Craigslist
Operating with a straightforward, text-based interface reminiscent of the 90s and early 2000s, Craigslist is a classified advertisements website that, from its beginning as a passion project by its founder Craig Newman, has risen in popularity across multiple regions across the US and other countries as well as encompassing multiple languages allowing for a wider reach in audience and dominating the classified ads sector.
Solution
My team utilized a variety of usability evaluation methods to assess Craiglist's website as a whole, identify issues, and recommend improvements based on the collected data.
We ultimately created and carried out a usability test plan, detailing our process in a final presentation and report.
Context
Usability Evaluation
2024 Jan-Mar
My Role
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Conducted Preliminary Research
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Created a usability test plan
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Conducted usability test sessions
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Formulated results & takeaways for the final report/presentation
Timeline
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Overall: 11 weeks​
Tools
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Zoom
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G-suite(Docs, Sheets, Forms, Slides)
Research Questions
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Are the users able to navigate through their path without errors? Does not having a back button cause issues for the users?
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Does the FAQ provide the information the users are looking for?
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What challenges did the user encounter along the way?
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Do the ways the buttons are labeled need to be clarified for the users?
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How does the user’s path vary from the “happy path”?
06
Would the user use Craigslist again?
Heuristic Evaluation
Techniques: Heuristic Evaluation
Tools: Nielsen-Norman's 10 Usability Heuristics, Nielsen's Usability Severity Rating Scale
18 | Consistency and standards
08 | User control and freedom
06 | Visibility of system status
06 | Aesthetic and minimalist design
05 | Recognition rather than recall
The full CW report can be accessed via the button below.
Jakob Nielsen and Robert L. Mack (Eds.). 1994. Usability Inspection Methods. John Wiley & Sons, Inc., New York, NY, USA.
Violations
Cognitive Walkthrough
Cognitive walkthrough evaluatio found issues with completing tasks users were most likely to go through such as post creation, buying, apartment hunting, and hiring services.
Techniques: Cognitive Walkthrough
Tools: Google Sheets
Outcome: Of the four tasks, contacting customer service had the most issues, with 4 Action failures
The full CW report can be accessed via the button below.
Usability Evaluation
Moderated Usability Evaluation
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Focused on four key tasks informed by previous research and evaluation.
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Techniques: Usability Test Plan, Moderated Usability Evaluation
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Tools: Zoom, Pencil & Paper
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60% of participants were aged between 25-34, while 40% fell within the 18-24 age bracket.
Usability session participant data table
Tasks​
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Create a posting to sublease an apartment. Participants were provided a fake address and apartment description.
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Find a 1-bedroom apartment to rent with a budget of $1,800/month and contact the landlord
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Find and contact a reliable plumber to hire
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Find an interesting event in the community and RSVP for the event
Results & Findings
Participants found the site’s text-heavy interface overwhelming.
The interface posed issues due to an overwhelming design and confusing navigation.
“There should be more images on all pages. I feel like if there is an image or picture, I’m much more drawn to it or easier to track” - TT-4
Ineffective error messages and help documentation.
Users did not use the help information and errors were often overlooked or unclear.
“I would say not to go to Craigslist” - AK-2
Inconsistencies with posts.
Participants were unsure how to contact the post’s authors, whether it be via the reply button or a phone number in the description.
“It’s hard to navigate and not inviting.” - CP-3
Privacy and Trust.
To address privacy concerns, it's important to focus on trust-building features, user-friendly privacy settings, and secure communication channels.
“I like to go to the community to see what other people do. I don't trust the site, but I can build trust by seeing what other people have to say” - NP-1
User Quote
“Please do change it”
Recommendations & Redesigns
Before
After
Issue: Text-heavy home screen.
Solution: Annotated design with a navigation bar for better organization.
Issue: Confusing and Inconspicuous "Reply" button.
Solution: Annotated design with clarified labels like "Contact" and a more noticeable colour.
Conclusion
Comprehensive Understanding
Participants shared their diverse perspectives and identified areas that require improvement in the user experience.
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User Suggestions
UI simplification, streamlined processes, user guidance, and ongoing education are critical. Regular updates and user feedback are essential.
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Aesthetic Improvements
Recommendations include clarifying button labels, refining information architecture, and overall enhancing visual elements. Ensuring consistency in presenting key information is crucial.
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Continuous Improvement
Prioritize ongoing user education and feedback collection.Maintain a culture of adaptability and refinement to ensure Craigslist's relevance and reliability as an online marketplace
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Thank you for reading my case study!
If you'd like to read about this project in greater detail, see our presentation and final report.