The Usability Blog
A Practical Guide to User Experience Insights

Web Testing, Website Usability – Usability Sciences

Dallas, TX, May 8, 2007 – Irving-based Usability Sciences Corporation recently introduced a new solution for creatingbehavior-based personas for websites. This new solution leverages the corporation’s patented WebIQ® technology as well as its industry leading user experience methodologies to deliver superior results. This is the latest addition to Usability Sciences’ integrated suite of more than 15 user experience service solutions including online user experience research and lab-based usability testing.

To radically improve the process of behavior-based website persona development, Usability Sciences’ methodology begins with collecting data from the actual site visitors to discover their attitudes, intents and behaviors. Using WebIQ®, thousands of site visitors answer questions upon arriving at the site, their click-stream activity is captured while on the site, and then they answer additional questions about their experience upon leaving the site. Using its industry leading Attitudinal Analytics® methodology, Usability Sciences analysts then uncover critical attitudes, intents and behaviors across appropriate segments. This analysis of actual customer behavior is used to identify and create the base set of personas. Usability Sciences then conducts focus groups to round out the demographic and psychographic information for each persona. Finally, Usability Sciences analysts apply its Attitude Modification and Behavior Prediction Models™ to predict the behavior and desires of each persona.

According to Sandy Heilman, former Senior Vice President of Marketing for a leading national hotel chain, Usability Sciences’ persona solution provides a cost effective method for discovering the true needs of website customers who transact online. “Because of the Usability Sciences persona solution, we were finally able to determine which modifications were needed for our most important user profiles. Personas provided us with a deep understanding of our online customers. Armed with this critical customer insight, we were better positioned to develop an enhancement plan for our site that could ultimately provide the greatest impact on conversion rates, revenue, and success ratings.”

Jeff Schueler, CEO of Usability Sciences Corporation, added, “A behavior-based methodology greatly reduces the risks inherent in traditional methods of persona development because it uses actual customer behavior data in its persona formulation process. This insures that design decisions are most accurately targeted toward the site’s primary user(s) with maximum impact, which can lead to significant increases in revenues, brand loyalty, and other types of conversions.”

To find out more, come see Jeff Schueler co-host a workshop entitled, Making Rich Media a Rich Source of Sales at the upcoming Internet Retailer Conference and Exhibition scheduled to take place June 4-7, 2007 at the San Jose Convention Center. Schueler will discuss which kinds of rich media are most influential to buyers, as well as provide detailed reporting on both how consumers use rich media and ways to improve rich media content.

About Usability Sciences: For nearly 20 years Usability Sciences Corporation has been helping clients discover the attitudes, intents and behaviors of their customers so they can leverage the power of their online presence across all of their customer channels. Hundreds of the largest global multi-national, multi-channel companies have chosen Usability Sciences to increase sales and conversion rates, improve brand loyalty, and differentiate themselves from competitors. For more information contact Usability Sciences at 972.550.1599 or on the web at /.



Usability Sciences Corporation has been helping clients with their web usability & testing services to increase sales and conversion rates, improve brand loyalty, and differentiate themselves from competitors.


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“From beginning to end, everyone I interacted with from Usability Sciences was professional and thorough. I was impressed with the testing technology, the methodology and especially the team that led the project. This is one of the most impactful pieces of research I have ever delivered to my team. Thank you!”

Kevin King
Senior Director of Digital Media, A&E Television Networks

“USC managed tight timelines and a client team that was tough to wrangle, But more importantly, the quality of the work was exemplary. It's work I would hold up as "the way we should do things" and share as a case study across the organization.”

Group Product Director
Digital Marketing, Pharmaceutical Company