IxD/IA
Informal Website Audit: GTE Wireless
By Cassie Carter, PhD
January 2000

	Index   Overview   Narrative of user experience   Recommendations

I went to the GTE Wireless site (www.gte.com) as if a friend had e-mailed me a url with a note saying, "Hey, check this out."  I took the role of a customer interested in purchasing a cell phone.  I have never owned a cell phone and know nothing about the options, prices, availability, etc. 

Overview
My overall comment about the GTE Wireless pages is that, during most of the time I am on the site, I have absolutely no idea where to start, where to go next, or even, really, what GTE is selling. While most of the information I need is available on the site if I look hard enough, the site does not guide me through the process of choosing and purchasing a product; rather, it seems to assume I already know what I need to do (but I don’t). The navigation is a maze of dead-ends and circles. It took me close to an hour to find my way to a page that allowed me to begin placing my order--I guarantee I would not have lasted longer than ten minutes if I'd been a real customer.  The main problem is that the site seems to assume I know what GTE is selling.  I went to the site looking to buy a cell phone, but the site referred only to "digital" and "wireless."  The phrase "cell phone" was not used.  Likewise, I had a difficult time finding out what "digital" and "wireless" mean (I guess they are synonyms for each other and refer only to phones) or explanations of what "analog" and "digital" are.   Significantly, the definitions/explanations of these terms appear in a FAQ that seems to be accessible only from four layers down, off an unlikely link on the rate plans page.  Hence, when I first arrived at the "Choose a plan" page, where I could have begun the purchasing process two minutes into my visit (if I'd known I could), I was not prepared to begin the purchase process.  I first had to wander around hunting for information about each option.  Only then, an hour later, could I find my way back to the "Choose a plan" page to begin my purchase.

Additionally, the site did not tell me up front what geographical areas are serviced by GTE; it did not tell me that I should enter a zip code before doing anything else.  I could easily spend an hour surfing the site and looking at products before discovering that GTE's wireless services are not available in New York.  As a little side trip, I entered a New York zip code in the gold  "Order Online" box."  I was sent to a page titled, "SORRY," which states that GTE doesn't offer wireless services in my area.  It then offers me Internet service and long distance service . . . neither of which I was looking for, of course.  The last paragraph on the page says, "The Map shown below indicates GTE Wireless Service areas," etc.  There is no map shown below.

An especially problematic area in site navigation is the "calling plan loop."  Whenever I had a question, wasn't sure where to go, or made a mistake, I almost always ended up caught in the loop consisting of the  "Choose a plan below for more details" and "Calling Plans" pages.  These seem to be the default for every occasion.  I went to the site looking for a cell phone.  I did not consider "choosing a calling plan" to be my primary goal in visiting GTE.com, although I learned quickly that I must choose a calling plan to go with any cell phone I selected.  So it was confusing to find myself forced to return, repeatedly, to the calling plan loop, especially when I hadn't seen a phone yet. 

I arrived at the "Calling Plans" page four times.  The first time was when I clicked "Calling Plans" in the left menu of the first page.  The second time was when I clicked "Need help choosing?" on the "Choose a plan below for more details" (where I had arrived FROM the "Calling Plans" page).  The third time was after I had gotten lost in a FAQ and again clicked "Calling Plans" in the left menu.  The fourth time was when I again clicked "Need help choosing?" while trying to find out what calling area and minutes to select.  The fourth time was the only time this page was relevant to what I was doing. I needed to have more information the "Calling Plans" page meant anything to me.  The "Calling Plans" page offers brief overviews of the six calling plans.  When the user reaches a stage where they understand basic concepts, these overviews offer useful information.  But even at that stage, if the user wants more information, they face more frustration.  Each overview provides a "For more information, click here" link that sends the user through a mini-maze leading to the "order online" box at the top of the page.  If the user makes the mistake of returning to this page after a first visit, the content changes to provide mind-boggling navigational instructions. It is extremely confusing.  Why not just tell the user directly, "Enter your zip code here so we can tell you what plans are available in your geographic area"? 

