of Behavioral-based User Research on Site Design
10:00 - 10:30
Impact of Behavioral-based User Research on Site Design
Omanson is a User Experience Architect for User Centric
will discuss the connection between behavioral methods of user research (card
sorting, traffic path analysis, search log analysis) and Web site design.
is well understood that successful sites meet both business and user goals. Sites
that do not deliver desired revenue, information, or cost savings are soon shut
down. On the other hand, sites that fail to meet the expectations and goals of
visitors are soon ignored. Thus, it is increasingly common for information architects
to base their designs in part on user research.
The most common way in
which user goals and expectations are assessed is through interviews and focus
groups. Representative users are asked about their reasons for visiting the site,
what they expect, and what they want to accomplish. The disadvantage of these
methods is that people's description of what they might do often is different
from what they actually do.
Three behavioral-based user research methods will
be described. Traffic path analysis (e.g., from a Web analytic product like those
offered by WebCriteria or ClickFox) provides insight in to user goals and expectations
about task sequences (such as shopping carts). Search log analysis provides insight
into missing and buried content. Card sorting provides insight into expected site
organization. Together, these three techniques can identify what content and functionality
users expect, and how they expect the content to be organized and the functionality
to be structured.
In this presentation the audience will learn about behavioral-based
user research techniques and will be presented with a framework for translating
research findings into site design.
the Conference Schedule