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Determing a Website's Strengths and Weaknesses

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.

Project highlights:

  • Usability tests provide general feel for the experience
  • Discussion groups offer constructive idea flow

Various Research Methods Generate New Design Proposals

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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IDEXX
Determing a Website's Strengths and Weaknesses

Services

Team
Megan Grocki Experience Strategy Director
Brad Honeyman Chief Operating Officer   Contact Brad
Amy Cueva Founder and Chief Experience Officer   Contact Amy

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