Once the user has figured out how and where to enter their zip code, they are transported to a " Choose a plan below for more details" page tailored to their geographic area.  The only way to get to this page is to enter a zip code.  I only had to enter a zip code once, but I landed on this page three times.    The first and second time, I was looking for more detailed information than what was offered on "Calling Plans."  Instead, I got a chart that assumes I am all set to choose a rate plan.  This page, by the way, is apparently the only entrance into the purchasing process, and nothing would lead me to expect this to be the case.  A navigation bar of sorts (not clickable) appears at the top of the page. I had to view the page three times to notice it, and I figured out what it is only because  the page had become familiar, and "choose a plan" in the navbar corresponds to the title of the page, "Choose a plan below."  My main experience was that I was not ready to buy anything yet; I was looking for information I did not find on "Choose a Plan" or "Calling Plans," but I kept getting sent back to these pages again and again.  The only time "Choose a Plan"  page was relevant was when I had learned what I needed to know and was able to select my plan based on the information I had gathered.  Otherwise, it just pissed me off to be caught in a loop.

Aside from the "loop," some other navigation problems were especially noticeable.  First, all too often, when I went out exploring in search of information not available on the page I was at, I would wind up far off the trail with no trail to lead me back.  I really needed some bread crumbs.  Second, the main menus were almost useless.  I say almost because when I got lost I was able to click a menu link and find my way back eventually simply because I had clicked the menu links before.  I don't think most customers would have had my tenacity.  Third, much of the available navigation intended to keep a user on the trail uses the term "order" in one form or another.  The assumption should be that the user is "shopping" or "looking"; it is off-putting and confusing that the site assumes I am buying when I haven't yet discovered if GTE offers what I am looking for.  Fourth, and most significantly, while I was fairly pleased with the initial purchasing process when I finally located it (it proceeded in a logical fashion), it was really annoying to have to keep starting over whenever I was given the chance to change my options.  I would expect the site to remember what I have selected no matter where I am in the process.

One last problem that became very apparent to me as I spent more and more time wandering through the site: the pages take an incredibly long time to load.  Sometimes the load time is as long as 30 seconds.  Generally I don't mind waiting for a page to load if I can count on the content to be relevant.  In this case, however, the results I got usually were not what I was looking for.

Narrative of User Experience

GTE Store Front / Wireless

www2.gte.com/wireless/index.cfm

I entered the site at this page and did not know what to do first.  It took me a while to sort out my reactions to the page, because I was mainly confused.  Scanning the page, I ask the following questions:

1. Overall impression of page: I have a 13" monitor, so most of the screen was filled by what I call "logo stuff."  There's a logo on the top left, which tells me I'm at GTE; along the top is some menu stuff that doesn't tell me where I am or where to go from here (I am tempted to click on "site map").  Below the logo and menu is a graphic that says "GTE Storefront" (although when I later click on "Store Front Home" I end up somewhere in alien territory) and "Wireless."  The page is dominated by a big gold box that says "Order Online" (I am looking for a cell phone . . . not ordering yet), a bunch of people waving at me for some reason, and "Wireless . . . Something for Everyone."  To the left is another menu that doesn't tell me where I am or where to go from here.   Nothing on the screen conveys useful information.  I'd say I am in "GTE Wireless Land," but I don't know what that has to do with buying a cell phone, or where Wireless Land is located on planet GTE.com.

2. Big lettering in center of page: What is "wireless"?  Where do I find "cell phones"?  Am I on the right page to learn about cell phones?

4. Graphics: what are those people doing?  Why is that guy waving at me?  Am I in the right place?  Why is Cleopatra in the upper left corner?  Why is she sticking her finger in her ear?

4. Yellow "order online" box:

4.1. I'm here looking for a cell phone . . . shouldn't I wait until I'm ready to order before submitting any information to an "order online" box?

4.2. How is this box related to the menu items on the page?

4.4. Do I have to enter a zip code before doing anything else on the site?  (Is this the starting point?)

4.4. What does "a zip code which is representative" mean?  Do I enter my home zip code, or some other zip code?  What if my home zip code is different from my work zip code, even though both are in the same city?  Which zip code is the "representative" one?

