Part of the E-Commerce User Experience Series
This 83-page report describes the methods used for our e-commerce user research and includes a summary of user demographics. It provides the details of the methods used, including a diary-based longitudinal study, usability testing, eyetracking research and expert reviews. The report explains the reasons for the methodologies selected, the tasks and instructions used for each part of the study, and the lessons learned from using these methods. The details of our studies will help you run your own usability studies.
The recommendations based on any usability study are only as good as the data and information collected. The quality of this information relies on the methods used to collect the data. We work to establish a standard with which to measure the methods used in other studies. We hope to discourage poor-quality imitators while helping our peers (and motivating ourselves) to produce work of even better quality in the future.
The information in this report is based on two separate rounds of e-commerce studies, including:
Representative users tested 206 e-commerce websites. The studies took place in the United States, the United Kingdom, Denmark, and China (Hong Kong).
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