Objectives

The Leede Group understood that in order to sell a methodology they ought to conduct it on their own redesigned corporate internet site. They wanted to ensure complete objectivity so they coordinated the research with an independent usability consultant who assisted them in determining testing, tasks and prepared a final written analysis of the testing.

The Leede Group's primary objectives for revising their site was to:

• Communicate upgraded company image
• Convey blended operation between offices
• Provide core company information (e.g. size, history, experience, expertise)
• Provide information on methodologies and generate interest in usability
• Create forum for employment opportunities
• Gather participants for database and consumer panels

A full report and videotapes were produced not only to use in analyzing immediate and future site changes but also in order to provide education tools to assist in the selling of the methodology and facility to prospective clients.

Process

The usability evaluations were conducted at the Leede Group Market Research facility in Plymouth, MN on December 12, 2001. The Leede Group asked 5 current and/or potential clients to participate in the usability evaluations. Each evaluation last approximately 1 hour and consisted of:

• Pre-Test Briefing (questions to gather current internet and supplier usage)
• Task Completion (user performs real-life tasks without assistance)
• Post-Test Briefing (questions to gather additional insights of the test objectives)

Findings

Following are the primary findings noted by the participants during the usability tests:

• Home page doesn't clearly state Leede being a full service research firm
• The pictures of Leede Associates were deemed as negative
• Inability to sign up to receive Leede Newsletter
• Desire for additional information on Quantitative methodologies
• Request for information on the Research Process and how the methodologies may interact with one another
• Confusion as to "What to do next". Respondents where unsure if they wanted to continue on to use Leede on what the next step should be for them, e.g. call, email, etc.
• Ability to link to Qualitative facilities on the Qualitative methodology page
• Left Navigation link 'Online Services' under Areas of Expertise link appeared as an area and not a service
• Misunderstanding the link 'Tour' to be an online interactive video tour
• Request for directions to facility should be in written and visual formats
• Zip codes didn't seem to incorporate the entire Twin Cities region
• Hotel recommendations options seemed limited to not only the number offered but also travel budgets
• Majority attempted to click and then requested the ability to enlarge the facility pictures to show more detail. Specifically the usability equipment.
• Inability to determine if Leede provides Qualitative and Usability Consultants
• Suggestion to include a Participate In Studies being included on the Home Page with assumption that future database respondents would not drill down several layers of an internet site to locate.

Specific findings regarding Leede's usability testing objectives:

• Upgraded Look - Respondents felt site accurately reflected Leede's image.
• Blended Offices - Respondents stated the site conveyed two separate offices that that offered separate services.
• Core Company Information - The majority of the basic information was there but they felt that the fact Leede was a full service firm should be clearly placed on the home page.
• Methodology and Usability Information - Respondents considered the basic information was portrayed but wanted more on methodologies and the usability process detailed on the site.
• Employment Opportunities - They believed that it was becoming a business standard for companies to have included on sites.
• Respondent Database - Respondents deemed that it was a positive to see this section and suggested including it on the home page. It was positive because it showed Leede's commitment to refreshing their database.

Implementations

The Leede Group incorporated the following immediate changes to the redesigned site:

• Including a tag line on Home Page to state that Leede is a full service marketing research firm
• Pictures of Leede Associates being retaken in color photography
• An area for clients to sign up to receive hard copy Leede Newsletters
• Changing 'Tour' link to another name to eliminate confusion of a video tour
• Incorporate all Twin Cities zip codes
• Adding additional Hotels and including direct links (if available) to Hotel internet sites
• Including the capability of providing Qualitative and Usability Consultants
• Respondent Database sign up link on Home Page

Other recommendations are being processed into a "Wish List" for future enhancements:

• Continued gauging from clients the need and amount of information on each research methodologies
• Including more links within actually pages to appropriate separate pages (e.g. facility photographs, map, etc). in those sections that may overlap, specifically with Qualitative and Usability
• Ability for users to enlarge facility photographs
• Online interactive and downloadable map to be included with written directions
• Online tour that would walk through both facilities with perhaps a demonstration of the usability equipment
• Client Testimonials and Case Studies