5. Left menu: what do I click first?  (Or do I do the "order online" box?)

6. Body text:

6.1. Are "wireless phones" the same as cell phones? 

6.2. Are "digital service" and "prepaid plans" two kinds of phones?

6.3. What are "choice plans"?  Choice of what?  Plans of what?  The text says, "GTE offers something no other provider does: ChoicePlans."  What do other providers offer? Am I supposed to select one of the ChoicePlans first?  (Is this the starting point?)

1. I thought I was on the same page because it looked basically the same.  Still no information telling me where to begin.

2. I scrolled down to read the text below the yellow box and animation.  The text says,

"For more information, click here and then enter your zip code at top of the page (in the gold box)."

Since the gold box was at the top of the present page, I wondered why I would need to go to a different page to enter my zip code. 

3. I clicked the link and was still on the same page. 

4. I clicked it again.  Same page. 

5. Then I realized it was a targeted link intended to return me to the top of the page (which is where I was already).

6. I entered the zip code 77077 in the yellow box and clicked "GO."

7. I found myself on a new page: "Service for Houston, TX . . . Choose a plan below for more details."

http://www2.gte.com/Wireless/rateplans.cfm (PART ONE)

Upon arriving at the page that says, "Service for Houston, TX . . . Choose a plan below for more details," my reaction is, "HUH?  I thought I was here to buy a cell phone . . . what's all this?  Don't I need a phone before choosing a rate plan?" This page is presented too abruptly, before I have any of the information I need to begin making choices for a purchase.  So I look at the chart in hopes of learning where to start.

1. The first thing I notice is the "analog" selections highlighted in gold.  All of the other selections are "digital."  So I wonder what is the difference between analog and digital.  There is no information on the page explaining what these are.

1.1.  I click on "Need help choosing?" and find myself back at "Calling Plans" http://www2.gte.com/Wireless/callingplans/callingplans.cfm, which is where I was before coming to the "Service for Houston" page.  I click the back button.

1.2. I click on "Why choose digital?" and find myself on a page that says "Digital . . . Caller ID is just the beginning" http://www2.gte.com/Wireless/digital/digital.cfm.   Since I am here looking for a cell phone and not for Caller ID, I briefly scan down the page in hopes of finding out what digital is compared to analog.  The text informs me that digital will enhance the way I communicate with Caller ID, Voice Mail, and Text Messaging.  It also says, "digital service offers more privacy, longer battery life, improved security, and, best of all, exceptional clarity, coverage and affordability."  More privacy, etc., than what?  Still nothing about cell phones and no information about what digital and analog are, unless digital is synonymous with Caller ID and so on.

1.2.1.     I click "more info" to "learn more about digital" and land on "Digital, more info . . . The Digital Difference" http://www2.gte.com/Wireless/digital/digital.cfm.  This page details the features of digital, starting with a statement that the first time you hear digital is " sort of like the first time you heard a CD and compared the sound to an  album."  I guess this is suggesting a comparison between digital and analog.  However, the word "analog" is used only once, on the bottom of the page: under "Own the latest in CDMA digital technology," one bullet point promises, "Calls can be made in crowded venues due to its larger capacity availability (approximately 6 - 10 times more capacity than analog).

1.2.1.1    There is a lot of unfamiliar terminology: "CDMA network," "dropped calls," "cloning of wireless numbers," "roaming," "alphanumeric page," "Keylock" "airtime," "throughput times."

1.2.1.2    I'm still wondering what analog is.  I click "Have more questions?  Just ask," and find myself at "Digital FAQ's" http://www2.gte.com/Wireless/digital/digital_faq.cfm .    Although I would love to have a better index of FAQ topics, hurray!  My questions are finally answered!  I notice there is a "FAQ's" link in the left menu of every page.  Just out of curiosity, I click the FAQ's link.  It is a different FAQ, and this one is not available even as a link on the FAQ linked from the menu.

1.2.1.3    Now . . . how do I get back to where I started?  After all of this I have forgotten where I was. Oh yeah, I was looking at the rate chart, wasn't I?  I click on "Calling Plans" in the left menu.

