Evaluating the Usability of an Optimized Website for a Local Coffee Business

A survey by the Pew Research Center found 55% of American adults rely on the Internet as a significant primary source of information for restaurants and local businesses, with its ability to quickly sort and personalize data such as what cafés nearby might be widely praised and patronized by online peers (2011). As the Internet becomes prevalent throughout the consumer’s purchasing journey, ensuring website usability is crucial for the survival of local businesses. The purpose of this usability study was to evaluate an optimized website for a local and independent coffee business known as The Curb (http://thecurbco.com).

This study utilized web analytic tools, such as Google Analytics, to identify and develop a framework for an existing website designed with WordPress. These reports provided valuable insights into the user demographics and behaviors from a usability perspective. Four new landing pages were created with optimized and engaging content to highlight the multi-locations for The Curb. A summative evaluation, modeled by Nielson’s Attributes of Usability followed the redesigned website launch. An open-source web tool known as SurveyMonkey, was instrumental in creating and distributing the anonymous pre- and post-surveys to seven participants. They were asked a series of questions and given task scenarios to complete. The results demonstrated common difficulties in understanding website navigation labels; therefore offering suggested improvements in website navigation and design.