option A: 6 out of 6 participants chose FINANCING
Unmoderated Option B : 21 out of 27 participants chose LOANS
Moderated Test: 2 out of 11 participants chose LOANS, while the remaining 7 chose FINANCING.
Ratio
LOANS: 23: 44
FINANCING: 21: 44
Note: We had more participants in Option B which might largely have influenced the ratio.
Task 2: Choose a Financing Product
Instructions: As a business owner looking to grow your business, which of these products would you choose considering factors that are important to you?
Objective: Select a non-interest product.
Participants:
Total: 33 participants
Unmoderated Option A: 3 out of 4 participants chose Profit-sharing
Unmoderated Option B: 16 out of 18 participants chose Markup
Moderated Test: 3 out of 11 participants chose Profit-sharing, while the remaining 7 participants chose Markup.
Ratio
Markup: 23:33
Profit-sharing: 6:33
Note: The above ratio is a clear indication that our users understand the term Markup more than profit-sharing.
Task 3: Complete Application
Instructions: Based on the product you chose earlier, now apply for the product.
Objective: Comprehension of the application process and usability
Participants:
Total: 32 participants
Option A: 3 out of 4 participants completed the application
Option B: 12 out of 17 participants completed the application.
Moderated Test: 7 out of 11 participants completed the application without assistance, while 3 needed assistance.
Ratio:
Completed Application: 25:32
Didn’t Complete Application: 7:32
Task 4: Validate the received funds directly in the account
Instructions: Did you agree to receive the money in your account?
Objective: Confirmation of business owners who would be willing to accept funds in their accounts.
Participants:
Total: 32 participants
Option A: 3 out of 4 participants chose yes to receiving money in their account
Option B: 14 out of 17 participants chose yes to receiving money in their account
Moderated Test: 10 out of 11 participants chose yes to receiving money in their account
Ratio:
Yes to receiving money in their account: 27:32
No to receiving money in their account: 5:32 (wanted their suppliers paid directly)
Note: No user during the test rejected both options.
Task 5: Weekly Sales Volume
Instructions: After looking at the Weekly Sales Volume Screen, what did you understand from the information?
Objective: Understanding of information on the weekly sales volume screen
Participants:
Total: 20 participants
Option A: 2 out of 2 participants didn’t understand the message
Option B: 5 out of 8 participants didn’t understand the message, while the remaining 3 partly understood the message.
Moderated Test: 6 out of 9 participants understood the message, 1 participant didn’t understand the message, while 2 partly understood the message.
Ratio:
Understood: 7:20
Partly understood the message: 5:20
Didn’t understand the message: 8:20
Note: The ratio of users who understood Weekly sales volume were Option B users.
Task 6: Change Offer
Instructions: Did you see the "Request to adjust this offer" button on the previous screen?
Objective: Gauge the visibility of the “Request to adjust this offer button.”
Participants:
Total: 18 participants
Option A: 2 out of 2 participants saw the button
Option B: 7 out of 7 participants saw the button
Moderated Test: 2 out of 9 participants saw the button, and 4 didn’t.
Ratio:
Saw the button: 11:18
Didn’t see the button: 4:18
Note: The ratio of users who saw the “request to adjust this offer” struggled and didn’t see the button at first.
Question 1: Please what does Markup/Profit-sharing mean to you?
Objective: To identify if participants know the meaning of Markup/Financing
Participants
Total participants: 27 Participants
Ratio
Understood Markup: 4:27
Understood Profit-sharing: 3:27
Partly understood Profit-sharing or Markup: 9:27
Didn’t understand profit-sharing or Markup: 9:27
Question 2: Please what does Ethical Financing mean to you?
Objective: To identify if participants know the meaning of Ethical Financing
Participants
Total participants: 22 Participants
Ratio
Understood Ethical Financing: 8:22
Didn’t understand Ethical Financing: 14:22
Key Findings
Summary of results
Overall, the participants found the platform relatively easy to navigate but encountered challenges in understanding specific concepts and finding certain features.
Positive Feedback
Intuitive navigation
Quick task completion for product selection
Issues Identified
Difficulty understanding the “Markup Concept.”
Confusion about “Ethical financing”
Unclear visibility of the “Request to adjust this offer” button.
Recommendation
Based on the feedback and findings, the following recommendations are for improving the design.
Make the “No-interest banner" more prominent.
Avoid terms like “Ethical financing” in any marketing content and copy.
Simplify and clearly explain the benefit of Markup in more detail.
Ensure the timer on weekly sales volume is obvious.
Simplify and highlight the “Request to adjust this offer.”Makes changes to this offer”.
Most participants understood “Markup” over “profit-sharing” because they misunderstood the idea that if we are sharing profit, we should also share losses. (Case in point: Ladani Daneji and Maru Gbadamosi)
Simplify total estimated repayment card.
Simplify how the markup rate was derived and calculated to eliminate the misconception that the markup rate, insurance rate, and service rate are disguised interest rates ( Include info icon)
Change the copy of “Weekly Sales Volume”.
Others
Train salesforce on what Markup is and what markup isn’t.
Create user guides (documents and video) in multiple languages (Hausa especially).