1.3.  I am now back at http://www2.gte.com/Wireless/callingplans/callingplans.cfm, but it is not the same as it was when I was here before.  After the first body paragraph, the text has changed and navigation is entirely beyond comprehension.  I will have to print the page to follow the instructions:

"For rates on AmericaChoice, click here to return to top op page, then click the 'Back to Order' button, and then click the 'Reset' button at the bottom of the page in your shopping process to return to the 'Choose a Plan' page."

1.3.1.     What is "top op page"?  What is my "shopping process"?

1.3.2.     I "click here" and (again) nothing happens.  It is another targeted link back to the top of the page I am on, and once again I was already at the top of the page when I clicked the link.   After figuring that out,

1.3.3.     I wonder what order I am going back to by clicking the "Back to Order" button.  I click the button.  (I still do not see what I am doing as "ordering.")

1.3.4.     Fifteen seconds later I find myself back on the "Service for Houston, TX . . . Choose a plan below for more details" page http://www2.gte.com/Wireless/rateplans.cfm?zip_code=77077.

http://www2.gte.com/Wireless/rateplans.cfm (PART TWO)

I am now back where I started approximately half an hour ago and I am returning to the chart with some understanding of what "digital" and "analog" are.  I still do not have a cell phone but I want to look at the chart again to see what information is available to me. 

1. The chart conveys three pieces of information about rate plans:

1.1.  Rates are determined based on "where you travel" (local, west of Mississippi, entire USA); a map depicts these areas visually.

1.2. Within geographic regions I can choose between analog and digital in local and west of Mississippi regions, but only digital is available for entire USA.

1.3. The third piece of information is somewhat unclear.  The left column of the chart is titled "Min," with "How much you talk" running down the side.  It takes me a moment to figure out what this means. 

1.3.1.     Do the "How much you talk" numbers refer to minutes per month?  Or is it "minimum"?

1.3.2.     My experience with telephone usage is solely with "traditional" phone service--local and long distance. Long distance charges are usually X cents per minute, so if I talk for ten minutes and pay ten cents per minute, the call costs one dollar.  Local calls (in NYC) are ten cents per call, or, on a pay phone, 25 cents for three minutes (or something like that).

1.3.3.     Looking at the chart, if I choose "Locally Home Choice" and digital for 100 "Mins" (assuming "mins" are minutes), and the rate is $25 per month, then I'm paying what per minute?  (I would like to have these numbers represented in a way that corresponds to how I am used to thinking about telephone rates.)

1.4. Now I understand more or less what the difference is between digital and analog, as well as what the rate plans are.  Now I'd like to know how many "mins" I might require for my plan, and which geographical region is best for my needs. 

1.4.1.     How many "mins" do I need?  I click "Need help choosing?" and guess what?  I am back at my old friend, the calling plans page

http://www2.gte.com/Wireless/callingplans/callingplans.cfm . 

I feel like I am stuck in a time warp.  Now, however, the information on the page is more relevant because I have an idea what I am looking for.  The problem is that right now I'm looking for help in choosing how much time to buy, and that information is not here.  So I decide to go ahead with my other question, which is "which geographical region is best for my needs?"  The page basically answers my question, but there are some unfamiliar words ("roaming," "landline phone"). 

1.4.1.1    One question I have is, let's say I choose "Home Choice" (local service), but then I travel out of town.  Will I be able to use my phone?  If so, how much will it cost?  To find out more, I skip the maze of navigation instructions (this time, fortunately, I am wiser) and hit the "back" button on my browser.

1.4.1.1.1.    I'm back at the chart and the information I need isn't here.

1.4.1.1.2.    I click on "FAQ's" in the left menu and find myself at "FAQ's About Wireless" http://www2.gte.com/Wireless/faqs_wireless/faqs.cfm.  The FAQ answers my question as well as one I hadn't thought of yet--how much long distance calls cost when placed within my local area.  As an added bonus, the term "roam" is used in a sentence so that I can guess what it means. "If you make domestic long distance calls outside your Local Service Area but within your HomeChoice Calling Area you will be billed at the  rate assessed by the serving wireless carrier for long distance. Roam outside your HomeChoice coverage area and pay a flat $0.50 per minute (plus long distance)."

