Brief about selected organization

Market analysis
M and A Limited, more commonly known as TOYMART, is the biggest chain of toy stores in
USA.
It is the first store was opened in 1981 at Francis Plaza in Chaguanas. The company started off
small and at that time, had a staff of only three persons. Primarily, the business started off with
carrying just a couple brands for babies and toddlers.
As business developed, the range of products grew and so too did their customer base. So much so
that, there are fourteen branches located nationwide and is still currently expanding.

Mission Statement:
We strive for excellence in everything that we do.

Philosophy:
Our products are not limited to children, but also to those adults who are still kids at heart.
Children absorb more information when they are enjoying themselves, and so our strategy has
been to choose products that are of the highest quality and value, so that it may be enjoyed by
everyone.
Only the best are employed at Toymart and they include a mix of youth and experience. With a
staff of over forty persons, who include, part-time students, who know all about fun, to well
experienced mothers, who know what is best for their children. The staff is fully educated about
each product, and all participate in numerous training sessions throughout the year.
At Toymart, the first priority is always to ensure its customers are treated as family. Toymarts
customer service is all about sending you off satisfied so that you will come back and converse
positive feedback about your experience along to others, who may then become valued customer.

Marketing Strategies
Toymarts Website: http://www.toymartstores.com

Online Social Networking such as Facebook:

https://www.facebook.com/toymartstores

Media Advertising:
Radio, Television, listed in the yellow pages in the directory, and advertising in the various local
newspapers, in so doing, the products and services of the business are promoted to existing and new
customers.

MAIN CUSTOMER MARKET:

Toymarts main customer market includes:

* Children
* Adults: e.g. Parents, Grandparents

MARKETING MIX

Marketing mix describes the different kinds of choices businesses have to make in the entire
process of bringing a product to the market. It consists of the four Ps. That is, Product/Service,
Place, Price and Promotion.

The marketing mix for Toymart Stores:

Product- Toymarts major products are as follows:

Toys e.g. Action figures spider-man, batman etc. Trucks, planes, boats etc.

Arts and crafts e.g. Face paints, sticker books etc.

Board games and Puzzles - e.g. Monopoly, chess, checkers etc.

Dolls - e.g. Barbie, Bratz, Hannah Montana etc.

Video games - e.g. Need for speed etc.

Baby products e.g. Cribs, furniture, car seats, strollers, diapers etc.

Outdoor play sets - e.g. Swing sets, sandboxes, outdoor playhouses, bikes etc.

Nintendo, PSP, PlayStation

Radio controls - e.g. Cars, planes, helicopters etc.

Educational e.g. Leapfrog, fisher price etc.

Party Supplies - e.g. Balloons, etc.

Place
Toymarts Head office is well-situated at #35 Preysal Crown Trace, West Mission Road,
Freeport. There are 13 other branches of Toymart, conveniently located throughout Trinidad and
Tobago. These branches are located in Arima, Couva, Grand Bazaar, Gulf City Mall Tobago,
JDs Mall, Midcentre Mall, Movie Towne, Point Fortin, Price Plaza, San Fernando, Trincity
Mall and Tunapuna.

Price
Toymart offers toys and other products at reasonable prices which are noticeable to customers.
There are also several discount programs available for customers as an incentive to return. These
include:
- The Birthday Club: customers up to the age of 10 years old can sign up for free to be a
member, which enables them to receive Special Birthday Discount and a Birthday
Greeting from Toymart on their birthday and also be entitled to special member rewards
throughout the year.

Loyalty card
The Toymart Rewards Program offers a loyalty card that enables customers to earn up to 5%
cash back on purchases throughout the year without any black-out periods. Rewards are earned
on a quarterly basis and customers receive a rebate voucher which is valid for 3 months.

Baby Registry
Eliminates guesswork from gift-buying, so that friends and family can go to any store location
and pick out a gift from the registry and send it to the expected parents. Registry gifts are
tracked up to 30 days after the babys due date and rewards can be earned on all the items you
received.

Promotion
Toymart employs a wide range of marketing tools and strategies to promote their business and
products to the general public. These include: the businesss main website, its Facebook page,
media advertising through radio, television and local newspapers and through word of mouth
from satisfied existing customers.

Toymarts major competitors

Island Hobbies

Funatics

Knowledge Zone

These toy stores sell similar products to that of Toymart.

