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Research
The heart of what we do
As Yogi Berra said, if you don't know where you're going, you might not get there. That's why we believe good research is an essential first step. The key to a successful digital presence is to find the overlap between your business goals and customer needs. Finding that overlap requires a solid understanding of your customers - and also a solid understanding of your business. We use a range of research tools to help develop that understanding.
  • User interviews
  • Focus groups
  • Surveys
  • User testing
  • Site analytics
  • A/B testing
Here are some results from doing user testing for a client's current website. The first table shows how users did on each of six tasks we gave them. As you can see, Task 4 was very difficult for users. This helped us identify places where the website could be improved.
Task success provides an objective measure of whether users can use a site, but it doesn't necessarily tell us how they feel about the site. So, we usually also give users a questionnaire after they complete the tasks where they rate their experience. For the particular questionnaire used here, the typical score is about 68. Since we found an average of 55.3 for this site, users seem to be having a fairly negative experience - definitely some issues to be addressed!