Applications of Digital Marketing
Case study report
User Experience: Evaluating Websites
The aim of the exercise is to carry out a critical evaluation of the user experience provided by a company website.
The assessment is in two parts.
1) Undertake your own research, drawing on both the academic and practitioner literature, to identify the key features of good website design in terms of usability and persuasiveness. You should then use this research to create a list of criteria identifying the factors to consider when analysing and evaluating user experience. It is essential that your criteria evolve from your research and that your comparison of the two sites is more than just a tick box activity.
2) Select the website of an organisation of your choice – your primary site – and that of a close competitor – your secondary website, to apply your criteria. The evaluation should be provided for both websites from the point of view of an online marketing manager. You will need to evaluate and explain the scores given. Your conclusion should include an overall assessment of the user experience provided by each website and a decision as to which is most effective in terms of persuasiveness and ease of use. You should include any recommendations you would make to improve them.
(Please note that it would be advisable to avoid the very large sites such as Amazon and eBay in your study.
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