Assumptions come into contact with reality during usability testing. This moderated usability testing session was a crucial check point after a semester of studying and reviewing the Barebells website. What is the real user experience of the site?
The testing methodology, participant behavior, results, and what the data show about usability strengths and pain points are all covered in this article.
Study Purpose
The usability test aimed to assess how easily users could accomplish the following tasks:
- Find information about the product.
- Name specific dietary information
- Look for ways to purchase.
- Compare tastes
- Learn about the company
The session was guided by the main research question:
On the Barebells website, how effectively may users accomplish everyday product-related activities?
Methodology
This was a monitored remote usability experiment, not a card sort or survey.
Structure
- 3 participants
- Five practical assignments
- Think-aloud approach
- Recording the screen with zoom
- 25 to 35 minutes each session
The reminder to participants was:
“We are testing the website, not you.“
In order to replicate real usage circumstances, each participant utilized their own browser and laptop in a comfortable home environment.
Participant Profiles
Participant 1
- 22 years old
- High computer literacy
- Familiar with Barebells
Participant 2
- 28 years old
- High computer literacy
- Limited brand familiarity
Participant 3
- 35 years old
- Moderate computer literacy
- No prior exposure to the brand
This mix provided insights from both experienced and first-time users.
Tasks Given
The participants were asked to finish five main assignments:
- Locate the dietary facts for a protein bar
- Find out where to buy Barebells products
- Determine if bars have extra sugar.
- Compare two separate tastes
- Locate details about the business (About page)
Key Findings
1. Purchasing Flow Created the Most Friction
This was the most difficult and time-consuming job.
Participants expected:
- A button that says “Shop Now“
- Straightforward online checkout
- A system that adds items to the shopping cart
Instead, they came upon:
- Redirects by retailers
- Finding stores via navigation
- Indirect methods of purchase
According to one of the participants:
“I thought I would just add it to a cart.”
Insight: Today’s users expect that food brand websites operate as complete e-commerce platforms. Cognitive dissonance rises when that expectation is not fulfilled.
2. Nutritional Information Was Not Immediately Visible
All participants eventually found the nutritional information, but:
- It required scrolling
- It was not visually emphasized
- It was embedded within product detail sections
First-time users took significantly longer to locate this information.
Insight: Users scan before reading. If critical information is not visually prioritized, efficiency decreases.
3. No Flavor Comparison Tool Increased Cognitive Load
Participants switched between two flavor pages manually when requested to make a comparison.
Notable behaviors included:
- Alternating between browser tabs
- Scrolling back and forth
- Expressing frustration verbally
In the absence of a side-by-side comparison tool, users depended on their memory to evaluate protein content and calories.
Insight: Relying on memory for comparison heightens cognitive load and delays decision-making.
4. The About Page Performed Well
This was the quickest task that was finished.
Participants noted:
- Navigation labels were easy to understand
- The positioning felt logical
- The brand story was readily available
This indicates that the overall navigation structure is fairly robust.
Quantitative Observations
The task with the longest average duration is:
- Locating purchasing options
The task with the shortest average duration is:
- Identifying the About page
Users who were less familiar with the brand consistently required more time for all tasks related to products.
Identified Problem Areas
- The primary call-to-action for purchasing is lacking strength
- The buying process is primarily focused on retailers
- The nutritional information does not have an effective visual hierarchy
- There is no option for comparing flavors
- The filtering or sorting tools are quite limited
Recommendations
According to the results, the subsequent enhancements are suggested:
Add a Strong “Shop Now” Call-to-Action
Notable positioning at the top of the page to influence buying decisions.
Improve Nutritional Visibility
- Include summary icons (e.g., No Added Sugar, High Protein)
- Show nutritional highlights close to product titles
Introduce a Comparison Tool
Enable users to choose several flavors and analyze them side by side.
Implement Filtering Options
Sort by:
- Amount of protein
- Total calories
- Dietary limitations
What This Testing Session Revealed
The usability session highlighted a key concept:
Strong visual design does not necessarily lead to efficient task completion.
While the Barebells website maintains visual coherence and adheres to brand principles, users experience difficulties when their expectations for direct e-commerce features clash with the retailer-focused shopping model.
From this experience, I realized that usability issues often stem not from design but from discrepancies in user expectations.
Moderated usability testing offers insights that analytics alone fail to provide. Observing users pause, scroll multiple times, or express confusion exposes friction in ways that metrics cannot.
Final Takeaway
The Barebells website excels in brand representation and fundamental navigation. Nevertheless, enhancing task completion—particularly for purchases and product comparisons—would greatly enhance the user experience overall.
Usability testing not only uncovers issues but also highlights opportunities.
UX Journey 
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