This section will contain the following:
For each support option you should provide the following:
|First impressions of the home page||5%||7||6|
|Number and range of total||15%||8||9|
|Support Option 1 overall||15%||7||8|
|Support Option 2 overall||15%||4||7|
|Support Option 3 overall||15%||2||7|
|Support Option 4 overall||15%||5||8|
|Total weighted scores||54.5%||73.5%|
Figure 1: Scoring model
Note: This section should be an analysis of the support options provided. It should NOT be a user guide. Labeled screenshots should be used to illustrate your analysis.
Aspects to consider
For all other support options, you should define your own criteria against which to evaluate the site.
Example of analysis for the FAQ support feature on Ryanair.com
A customer can navigate to the FAQ’s from the home page by clicking on the Help menu item in the top right-hand corner of the screen. This will bring the user to the Help center and by clicking on See all FAQs the FAQ overview page will load. (https://www.ryanair.com/ie/en/useful-info/help-centre/faq-overview). It is relatively easy to find the FAQ’s as the user can locate the page in only two clicks from the home page.
A user can also search through the FAQ’s from the Help center by entering a key term in the search field.
The Top 5 Questions are also displayed on the Help Center page. This is a useful feature as a user can find the information very quickly without having to refer to the entire database of questions.
Figure 1 below shows the FAQ overview page.
Figure 1: Ryanair FAQ overview page
The FAQs are divided into categories e.g. Baggage, Special Assistance, and Passports. There are 35 categories in total. This is a large number of categories however it is probably due to the nature of the organization and the complexities and concerns involved with travel.
When the user mouses over a category on the left-hand side of the page the questions associated with that category are displayed in the right-hand pane. This is a useful feature as it means that the user is only presented with information that they are specifically interested in, otherwise, they could be overwhelmed with too much information. Each category contains anything from three to ten questions with an average of five questions per category. Responses can range in size from 2-3 lines of text to over 100 lines of text for more complex answers.
To see the answer to a specific question the user clicks on either the question text or the downward pointing arrow to the right of the question. (see Figure 2 below). To hide the answer the user can click again on the arrow. This is a useful feature as it gives the user control over how much information they can see.
Figure 2: Answer displayed
The answers are generally very detailed, and a lot of information is provided. If the user requires more detail on a specific topic, they can click on a Learn more hyperlink.
If the questions require a detailed response they are chunked up well-using subheadings and paragraphs for example the response to the How can I pay for my flights? question is divided into four clear and separate paragraphs titled Forms of Payment, Payment Fees, Other information, and Payment security.
The responses demonstrate empathy for example the answer to the question What’s the procedure for a damaged, delayed, or lost checked bag? starts by saying ‘We’re sorry to hear your checked bag was damaged, delayed or lost……”
As more users browse the web using a mobile device compared to a desktop the website was also analyzed on a mobile device. The website is fully responsive on a mobile device i.e. the content is displayed in a way that is tailored to the device. The same information is provided to the user however two columns of information on the desktop view are reduced to one long scrolling column on the mobile view. (see Figure 3 below)
Figure 3: FAQ’s on a mobile device
This appears to be a very detailed, relevant set of FAQs that cover a wide variety of topics that Ryanair customers may have queries on. The information is well presented, and much emphasis is placed on only providing as much information as the customer needs. If they require more detailed information, they can quickly find it using the additional links. The only concern here is that some customers may find 35 categories of questions overwhelming and there are no faqs on the current COVID-19 situation.