Avator Bag Usability Study
Usability Testing | Research Analysis | Industrial Design
BACKGROUND
Understanding user needs to improve the Avator bag design
The Mercury Avator is a new line of electric outboard motors, designed to offer environmentally friendly propulsion for smaller boats. The Avator motors are engineered to be lightweight, making them easy to carry, transport, and install. Mercury Marine offers an optional carry bag to make transporting and storing the Avator safer and more convenient.
STUDY OBJECTIVE
Observe participants’ experiences with the carry bags, identify latent needs, and generate insights to inspire future design updates
RESEARCH PROCESS
Study Goals
Observe how participants interact with current carry bag & prototype
Identify the pain points participants face throughout the experience
Determine which bag provides a better user experience
What We Tested
We tested the carry bag that is currently available for sale, and a prototype designed to address stability concerns.
Test Tasks
Recruitment
Target Audience
Avator owners
To make sure the bag works intuitively for everyone, we focused on recruiting participants who had never used the carry bag before. Whether they were Avator owners or boaters was not an important consideration for this study.
We recruited 5 participants for the usability tests, all Mercury Marine employees.
We kept the sample size small because this study needed to happen in person. For studies that require more time and engagement, we've found that testing with just 5 users usually reveals most usability issues while still giving us rich qualitative insights.
Conduct Tests
In-Person Tests
5 usability tests
As a remote team member, I observed and took notes virtually while my teammate moderated the tests on-site. All the studies were also recorded, allowing us to revisit the tests to capture screenshots and any additional notes we might have missed.
Analyze Data
Affinity Maps
All participants successfully completed the usability tests and provided valuable insights, contributing diverse perspectives that supported our study goals.
We organized our findings into affinity maps in Miro by grouping notes and images from the tests into categories based on the different tasks that participants were asked to complete.
We also grouped the notes into “delighter”, “neutral”, and “dissatisfier” categories to quickly identify where the majority of pain points and positive feedback occurred.
Share Findings
Key Insights
After completing the affinity maps for both bags, we pulled out the most important observations and identified a primary finding for each task participants were asked to complete. We then compiled these insights, along with supporting quotes from participants, into a presentation deck.
My teammate and I presented the deck to the shareholders of the project, including members of the Industrial Design team and the Accessory team.
Placing the motor in the bag
Participants struggled to get the motor in both bags because the sides would cave in. Once they got the motor into the bag, they were pleased with the fit because it felt secure and stable.
Picking up the bag
For those that noticed the bags had wheels, participants chose to roll the bag instead of carry it because they expected the bag to be heavy and thought it would be easier.
Carrying the bag
Some participants did not notice that the bags had wheels and carried it instead, with some discomfort depending on how the bag was positioned and if they were using the carry handles for extra stability.
Rolling the bag
Participants were generally pleased with the convenience of rolling both bags, noting that it offered a comfortable experience and didn’t feel overly heavy to pull.
However, when participants didn’t initially use the inner straps to secure the motor, they were dissatisfied with the rolling experience. The motor would shift, often causing the bag to tip over completely. Ensuring that the motor feels secure during transport is a key concern for users.
Setting the bag down
Participants were not happy when they saw the current bag lean over when they set it down, as it caused concern that the bag was not stable and could easily tip over.
In contrast, when setting down the prototype, it remained more stable, which made participants feel more confident in its design.
Unloading the motor from the bag
The general sentiment among participants was that the motor was easier to remove from the bags than put it in.
Summary
PROJECT RESULTS
Based on the findings from our usability study, the prototype demonstrated significant improvements to the original carry bag's design. After incorporating a few additional adjustments to address pain points identified in both bags, the prototype was finalized by the Industrial Design team and made production-ready to replace the current carry bag on the market.
NEXT STEPS
Once the updated carry bag becomes available for purchase, we will evaluate sales metrics and customer feedback to assess its performance against the original. By comparing user satisfaction, purchase trends, and reviews, we can determine whether the updated design improves the overall experience.
If additional user issues become apparent, we will conduct another round of usability tests to identify and address further improvements.
PROJECT REFLECTION
This was my first time conducting a usability study on a physical product. While the process shared similarities with usability testing for digital prototypes, it also introduced unique challenges that required a different approach. For example, we had to limit the number of participants due to logistical constraints, as testing required in-person interaction. In contrast, digital prototypes can be tested remotely, allowing for a larger and more diverse sample size.
Additionally, making iterative changes to a physical product is more time-consuming and costly compared to digital designs, where adjustments can be implemented and tested almost instantly.
Overall, I found the study to be successful. Recording all the sessions proved particularly valuable during the analysis phase, as it allowed us to avoid relying solely on memory or our real-time note-taking. Being able to reference the videos also helped us capture any physical interactions that we may have overlooked.