E-commerce rationale:
Toymart is one of the leading toy stores in Trinidad and Tobago. As the country expands, new
companies would enter the market place, which causes competition amongst these businesses
which compel businesses such as this one, to stay competitive to stay ahead of its rivals by the
use of internet and technology to help maintain and expand their customer base. Ecommerce
offers several advantages to customers and companies including improvement of productivity,
customer satisfaction and general overall productivity. In order for Toymart to rise above their
competitors and have an increased competitive advantage, it is essential that this business
incorporate Ecommerce functionalities into their website.

Benefits of Ecommerce to Toymart are:

Boosting Brands and Product Awareness

A web site containing your business means that there is a wider scope of consumers that can be
attained. Toymart will be able to assist in increasing your companys promotion of various
products by reaching out to new business markets and showing your web site to them. This will

give users access to the web site 24/7 conveniently and this would create word of mouth
promotion of the store and the products that are offered.

Expanding Geographical Reach

Having an ecommerce business means that there are no limitations as to who and where the
products can be sold to, as opposed to physical storefronts that are lmited to the city/town they
are situated. An ecommerce website would reach potential customers in any part of the country
and even the Caribbean region.

Creates New Relationship Prospects

Investing in an Ecommerce website can lead to greater chances and would assist in establishing
relationships with potential customers, potential business associates and even new product
manufactures. Acquiring an online business means that it would be more accessible and
reachable to users all over the world, which would make for greater opportunities and for
products suppliers to request their products being added to your inventories, therefore increasing
the range of products that are being offered. Other businesses may even approach an online
business about becoming partners. All these things would not be possible in a local storefront.

Help in launching customer loyalty

This will create an easier way for customers to buy items that the business is offering and also
can leave reviews of the products and customer service, which would let the business know how
the customer feels with respect to their store and also to attract new customers and already
existing customers to come again, creating greater customer loyalty. Customers would now be
able to view and get updates on their favorite brands or products and special discounts that apply
and would be able to make a purchase anytime.

Allowance for simple delivery of information

It is simpler for a business to advertise its products through their online store or an online
brochure. Customers will have direct access to the product information, company information,
special discounts, promotions and much more. This will not only be beneficial to the customers,

but also to the store owner, as it is easier to update a website about new products and special
prices and then update it when the time comes, than to have to manually display it in the store.

Potential to increase company Profits

Creating an online version of the business is a great way to enhance sales and potential profits.
This gives the business a better chance of increasing sales and profits, and since this is the main
livelihood of the business, it makes sense to invest in an ecommerce site that would give way to
more sales, profits and bigger opportunities.

User Persona and Characteristics

User
A 65 year old grandmother who has limited mobility due to arthritis so it is much easier to shop
for gifts for her grandchildren from home over the internet.

User Profile Form

Application: ToyMart E-commerce website
Potential Users:
Persons interested in purchasing toys online.
Hardware Experience:
Has little experience with using computers and uses computers infrequently.

Software and Interface Experience:

Is unaccustomed using the computer to browse the internet but has made a few online
purchases.
Experience with Similar Applications:
Little to no experience with online purchases.
Task Experience:
She has limited understanding of how the browser and online catalogue works and little
online ordering experience.
Key Interface Design Requirements that Profile Suggests:

The website must be updated regularly

Clear display of unit cost

Clear, concise names for all parts of the website.

A large and visible navigation bar with clear links to the homepage and shopping cart

Display any additional shipping costs (depending on weight or dimensions)

Customer data must be kept private and inaccessible to unauthorized users

The website must have an easy to use and highly visible user interface

Feedback messages that inform the user when attempted actions are successful or not.
E.g. login successful and Your order has been received.

Number of items in stock must be as accurate as possible

Clear links to the login, logout and register pages.

User B
Thirteen year old boy looking for toys he could buy using the debit card he received for
Christmas. Since his parents are career oriented it is hard for them to go physically to a store to
purchase toys for him.

User Profile Form

Application: ToyMart E-commerce website

Potential Users:
Persons interested in purchasing toys online.
Hardware Experience:
Has moderate experience with using computer hardware such as mouse, keyboard, etc.
uses computers fairly regularly.
Software and Interface Experience:
Is accustomed using the computer to browse the internet but limited experience with
online purchases.
Experience with Similar Applications:
Little to no experience with online purchases.
Task Experience:
He has a good understanding of how the browser and online catalogue works but limited
online ordering experience.
Key Interface Design Requirements that Profile Suggests:
The website must be updated regularly

Clear display of unit cost

Clear, concise names for all parts of the website.

