A website is only as good as its ability to capture user’s attention and provide them with the necessary information to complete a measurable action. Though web design and information architecture play a crucial role in developing usable websites, testing real users identifies areas for improvement through the gathering of both qualitative and quantitative data.
Before conducting a test, it is important to develop a plan to set the objectives and identify audiences. By analyzing an existing website’s structure, design, and analytics, one can determine whether the website is serving both organization and user needs.
Subsequent task and scenario development inform the design and development of a prototype which can then be tested. Gathering mouse movement and click paths through screen recording yields valuable quantitative data such as time spent on task, completion rates, and number of pages or navigation items visited. Qualitative data, including user expectations and frustration are equally valuable as they become patterns of behavior across multiple users that can be utilized for making website updates.
I have been intimately involved in the development of usability testing plans, scenario development, and information architecture deliverables, as well as the qualitative and quantitative data collection before and during live usability tests. I have subsequently delivered extensive quantitative data analysis based on my review of thousands of pageviews collected from screen recording and other web analytics solutions.