Understand Your Users & What They Do On Your Website

A competitor analysis compares your website with those of your direct competitors. The analysis aims to identify strengths and weaknesses, pinpoint opportunities to improve and address gaps in service or performance. Our analysis covers site functionality, navigation, page design, and many other features.

Surveys are inexpensive yet invaluable research tools for gathering qualitative and quantitative feedback. They are instrumental when combined with other research methods such as customer interviews, field research, intercept surveys, and similar tools.

Our team manages and conducts all recruitment efforts to gather the right audience and most qualified participants for our surveys. We also design, deploy, and study survey data to provide you with the most useful and revealing information.

A business process is a set of tasks to achieve a goal or outcome. However, these steps are often repeated and may need to be standardized, which can cause bottlenecks, duplication of effort, gaps in communication, and other inefficiencies in your business. Process mapping helps visualize your processes to address issues.

A process map is a visual representation of your company’s processes and workflow. It helps reveal areas that can be improved and streamlined. Although a process map is similar to a journey map, there is an important distinction: A process map isolates individual components of a larger business function, while a journey map only follows an individual’s workflow.

Card sorting aims to understand how users intuitively categorize content on a website. A helpful tool for improving information architecture, this technique can be done on-site with participants placing content cards into categories and naming them accordingly, followed by questions from a moderator for further clarification and insights. It can also be done as an online unmoderated effort, which decreases cost and increases sample size. Card sorting is usually done early in the navigational design process and later validated with tree testing.

Knowing who your customers are and how and why they use your website is essential to measuring and improving it. Once you identify your core audience and create a complete list of site features, a top task analysis is a useful method for understanding the most important tasks according to users and then making those tasks your highest priority.

For example, if we want to know how hospital staff uses an intranet, we could conduct a top task analysis to isolate the most essential actions. Here’s how we would approach it:

First, we assemble a list of all tasks that can be done within the intranet, which could be dozens of items. Second, we list all those tasks within a survey and ask staff to rank them. But here’s the catch: we ask them to select only the five most important tasks. Showing a long list of items while only allowing users to pick five causes them to scan the list rather than closely consider each one. This allows us to capture the five most important tasks. Finally, we analyze the results to discover which tasks are essential and which are less critical.

Interviews provide valuable opportunities to talk directly with your customers. Conducted by researchers on our team, these interviews help gather data regarding customer attitudes about your company, the services you provide, ideas for future products and services, and other useful information for your business.

Interviews may be conducted in person or remotely, and the sample size ranges from 5-30 people. Whenever possible, we combine customer interviews with surveys to give us a larger sample size for greater accuracy.