Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09

Understanding online audiences: How to evaluate your website and why World wide wonder: Museums on the web V&A Sackler Centre 10 June 2009 Martin Bazley Online experience consultant Martin Bazley & Associates

Martin Bazley ,[object Object],[object Object],[object Object],[object Object]

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Even a slight difference in viewpoints… … can cause real problems for users

A conflict between visual affordance … … and written instructions visual affordance almost always wins

Hmm… the button is really small… And it’s not green… You can’t push it in… Just push the big green button by the gate

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Define audience research goal Analyse data Collect data Use results to guide changes Plan methodology

Reasons for doing audience research: Evaluation ,[object Object],[object Object],[object Object]

Reasons for doing audience research: Promotion ,[object Object],[object Object],[object Object]

Reasons for doing audience research: Planning ,[object Object],[object Object],[object Object]

Tools available ,[object Object],[object Object],[object Object]

When to evaluate or test and why ,[object Object],[object Object],[object Object]

Testing is an iterative process ,[object Object],[object Object],[object Object],[object Object],[object Object]

Before funding – project planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus group Research

Post-funding - project development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus group Focus group One-to-one tasks

Post-funding - project development 2 ,[object Object],[object Object],Observation of actual use of website by intended users , using it for intended purpose , in intended context – workplace, classroom, library, home, etc

Post-funding - project development 3 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Website evaluation and testing ,[object Object],[object Object],[object Object],[object Object],[object Object]

User test early ,[object Object],[object Object]

Two usability testing techniques ,[object Object],[object Object],[object Object],[object Object],[object Object]

User testing – who should do it? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Extracts from London Museums Hub Online audience research

Data used for different things: Reporting and diagnostics ,[object Object],[object Object]

Stats solutions ,[object Object],[object Object],[object Object]

Issues ,[object Object],[object Object],[object Object]

Issues ,[object Object],[object Object]

Issues ,[object Object],[object Object],[object Object],[object Object]

Concerns ,[object Object],[object Object]

Geffrye Museum web stats linked with events etc

Key points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online questionnaire ,[object Object],[object Object],[object Object]

EM Online collections research by MHM

Visitor survey ,[object Object],[object Object]

What we found out ,[object Object],[object Object],[object Object],[object Object],[object Object]

What we found out ,[object Object],[object Object],[object Object],[object Object]

What we found out ,[object Object],[object Object]

Most commonly requested web content relates to visiting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object]

Defining market share ,[object Object],[object Object],[object Object],[object Object],[object Object]

Metrics for reporting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Metrics for development ,[object Object],[object Object],[object Object],[object Object]

Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09

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Understanding Online Audiences Bazley Ma Wonder Web 10 Jun09