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Your users’ satisfaction directly impacts the quality of your interactive platforms. User-centered research is our field of expertise.
The methods presented below provide an understanding of the user’s point of view in order to guide the conception or redesign of interactive platforms.
Users are asked to complete specific tasks on a website or mobile application and to simultaneously think aloud expressing their thoughts and expectations. The users’ feedback collected during these tests allows us to identify the strengths and weaknesses of the user experience.
The eye movements of a user are tracked while he is interacting with an interface or looking at a screen. The eye tracking measures which areas are most looked at, catch the attention first and which tend to be avoided as well (e.g., advertising).
A face recognition tool allows us to produce a real time measure of users’ emotional reactions while they interact with an interface. A webcam is used for the analysis so that participants can navigate freely through the website or mobile application, as they would in a natural context.
The physiological reactions of users can be measured in real time by recording their cardiac, respiratory and electrodermal activities. Physiological states such as engagement, stress, mental effort and tiredness can be identified with these measures.
This approach focuses on a deep understanding of users’ motivations, expectations and needs towards a website or mobile application. Individual interviews are particularly useful at the beginning of a website development process.
Questions are asked in an interactive group setting where participants are free to talk about their needs and impressions towards a website or mobile application. The brainstorming resulting from this research set up is a good way to explore a new phenomenon, like an innovative app for instance.
An archetype is created to represent a group of users with similar goals and behavioral patterns. This process is oriented towards a deep understanding of the ways consumers use a website or mobile application by personifying key behavioral, demographic and technographic data from targeted segments.
Surveys are generally distributed online. They can integrate multiple choice or brief open-ended questions. imarklab often uses surveys as a complementary tool in user-centered research projects.
Users sort and assemble cards that represent content items to identify structures they are familiar with. The process can be done with real or virtual cards. This method allows us to validate or build a website information architecture.
Users are asked to complete tasks in a predefined menu structure to validate the classification of content items. Tree testing (Reverse Card Sorting) is useful to test a new website information architecture.
Conversion rates of variants of a same webpage are measured and compared simultaneously to its original version. At the end of the process, the page that performs best to convert visitors is chosen over the others.
These evaluation and conception methods are based on an expert’s point of view regarding the characteristics of an interface. The analysis provided can facilitate the conception or redesign of interactive platforms.
Ergonomic criteria defined in the usability litterature are used in order to evaluate the quality of a website or mobile application. Our experts provide an analytical report of the interfaces identifying the design elements to optimize in order to leverage ergonomic quality at a minor cost.
The interactive presence of an organization is analyzed in comparison with its competitors or similar businesses. A detailed portrait of the firm’s competitive landscape on the Web is provided as the best interactive practices are put forward.
A diagnostic based on the data provided by Google Analytics allows us to measure the actual performance of the different pages of a website, identify the most valuable traffic sources and contribute to the understanding of users’ behavioral patterns.
A literature review is a summary of the available literature about a research question, a specific subject or an industry. Scientific and business-oriented data is presented in an actionable way to create value for a Web or mobile project.
Outlines developed to represent the layout of a Web page or mobile application. Wireframes do not take graphic elements into consideration. They focus on the navigation experience that will be provided to the final user.