Tools

Feature Analysis of an Online Product or Service

Figure 1: excerpt from an online feature matrix

purpose

A feature analysis allows you to compare specifics of your (client's) online product or service offering to competitors. This matrix allows intelligent business decisions to be made with current awareness of how competitors are (not) handling comparable options and opportunities.

method

• brainstorm initial criteria with client
• identify competitor URLs
• start surfing, about 15 minutes per competitor site
• refine criteria, revisit URLs as necessary
• write executive summary and analysis, as appropriate

Visual Presentation of Competitors on the Web

Figure 2: side-by-side thumbnails allow fast comparison of key visual interface elements.

purpose

Provide your client or design team with a visual overview of competitor interfaces at-a-glance. Makes it easy to spot trends in look and feel among sites in a given industry.

method

• consider audience technology
• identify competitor URLs
• screen captures, about 2 minutes per competitor site
• add executive summary, if appropriate

Presence Evaluation

Presence comes down to two questions for the client, brand, product, or service of interest:

1. Can people find us online? This type of presence (or lack of presence) might be called Search Presence.
2. If people have found us, what are they saying about us online? This sort of presence can be referred to as Discussion Presence.

Search Presence Analysis

Figure 3: SavvySearch position analysis tool

purpose

Provide feedback on a client's efforts at search engine placement and results optimization against desired key terms.

method

• determine key terms. top-down, from client; bottom-up, from search logs or on-site poll. Typically query from two scenarios: 1. user knows this URL exists and is trying to recall by exact name, 2. user is performing a general subject search related to this client URL.
• query key terms in an online position-analysis resource (or perform manually if desired)
• report results with suggestions for legitimate improvements to the online content.
• re-submit the URL to appropriate directories and indexes

Discussion Presence Analysis

Figure 4: Usenet mentions of a client name over time

presence analysis - health/diet presence analysis - insurance trademark abuse - zoological society attitude discovery

purpose

Is there a consumer audience online discussing our company, product, or service? Is this audience waxing or waning? What are they saying about us? Which of these online audiences is the most appropriate target market for our product?

method

• define research question and goal
• spot-check some sample queries in a discussion search engine
• run queries over desired time period
• analysis, maybe help from a statistics guru
• present data, usually tables or charts

Usability

Figure 5: excerpt from a usability review for a client web site

purpose

Determine how well a (client's) interface and related online factors adhere to web usability principles, and suggest improvements.

method

• establish usability criteria/template
• surf the site in question, record observations
• compare real to ideal, recommend improvements

Figure 6: detail - use of frames - from an online usability review

Systems Analysis & Design

Figure 7: client extranet access to online systems analysis report

purpose

Refine systems in the context of an entire department, organization, or information watershed.

method

Systems analysis (and friends, e.g. contextual analysis) is a long, formal process, unique to the client and situation being studied. It is not the kind of service you'd perform in an afternoon--but its definitely an option that librarians should be aware of and prepared to recommend to clients with complex situations where information needs and retrieval may be a small part. The broad steps:

• define user/audience, scope/focus
• determine needs
• audit existing systems
• research alternatives
• iterative design, development
• implementation (including training, documentation, conversion)
• maintain, monitor, refine