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INTERFACE EVALUATION   Competitive Analysis of Three Heavy Equipment   Manufacturer’s Homepage
User Experience Competitive AnalysisDefinition
Competitive Analysis ElementsHeavy Equipment Manufacturers                                   Aesthetics                  ...
Information Architecture                                Content Groups  About Us                     Brand Image          ...
Information Architecture      Content Area                 Measure Area of Content                       Brand    • colors...
Information Architecture                Content AreaHomepage
Aesthetics                                                                    Criteria                                    ...
Usability - Subjective Heuristics                                                 Criteria                                ...
Information Architecture              • Task Flow Navigation   • ComplexityVocabulary    • Consistent, Clear Control      ...
Information Architecture                   NavigationTask: Find
Web Analytics   Web Site Visitors     What  are most people doing – top 20 most-visited      pages?     top search term...
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Competitive analysis heavy equipment manufacturers

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Competitive or Comparative Analysis of same vertical Homepage.

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  • A user experience comparison across three heavy machinery vendors (of their homepage). A good user experience is necessary to maintain a good brand. A bad experience influences the brand. It is clear that of these three vendors (Cummins, CAT, John Deere) two have not converted their sites to a positive user experience. These large vendors expect their networks of sales representatives and distributors to maintain sales without an improved web experience. Sales reps and distributors are essential, but so is DEVELOPING the online brand. And forget about including social media in the customers experience! Real competitive advantage is possible with a social experience for the manufacturers’ clients, but it is absent
  • Positive site experience builds brandNegative site experience reduces brand statue
  • I looked at the homepage content of one of the vendors, the red brand. I grouped the homepage into three groups of related information. Then I measured the approximate area of each of these content groupings
  • It is striking that the red brand devotes so little to the customers (user) goals. The green (&yellow) brand reverses the amount of space devoted to the ‘users goals’ and ‘about us’ with the red brand. The blue brand (actually black and yellow) also places much less ‘about us’ and more ‘user goals’ space. Developing site structure is all about content and information strategy — determining how to organize information so that site users can find it quickly and easily. 
  • The visual design, the look and feel, the graphic interface — it's the first experience the user has with the site. Even before users know if the site is easy to use, they see what it looks like. Robins paper
  • Consistency and standards - Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform conventions.Group data in consistently meaningful ways to decrease search time.Practice judicious redundancy.Reduce uncertainty; display data in a manner that is clear and obvious.Aesthetic and minimalist design -
  • Developing site structure is all about navigation, content and information strategy — determining how to organize information so that site users can find it quickly and easily. 
  • Transcript of "Competitive analysis heavy equipment manufacturers"

    1. 1. INTERFACE EVALUATION Competitive Analysis of Three Heavy Equipment Manufacturer’s Homepage
    2. 2. User Experience Competitive AnalysisDefinition
    3. 3. Competitive Analysis ElementsHeavy Equipment Manufacturers  Aesthetics  Information Architecture  Usability  Search
    4. 4. Information Architecture Content Groups About Us Brand Image Content to support goalsmission Engines, earth-moving product specification, comparisonstatements, sustainabili and agriculture product availability, distributorsty equipment images product pricing and financingstatements, links to Power generationannual reports, equipment images parts and servicefinancial Brand colorsnews, history, stocks, news Which content will customers return for?
    5. 5. Information Architecture Content Area Measure Area of Content Brand • colors Image • images • financial About Us • news Client • products Goals • distributors
    6. 6. Information Architecture Content AreaHomepage
    7. 7. Aesthetics Criteria Clearness (labels, redundancy) Design ( Bullet consistency, Column width consistency Images (interestingness, social awareness)Eleni Michailidou, Simon Harper, and Sean Bechhofer. 2008. Visual complexity and aesthetic perception of web pages.In Proceedings of the 26th annual ACM international conference on Design of communication (SIGDOC 08). ACM, NewYork, NY, USA, 215-224. DOI=10.1145/1456536.1456581 http://doi.acm.org/10.1145/1456536.1456581David Robins and Jason Holmes. 2008. Aesthetics and credibility in web site design. Inf. Process. Manage. 44, 1 (January2008), 386-399. DOI=10.1016/j.ipm.2007.02.003 http://dx.doi.org/10.1016/j.ipm.2007.02.003
    8. 8. Usability - Subjective Heuristics Criteria Consistency and standards Meaningful grouping of content Uncertainty & Redundancy Minimal design Help and documentation•ISO 9241-110:2006 Ergonomics of human-system interaction -- Part 110:Dialogue principles•http://www.usability.gov/methods/test_refine/heuristic.html
    9. 9. Information Architecture • Task Flow Navigation • ComplexityVocabulary • Consistent, Clear Control Terminology • Content AvailabilityOrganization • Findability
    10. 10. Information Architecture NavigationTask: Find
    11. 11. Web Analytics Web Site Visitors  What are most people doing – top 20 most-visited pages?  top search terms: what are people looking for in your site  “Why did you visit the site today” – Intercept survey  Search Ranking
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