Your Online User Experience is Failing if:
 
Date: 2/28/02
1. Customers are complaining about the experience - via all other possible channels.
   
2. The site fails the "First Use" case: log files indicate that users are arriving - and leaving - without doing anything.
   
3.

Log files indicate that users are entering search terms that should be readily apparent in the site navigation.
 
4. The user activities and behaviors that drive the business case - performing certain tasks or transactions or customizing the experience - never get completed. Worse yet, they never get initiated.
 
5. Log files indicate that customers are "jumping channel" - such as picking up the phone to call customer service - before completing transactions.
   
6. Your brand proposition statement does not hold for the online channel.
   
7. The metrics that determine business success for the online channel - such as number of completed transactions or rate of adoption of features - are moving in the wrong direction as measured over time.
 
 

© 2002, Karen Donoghue. All rights reserved.