Tests the comprehension,
usability and overall effectiveness of Web sites
CyberScrutiny™ utilizes a specially designed
multi-phase methodology to ensure the research is employed in the most effective manner
possible:
Phase 1: Site Audit Performed by Bureau West Analysts
Our analysts audit the site before spending on research with users. This enables us to
address some of the initial stumbling blocks users might encounter in the subsequent
one-on-one research sessions, and therefore derive greater benefit from the sessions.
Thus we can get past some of the issues that would typically arise repeatedly in more
traditional site research. Issues such as:
- "I don't understand what this site does."
- "Where am I supposed to click?"
We make our recommendations to the client and, once the agreed-upon changes have been
implemented, we can continue to Phase 2.
Phase 2: One-On-One Research with Site Users
Observation and interview sessions are conducted with the site's users and/or potential
users. During these sessions, respondents are encouraged to browse the site as they
normally would, and comment on what they are doing. The Bureau West researcher notes
points of hesitation and confusion. When respondents ask questions, the researcher tries
not to answer, but rather to better understand what the questions mean with regard to
comprehension of the site.
If appropriate, respondents may be asked to complete a specific task on the site (for
example, to register as a member, make a purchase, etc.). Once again, our researcher
observes the process, noting areas of difficulty or confusion.
Finally, respondents discuss their opinion of the site, interest in the concept, and
likelihood to return to help us learn about their overall evaluation of the site.
We encourage clients to attend these research sessions (viewing them through a one-way
mirror). Most clients find they are surprised to see how users' interaction with the site
differs from what they had expected.
Within a small number of sessions, recurrent themes emerge, and we make recommendations
to revise the site accordingly.
Phase 3: Test the Revised Site
Once revisions have been made, the revised site is tested, both through an additional
audit by our analysts, and with an additional five to six one-on-one sessions with users.
The results and recommendations are reported to the client.
Phase 4 (Where Appropriate): Ongoing Monitoring of the Site
For sites which include e-commerce or other types of advanced user interaction, we
offer a "mystery user" service: our analysts use the site and regularly report
on their experiences including any difficulties encountered, whether technical or
customer-service related.
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