3. 3
1. SCENARIO
• The following selection has been drafted by considering the scenario of leading references for
TELCO industries.
• The analysis is based on the best practices in use and it relates to the 8 companies listed below:
1.
Comcast (USA) - http://www.comcast.com
2. Mobinil (Egypt) - https://www.mobinil.com/en
3. Movistar (Spain) - http://www.movistar.es
4. Telenor (Sweden) - http://www.telenor.se/privat/index.html
5. T-mobile (UK) - http://www.t-mobile.com
6. Verizon Wirless (USA) - http://www.verizonwireless.com
7.
Virgin Mobile (USA) - http://www.virginmobileusa.com
8. Vodafone (UK) - http://www.vodafone.co.uk
5. 5
2. WEB ANALYTICS METRICS
• The most important purpose for a website is to MEET THE NEED OF USERS, providing a clear and
relevant information environment that allows users to easily find what they are seeking for.
• To achieve that, a website should comply with the following key metrics:
1. Cross-Device
2. Information Architecture
3. Information and Services
4. Labelling and Wording
5. Look and Feel
6. 6
2.1 WEB ANALYTICS METRICS: Cross-Device
• Apart from the desktop-based traffic, it is of
paramount importance to take into account all
the other devices, both tablets and
smartphones.
• A good design has to build optimized contents
to deliver the best navigation experience
possible even for mobile-based traffic.
• RWD, Responsive Web Design, is an approach aimed at crafting sites to provide an optimal viewing
experience: easy reading and navigation with a minimum of resizing, panning, and scrolling, across a
wide range of devices (from desktop computer monitors to mobile phones).
7. 7
2.2 WEB ANALYTICS METRICS: Information Architecture
• A website navigation scheme should make desired information or
functionality EASY TO BE FOUND.
• Ensure users can quickly find what their looking for
by creating an easily understandable website structure.
• Information architecture should:
• Be easy to learn
• Be hierarchical
• Group navigation into logical units
• Be consistent throughout the website
• Use the minimum number of clicks to arrive at the next destination
• Provide feedback, such as the use of breadcrumbs to indicate how to navigate back
8. 8
2.3 WEB ANALYTICS METRICS: Informations and Services
• Both users and search engines love content-rich
websites, but having a lot of content isn’t enough.
• Page contents must be relevant, clear, accurate
and directly related to the website’s main purpose.
• There are two main reasons for content relevancy:
• Users who have to search through multiple pages to
find informations won't be visitors much longer
• The more relevant the web site's content is for a
specific topic, the more likely the site is to show up
near the top of search results for that topic (Search
Engine Optimization – organic results)
9. 9
2.4 WEB ANALYTICS METRICS: Labelling and Wording
• Using talking labels for links that lead to a
related page or menu is crucial to guide
user’s navigation process.
• Even the disposition of both items and
sections has to be clear and immediate.
• It is recommended to use labels that are
easy-to-get, and creative wording is
forbidden.
• Information has to be presented, structured and sorted in such a way that machines can read and
understand it as much as humans can, with NO AMBIGUITY.
10. 10
2.5 WEB ANALYTICS METRICS: Look and Feel
• The interface should bring together information architecture with the brand’s values.
• Type, colors, images, graphics are a logical extension of the brand’s visual identity.
• Reference parameters:
• Layout – items and spaces: disposition of objects in-page
• Cognitive noise: graphic consistency (correspondence between form
and function)
• Visual noise: unnecessary and distracting elements
• Typography: choice and usage of typefaces
13. 13
3.1 BENCHMARK: Comcast (USA)
1. Cross–Device: not responsive, (light) mobile version instead
2. Information Architecture: apparently well structured, an in-depht navigation reveals problems (duplicated
menus; many external links to others company’s websites, that do not show any visual/structural connection
with the reference website)
3. Information and Services: the main offer is represented by a single macro plan, taylored for various services/
products + service details pages are well designed, both visually and structurally
4. Labelling and Wording: ambiguous and confusing (ex: PRODUCTS is about services)
5. Look and Feel: brand's visual identity is difficult to perceive (too many colors in page) + looking at the topheader, Comcast’s logo is too close to the Xfinity logo, and it could be confusing to users
Cross-Device
Information
Architecture
Information and
Services
Labelling and
Wording
Look and Feel
1.5
2.0
3.5
2.0
2.5
15. 15
3.2 BENCHMARK: Mobinil (Egypt)
1. Cross–Device: not responsive, any mobile version
2. Information Architecture: well performing navigation structure with no ambiguous paths, even if some menus
are duplicated/incomplete
3. Information and Services: content is relevant, well-presented and meets the real offer (services + devices)
4. Labelling and Wording: (almost) always clear and efficient – ex: under ENTERTAINMENT there are links to
