Thursday, May 11, 2006

Five days: MarksAndSpencer.com

More on etre's eye tracking studies...

"Our findings

You can tell a lot about an organisation from its homepage. Most homepages are a schizophrenic mish-mash of content, devoid of organisation and designed-by-committee. They usually reflect the design team's best attempt at negotiating internal politics and often give each of the warring factions a presence in order to keep the peace. So it's refreshing to come across a homepage like Marks and Spencer's.The M&S homepage is clean, well-organised and doesn't seek to overwhelm users with content. This creates a positive perception of the company as a whole (hence all the positive press). But does it work?

Well, that depends. What's striking from the heatmap is that almost all visual attention centres on the page header (containing the main navigation) and the left-hand menu. Great if M&S wants to connect users with products as quickly as possible, but not so great if they want them to engage with the features in the page's main area. It's worth noting that only one of our forty users actually clicked an item in the main body of the page (Then again, some of the features target quite specific demographics).

It is interesting to see the apparent linkage between "Women" - the first option in the main navigation menu - and "Women" - the first option / heading in the left-hand navigation menu. Having looked at "Women" in the main menu we might have expected users to proceed horizontally across the rest of the options in the main menu, but instead they were drawn down the left column by the second "Women" option. Video replays of the individual sessions confirm this visual linking effect."   continued ...   (Via etre)



MarksAndSpencer.com heatmap - User Interface Design, Human Computer Interaction (HCI), Ergonomics

MarksAndSpencer.com eye tracking heatmap

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