Case Study 7 – Website Concept and Interface Evaluation

Client’s Objective:

• The client sought to develop a breakthrough online product in a highly sensitive area, going up against a dominant industry player

Our Impact:

• M&ES conducted a 12-month program of research from concept development through to prototype usability, helping the client to formulate and successfully execute the concept

Research Solutions:

• Current behavior investigation: Explored user attitudes and behaviors, identified opportunities for new product development
• Concept evaluation: Evaluated the core concept with prospective users
• Pinpointed the most compelling aspects of the new product
• Identified unique product-positioning opportunities
• Creative exploration: Determined the intuitiveness and visual appeal of a variety of potential creative executions
• Identified the distinct brand message communicated by each execution
• Competitive assessment: Explored users’ reactions to specific features offered by competitors
• Determined opportunities to build upon competitive strengths and exploit competitive weaknesses
• Interface navigation: Conducted usability sessions to determine the prototype’s intuitiveness
• Tested key features and functionality

End Result:

• The program of research had significant impact on the development of the service and its user interface