Sprint was seen as being Informational (56%) but also Overwhelming (61%). The category they fared the least well in was being seen as Lively (31%).
T-Mobile was the site that participants felt was the most Lively (69%) as well as Welcoming (68%) and Easy (68%). They fared the least well in was the Informational (44%) category.
Can users find what they’re looking for?
To test how effectively each site’s content was labelled, and whether or not visitors can find what they’re looking for based on how content is organized on each website, we told our participants, “You don’t want to manually pay your bill every month and would prefer it was done automatically. Where would you look?”
The ability to enroll in an autopay feature is what they were looking for. Here’s how they did.
“Enroll in AutoPay” got all of the correct clicks (76%). “Account & Billing,” on the other hand, got exactly 0 clicks.
T-Mobile’s taxonomy is obviously much more simplified, so how’d they do? The majority of users (73%) correctly clicked on
“My T-Mobile.”
Website Usability
Let’s face it - you can have the newest, sexiest, most technologically advanced smartphone available but it’s worthless without the right plan. Telecom providers understand this, which is why they work hard on providing plan options that will work best for their customers. Unfortunately, understanding the differences and costs of these plans can be challenging.
Sprint users were 25% more likely to successfully find the price than users on the T-Mobile site.
On average, successful participants on Sprint’s site were about two and a quarter minutes faster than successful participants on the T-mobile site.
T-Mobile’s participants went to 31 pages on average versus Sprint’s 49 pages. Participants on both sites had similar average clicks, with 7 on Sprint and 9 on T-Mobile. What these stats show is that users are spending a lot of time looking through the both sites trying to find the right answer.
EASE OF USE
After the navigation based task we asked all the participants to rate how easy or difficult it was to accomplish, with 1 = Very Difficult, 4 = Neutral and 7 = Very Easy.
Sprint’s users ended up rating the task as a 3.7 out of 7 on the ease of use scale. T-Mobile’s users ended up giving the task a 3 out of 7 on the ease of use scale.
Neither site got a particularly high score from their users.
PROBLEMS AND FRUSTRATION
We asked the users which, if any, of the following problems or frustrations they encountered while on the site.
28% of participants on the Sprint site said they didn’t run into any problems or frustrations.
The largest complaint participants had was a tie between “navigation was confusing” and “too many clicks to find the information” with 41% each. There was another tie in the next most common problems that “information was unclear” and “unsure where to begin the task” with 34%.
This one was very close – 27% of participants on the T-Mobile site said they didn’t run into any problems or frustrations.
The largest complaint participants had was that “navigation was confusing” with 57%, followed by “too many clicks to find information” with 53%.