eyeQTM

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eyeQTM
Better websites start here.
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Biography

• Dan Lee
• College degree University of Oklahoma
• Career Advertising, marketing, business
  consulting, market research

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Biography

• Dan Lee
• Companies The NorthStar Group
• Custom market research
• FocusAnywhere
• Focus groups, anywhere on the map
• EyeQ Research
• Content planning and user testing of websites

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Company background

• EyeQ
• Started 2001
• Owners Dan Lee, Oklahoma City
• Dan Jarrett, Tulsa
• Headquarters Tulsa, OK

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What we do

• Content planning and user testing
• for better websites

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Six elements of better websites

• Marketing to define your audience(s)
• Research to learn wants, needs, expectations
• Creative to build the brand and create appeal
• Technical to make it click
• Usability testing to ensure the website works
• Website surveys to keep users happy

• Content planning and user testing for better
  websites

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Defining the problem The need for user testing
The client says Heres what we do.

• Content planning and user testing for better
  websites

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Defining the problem The need for user testing
The web designer says Yea. We can build
that.

• Content planning and user testing for better
  websites

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Defining the problem The need for user testing
The user says I dont get it.

• Content planning and user testing for better
  websites

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Who knows if your website works well?

• Consultants?
• Marketing professionals?
• Web designers?
• Users!

• Content planning and user testing for better
  websites

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All about users

• EyeQ research and testing is not about the
  technology behind your website.
• Its about the users in front of your website.

• Content planning and user testing for better
  websites

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Who tests your website?
Users


People who fit the profile of your
website audience

• Content planning and user testing for better
  websites

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Methods Tools for planning and testing websites

• User panel sessions for
• Content planning
• User input
• Concept testing

• Content planning and user testing for better
  websites

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Methods Tools for planning and testing websites

• One-on-one user sessions for
• Competitive learning
• Blueprint checks
• Usability testing

• Content planning and user testing for better
  websites

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Why user testing works Cumulative learning

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Unmet user expectations

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Unmet user expectations
• Incorrect user assumptions

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Unmet user expectations
• Incorrect user assumptions
• Ineffective directions or explanations

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Unmet user expectations
• Incorrect user assumptions
• Ineffective directions or explanations
• Incomplete or misleading communications

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Unmet user expectations
• Incorrect user assumptions
• Ineffective directions or explanations
• Incomplete or misleading communications
• Substandard organization

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Unmet user expectations
• Incorrect user assumptions
• Ineffective directions or explanations
• Incomplete or misleading communications
• Substandard organization
• Confusing navigation

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Missing web tools

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Missing web tools
• Inefficient format and design

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Missing web tools
• Inefficient format and design
• Misleading or missing content

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Missing web tools
• Inefficient format and design
• Misleading or missing content
• Lack of progressive feedback / reinforcement

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Missing web tools
• Inefficient format and design
• Misleading or missing content
• Lack of progressive feedback / reinforcement
• Illogical transaction processes

• Content planning and user testing for better
  websites

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What we discover Where websites go astray

• Missing web tools
• Inefficient format and design
• Missing or misleading content
• Lack of progressive feedback / reinforcement
• Illogical transaction processes
• Missed marketing and sales opportunities

• Content planning and user testing for better
  websites

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The website design cycle

• Content planning and user testing for better
  websites

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Content planning Learn users wants, needs,
expectations

• Content planning and user testing for better
  websites

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Competitive learning Discover best user features
and functions from competitor websites

• Content planning and user testing for better
  websites

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Preliminary design Initial design from user input
and competitive learning

• Content planning and user testing for better
  websites

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Blueprint check Evaluate initial design with
profile users

• Content planning and user testing for better
  websites

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Working prototype Build fully functional website

• Content planning and user testing for better
  websites

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User testing Conduct series of user test sessions
on website

• Content planning and user testing for better
  websites

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Launch new website Redesign website from the user
testing report, and launch

• Content planning and user testing for better
  websites

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Satisfaction monitor Deploy ongoing website
survey to monitor user experience

• Content planning and user testing for better
  websites

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The website design cycle

• Content planning and user testing for better
  websites

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The need for website research and testing

Q Is website planning and testing
necessary? A If your website is simple and
largely informative no. If your website is
large, complex, transactional, mission-critical,
multi-audience, or a source of revenue yes.

