P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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Click icon to add pictureWEBSITE USABILITY EVALUATION OF

TWO TOP AIRLINES IN THE PHILIPPINES

OFFERING ONLINE BOOKING INQUIRIES

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www.rightcare.com|Rationale

COMMUNICATE AND TRANSACTIONS

POOR PERFORMANCE AFFECTS MARKET POSITIONS

SERVICE TYPE OF BUSINESS

GLOBALIZATION AND E - COMMERCE

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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This study attempts to evaluate the website usability of two top airline companies in the Philippines, specifically the Philippine Airline (PAL) and the Cebu Pacific Air, that answers the following;

1.How satisfactory the websites performance in terms of:* quality of information?* quantity of information?* dependability of interface?* appearance?* communication?* security?* total customer satisfaction?2. What are the factors that affect the performance of the website?3. What are the recommendations that would improve the

performance of the two websites?

STATEMENT OF THE

PROBLEM

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METHODOLOGY

• set – up was done inside the house of

the respondents using one laptop and a

tattoo broadband stick

• area is within the boundary of Cebu City

• 5 First – time users were chosen

randomly

• instruments used were survey

questionnaire, user - testing and

heuristic evaluation

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PRESENTATION,

INTERPRETATION AND

ANALYSIS OF DATA

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|TASK

1. Explore the website

2. Inquire for the cheapest flight from Cebu to

Bacolod.

How much is the cheapest flight? ___

3. Inquire for the cheapest flight from Cebu to

Disneyland in Hongkong

How much is the cheapest flight?____2. All were successful – 866 php

(CPA) / 1899; 2099; 1624 php (PAL)

3. 4 of them were not successful

1 successful – 5, 039 flight promo

package

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Prevalence rate of Affirmative Answers for Quantity of

InformationQuality of

InformationPhilippine

AirlinesCebu –

Pacific Air

system give relevant information

4 5

information is too large

2 1

multiple options are provided

5 5

information matches the expected

4 5

information is clear as performed

4 5

76% 84%

Philippine Airlines

Cebu Pacific

Air

commands used & means the same way

4 5

potentials errors are recognized

3 5

system prevent users from errors

3 4

system warn users from errors

2 3

instructions and prompts message

appear2 3

56% 80%

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Prevalence rate of Affirmative Answers for Dependability of

Interface AppearancePhilippine

Airlines

Cebu Pacific

Air

icons are concrete and familiar

5 4

menu choices are ordered in logical way

4 5

field labels are brief and descriptive

5 5

allow controls by keyboard shortcut

2 2

options or menus are selectable by cursor

4 5

80% 84%

Philippine Airlines

Cebu Pacific

Air

site structure is simple and clean

2 3

color choices allow easy and readability

5 4

colors correspond to expectations

5 4

many menu items are present

4 4

aesthetically pleasing site

2 4

72% 64%

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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Prevalence rate of Affirmative Answers for

Communication SecurityPhilippine

Airlines

Cebu Pacific

Air

online help is present 5 5

available help is useful 4 5

site map is always ready

4 4

help information is accurate &

understandable3 5

vocabulary is appropriate for

audience3 5

76% 96%

Philippine Airlines

Cebu Pacific

Air

waits user's signal before processing

4 4

undo function at single action

3 3

users can cancel out operations

4 3

observable delay with the system

3 3

users prompted if delays are present

4 3

72% 64%

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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Prevalence rate of Affirmative Answers for Customer

SatisfactionPhilippine Airlines

Cebu Pacific Air

system avoid customer's feedback

3

quantity and quality of information satisfied

4 4

website appearance satisfied

4 5

user - friendly system 2 5

over - all satisfied with the services

3 4

52% 84%

Answers in

preference of the

users or respondent

s

NOTE:

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HEURISTIC EVALUATION of

PHILIPPINE AIRLINES AND CEBU

PACIFIC AIR

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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1.Transparent Background Design of

Submenus

2.Only 3 languages were provided

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3. Multi – destination is not included in

the Trip Type options

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4. In relation to no. 3 “ failed options inquiry”

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5. Once the flight is selected, the user would have to click this icon

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www.rightcare.com|6. Air fare summary

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www.rightcare.com|7. Inconsistent menus

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www.rightcare.com|8. A new window for FLIGHT menu

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www.rightcare.com|9. Inconsistent menus and sub-

menus

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1. Inconsistent menus and sub-menus2. Clickable homepage icon but

unnoticeable

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3. Authentication required for Robinsons – Cebu Pacific Mastercard when “Back to top” is clicked

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User testing and heuristic review by the proponent as usability tools can identify errors regarding with the process, layout and functions of the website. There were factors to consider in

the designed user – testing. First

is the user’s experience in using

the computer and the website.

User’s experience entails that

the user had much knowledge on

using the functions for computer

with different websites. Users

with more experience in different

websites could handle and finish

the task easily without having

doubts with their actions.

Although, the two airline

companies are known to be

a stable and strong

company, there are still

issues met regarding with

the usability of their

websites. The most prevalent issue that occurred is the consistency of the functions and menus. Probably, the website’s intention was to designate all relevant keywords in the form of submenus but it only made some of the users confuse.

FINDINGS

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Therefore, there is a need to improve the websites of both airline companies, as supported with the data presented in chapter 2.

RECOMMENDATIO

NS

A company that involves in the

line of E-commerce needs to

determine its goals, whether to

increase its sales, retention,

customer’s loyalty and Return

of Investment. Both the

company and the customer are

investing once they directly

involve in e – commerce. With

that, improvements should take

place and necessary actions

must be given whenever

complications take place.

• Is made through the problems or figures identified

• Guidelines as provided by Web Accessibility Initiative (WAI)

CONCLUSION