tree test<\/a> we conducted on Target.com, the most difficult item to find was the “Iconic Puppy Gift Card $5-$1000.” We pulled this name right from the Target website in the gift card section. However, users were confused if the item was for a $5 puppy or a generic gift card. That’s less of a problem with the website than what we were asking users to do. In reality they probably look for gift cards then select the picture of Target’s dog.<\/p>\nStep 4: Measure After<\/h2>\n
Here’s where having the baseline data pays off. The reason you know if you made improvements or made things worse is by comparing the findability of the same items over time. Use all the metrics from Step 1 to compare before and after, statistically.<\/p>\n
For example, we conducted a tree test on an Internet retailer using just the navigation structure, no design elements. One item of children’s furniture had a very low findability score of 29% in our baseline test. We found that users were split across multiple categories. After adding links to departments where the item could be found, the percentage of users finding the item increased from 29% to 74%.<\/p>\n
The graph below shows the 90% confidence intervals for the percent of users who found the item before and after the change. The difference was both statistically significant (p <.01) and practically significant (the findability rate more than doubled!).<\/p>\n
\nFigure 1:<\/span> Percent of users that successfully located an item of children’s furniture before (29%) and after (74%) improving cross-navigation links.<\/span><\/p>\nThe next graph shows the perceived difficulty of finding the children’s furniture using the SEQ. Higher scores indicate an easier experience finding the item, compared to hundreds of other tasks. Before the findability fixes, the item scored easier than 37% of all tasks. After the change, the perceived ease score was easier than 59% of all tasks in our database (a 60% improvement).<\/p>\n
\nFigure 2:<\/span> Percentile rank of perceived difficulty as rated using the Single Ease Question for finding an item of children’s furniture before (37%) and after (59%) improving cross-navigation links.<\/span><\/p>\nThis means that the difficulty of finding the item went from harder than average to easier than average after making the changes.<\/p>\n
As with measuring the user experience in general, measuring findability in particular involves multiple metrics and multiple methods to show a quantifiable better navigation.<\/p>\n","protected":false},"excerpt":{"rendered":"
We need to increase findability! We test a lot of home pages and website redesigns and one of the stated goals is usually to increase findability. By findability, most development teams mean they want users to find things easily and quickly on a website. But how exactly do you measure findability? 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