Often as web developers and designers we forget that we are not a typical web browsing laymen. Even though we’ve created the handy, stunningly good looking help section on a site, a user shouldn’t have to use it. By simply observing a few users in the beginning of a project we can find countless ways to improve a site’s functionality and ease of use.
Recently one of our clients asked us to conduct usability studies to ensure that our wireframe and creative directions would be enticing and functional for their website’s users. Below is a brief summary of the two processes we conducted: focus groups and user testing.
Focus Groups
Website focus groups are critical in understanding how a site is used by a target audience and how a site’s conversion rate can be improved. By conducting focus groups on various design directions we were able to determine what our users would think and feel when they visit our redesigned site. We were able to compile feedback that can then be used to enhance the site’s user experience, increasing the site’s overall appeal and functionality and ultimately drawing in new users.
A website focus group study begins by outlining specific goals. For example, one of the goals of the focus groups may be to determine what appeals more to the target audience: images of people using a given product or just the product itself. Another goal may be to determine the response to a given page structure: Are users able to easily locate the site’s main navigation? Does the primary promo space engage the user or is another portion of the page grabbing their attention?
One of the most crucial aspects of a focus group is the selection of the participants. At this point the client has revealed the site’s target audience: age spread, demographics, etc. The number of participants for each session is intentionally kept relatively small to encourage open discussion and to promote a comfortable environment.
To ensure the conversations remain on topic a moderator is present during the entire process. Using a Moderator’s Guide, we balance the encouragement of free discussion with the underlying focus of the meeting – the outlined goals. Balancing the use of the script and free-form discussions the moderator guarantees the information received is kept relevant. Others involved in the focus group process observe the study, including note-taking and digital video and audio recording of the session.
Depending on the goal of the focus group, we are able to gather opinions about the site, including information on the site’s usage or what the participants need in order to use the site more efficiently. This information adds to the understanding of the site’s target audience, helps plan the site’s strategy, and helps to identify any areas for improvement.
User Testing
In addition to our focus groups our team conducted usability testing on key areas of functionality using a protoype. Our userbility testing involved interviewing individuals who were representative of the target audience and leading them through a series of predefined scenarios. By asking them to accomplish specific, representative tasks to determine ease of use and recommend improvements, we gathered first-hand information about how users would behave and their opinions towards each workflow.
The advantage of user testing is you learn what the target audience can and can’t accomplish, understand why users are having trouble, how to correct it, and receive direct feedback. The disadvantages are obvious: it can be more expensive to test individuals, especially when you’re dealing with multiple user types and a large number of test participants. In addition to a testing facility and moderator costs, there are also costs to recruit and compensate test participants.
Determining whether a website is compelling is the ultimate goal in user testing. During our most recent user testing session we used a variation of MultivariateTesting. This allowed us to use several variations of product pages to test the users understanding and usage of each variant.
The beauty of Multivariate Testing is that it offers the ability to isolate and assess the performance of virtually every element of a web site, landing page, or application. From page layout, to headline text, to complete color palette variations, Multivariate Testing can be highly effective in identifying what works and what doesn’t from a user’s perspective.
With our focus groups and user testing complete, we created a consolidated feedback document to pass on to the client. With recommendations in hand we allowed to client to form their own opinion of what may need to be changed and we go from there. Though the process can be extensive and tedious the results are worth it. Within one week we were able to make our site that much more user friendly and attractive to new customers.
This entry was posted on Friday, January 29th, 2010 at 5:12 pm and is filed under User Experience, Web Development Process. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.