1.4.1.1.3.    While I am here at the FAQ, I also look to see if there is any advice on how many "mins" I need.  At this point I'm wishing for a more detailed index of FAQ topics.   After spending a few minutes scrolling, I determine that the information I want is not here, and I have no idea where else to look.

1.4.1.2    Now what?   I have found most of the information I wanted to know, but I still don't know what to do first in order to purchase a cell phone.

1.4.1.3    I'm still looking at the FAQ, and since I am interested in the HomeChoice calling plan, I scroll through this area in the FAQ looking for a "next step."  The first I find is this:

Q. What types of phones work with this plan?

A. We have phones and accessories to let you take advantage of our services. Click here to see.

So I click here.

1.4.1.3.1 After 20 seconds or so, the link takes me to "Phones and Accessories" http://www2.gte.com/Wireless/equip_access/equiplist.cfm.  Ahah!  Now I finally get to look at phones!  I select the cheapest digital phone, the Qualcomm QCP - 2700 and am directed to http://www2.gte.com/Wireless/phones/810271.cfm.

1.4.1.3.2    Some of the information is meaningful to me, most is not, and I wish I could see a comparison of this phone against the others.  I also wonder if this phone is available for the specific rate plan I've chosen.  And at this point (having come here looking for a cell phone in the first place) I am also wondering . . . uh, how do I buy this stuff?

1.4.1.3.3    I notice that unlike every other page I have visited, there are no "store home, view cart, checkout, exit store" buttons available at the bottom of the page.  I would expect a page describing an actual physical product for sale would also be a key point to start a customer in the purchasing process.

1.4.1.3.4    I do not know where to go from here.  I hit the "back" button on my browser to return to "Phones and Accessories."

1.4.1.4 I select the most expensive digital phone, the Qualcomm QCP - 860 Digital CDMA.  Same experience as with first product.  I back up again.

1.4.1.4.1 On the "Phones and Accessories" page I click the "store home" button on the bottom of the page.

1.4.1.4.2    I am now at "Welcome to GTE Storefront" http://www2.gte.com/OnlineStore/index.cfm.  I am now really lost.  I hit the "back" button on my browser again.

Q. I like it!! How can I sign up?

A. Well - since you're already on our Web site, you can sign up easily and conveniently right from here. If you ever need help or wish to speak to a representative in person, you can also call us at 1 888 483-5445. Of course, you can always sign up in person at one of our retail locations - just click here to find the store closest to you.

1. The answer says I can sign up "easily and conveniently right from here."  WHERE?

2. I scroll up and down the page a few times.  I know the "StoreFront Home" link in the left menu and "Store Home" button at the bottom of the page take me to the same god-foresaken spot in the deserts of cyberspace.  "View Cart" tells me, "Your Cart is Currently Empty."   No kidding.  "Checkout" says, "Document moved.  This document has moved here."  Back up.

3. I click through all the left menu options that seem relevant.  None are.

4. I go back to "calling plans" again, then wander through the maze to the rate chart, select the 100 minute, digital, local option, and am taken to http://www2.gte.com/Wireless/allplans.cfm?rates=RATE-109-0187-03. 

4.1. I have no idea how I got here, but Eureka!  This looks like an ordering form! 

4.1.1.     My choice is already filled in and the other options for "HomeChoice" are available if I want to consider them. 

4.1.2.     This chart even includes a per-minute rate for each option!  This is information I was looking for an hour ago.

4.1.3.     The page provides clear summary information about the service.

4.1.4.     There are two clear options for what to do next: "Continue" to check out options, and "Reset" to clear the form and start over.

4.1.5.     I choose "Continue."

4.1.6.     50 seconds later, I arrive at "Choose Calling Options" http://www2.gte.com/Wireless/callingoptions.cfm.  I am given a sort of surprise list of additional options that I would have liked to have known about before.  Seeing as I am thrilled to have finally located the purchasing system, and I would have loved to have learned all I learned earlier while also going through this process at the same time, I am not too much annoyed.  These options are hyperlinked for additional information. 

4.1.6.1    I click the link to find out more about 1000 Night and Weekend Minutes http://www2.gte.com/Wireless/options_2.cfm?#1,000_Night_and/or_Weekend_Minutes

4.1.6.1.1.    I am a little confused on this page because some headings are underlined but aren't hyperlinks.  Additionally, because all of the options are detailed on one page, I notice that not all of the options are available for the plan I have chosen.  I wonder which plans offer which options.

