As the world continues to go mobile, there’s a huge demand for both mobile devices and cellular plans from mobile carriers. A lot of that buying happens online. Having a good online experience for wireless carriers ensures customers select the right device and plan. If customers can’t find the right device or have questions about
Most of the millions of hotel bookings made each year are done online. Despite the proliferation of hotel aggregator websites like Expedia and Trivago, most people book directly on the hotel websites. With such a high concentration of travelers booking directly on hotel websites, having a good user experience is a differentiator. If travelers can’t
When I started systematically measuring website usability over 10 years ago I started with the SUS as a key metric. The System Usability Scale (SUS) was the natural questionnaire to start with. It was then, as it is now, a popular 10-item questionnaire to measure the perceived usability of interfaces. It’s been around for over
An increasing amount of shopping is done online. Almost $100 billion worth of products were sold online during the two-month Christmas buying season of 2016. It’s become especially easy for consumers to find the lowest price on a product. If consumers can’t find needed information, purchase a product easily, or don’t trust the brand or
Most of us take to the skies for business or a vacation (some more frequently than others). And who hasn’t had a nightmare travel experience with delays, cancellations or getting bumped? While there is much written about the airline travel experience, a lot of time is also spent researching and purchasing those airline tickets online.
During the height of the 2013 Christmas shopping season we surveyed online shoppers for their attitudes about the user experience of 10 popular US retail websites. In conjunction with our panel partner, Op4G, we collected and analyzed the responses of 800 participants about factors such as usability, loyalty, trust and appearance using the Standardized User
Signing up for health insurance might have been a nightmare for many, but managing your health insurance once you get it, it turns out, isn’t that easy either. In conjunction with our panel partner, Op4G, we asked five hundred participants to reflect on their most recent experience with their health insurance provider’s website. In total,
Is a beautiful website more usable? Psychological literature has discussed, for some time, the “what is beautiful is good” phenomenon. That is, we ascribe positive attributes to things that are more attractive. This applies to people and likely to products and websites, as well. But does that positive halo also carry over to our impressions
There’s a long list of things to fix on any website. But there are usually a few fixes which will have a disproportionate impact. To help identify those, we ask users a simple question at the end of our studies: “If you could only fix one thing on this website, what would it be?” We
Build it and they might come. Build trust and they might stay. Make it usable and credible and they may tell their friends. The first step in building a successful website is to provide something people want or need—like a product, information or service. After that, it better be easy to use. Now you may