8000 and 1111 for football options, which are too unclear to be mentioned in such a way in a second level menu
5. Look and Feel: flat graphic, feeble impact, too much text
Cross-Device
Information
Architecture
Information and
Services
Labelling and
Wording
Look and Feel
0
3.5
4.0
3.5
2.0
17. 17
3.3 BENCHMARK: Movistar (Spain)
1. Cross–Device : not responsive, mobile version instead
2. Information Architecture: different sections for different needs (personal, self-employed, business) + sections
refer to each other as part of the same project (both visually and structurally) + not always easy to
understand how to go back to the previously visited page
3. Information and Services: well detailed informations and focus on the customer (the main menu has a
dedicated option “Atenciòn al cliente”, with a support live chat) + core offers about landline and mobile
based services, internet and tv services
4. Labelling and Wording: work together with information architecture, emphasizing its structure
5. Look and Feel: the usage of both colours and typography enhance the brand’s identity
Cross-Device
Information
Architecture
Information and
Services
Labelling and
Wording
Look and Feel
3.0
4.0
4.5
4.0
4.0
19. 19
3.4 BENCHMARK: Telenor (Sweden)
1. Cross–Device: responsive
2. Information Architecture: very well structured + possibility to switch from Private to Companies versions +
breadcrumbs under the main menu, to support wayfinding decisions
3. Information and Services: compared with the offer of the leading companies, contents seems to be relevant
and consistent (services + products + customer assistance)
4. Labelling and Wording: the main drop-down menus use, when possible, the same labels (ex: Deals, Good to
know, Get started, Get more), and this feauture helps in making the web-site usage easy-to-learn
5. Look and Feel: texts used to be coupled with graphics and icons, friendly approach, strong impact
Cross-Device
Information
Architecture
Information and
Services
Labelling and
Wording
Look and Feel
5.0
5.0
4.5
4.5
5.0
21. 21
3.5 BENCHMARK: T-Mobile (UK)
1. Cross–Device: not responsive, (light) mobile version instead
2. Information Architecture: hierarchical structure is clear, appropriate and never redundant (in terms of
duplicated menus/items) + from the top-header it is possibile to switch from Personal (default) to the
Business duplicated site
3. Information and Services: contents are relevant and consistent + the offer is as vary as complete, from
products and services to customer care
4. Labelling and Wording: effective and well coupled with contents
5. Look and Feel: close attention to details, exept from typography usage (font size is often too small)
Cross-Device
Information
Architecture
Information and
Services
Labelling and
Wording
Look and Feel
1.5
4.5
4.5
4.5
4.0
23. 23
3.6 BENCHMARK: Verizon Wireless (USA)
1. Cross–Device: not responsive, mobile version instead
2. Information Architecture: as the website is wide so the structure is solid and well-defined, starting from a
clear separation based on different user’s target (Wireless, Residential and Business – Small business,
Medium and enterprise, Government, Industries) + navigation rarely supported by breadcrumbs
3. Information and Services: broad offer, everything is tailored to make the best proposals depending on the
user’s location and needs – a Select Location form is required to access some important sections of the site
4. Labelling and Wording: clear, well-explained and recurring (same wording for different sections)
5. Look and Feel: graphics and text well-combined to communicate the brand identity + text could be used
better (there are long and small-written paragraphs on main pages, with provisions and legal terms)
Cross-Device
Information
Architecture
Information and
Services
Labelling and
Wording
Look and Feel
3.0
4.0
5.0
5.0
4.0
25. 25
3.7 BENCHMARK: Virgin Mobile (USA)
1. Cross–Device: not responsive, mobile version instead
2. Information Architecture: the structure of the website is not perceivable at a first sight but displayed step by
step, with breadcrumbs
3. Information and Services: the offer is not as rich as the benchmark suggest it could be (both in terms of
products/ services and customer care) but well detailed and supported by a Why choose us option in the
main menu – easiness to go
4. Labelling and Wording: not always self-explaining and sometimes contradictory
5. Look and Feel: user friendly + consistent throughout the website and with the brand identity
Cross-Device
Information
Architecture
Information and
Services
Labelling and
Wording
Look and Feel
3.0
4.0
4.0
2.5
4.5
27. 27
3.8 BENCHMARK: Vodafone (UK)
1. Cross–Device: not responsive, mobile version instead
2. Information Architecture: clear and well structured in all its parts + the absence of breadcrumbs is partially
recovered by the secondary menu on the left
3. Information and Services: contents are as rich as clearly exposed
4. Labelling and Wording: coincise and precise, never ambiguous neither redundant
5. Look and Feel: user friendly + layout, colours, text, graphics work well and communicate accurately the idea
of the brand
Cross-Device
Information
Architecture
Information and
Services
Labelling and
Wording
Look and Feel
3.0
4.5
5.0
5.0
5.0
