IDEXX is a Fortune 1000 company dedicated to innovative diagnostic products and services for veterinary, food and water testing industries. IDEXX engaged Mad*Pow to improve the usability and increase the marketing effectiveness of the IDEXX.com website that was organized by company line of business instead of customer needs.
To determine the strengths and weaknesses of the current site and to inform long-term strategy for the IDEXX.com website, Mad*Pow conducted two different user-centered design methods. We conducted over a dozen one-on-one usability test sessions with different audience types including veterinarians, practice managers and technicians. Participants started the study with free exploration exercises to give researchers an indication of high-value tasks and overall user experience of the current site. In addition we moderated discussions with groups of 8-10 participants regarding future direction for the IDEXX.com website. Group-based discussion allowed participants to build on each other’s comments. Results of usability study informed re-organization of site content based on a variety of dimensions including discipline, product, disease, and product type. Subsequent usability testing validated new information architecture. We also developed proposed new designs and a strategic development plan that balanced cost and effort for proposed new features and functionality.
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