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Challenge
Looking to attract an underserved audience, the client wanted to create
a Website specifically for women, and to acquire a better understanding
of how women use the Internet and the sites that attract their attention.
The Strategic Counsel was asked to explore user impressions of
the concept, and then obtain direct user input at the preliminary design
stage.
Strategy
We assembled focus groups made up of women with different levels of experience
on the Internet. Afterwards, we conducted one-on-one interviews to test
the first and second stages of the Internet site for content interest,
navigability and design elements. Suggestions from these interviews were
incorporated into the site's design, and then we held another round of
one-on-one interviews to review the site.
Results
The focus groups identified important gaps in general Internet content
for Canadian women, which the client aimed to fill in its test site. The
first personal interviews highlighted some key design weaknesses in the
preliminary test sites. When these were addressed, the second set of interviews
revealed genuine interest in the site's concept and support for the redesign,
with only a few minor changes to navigation required. Overall, the research
results allowed the client to serve its audience much more effectively.
cultural
| financial services
| not for profit
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policy analysis and development
| retail | technology
| telecommunications
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