4.1.6.1.2.    I click the "back to order" button and am returned to the proper page!  Wow!

4.1.6.2    I select the 1000 Night and Weekend Minutes option and click "continue."

4.1.6.3    I am now at "Choose a Wireless Phone" http://www2.gte.com/Wireless/phoneorder.cfm.

4.1.6.3.1.    I have two options, again hyperlinked for additional information.  I click the cheaper one for more information.  The link takes me to http://www2.gte.com/Wireless/phones/810274.cfm.  The page looks the same as when I was hunting around aimlessly looking at phones.  I know I did not look at this particular phone during that process, which reminds me of the question I had earlier--whether all phones were available for all plans (clearly they are not).  Again, there is no shopping cart navigation, and there is also no "back to order" button.  I have to hit the "back" button on my browser.  I try the other phone just to see if I have the same experience, and I do.

4.1.6.3.2.    I select the first phone and click the "continue" button, which takes me to the "choose accessories" page.  There are no hyperlinks for further information.  I'm not going to select any accessories without knowing what they are or why I would want them.  What is "LG 330W Extended Lithium Ion 1600 mAh"?  Is this a battery?  Doesn't a cell phone require a battery?

4.1.6.3.3.    Without selecting any accessories, I click continue and arrive at "Service Summary" http://www2.gte.com/Wireless/orderpreview.cfm.   Yikes!

4.1.6.3.3.1 There are three sets of charges, each with its own total.  There are two "one time charges" with different items and prices listed. The second "one time charge" includes an "on-line shopping credit" of $25 listed after the $10 activation fee; the total is listed as ($15.00).  Does this mean a credit of $15 will be applied somewhere?  Where?  And where did this $25 credit come from?  Also, "Plan 1" is listed twice, with two different descriptions and prices.  It is very unclear to me what I will be paying if I continue with this order.

4.1.6.3.3.2 Below the last "TOTAL MONTHLY CHARGES" is some small print talking about shipping and billing addresses, credit cards, social security and driver's license numbers.  Why is this information presented here, and why in the world does GTE require SSN and driver's license?  What if the customer doesn't drive?  And is it legal anywhere to require the SSN for anything other than employment and transactions with the Social Security office?

4.1.6.3.3.3 The page gives four options: add to cart, add another plan, reset, and change your order. 

4.1.6.3.3.3.1 Under "Change your order," I select "Minutes within plan" and am taken to a new page that asks me to choose the plan I want to change.  I have only one plan, and that is what is listed, with an unchecked radio button beside it.  This page is unnecessary. 

4.1.6.3.3.3.1.1 I select nothing and click "change" just to see what happens.  I get the same page again with a message at the top: "You didn't choose a plan yet."  Since I have only one plan, selecting it is an unnecessary action.

4.1.6.3.3.3.1.2 I select my one plan and get the original order form I started with, with a message at the top indicating what my current selection is "a digital plan."  It does not indicate what minutes I had already selected, so I am now forced to start over.

4.1.6.3.3.3.1.2.1 I choose analog with zero minutes included.

4.1.6.3.3.3.1.2.2. 30 seconds later I'm returned to "choose calling options" and again select "1000 minutes."

4.1.6.3.3.3.1.2.3. I'm asked to choose a phone.  I choose the cheapie.

4.1.6.3.3.3.1.2.4. I'm asked to choose accessories.  I choose none.

4.1.6.3.3.3.1.2.5. I'm back at the "service summary" again.  I notice the shipping charge for the phone is more than the price of the phone itself.

4.1.6.3.3.3.1.2.6. Under "Change your order," I select "Minutes within plan" again. 

4.1.6.3.3.3.1.2.7. I choose 100 minutes by clicking inside the box, but I fail to type in a number to indicate how many 100 minutes I want.  I get an error page telling me I have not selected a plan.

