The usability study tested 16 participants completing tasks related to exhibiting at the AAFP FMX conference. Most participants used Chrome (56%) to complete the tasks. Over half had attended 1+ AAFP conferences (56%) and over half had visited the AAFP website before (56%). Task completion rates ranged from 62-94% with most participants finding pricing, applications, and scheduling/sponsorship information easily but struggling more with booth registration details. Recommendations included improving navigation to the exhibitor page and pricing, simplifying emails, and clarifying terminology.

1. AAFP FMX Exhibitor
Usability Report
September 2017
Jaime Brown

2. Agenda
• Usability study details
• Participant details
• Task results
2

3. Usability Study Details
3

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

5. 5
FMX Exhibitor
Study Details
Completes: 16
Phase Number Percent
Welcome 45 100%
Initial Questions 23 51%
Final Questions 16 36%
Completed 16 36%

6. Participant Details
6

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.

10. Exhibitor Section Task Results
10

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.