• Content planning and user testing for better
  websites

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Case study Benjamin Moore Paints
Project Create useful website for
dealers Objectives - Define website needs of
dealers - Test website application
concepts - Identify best-in-class
websites - Create user-oriented website
plan Audience Independent Benjamin Moore paint
dealers Method Four 2-hour content planning
focus sessions Sessions Boston, Chicago, New
Jersey, New York

• Content planning and user testing for better
  websites

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Case study Benjamin Moore Paints
Findings - Dealer Internet savvy / use varies
greatly - Some order online, some fax, some
call - Website sales analysis tool shot down,
since 4 of 5 would not use it - Dead
store inventory a problem - Dealers wanted
smart inventory system

• Content planning and user testing for better
  websites

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Case study Benjamin Moore Paints
Results - IT department built plan from dealer
input - Sales analysis system dropped, saving
time and money in wasted programming -
Company found an ideal industry model for
website development - Ideas from sessions
helped redesign the online ordering system

• Content planning and user testing for better
  websites

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Case study Thrifty Car Rental
Project Redesign car reservation
website Objectives - Test usability of
redesigned Thrifty.com - Measure reservation
success rate - Explore and uncover user
obstacles - Gauge user satisfaction with
process Audience Business and leisure
travelers Method Ten 1-hour website user testing
sessions Sessions Tulsa, Oklahoma

• Content planning and user testing for better
  websites

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Case study Thrifty Car Rental
Findings - 3 in 10 users were unable to reserve
a car - Many not sure if they were
successful - Navigation tools were
confusing - Next step buttons were hard to
find - Users unclear of their point in the
process - Cryptic airport code requirements
led to selecting wrong airport - Planning
calendar hard to find

• Content planning and user testing for better
  websites

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Case study Thrifty Car Rental
Results - Thrifty.com website design team made
changes to website - Retooled website
launched March 1, 2002 - Online reservations
jumped 25 overnight - Thrifty says the 25
jump is an astounding number. -
Reservations remained higher

• Content planning and user testing for better
  websites

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The bottom line Why you should plan and test
Content planning and user testing make websites
work better.

• Content planning and user testing for better
  websites

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Design tips

• Know your visitors (website users).

• Content planning and user testing for better
  websites

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Design tips

2. Discover their expectations.

• Content planning and user testing for better
  websites

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Design tips

3. Learn from competitors websites.

• Content planning and user testing for better
  websites

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Design tips

4. No hunting allowed.

• Content planning and user testing for better
  websites

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Design tips

5. Speak their language.

• Content planning and user testing for better
  websites

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Design tips

6. Be explicit about what you do.

• Content planning and user testing for better
  websites

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Design tips

7. Give visual feedback.

• Content planning and user testing for better
  websites

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Design tips

8. Make the structure and outline clear.

• Content planning and user testing for better
  websites

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Design tips

9. Be consistent in format and design.

• Content planning and user testing for better
  websites

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Design tips

10. Test it with real users.

• Content planning and user testing for better
  websites

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How we start

• 1. Define your point in the website design cycle.
• 2. Determine the best research plan for your
  website.
• Develop a customized proposal for your
  consideration.

• Content planning and user testing for better
  websites

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Visit our website

eyeQresearch.com

• Content planning and user testing for better
  websites

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The final word

• Our Blatant Sales Pitch
• to Public Relations Professionals Like You
• Your client needs website help
• Give us a call
• We discuss the need
• We develop a proposal

• Content planning and user testing for better
  websites

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Contact information

Dan Lee Oklahoma City office 405-507-6206 Tulsa
HQ 918-742-EYEQ (3937) Email
danlee_at_eyeQresearch.com Website
www.eyeQresearch.com

• Content planning and user testing for better
  websites