4.1.6.3.3.3.1.2.8 Again I am asked to "choose calling options"; again I select "1000 minutes."

4.1.6.3.3.3.1.2.9 Again I am asked to select a @#$%^ phone.  This time the cheapie isn't offered.  I realize that back at step 4.1.6.3.3.3.1.2.7, when I had to back up to fill in the number of 100 minutes I wanted, I filled in the wrong box.

4.1.6.3.3.3.1.2.10 I click "reset"

4.1.6.3.3.3.1.2.11 Guess what!  I'm back at "Service for Houston, TX . . . Choose a plan below for more details." http://www2.gte.com/Wireless/rateplans.cfm

http://www2.gte.com/Wireless/rateplans.cfm (PART THREE)

I'm getting to be a real expert at navigating the GTE Wireless site now!  I also notice, for the first time, the navigation guide at the top of the page:

1. I select digital, local, 200 minutes.

2. I'm taken to the "rate plan" page, http://www2.gte.com/Wireless/allplans.cfm, where my selection is already filled in.  I click continue.

3. I'm taken to "choose calling options," where I select "1,000 Night and/or Weekend Minutes" and click continue.

4. While waiting for the 30 second page loading process, I am eyeing the "$25 shop on-line credit" graphic that has appeared on almost every page.  I'm curious and have nothing else to do while waiting for the page to load . . .

5. When the "choose a wireless phone" finally appears, I click on the "$25 credit" icon.   I'm taken to the "Shop Online Credit" page,  http://www2.gte.com/Wireless/shoponline.cfm.  It's all very interesting, but how do I get back to where I was in my ordering process?  There is no link back.

6. I hit the back button on my browser to return to the "choose a wireless phone" page.

7. I select the cheapest phone of the two offered and click continue.

8. I am taken to a page titled, "Using the Back Button."  The page tells me, "You cannot make changes to your order by using the browser's back button to return to a previous page. Make changes to your order, if desired, with the "Change your Order" feature on the Service Summary page."  (That's funny.  Earlier, when I was selecting a phone, I had to use the back button.)  I click the continue button and get a browser error message: "The document contained no data.  Try again later or contact the system's administrator."  I click OK then click the continue button again.

9. GUESS WHAT?  I'm back at http://www2.gte.com/Wireless/allplans.cfm.  At least my calling plan choice is already filled in.  I click continue and wait for another 30 seconds.

10.   I am taken to the "choose calling options" and again choose "1000 minutes," then click continue.

11. I am taken to the "choose a wireless phone" again, and, believe it or not, my choice is already selected for me . . . almost as if I had been here before!  I click continue.

12.   Again I am asked to choose accessories, and again I select none.  I click continue.

13. I arrive at the service summary and dare not change anything.   I click "add to cart."

14. I get the "your shopping cart" page http://www2.gte.com/servlet/shoppingcart.  The numbers don't seem to add up.  When I try to print the page, I get a lovely printout that says, "DATA MISSING."  After reviewing the numbers onscreen for several minutes, I guess that I'm paying $45 monthly for service, but not right now, and that right now I am being charged for the telephone and shipping of the telephone.  Still, there is a $25 credit that is not accounted for anywhere except in fine print that says "(One-Time Credit On First Month's Bill)." 

14.1 At this point I am wondering what to do next.  Is my order complete?  So I look for instructions.  I notice some instructions at the top of the shopping cart page that say, "To change the quantity of an item in the enter the new quantity in the appropriate field below and press 'Apply Changes'."  The option is not available, so why are these instructions here?

14.2 There is nothing on the shopping cart page, except the "remove" button, that gives me the option to save my order and look around some more, to make changes, or anything.  There are also no instructions how to complete my order.

14.3 I know I don't want to go to the desert wastelands of "Store Home."  I  know what "checkout" means,  but I'm not 100% sure I want to place this order right now, so, hey, maybe I'll see what happens when I click "exit store"!

14.4 I am taken to http://www2.gte.com/servlet/exit, which tells me the contents of my shopping cart will be saved for 24 hours; it also gives me the option to clear the order now.  Whew!  I was hoping I wouldn't have to go through all that again.

14.5 I click view cart to see if my order is still there.  It is, so I click the "checkout" button.

The Online Order Form

Step 1 of 4

When form fields require popup windows to explain what information is required, you've got to wonder who the intended audience is for the site and why the information is requested in the first place.  Additionally, the instructions at the top of the form indicate that shipping and handling charges will be determined by the information provided on this form.  I thought I was paying $10 for shipping and handling of the phone?

