Study Summary
Study Summary
Study Summary
Circumstance: Adobe needed to consolidate over 1,000 webpages down to 50 but lacked data-driven insights on how their target users navigated and engaged with their desktop and mobile websites.
Circumstance: Adobe needed to consolidate over 1,000 webpages down to 50 but lacked data-driven insights on how their target users navigated and engaged with their desktop and mobile websites.
Circumstance: Adobe needed to consolidate over 1,000 webpages down to 50 but lacked data-driven insights on how their target users navigated and engaged with their desktop and mobile websites.
Methods: We conducted a biometric research study to identify common website navigation patterns, determine which content elements drove user engagement, assess workload, and provide recommendations for the website consolidation strategy. We tested this objective with 58 specialized participants (29 marketing professionals and 29 IT developers) who understood technical industry acronyms.
Methods: We conducted a biometric research study to identify common website navigation patterns, determine which content elements drove user engagement, assess workload, and provide recommendations for the website consolidation strategy. We tested this objective with 58 specialized participants (29 marketing professionals and 29 IT developers) who understood technical industry acronyms.
Methods: We conducted a biometric research study to identify common website navigation patterns, determine which content elements drove user engagement, assess workload, and provide recommendations for the website consolidation strategy. We tested this objective with 58 specialized participants (29 marketing professionals and 29 IT developers) who understood technical industry acronyms.
End Result: On mobile pages, users rarely scrolled past the first few panels and on desktop users ignored images and focused on headers, CTA buttons, and "recommended for you" sections. Users enjoyed videos to gain product knowledge, but negatively perceived cases as ads rather than sources of information. Further, Adobe acronyms were confusing even to technical users. Through out recommendations Adobe was able to proceed confidently with its consolidation strategy, informed by actual user behavior data.
End Result: On mobile pages, users rarely scrolled past the first few panels and on desktop users ignored images and focused on headers, CTA buttons, and "recommended for you" sections. Users enjoyed videos to gain product knowledge, but negatively perceived cases as ads rather than sources of information. Further, Adobe acronyms were confusing even to technical users. Through out recommendations Adobe was able to proceed confidently with its consolidation strategy, informed by actual user behavior data.
End Result: On mobile pages, users rarely scrolled past the first few panels and on desktop users ignored images and focused on headers, CTA buttons, and "recommended for you" sections. Users enjoyed videos to gain product knowledge, but negatively perceived cases as ads rather than sources of information. Further, Adobe acronyms were confusing even to technical users. Through out recommendations Adobe was able to proceed confidently with its consolidation strategy, informed by actual user behavior data.