global reviews: design vs. usability - the evidence
DESCRIPTION
This interesting research will have you thinking about website redesign and the impact this can have on your bottom line. The findings in this pack reveals how it can be a balancing act getting the link between design and usability right. The pack also provides you with some key take-aways on this subject.TRANSCRIPT
Global Data : Local Insights
Global Data : Local Insights
Global Data : Local Insights
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Global Reviews: A total focus on the customer
We use a scientific method for measuring digital customer research & decision journeys and the experience customers receive from brands online
Each year we capture & measure thousands of online consumer product sales journeys of the world’s brands across many B2C retail sectors
We also speak to thousands of customers that we use to help brands understand why they behave like they do online
We package this information to help brands understand their competitors, their customers and how to maximise sales outcomes and online customer satisfaction
A quest to find the missing ‘WHY’
Global Data : Local Insights
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Design or Usability?THE EVIDENCE
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The conflict between Usability & Design
>While we recognise that interface design has come a very long way, the integration between visual interface design and user experience design teams can vary dramatically. It is this disconnect where costly problems can rear their head
>We all know how important the first few seconds are for a consumer in deciding whether they stay or go when first visiting a website. But, design always lives in context, and that context always has a strong usability quotient.
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Our approach
>From data captured over the past 12 months and across multiple industries, we set out to investigate consumer perceptions and success rates in navigating to desired content between old and new web designs
>As these sites looked more visually appealing to us, and when you ask 50 people you start to see a clear pattern emerging. However, we wanted to understand whether a re-designed more appealing website in fact also was easier to navigate and accomplish the consumer’s goal
Here is what we found…
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Case Study 1
Global Data : Local Insights
Case 1: Website RedesignMarch 2013 August 2013
Longer
TilesRemoved
Simplified
Cluttered
Global Data : Local Insights
Homepage Impressions
Looks like it caters for me
Offers a clear starting point
Page is uncluttered
Displays all the information
I expect to see
Gave the impression
of trust
Design is vidually ap-
pealing
I would be likely to use this website
Overall Mean6
6.5
7
7.5
8
8.5
9
9.5
10
Q3/13 Q1/13
Global Data : Local Insights
Task Performance and Satisfaction
Loca
te p
rodu
ct ra
nge
Satisf
actio
n
Loca
te p
rice/
fees
Satisf
actio
n
Mat
ching
to n
eeds
Satisf
actio
n
Avera
ge ta
sk c
omple
tion
Avera
ge S
atisf
actio
n0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q3/13 Q1/13
Global Data : Local Insights
No one found price information
45% of visitors clicked ‘Electricity & Gas Plans’ via the ‘Energy Plans’ dropdown menu
But no one noticed the ‘Price information’ link.
Global Data : Local Insights
What’s changed?
Previously, the homepage had a direct link to ‘Price information’ seeing 70% of visitors starting out on the correct path
Global Data : Local Insights
What did they say?
“I was unsuccessful on every task. The site looks lovely but does it actually have any relevant information? I didn’t find any. It was full of airy fairy stuff, nothing factual. To me, after attempting 4 tasks, it felt like site did not want me to find any tangible information, rather just padding and fluff. If I go to the trouble of going to the website rather than calling you, I should be able to easily find a raft of information that you could not give me over the phone…
Had I really wanted that information, I would have been forced to call you, if I could in fact find your correct phone number for enquiries of course. I think I am pretty good at finding information, as I do it all day long, but that was disappointing to me as I felt I should have been able to complete all 4 tasks.”
Global Data : Local Insights
Case Study 2
Global Data : Local Insights
Case 2: Website RedesignNovember
2012February
2013
Simplified – lighter feel
Removed the Dropdown menu resulted in details such as consolidation , fees and charges became harder to find
Global Data : Local Insights
Homepage Impressions
Looks like it caters for me
Offers a clear starting point
Page is uncluttered
Displays all the informa-tion I expect
to see
Gave the impression
of trust
Design is vidually
appealing
I would be likely to use this website
Overall Mean5
5.5
6
6.5
7
7.5
8
8.5
9
9.5
10
Q1/13 Q4/12
Global Data : Local Insights
Task Performance and Satisfaction
Loca
te p
rodu
ct ra
nge
Satisf
actio
n
Under
stan
d fe
es a
nd c
harg
es
Satisf
actio
n
Mat
ching
to n
eeds
(con
solid
ation
)
Satisf
actio
n
Avera
ge ta
sk c
omple
tion
Avera
ge S
atisf
actio
n0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Q1/13 Q4/12
Global Data : Local Insights
What’s changed?
“It is just too frustrating”
“I couldn’t find any heading for a link that would take me to the information sought. I tried site search and that
didn’t help”
“I couldn’t find what I was asked to find and I think I
looked everywhere it might possibly be.”
Dropdown menu removed which contained the direct link to consolidation information
Q3/12
Task: Find an area/page that provides information on how to join all your superannuation accounts together
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What did they say?
I do not consider this site to be an easier site to navigate. The information is not really available, it would seem you would have to go through layers of information to get the answer.
I have used other Super sites and found them to be much more easy to obtain information.”
Global Data : Local Insights
Case Study 3
Global Data : Local Insights
Case 3: Website Redesign
Q2/2013
Longer
Simplified
Q4/2013
Cluttered
Global Data : Local Insights
Homepage Impressions
Looks like it caters for me
Offers a clear starting point
Page is uncluttered
Displays all the information I expect to see
Gave the impression
of trust
Design is vid-ually appealing
I would be likely to use this website
Overall Mean5.0
5.5
6.0
6.5
7.0
7.5
8.0
8.5
9.0
9.5
10.0
Q4/13 Q2/13
Global Data : Local Insights
Loca
te p
rodu
ct ra
nge
Satisf
actio
n
Loca
te fe
es a
nd c
harg
es
Satisf
actio
n
Mat
ching
to n
eeds
(spe
cific
card
feat
ures
)
Satisf
actio
n
Avera
ge ta
sk c
omple
tion
Avera
ge S
atisf
actio
n0%
10%20%30%40%50%60%70%80%90%
100%
Q4/13 Q2/13
Task Performance and Satisfaction
Global Data : Local Insights
Case 3: Finding range and priceQ2/2013
Direct navigation from homepage
Compare all cards sits high in navigation
Task: Find a page on the website that shows all available credit card options.
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What’s changed?
“felt that it wasnt clear if that was all the options available or were they
the options most used/requested.”
Q4/2013
Majority miss this options as it sits lower down the page
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What can you learn?
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The top 6 take-aways
1. Don't throw the baby out with the bath water. Commit to understanding what's working with what you're currently doing and optimise what’s not
2. Know what represents a best practice customer sales journey and stick to these principles
3. Communicate what makes your brand special, but put the customer first. Not the other way around
4. Integrate your design teams to work on the project together. Knowing the potential impact of design decisions can save you plenty (of money and time)
5. Finally, focus on measuring the things that matter. If you're trying to sell something online, then make sure the measurements you’re capturing align to maximising this goal
6. Getting the right information going in to any process can save you money, both in the rework and lost sales opportunities
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> For further information on this or other studies contact:
Ché Carbis
Senior Commercial Director
+61 3 9982 3419
Global Data : Local Insights
Global Data : Local Insights
www.globalreviews.com
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