A large and visible navigation bar with clear links to the homepage and shopping cart

Display any additional shipping costs (depending on weight or dimensions)

Customer data must be kept private and inaccessible to unauthorized users

The website must have an easy to use and interesting user interface

Feedback messages that inform the user when attempted actions are successful or not.
Example login successful and Your order has been received.

Number of items in stock must be as accurate as possible

Clear links to the login, logout and register pages.

11

12

User C
A mother of two small children with a demanding job that involves working long hours as well
as overseas travel, that makes it difficult to visit stores to shop. She usually shops from the office
or hotel room as time allows, having the items delivered home. This means she could get
supplies for her family even when she is not in the country.
User Profile Form
Application: ToyMart E-commerce website
Potential Users:
Persons interested in purchasing toys online.
Hardware Experience:
Has extensive experience with using computer hardware such as mouse, keyboard, etc.
uses computers daily.
Software and Interface Experience:
Is accustomed using the computer to browse the internet and is accustomed purchasing
items online.
Experience with Similar Applications:
Large amount of experience with online purchases.
Task Experience:
She has an extensive understanding of how browsers and online catalogues work and
extensive online ordering experience.
Key Interface Design Requirements that Profile Suggests:

The website must be updated regularly

Clear display of unit cost

Clear, concise names for all parts of the website.

A large and visible navigation bar with clear links to the homepage and shopping cart

Display any additional

shipping costs (depending on weight or dimensions)

Customer data must
be kept private and inaccessible to unauthorized users The website

Feedback messages that inform the user when attempted actions are suc
Example login successful and Your order has been received.

Number of items in stock must be as accurate as possible

Clear links to the login, logout and register pages.

Website Perspective
There are no links to other web sites since the products are sold directly from the ToyMart
website.

Overview of Functional Requirements

The new website will retain the look and feel of the original website while adding an online
catalog and features that allow users to buy toys online. This would allow the market to be
widened to include those people who do not want to or cannot physically go to the stores to
purchase items.

To achieve this, these features must be implemented:

A database that stores the product information which includes:

o

product descriptions

product pricing

number of the product in stock

product search capability

the ability to create user accounts and store user data securely

shopping cart to hold items the user wants to buy

notifications that inform customers of shipping information, order status or any errors
with the transaction

easy navigation throughout the website by use of a clear simple user interface

Frequently Asked Questions (FAQ) that answers questions that most customers have

Inventory system that tracks the flow of products into and out of the system and keeps
track of the numbers of products currently in stock.

Overview of Data Requirements

All customer data would be input by the customer upon creation of the user account and is updated
by the customer as needed. This data is stored on the web server that the website is hosted on.
Data inputs are:

Customer information:
o

Name

Date of birth

Billing Address

Shipping Address

Contact number

email address

Transaction information:
o

customer information

items purchased in the order

prices of items as well as total cost

shipping address

dates the transaction was received and completed

Payment Information:
o

Customers credit / debit card information including the card number, expiration
date and security code.

billing address

Task-oriented requirements
Current Tasks
Toymarts website has a basic user interface which is clicked base to access mostly information
about toymart and it different sections, promotion and location nationwide. The main website
does not allow actually purchases and pricing.

Product Searching- The site has no visible search box for visitors. Visitor has to search
via clicking on the category photos on the website of which bring up a pop up window
that redirect you to Toymarts social media Facebook home page.

Registering for discount- Toymart has discount programs Birthday Club and Loyalty
Card for shoppers but both have to done via a sign up method. The site provides a
downloadable pdf file for the Birthday Club sign up which is to be manually dropped into
their many branch locations. Loyalty Card on the other hand is totally in store.

Toymart baby registry-Toymart contains a section just for babies where registration can
be made to help people to know what gifts they can get for your baby.

Store Location check- this plays an important part of the website as it contains all
locational information about the Toymart stores nationwide, picture of the stores, opening
hours, address and phone numbers.

Promotion check- Toymart updates its website where customer can check to see current
Promotions
Event check- current Toymart events are updated on the website where customer can
check.

