Better websites

Quick guide to consumer insights – how, when and where should you use what?

There are 4 types of consumer insights – very simplified. You can do user tests and interview users to find out how they think, or use eye tracking to see what the user sees, take a look in Google analytics to see what the user does or ask users to fill in a questionnaire to see what they say. All methods are good and fill a purpose, but most of the time it is more effective to use several methods in combination. You can use:

user-thinksUser tests – what the user thinks

User tests or user interviews work very well before a project start to feed into the project brief. It can also be used to generate ideas with the user, or during the course of a project to test solutions in the shape of wire frames – does the user understand how to navigate through and how did they experience the process? It can also be used at the end of a project to verify the final solution to see if it answers to the user’s goal.

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Better websites

Success rate assessment – test of specific flows and functions on a website

Success rate assessments are a good way to identify flows that work well or badly on a website. It is also good to know why you assess the website. Do you want to know how you are progressing in a project, or are you planning on making changes if the results go down?

The purpose of the assessments

The purpose of the Success rate assessment is to see how well a workflow or function on a website is working. How many of the users could finish a task without problem and how was their experience whilst doing so? And finally, how satisfied were they with the experience?

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