We Start with the Customer

Highdive believes that a successful website is one that speaks directly to the intended audience, in a way that makes sense to them. The more in-tune a business owner is with the audience needs, the more successful the user experience will be when interfacing with an organization’s website.

 

If you don’t talk to your customers, how will you know how to talk to your customers?

To ensure a successful user experience, we focus on the psychology of how people use the web — what motivates them, what promotes high regard, what keeps them coming back.

  • Where a person may feel positive about a website that is easily navigable and answers their questions quickly and easily , frustration can set in if a person cannot find something on a site (or the site does not provide the expected tools to successfully accomplish an online task).
  • We know that these frustrated people are NOT dumb or incompetent, rather the website is likely not doing a good job communicating to them.

We educate business owners — through customer feedback, recommendations, and observed behaviors — about what their customers are telling them — and how they can improve.

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  • “Sixty-six percent of customers agree that valuing their time is the most important thing a company can do to provide good service. Forty-five percent of US online adults will abandon [a website] if they can’t find a quick answer to their question.”
    - Forrester Research

Highdive offers services to enhance the content organization, design, and tools a visitor would use to accomplish their online goals:

 Focus Group Facilitation

This is the PROACTIVE approach to requirements gathering. With Focus Group Facilitation, we gather a statistically representative sample of users and have them brainstorm together to help organize website content in a way that makes sense to them, offer recommendations about functionality that would improve usability, and identify features that would make their experience a positive one.

 Usability Studies

This is the REACTIVE approach to requirements gathering. With Usability Studies, we work one-on-one with website users and walk them through scripted scenarios online, observing their behaviors, successes, and failures. We then ask impressions about the website in general, and based on their experience, solicit recommendations about ways to improve it.

What is the core difference?

Focus groups elicit opinions, usability tests observe behaviors.

"By 2020, customer experience will overtake price and product as the key brand differentiator."

–Customers 2020 Report

Methods

Ethnographic Research

observe society from the point of view of the user

User Testing

evaluate a product by testing it on users, observing them in real-life situations

Focus Groups

users provide perceptions, opinions, beliefs, and attitudes towards a product, service, concept

Customer Journey Map

diagram that illustrates the steps your user(s) go through in engaging with your company

Eye Tracking

test users’ responses to websites and other promotional material by watching eye movement

Card Sorting

organize topics into categories that make sense

Competitive Analysis

assessment of the strengths and weaknesses of current and potential competitors

Online Surveys

gather a host of information regarding a particular subject

A/B Testing

method of comparing two versions of a webpage or app against each other to determine which one performs better

Wireframes

visual guide that represents the skeletal framework of a website

Prototypes

early sample, model, or release of a product built to test a concept or process

Web Analytics

measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage

Pricing

 

Usability Studies start at $3,500

With Usability Studies, we work one-on-one with website users and walk them through scripted scenarios online, observing their behaviors, successes, and failures. We then ask impressions about the website in general, and based on their experience, solicit recommendations about ways to improve it.

Includes:  recruiting usability study participants from defined target audience (based on 5 participants), generating test scenarios, observing participants.

Output:  usability report (trends), results of survey, prioritized website recommendations, videotapes of usability study sessions.

 

Focus Groups start at $2,750

With Focus Group Facilitation, we gather a statistically representative sample of users and have them brainstorm together to help organize website content in a way that makes sense to them, offer recommendations about functionality that would improve usability, and identify features that would make their experience a positive one. 

Includes:  recruiting focus group participants from defined target audience (based on 5 participants), generating questions to be answered /designs to be discussed, defining 50+ words for ranking and sorting

Output: user goals, feature recommendations (tools), content organization / sorting cluster analysis (menu), content ranking analysis (calls to action), focus group discussion summary, video tapes of focus group session

Want a free 1-hour consultation to discuss how to see your site from your customers’ perspective? Let’s chat.

 
 

 

User Experience Strategy Projects

University of Washington

City of Seattle

Gretchen’s Shoebox Express

CredAbility

Saving Water Partnership

Trinity Lutheran College

WaterBusters!

T-Mobile Towers

We help you to get out of your own way and create solutions that
work for your CUSTOMER.

 

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