Describing each task

Task Detail Table
Task #

1.0

Task

Prod

Frequenc
y

Display

Input

Requireme

Requireme

High

nts
Category tabs

nts
click

High

Discount tab

Pdf file

Comments

uct
2.0

3.0

Searc
Registeri
ng for

download and in store

discount

drop off

Toym

High

art

4.0

Toymart

Pdf file

Baby tab

baby

with detail instructions

registr

to acquire registry card

for baby shower

Store

Moderate

Location tab

click

High

Promotion tab

click

Moderate

Events tab

click

on
check
Promoti
on
6.0

This is done via the

download of pdf file

Locati

5.0

This is done via a

check
Event
check

invitation

Document Problems and Opportunity

Problems:
1)

There isnt a search bar so products have top visually found from the catalogue tags.

2) The prices for featured product are not available.

3) For someone without a Facebook account, all the details of the social network site of Toymart is
not accessible

Opportunities:
1) Once online registration is implemented it would make the site much more interactive and also
allow for Toymart owner to be able to accurately check all registered customer and also generate
automatic greetings and birthday wish and registry update to customers.

Future Tasks

Widen the range of toys sold

Creation of a giftwrapping service so orders could b specially wrapped and delivered

as gifts

Automated stock reorder system to maintain stock levels

Website design
Design of the virtual business
1)

The market for toys is also a low risk market not only because of the constant need for
new and improved toys, but especially around the Christmas period where the company is
at its peak period. There are a number of various categories of products (toys) that are
broken up within the company. The segmentation of these various products helps to
categorize their target market. It helps them in making what specific marketing or ecommerce advertising should be taken, and to whom. These categories include;

Products

Examples Of Products

Approximate Number of
Product Titles

Action

Spiderman, Batman, G.I. Joe

15

Figures Arts

Face Paints, Sticker Books

14

and crafts

Monopoly, Chess, Checkers

Games

Barbie, Bratz, Angry Birds

11

Dolls

Needs for Speed, Family Feud

Car Seats, Strollers, Cribs

11

Videos Games

Swing sets, Sandboxes

16

Baby Products

Nintendo, PlayStation

10

Outdoor Play sets

Cars, Planes, Helicopters

Vehicles and

Fisher Price, Leap Frog

Remote Controls

Balloons, Character Piatas

Board
Puzzles
Stuffed

Animals

Electronic Toys

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Bikes, Scooters and

Bikes, Rockers

Riding Books, Music

Disney, Sesame Street

and Dvds Collectibles

Lego, Mortal Kombat, WWE

12

Kids

Slumber Bag, Foam Sofa

Room

VTech, Leapfrog

10

Preschoo

Barbie, Disney (Costumes)

11

Pretend Play and Dress

Lets Rock Elmo, Doodle

Gelz
3D Goggles, Kick Board

Up Specialty Toys

Mega Blocks, Lego Disney

Sporting Goods

Guitar, Drumsticks

10

Building Sets
Each category is not limited to a specific number of products, as a few of them may even be
seasonal.
The product information that customers will be able to access is as follows:
Information on delivery available to customers would be readily available Therefore,
customer would have access to requesting Shipping to their Home, or even Store Pick-Up
once the customer purchases the item online. Patrons would also be informed of any
free delivery to their homes, if they purchase over a specified amount, or even if they
become an online member of the firm.
Also being available to customers is a star rating system, where they can easily rate the
product online after or before purchasing. Included in this would be a review column,
where clients would be able to share their experiences/idea of the product.
An important aspect, the product features would be available as well. A description box
would entail all accessible information about the product and its features. Another box
within this, Additional Information would be included. This would entail what specifics
would be necessary to operate the product, whether it be batteries or by charging. It
would also include if any gift wrapping options are also presented to the customer
purchasing online.

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2) Product Source
It must be noted that the company is a retail distributor of toys, and do not manufacture these
toys. The brands of toys are foreign based are mostly comes from the United States. Hence, the
products would not be produced by the same people who maintain the web site.

3) Target Audience
The target audience for the website is:
a) Adults The main decision makers and purchasers mainly come down to the parents,
grandparents etc. in what they want their children exposed to. Although children may use
the website, for purchasing it is the responsibility of the adults. For instance, baby items
would be purchased by the adults. The website needs to bring a perspective to the adults
to instill in their minds that what they need, whether it be baby items, gifts for children,
young adults etc, the company has it, and it can be view on the website.
b) Children Early teens are also the target audience. As technology and e-commerce
expands, the younger generations are the ones being kept in the know. In terms of
playstations, remote controlled products, collectibles etc, this would mostly appeal to
these young adults. The website, especially for this segment, needs to show that there is a
vast variety of products, and that they can view each category.

