With Usability Testing, Analog Devices Positions its Web Site for a Global Marketplace

Challenge

Analog Devices, Inc. (ADI), the global leader in high performance signal processing solutions, operates localized web sites in countries around the world. Upon learning that their web sites might not be supporting the needs of local markets, ADI engaged Molecular to validate their design decisions with customers and non-customers across the globe and uncover any opportunities for future site enhancements.

Approach

To assess the effectiveness of ADI’s current design choices, Molecular took a three-pronged approach:

• Global Usability Testing: Molecular conducted usability tests with 35 customers and non-customers in the U.S., Europe, China and Japan to identify potential usability issues and recommend strategies for improvement.
• Quantitative Analysis: To distinguish between what customers say and what they actually do, Molecular then analyzed log file data relating to the issues uncovered during usability testing. By analyzing visits to ADI’s web site, Molecular gathered data on the actual behaviors of the entire user base, rather than just the small sample used for usability testing.
• Visual Recommendations: Results of the usability tests and log file analysis were used to make recommendations for design improvements to ADI’s web site.

Benefits

Molecular’s usability testing approach enabled ADI to:

• Assess the effectiveness of their current design choices and identify unknown usability issues with navigation, terminology, and design.
• Prioritize the types of content that should be translated into the local language to support the needs of local markets.
• Identify future enhancements to their web site.
• Understand the cultural impact to their international customers and prospects to design a web site that will be successful in a global marketplace.