Presented at the EM5 Marketing Conference in Boston in 2006.

1. Website Navigation and Design For eMarketing : Understanding User Behavior Online October 19, 2005

4. Knowing Your Audience: Research Tactics Contextual interviews in users’ workplaces and homes captures information about daily activities, attitudes, and needs Camera studies allow people to interpret their environment and activities when we can’t be there Focus groups solicit opinions and preferences from in-person samples of customers Surveys capture quantitative data about usage and preferences Collaborative design , such as collaging, actively engages customers Card sorting captures customer feedback about categorization and labeling Traditional techniques solicit opinions Interactive techniques observe behaviors

7. Focus on the most valuable customers Inflexible Destination Very flexible Destination Inflexible Schedule Very flexible Schedule                        Date Shufflers Date Explorers Destination Seekers Know-it-alls

8. Retail case study: Let’s go shopping!

11. There are also Different Levels of Skill “ I do like trying on clothes and experimenting with different styles. I suppose I like trying to create a look that people who know me will see me reflected in the clothes.” (Susan, Rochester) “ I’m not good at mixing and matching, I just don’t know how to do that… I need help with it.” (Colleen, Chicago) Others feel at a loss when it comes to making an outfit that looks good on them and inspires confidence Bad Some people have developed their own personal sense of style and dress confidently Good

12. And also a Love/Hate Preference for Shopping “ I almost never buy an outfit already pulled together. I love to shop and usually make many trips to put an outfit together. I like trying to find pieces from a variety of source and especially like to find a good bargain!” “ I have always hated shopping. Even when I was financially secure, I hated spending a lot of money on clothes…I would shop out of desperation with no idea what I was looking for…” Others would rather have all their teeth pulled than go shopping. Hate Some people love to shop – they go frequently, trolling for ideas and bargains. Love