4) Affiliate / Membership
The website does provide membership to its customers, in which these members would be
granted with points, each time they purchase. They will be provided with a card for in store
purchases, however for online purchases, each member should be able to punch in a code from
the card before purchasing online. Members therefore, on this points system, gain access to
particular discounts, and apply for free delivery to their homes. Also, members would be able to
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sign up for a newsletter, in which an automated e-mail would be sent to members updating them
on promotions and new products.

5) Product Delivery
Products purchased on the site can either be picked up in store, or by request for home delivery.
The ability to check on their order online would be available to customers as they see the status
of their order; (whether the order has been packaged, or sent out for delivery).
6) Payment Type
Payment can be made using all major credit cards such as VISA and MasterCard, and PayPal. To
facilitate the payment of these credit cards, specified members of staff will deal with accepting
this payment method. This will ensure the safety of customers and offer a secure online shopping
experience.

7) Customer Support Documentation

In terms of customer support documentation, registered users would be able to view additional
information/details than a non-member. In terms of a non-registered user, this will include a
(FAQ) Frequently Asked Questions section and documentation on products and services. This
will all be available to users free of charge.

E-Commerce Critique and Recommendations

As a result of the observations mentioned above, we recommend the following:
a) Firstly and most basic, the website should include a search bar for the accessibility of
information that the customer intends to find.
b) More product information should be included within the website. These should be
separated into the various categories stated before, and should include pictures of the
product, its price, and various specifications/descriptions that may useful to the customer.
c) The main purpose of a website is not only to make the company visible and well known
to customers, but also to encourage customers to purchase their products. With the lack of
a shopping cart on the website, customers may lose focus and quickly forget about the
product/company thereafter. Hence, by placing a shopping cart of the website, more
customers may be inclined and encouraged to purchase the product right away, thereby
increasing sales. In so doing, the website should be able to accept all major credit cards
and even offer PayPal Services.
d) A (FAQ) Frequently Asked Questions page should also be included in the website, for
common information customer may have regarding the company or their products,
e) The company may also use forms to personalize the customers experiences. This may be
particular whereby users own membership accounts. In so doing, the firm will be able to
market their products in a more specific way to the customer, in which the system may
prompt users about their interests in various products. Recommendation may also be
hinted to clients as to the products they may be interested in.

f) In terms where the website already has a membership system, in which Toymart does, the
website should have an online completion form for membership, in which users do not
have to manually download the form and submit via mail or e-mail. Therefore the process
in seen as a more efficient and easy way to encourage more members.
g) As said before, a rating/review system should be in place to allow customer to rate
various products and post their views on the quality of products purchased from Toymart.
This will help the firm in the long run as more positive reviews may be posted by
customers.
h) Lastly and most importantly, the data on the website of Toymart, is seen to be outdated.
Toymart may consider monitoring and updating the website regularly. Maintenance is an
important issue, whereby customers may lose trust in the business itself as not only being
a professional firm, but conveying to clients as having outdated information/products on
the website

i)

The functionality of the website

j)
1. The products were categorized in the following categories:
1) New stuff
2) Just for babies
3) Action figures
4) ATVs
5) Board games and Puzzles
6) Educational
7) Hobby
8) Outdoor Play sets
9) Party Supplies
10) Radio Controls
k)
l)
m) Each of the pages that the above would contain a list of all the products for that
particular category as well as a small thumbnail and price. The name or the thumbnail
would link to the product page for that product which would contain all the details as
well as pricing and shipping information.
n)
o)
2. The customer would be able to select multiple individual items including more than one
of any of the items as desired. The customer must purchase all of the items in the cart
upon checkout. A Wish list however would be provided so that customers may select
items that they would like to purchase in the future and store them on the wish list for
easy access. These items would be then added to the cart when the customer wants to
make the purchase.
p)
q)
3. The order form would allow the customer to input the shipping address and recipients
name, select the shipping and payment options as well as an area to put in additional
comments. The shipping options would depend on the weight/ size of the items or how
soon the customer would like the package delivered. Payment options would allow the
customer to pay with their credit/debit card directly or use PayPal.
r)
s)
4. No other searches would be necessary at this time since all relevant information for a
product is on that products description page including any links to product manuals,
etc.
t)

u)

Low-fidelity prototype

v)
w)
x)
y)
z)
aa)
ab)
ac)
ad)
ae)
af)
ag)
ah)

ai) Automatically switching the banner on the homepage to grasp the viewers

attention.