1. Name fields:

1.1. If you want titles, why not provide a drop-down selection list?

1.2. Lineage?  What do you want, a genealogical chart? How about "suffix"?  Why not a drop-down selection list?

2. Address fields:

2.1. Does this really need to be divided into six separate fields?

2.2. Who in the universe uses the terms "suffix" and "direction" to refer to parts of an address?

2.3. What if an individual does not have standard number/street address?

2.4. What about PO box addresses?  What about Rural Route and general delivery addresses?  What about military addresses?

3. Other: why are phone number and email address required fields?  I'd at least like an explanation.

Step 2 of 4

At least the information is still filled in so that I don't have to re-enter it.  When I put in a fake credit card number, I get an unfriendly and un-useful error message:

Credit Card Validation Failure
Your Credit Card could not be verified. Verify that the card number and expiration date are correct.

When I click the "verify credit card" link, I am returned to Step 2 of 4.

I guess that's as far as I can get without entering a credit card.

Recommendations

1. On the front page, I would want to see an outline of the steps I need to take to purchase wireless service.

2. The front page should say START HERE with big, flashing, Las Vegas style neon arrows pointing to where the process begins.  Every page should say this until I start in the correct place.

3. I would like basic information presented up front:

3.1. Where, geographically, are GTE's wireless services available?  Does GTE offer services where I live?  If GTE's services are not available in my area, does GTE have any suggestions where I might obtain wireless services?

3.2. What does "wireless" mean?  Are cell phones "wireless," or are we talking about walkie talkies or PalmPilots or beepers or something else?  What does the category of "wireless" include?  What products, in the "wireless" category, does GTE sell?

3.3. An overview of GTE's offerings (with a big flashing START HERE link to prevent me from wandering off without guidance).

4. Once I have begun the purchase process, I would want to be able to move around at will within the different areas to make changes and adjustments, to review my choices, and to view other areas of the website without having to start over again and again.  I would like to see a chart of some kind that records all of my choices so that I can see (and make changes to) them as needed throughout the process.

5. If I am an old hand at wireless, I should have the option to select exactly what I want in one shot, without going through a guided process.

6. IfI am not an old hand at wireless, I want the ordering process to guide me in a logical, intuitive way through each option and answer my questions as part of the process.  I would like to start by reviewing and choosing options, rather than the site assuming I am going to buy.  I should be allowed tentative choices for each component of a wireless plan.

• Available service areas: If I type in my zip code I will find out what services are available in my area.  If I have already typed in my zip code, it will aready be filled in when I enter the ordering process.
• Calling area: Where do I make the most calls?  What options are available to me?
• Analog vs. digital phones: what is "analog"?  What is "digital"?  What are the pros and cons of each?  Why choose one over the other?
• Choosing a phone: which phones are available for my calling area?
• Accessories: What accessories are available with my phone?
• Minutes per month: What plans are available?  How do I know how many minutes I need per month?
• Calling options: What standard features and extra options are available?
• Summary of preferences collected from customer, with one or more suggested plans from which to choose.  "You chose features X, Y, and Z.  Based on your geographic region, the following plan best matches your preferences. Would you like to change any of your selections?"  The recommended plan is shown in comparison to other plans.  User can select different options at that point to receive a different recommendation in the same format.
• Fine-tuning the order (user can change selections without starting over)
  • Uh oh, this package is too expensive.  What can I do to reduce the cost?
  • You know, I really don't want "call waiting."  Can I omit it from the package?
  • There are some features I want that aren't included in the package I've selected.  How can I get these other features?
• What are my billing options?
• Conclusion of sale: Once I have made all of my selections, I would then expect a simple shopping cart form tailored to the billing option I have chosen, with the product I have selected already filled in.  Next would be a personalized confirmation that details what I have purchased, when I will receive my phone, when my service will begin, when  and how I will be billed and for how much, where to get additional support, what my guarantees and warranties are, etc.  When I confirm the order, I get a big "thank you, we love you very much."