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Part: III Appendixes > Analyzing Process Data

Analyzing Process Data

Think about what you saw and what the participants said. Did they understand the things you thought they would? Were they confused by any terms or concepts? If so, maybe things need to be renamed to use FAMILIAR LANGUAGE (K11) or explained in greater detail. If the concept in question is a concept fundamental to the Web site, be sure to make that fact clear on the homepage because otherwise people might leave without ever bothering to figure it out.

What errors could they recover from? For example, did they click on a link but then quickly realize that it was the wrong one? It is important to minimize these kinds of problems, but these are usually just minor annoyances. A bigger problem would be indicated by systematic “ping-ponging”—that is, repeated back and forth attempts from one page down unfruitful paths. Such behavior would suggest a need for more DESCRIPTIVE, LONGER LINK NAMES (K9), which would give the participants more “information scent” to find the page they're looking for.


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