aj)
ak)
al)
am)
an)
ao)
ap)
aq)
ar)
as)
at)
au)
av)
aw)
ax)
ay)
az)
ba)
bb)
bc)
bd)
be)
bf)
bg)
bh)
bi)
bj)
bk)
bl)
bm)
bn)
bo)
bp)
bq)
br)

bs)
bt)
bu)
bv)

bw)

bx)

Page 29 of 36

by) Categorizing the toys, placing the new stuff and just for babies at

the beginning and having the other catgories listed in alphabetical order.
bz)
cd)
ad
ca)
d to cart
cb)
button to
cc) Option bar at the
add the item
top of each product
to the cart to
page to select how
purchase
many items the
customer would like to
be purchased.
ce)
cf)
cg)
ch)
ci)
cj)
ck)
cl)
cm)
cn)
co)
cp)
cq)
cr)
cs)
ct)
cu)
cv)
cw)
cx)
cy)
cz)
da)
db)

dd) A
search bar
was
implemented
.

dc) A product page was

added for every item in
the toys categories, with a
description of the toy and
its price.

Page 30 of 36

de)
df)
dg)
dh)
di)
dj)
dk)
dl)
dm)
dn)
do)
dp)

31 | P a
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dq)

Design Review

dr)
The development of this website was constant and the data from the usability testing were
used to refine the deign choices.
ds)
dt) user 1
du)
dv)
Task #
dy) 1

dw) Time
taken(sec)
dz) 50

eb) 2

ec) 29

ed) yes

ee) 3

ef) 39

eg) yes

eh) 4

ei) 59

ej) yes

ek) 5

el) 48

en) 6

eo) 77

ep) yes

eq) 7

er) 30

es) yes

et) 8

eu) 58

ev) yes

ew)9

ex) 39

ey) yes

ez) 10

fa) 70

fb) yes

fc)
fd)
fe)
ff) Bar graph for user 1:
fg)

Page 32 of 36

dx)
Successful
completion
ea) yes

em)

yes

fh)

Time taken(sec)

90
80
70
60
50
40
30
20
10
0
Task 1Task 2Task 3Task 4Task 5Task 6Task 7Task 8Task 9Task 10
Time taken(sec)

fi)
fj)
fk)
fl)
fm)
fn)
fo)
fp) User 1 took the most time to do task 6 out of all the other tasks. During the observation of the
footage, interviewing the user after the usability testing and looking at his written results from the
tasks, it was noted that he took a longer time with each task since he wrote full sentences when he
was answering each task. Which meant that he did not take of the time shown above in looking for
the task on the website, but rather in answering them.Overall he took 499 seconds to complete all of
the tasks.
fq)
fr)

User 2
fs)
ft)

Task #
fw) 1

fu)
Time
taken(sec)
fx) 68

fz) 2

ga) 17

gb) yes

gc) 3

gd) 15

ge) yes

gf) 4

gg) 34

gh) yes

gi) 5

gj) 34

gk) yes

Page 33 of 36

fv)
Successful
completion
fy) yes

gl) 6

gm)

22

gn) yes

go) 7

gp) 24

gq) yes

gr) 8

gs) 131

gt) yes

gu) 9

gv) 30

gx) 10

gy) 50

Page 34 of 36

gw)

yes

gz) yes

ha)
hb) Bar graph for user 2:
hc)
hd)

Time taken(sec)
140
120
100
80
60
40
20
0
Task 1Task 2Task 3Task 4Task 5Task 6Task 7Task 8Task 9Task 10 Time taken(sec)

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hg) User took the longest time to do task 8, since he got difficulties in finding the product on
the website due to the sensitivity of the search bar at the time. Overall, he did most of the tasks
in a short amount of time.
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In total, he took 425 seconds to complete all of the tasks.

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hj)

Usability Problems

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The first user completed all of the tasks without any issues. However, user 2 had some

problems with the site. The problems were mainly with the search bar on the website. He had
problems finding items by typing them into the search bar.
hl)
hm)

Improvements:

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ho)
hp)
hq)

The search bar was revised and improved to accommodate all of the items offered by Toymart.

The shopping cart for the website was not working at the time of the usability testing, so we

were unable to implement any tasks involving it. However, improvements were made and it is now
working, that is, the user will be able to select an item and put it in the shopping cart and checkout the
item, where he will be required to enter details such as name, delivery address, credit card information
etc.
hr)

When the user clicks order, a confirmation page will be returned to them, letting them know

that their order was placed.

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