The power of a single word
CRELATE USABILITY TESTING
THE CONTROL
This is the screenshot the first set of users were presented with to set a baseline.
Overview
25 random users were tasked with seeing finding additional information on this product. Users were presented with a single image and were allowed one click. We then evaluated the success rate in which they successfully completed the task.
Assumption
The navigation labels “Products” and “Services” are likely too similar. Users likely don’t know where to click to learn more about the product offering when landing on the home page.
Test setup
Pretend you are a recruiter that helps people find jobs and you are interested in learning more about the capabilities of this online tracking system. Where would you first click to learn more about the capabilities of this online tracking system?
results
28% WERE SUCCESSFUL
25 second average to make their decision.
72% WERE UNSUCCESSFUL
49 second average to make their decision.
BONUS FINDINGS
12% of users believed that the large image would click through to additional information.
RECOMMENDATION
Update the menu navigation label to read “our product” then re-test to see if this positively impacts clarity and usability.
THE experiment
re-test
Again 25 random users were tasked with seeing finding additional information on this product. However this time I updated the menu navigation to read "Our Product".
Assumption
By adding the word "Our" to the label, users will be able to make a clearer distinction between the difference of what products are offered vs what services are offered.
Test setup (Exact same test question in order to not introduce bias)
Pretend you are a recruiter that helps people find jobs and you are interested in learning more about the capabilities of this online tracking system. Where would you first click to learn more about the capabilities of this online tracking system?
results
62.5% WERE SUCCESSFUL +34.5%
23 second average to make their decision 2 seconds quicker
37.5% unsuccessful
23 second average to make their decision 26 seconds faster
OUtcome
A single word had a positive impact of 34.5% in the users ability to navigate correctly to the content they needed and they were able to do it quicker.