Client: Manufacturers Alliance for Productivity
Methods: Web Analytics, Usability Testing
Client Website: https://www.mapi.net/
Challenge:
The Manufacturers Alliance for Productivity and Innovation (MAPI) was in the process of redesigning their online member portal. However, they lacked a comprehensive strategy to measure the success of their redesign, to see if member and internal employee pain points decreased.
Goal:
Create a comprehensive strategy to measure member satisfaction and business success with the member portal through website metrics and continuous user testing.
Approach:
In order to measure success, we first needed to establish a baseline and have a greater understanding of the performance of the current member portal. This way we can accurately measure improvements. In addition, we can uncover current pain points and ensure they are addressed in the redesign. To establish this baseline we focused on quantitative and qualitative measures through website metrics and user testing.
Website Metrics:
In order to establish a baseline of website metrics, we first needed to determine business goals and then map these goals to audiences, pages, actions, and metrics. See the example below for the goal “Recruit prospective members.”
User Testing:
Using the business goals established through the website analytics discovery process, we developed a user testing script to evaluate user experience in performing key tasks. We ensured that each task addressed a particular question or goal, that it targeted a particular audience (members or prospective members), and that the ideal page path was identified.