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Knowing When You're Done

You'll really never be done, but you know you're close when testers find only minor annoyances or rate the website as uneventful. Usability measurement does not stop when the website launches or the version rolls out. The Internet, products, marketplace, and customers all change over time at different rates and levels and in different directions. Usability measurement is your means to ensure that your website keeps up with the important evolutions. You also need to test to make sure that “uneventful” does not equate with boring.

In our research, we found that the customers of today are not necessarily the customers of tomorrow. For example, early online store research with customers showed the average age of an online purchaser higher than it is today. We've found that the online shopper and customer demographics have changed significantly from when we conducted our initial testing. Today—five years later—purchasers are younger, more savvy, and more conscious about choices. Products in the marketplace are also very different.


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