4. 4
Usability Study Structure
• Past exhibitors at FMX were invited to participate
• Study was executed through UserZoom tool
• Participants were asked to complete a series of tasks that
a typical exhibitor would need to complete
7. Browsers
7
19%
25%
56%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Chrome
Firefox
Internet Explorer 8+
Very similar to the National Conference exhibitor results except that
there was slightly higher use of the Chome browser.
8. Attendance of AAFP Sponsored
Conferences
8
56%
13%
31%
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Have not attended
1 time
2+ times
Not sure
This looks different from the National Conference exhibitor
respondents, where 53% of respondents had attended 2+ times.
9. Visited AAFP.org before
9
44%
56%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
This looks different from the National Conference exhibitor
respondents, where 76% of respondents had visited AAFP.org
before.
11. Task Results
11
Task: Find the FMX Exhibitor page
• Due to the amount of different paths,
a most common path was not
identified.
• Most common confusion was that
users went to National Conference
thinking they were in FMX, but this
only happened 18% of the time.
• There was some back-and-forth when
getting to the exhibitor page.
• 47% of users thought this task was
easy.
• Several participants suggested adding
an area for exhibitors.
Recommendation: The addition of a promotional spot to the events page for
exhibitor opportunities was added after the completion of the National
Conference study.
44%
56%
Success
Non Success
12. Task Results
12
Task: Find the price for exhibiting at FMX
• Though most participants were
successful, there was some struggle
to complete this task.
• Most found this information on the
prices and payment page, many
struggled to find it quickly. There was
a lot of back-and-forth between the
contract and the pricing page.
• Participants tended to miss the left
nav.
• 50% of the participants found the task
to be easy.
Recommendation: Include pricing as an option from the main exhibitor page.
93%
6%
Success
Non Success
13. Task Results
13
Task: Start the exhibitor application
• This task was very easy, 75% of users said this
task was very easy.
Recommendation: From the contract page make the application CTA more
prominent.
94%
6%
Success
Non Success
14. Task Results
14
Task: Find the exhibit hall floor plan
• Almost all participants were able to
complete this task.
• 66% felt this task was very easy
• Comments back from users
mentioned that the legend was not
very usable.
Recommendation: Have A to Z make a more useful legend available on the
floor plan page.
94%
6%
Success
Non Success
15. Task Results
15
Task: Enter booth and exhibitor badging information
• Several participants thought they were in
the correct place when they got to the
hotel reservation area (Experiment).
• Some difficulty was related to the A to Z
access.
• 78% of participants rated this task as very
easy.
• 37% were unsuccessful and 2
participants abandoned the task.
Recommendation: Add more call outs for booth and exhibitor badging within
additional pages. Participants looked for this on the apply page, contract page
and registration page.
62%
37%
Success
Non Success
16. Task Results
16
Task: Start hotel reservation process
• 80% of participants saying it was
a very easy task.
• The 2 respondents that were
unsuccessful were close and
may have just seen the link but
never clicked.
Recommendation: Need to add an easier way to get back to the exhibitor
section or at least the FMX microsite from the hotel reservation.
87%
13%
Success
Non Success
17. Task Results
17
Task: Finding on-site conference schedule and important dates
• 75% of participants found this task
easy.
• All found the information useful and
said they would come back to the
information later.
Recommendation: No changes recommended at this time.
81%
19%
Success
Non Success
18. Task Results
18
Task: Finding sponsorship and marketing
• This was the highest rated
task for ease, with 94% of
participants rating this task
easy.
• All successful participants
went directly to the marketing
page.
Recommendation: No changes recommended at this time.
94%
6%
Success
Non Success
19. Task Results
19
Task: Finding shipping, electrical and etc.
• Almost 73% of participants
found this task easy.
• Most successful participants
went directly to the manual.
• There were some comments
regarding new people may
not really know what
information is contained in a
service manual so different
wording may be helpful.
Recommendation: No changes recommended at this time.
81%
19%
Success
Non Success
20. Additional Questions
20
Booth reservation email:
• All but one user found the booth reservation email informative and easy
to read.
• 94% said they saved the email.
• Additional comments from participants included that the email was too
lengthy and overwhelming. The email could use some headers and
reworking to improve.
Read Monthly Exhibitor email:
• 38% said they read it, 50% said no they do not read and 19% said they
do not remember receiving it.
• When asked if this was useful all said yes and in additional a few said it
contains useful reminders.
21. Additional Questions
21
If struggling to completing a step, participants would (responses):
• Call aafp exhibits
• Call my rep
• I emailed the contact in my email (Kristen I think) directly
• Email or call Kristy
• Back to the email or to the website
• FAQ
• I would email the show coordinator
22. Additional Questions
22
Participants additional thoughts:
• This was useful in navigating the site for future reference.
• Overall, I find this website very user friendly.
• I think the AAFP does a great job of communicating with exhibitors.
• Overall the hardest part was getting to the specific Exhibitor page on the
website. After that, navigation is fairly simple.
• I appreciate that you are trying to simplify this process.
