Taking XtraMSN to the next level
A successful collaborative effort has led to the development of an award-winning website, doubled web traffic to broadband content and greatly improved user experience for visitors to Xtra's new homepage, www.xtramsn.co.nz.
In 2004, Optimal Usability was engaged by Xtra to complete a range of usability testing on the site, which was undergoing an extensive redesign. Xtra had done a number of usability studies internally but were looking for expert external advice to guide them on ways to improve the site further.
Xtra Head of Broadband and Internet Chris Thompson said the redevelopment of xtramsn was a major project.
"Creating the new site involved coming up with a new look and feel, substantially altered layout, new methods of navigation and incorporating fresh content for broadband users," he said.
Optimal Usability director Trent Mankelow said inherent in any redesign process are a number of risks. Ensuring that the new site still serves customers' needs, looks good and improves on the previous effort is a delicate balancing act. Added to that is the need to ensure that the site is easy to access and navigate.
"We approached testing of the Xtra site with the ultimate goal of being able to help them achieve some of their wider business objectives. A lot of exciting new content had been added to the site in the broadband area, allowing customers to stream audio and video clips," said Mr Mankelow.
"What we wanted to test was whether customers could access that information easily, and if not, why not? With that information we were able to help the team at Xtra develop ways to better direct visitors to the broadband area on the site," he said.
Optimal Usability took 15 internet users of varying ages, genders, locations and level of computer skill and tested the site's usability over three days. The participants used the site to find out information on a range of topics - from the weather to sports results. During the testing, the Optimal Usability team observed participants closely and discovered some key issues around its design and navigability.
"By the end of the second day we had identified a couple of big issues that we felt could prevent users from delving deeper into the site. One of these involved the purpose and function of a dynamic window at the top of the page. The objective of this dynamic window was to showcase broadband content and draw users deeper into the site. The images rotated too quickly, meaning people ignored the dynamic window or assumed it was advertising.
"In fact, this was a key component of the site for Xtra. Without altering the design of the dynamic window we could see that it was not meeting its objectives - this window was the main entry point to their new broadband content," said Mr Mankelow.
By working collaboratively with Xtra, Optimal Usability were able to help develop a series of changes and improvements to the site.
Mr Thompson said Xtra's partnership with Optimal Usability meant during testing they were able to incorporate feedback from initial user testing into the design and then retest those changes.
Subsequently, the new site won the 'Best new website or relaunch' at the 2004 NetGuide Web Awards - beating out 470 entrants in that category. The homepage also won best portal front page in the 2005 Hitwise Online Performance Awards.
"The main bonus was the increase in traffic visiting our broadband pages. Page Impressions have doubled and Unique Browsers have tripled. We've had a heap of positive feedback on the changes we made with visitors to the site telling us they are attracted to the new broadband content," said MrThompson.
