eVŌC Newsletter Summer 2009
I hope you are having a wonderful summer! In this edition of our newsletter, we decided to shift our focus from Eye Tracking to a topic area that many of our clients are currently experiencing or planning – a site redesign. Whether you are excited at the idea of a site redesign or overwhelmed, we have laid out some questions and methodologies that should be helpful for you to consider.
In our second article, we have highlighted Open Web Research, which is one of the most fascinating and uniquely informative types of research that can be done in the customer experience space. I hope you enjoy!
—Claudette Levine, Co-Founder, eVŌC Insights
Top Ten Questions for a Site Redesign
Facing a redesign can be a daunting proposition. Getting the design that best meets business goals are subject to the constraints of time, money, and resources. It is a careful balancing act that often feels as though it raises more questions than it answers as you go through the process.
1. Why does this site exist? What action do we want users to take as a result of the site experience?
2. Why does the site need to be redesigned? What needs are not currently being met by the site?
3. Who comes to my site, how did they get here, and what do they do once they are here?
Understanding The Online Decision Process: Open Web Research
Open Web Research allows you to observe your target customers as they naturally explore the Web and search for information about your product or service, while asking them key questions along the way, giving you insight into their motivations, behaviors, likes and dislikes on the Web. This information can be used to inform branding, marketing and search strategies, as well as provide insight into your competitors and identify best practices in your space.
In this article, we will describe how Open Web Research works and provide examples of the types of insights gained from this type of survey.
When should I use Lab-Based Usability Testing vs. Web-Based Testing?
Lab-based Usability Testing is conducted in-person, with a moderator and 1 or 2 participants, and can be performed either in-house or in a research facility. Usability labs are equipped with audio, video and picture and picture recording capabilities and most facilities include a two way mirror to allow clients to discretely view the live interaction between the moderator and the participant(s).
Web-based Usability Testing is conducted online, using a browser or proxy based survey technology, that captures the natural behavior of participants as they complete tasks and answer questions online. Participants are invited into a study through an online intercept, email invitation, or third party panel, and they can complete the evaluation in their natural environment, such as their home, office or university.
Have a question for our experts? Ask us! research@evocinsights.com
Summer 2009 Announcements
eVŌC Has Gone Social!
For updates on the latest in the world of voice of customer research, please visit us on Twitter, LinkedIn, and Facebook.
New Travel Case Study
eVŌC helped Royal Caribbean improve its online travel agent experience.
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