February 2008
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BACKGROUND
OBSERVATIONS: COMPETITIVE LANDSCAPE
MACRO CONCERNS: TALLY HO UNIFORM WEBSITE
HEURISTIC EVALUATION: GLOBAL ISSUES
NEXT STEPS
POST IMPLEMENTATION ASSESSMENT
PROJECT DOCUMENTATION
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
Enhanced scope
 Primary Role – Heuristic Evaluation of Tally Ho Uniform's Website
 Secondary Role – Consultants

Project Team
Project Lead
Ria Roy
Usability Lead
Tara Halwes
Usability Specialist
Kyle Bedell
Usability Specialist
Justin Onorato
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
Tally Ho Uniforms
 Established since 1948
 Ready-to-wear and customized uniforms and accessories to the airline
industry

Identified Business Problem
 No incremental sales through the web since 2004
 Very little traffic

Other concerns
 Who are the other players?
 What is their website telling about them?
 What are they doing and we are not?
 What are the trends in the marketplace?
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
Uniform and Linen Industry (NAICS 81233)
 Concentrated Industry
 Demand is driven by employment trends
 2,500 companies compete within this space
overheads
ARAMARK
CINTAS
Market Share
What are these companies doing?
 Growth through acquisitions
 Providers of business solutions
 Service and customizations
 Collaborators to reduce operational
ALSCO INC.
G&K SERVICES
Revenue
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
Macro Perspective
 Corporate Mission
 Professional look and feel
 Leadership
 Awards won
 Wide range of products and/or services

Other Perspectives
 Structured content layout
 Trust and credibility
 Aesthetic appeal
 Minimum and/or appropriate use of graphics and/or text
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
Use of certain graphics and/or text may be considered
inappropriate within this industry

Issues around trust and credibility
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SEVERITY
FINDING
RECOMMENDATION
1-Major
Attention-getting devices are
overused to the point of distraction.
Remove unnecessary graphics and
decorative text treatments.
1-Major
Half of the monitor’s vertical space Ensure prime real estate is given to
is consumed by the company name, important items and controls.
logo and descriptive text.
1-Major
Layout of products within grey
tables.
Provide clear borders or other
separation between products.
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SEVERITY
FINDING
RECOMMENDATION
2-Moderate
Images of items are often poor
quality and obscured by a
watermark .
Provide clearer images of individual
items for sale and remove the
watermark from the image.
2-Moderate
Product layout is unattractive and
takes up more space than
necessary.
Use a more compact and cleanly
organized layout for each product.
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SEVERITY
FINDING
RECOMMENDATION
2-Moderate
Category links at the bottom of the
page are unreadable on the cloudy
sky background.
Use solid background color behind
text that contrasts with the text color.
2-Moderate
Colored text is used to indicate
which colors an item is available in.
Keep text labels for “available colors”
in the same color as other
informational text. Instead, use color
swatches to represent choices.
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SEVERITY
FINDING
RECOMMENDATION
1-Major
Inconsistency in product names
across product pages.
Use consistent placement, naming
and font treatment for all products.
2-Moderate
Layout of product information is
inconsistent within and between
pages making it difficult to predict
what is associated information.
Do not change the layout of
associated pieces of product
information significantly between
products or pages.
3-Minor
Availability of items labeled
“discontinued” is unclear.
Label discontinued items consistently
with an indication that they are
available and instructions on how to
get them.
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CATEGORY
SEVERITY
FINDING
RECOMMENDATION
Trust and
Credibility
1-Major
Trustworthiness and security
of the transaction hosting
site (justaddcommerce.net)
are extremely suspect.
Consider using a well-known
online payment system like
PayPal. Stop using the
justaddcommerce.net host until
users can see that trust is verified.
Help and
documentation
2-Moderate
No help is available on the
Cart page.
Provide links to help about
important or potentially difficult
interactions with the site.
Error
prevention
3-Minor
Options for each item have
List descriptions of each option on
no descriptions on the cart
this page rather than “Option #”.
page so the values are out of
context and meaningless.
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
Wireframes

Usability Study

Redesign of the website
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PEAT ANALYSIS
PROJECT PROFITABILITY
LESSONS LEARNED
GROUP OBSERVATIONS
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Scores ranged from 0.9 – 1.0
1
0.8
0.6
0.4
Scores ranged from
-0.1 – 0.3
Scores ranged from
-0.4– 0.6
0.2
0
-0.2
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1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
Way-off!
Middle Ground
Agreement
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THIS IS HOW WE WORKED …
ESTIMATIONS VS. ACTUAL
HOURS
TOTAL COST
EST.
ACT.
80
59
USD 10,000
USD 7,375
PROFIT = $2,625
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



Immediate planning is key
Allow for project buffers
Emulate current structure and templates for future projects
Better PMIS
 Lack of folder structure in Google groups
Dangerous to take on a project lead with no experience in
the project lifecycle especially with time constraints
 Instant communication is key!
 Immediate addressal of concerns is critical

NEXT STEP …
DEBRIEF TEAM ON ROLES, RESPONSIBILITIES AND ACCOUNTABILITIES OF A PROJECT LEAD
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AREA
CONCERNS
Project Peaks
and Troughs
Until the final hours of the project, morale was high. The time pressure during
the endgame wore us down as we struggled to balance our remaining work with
a limited timeframe.
PMIS
Google Groups lacks important organizational features (like folders!) that would
have made information management easier.
Project Manager
Role
Personally, I am still unsure as to the exact roles of a project manager.
Dangerous to take on a new project with the lead having little to no experience,
and with time constraints, the pressure is on the lead during the peak.
Risk
Management
While we planned for contingency situations, we neglected to adequately plan
for the greatest risk: running out of time.
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AREA
Team Dynamics
POSITIVE COMMENTS
The consensus on the global/macro problems of the site were unanimous.
Communication between members was rapid and efficient, allowing for project
activities to be supported effectively.
Risk
Management
There were delays, but they were handled smoothly without affecting the final
output.
Project
Management
There was a lot of good, detailed exchange of work estimates for scoping.
Project Planning
Always had clear touch-points for the future and deliverables were always
ready.
Project Quality
We didn't really have to go back and redo tasks.
Scope
Enhancements
The role of the team was enhanced to play the role of management consultants,
so we are not playing a Human Factors role only.
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PROJECT PLAN
PMIS
PROJECT TRACKING
CONTINGENCY PLANNING
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PROJECT LEAD’S CALENDAR
Note: The Project Plan served as a primary Project Tracking sheet for the group
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EVENT REMINDERS SENT TO THE GROUP
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Note: One of the uncontrollable risks anticipated by the group is related to Tally Ho Uniform’s website. In the event that
Tally Ho Uniform’s website were to change, we had screen-shots to serve as our back-up for the duration of this project
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