And where should we focus our improvement efforts? In today’s high-tech world where an electronic encounter can lead to increased business or customer frustration, these are questions worthy of considerable attention. And this is just how we helped a major airline launch a completely revised reservations website.

Our Website Usability expertise not only detailed important functionality for the reservations home page, but also identified user preferences to personalize the reservations page. The result? A significantly improved website that users can easily navigate to their benefit. This site is one of Yahoo! Internet Life’s “10 Most Popular Travel Sites” and received a “Standard of Excellence” WebAward from the Web Marketing Association.

Tool Description

Website Usability provides rich insight into the success of a company's web-based marketing and online service efforts. It helps companies understand how users interact with their website and reveals common perceptions, heuristics and problems users may encounter. Qualitative Website Usability research is conducted using a "think out loud" methodology in which a user performs a set of tasks critical to the success of the site, while being interviewed and observed by a specially trained moderator. Quantitatively, Website Usability can be conducted on “live” and/or prototype sites with large, statistically projectable samples.

Benefits

Learn the "why" behind user reactions in a way that cannot be achieved via hit counts or mouse and keyboard tracking
Understand perceptions and assumptions underlying users' website interaction
Observe respondent behavior and body language to gain added insight
Capture and prioritize suggested improvements
Identify critical information missing from the website
Gather insights quickly - most studies completed in less than four weeks

The Process

Gongos Advantages

Our experienced researchers bring fresh insights without the biases of website designers.
Tests are conducted in our usability lab - equipped with computer (21" monitor), high-speed Internet access, and picture-in-picture simultaneous views of respondent's face and PC monitor (this view is video taped). Also, direct observation of respondents is enabled through a one-way mirror.
Our timely reports focus on actionable recommendations for website designers. Results are reported with "screen shots" of relevant website pages.