User Profiling and Testing Toolkit
Publication Summary
"Customers think that they are the centre of the universe. Customers come to your website to get their needs fulfilled. They will only think you are great if you meet their needs in an efficient and cost- effective manner." Gerry McGovern Newsletter 8 Sept 03 Websites: Think The Way Your Customer Thinks
A major objective for websites should be understanding what their customers want when they visit the site. This enables the site's editor to prioritise its content so that the content most in demand is available and easy to access. There is an increasing need to undertake research what customers want and how they want it presented. For many sites, the 80/20 principle applies where, typically, 80% of customers' needs are satisfied by 20% of the total content on that site. Editors who can identify this 20% and concentrate the majority of their efforts on it will provide customer-centric, effective sites
This toolkit was developed by a consultant through a pilot project between AGIMO and a number of the Australian Government's customer centric portals [
]. It helps agencies match the content they provide to the expectations of their customers through two processes:
- Profiling - identifying a number of typical customers and conducting interviews with them to determine the most important information and services they expect from a website. This helps to identify and prioritise content to be made available on a site.
- Useability testing - observing how these typical customers use websites to find relevant content. This helps determine how best to present content.
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Table of Contents
Introduction to the Toolkit
- Overview
- Stages in User-Centred Research
- User Research Methods - Strengths and Weaknesses
- Customising and Using the Tools
User Profiling
- Overview
- User Profiling - Concepts
- Identifying User Groups
- Recruiting Participants
- User Profiling Techniques - Focus Groups
- User Profiling Techniques - User Interviews
- User Profiling Techniques- Surveys
- Conducting a Focus Group
- Conducting an Interview
- Fielding a Survey
- Profiling Analysis
Usability Testing
- Overview
- Usability Testing - Concepts
- Usability Testing Process
- Usability Scenario Development
- Usability Checklist
- Conducting a Usability Testing Session
- Usability Test Analysis
Appendix A - Profiling Tools
- Overview
- Session Introduction - Cover Page
- Participant Information
- Government Information Resources
- Issues
- Portal Review Session
- Focus Group Discussion Guide
- Sample Website 'Exit Poll'
Appendix B - Usability Testing
- Overview
- Observer's Introductory Script
- Participant Information
- Sample Test Script - [User Group] Scenarios and Tasks
- Participant Debriefing - [URL]
- Sample Observer's Sheet - [User Group]
- Comfort Level Table
Contact details
AGIMO - Service Delivery Branch
Copyright
© Commonwealth of Australia 2004
This work is copyright. You may download, display, print and reproduce this material in unaltered form only (retaining this notice) for your personal, non-commercial use or use within your organisation. Apart from any use as permitted under the Copyright Act 1968, all other rights are reserved. Requests and inquiries concerning reproduction and rights should be addressed to Commonwealth Copyright Administration, Attorney General’s Department, Robert Garran Offices, National Circuit, Barton ACT 2600 or posted at http://www.ag.gov.au/cca [
]
Contact for information on this page: nsip@finance.gov.au