Taxonomy and Using Tree Tests to Optimize Site Navigation and Content Structure
How to Improve Content Findability and Optimize Information Architecture with a Tree Test
Transcript of How to Improve Content Findability and Optimize Information Architecture with a Tree Test
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How to Improve Content Findability & Optimize
Information Architecture with a Tree Test
www.userzoom.com
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The #1 Platform for Agile Usability Testing & User Experience Analytics
Our all-in-one enterprise solution make research & testing
cost-effective, agile and easy
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• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
Quick Housekeeping
Continue the discussion using #LearnRemoteUX
Continue the discussion using: #LearnRemoteUX
How to Improve Content Findability & Optimize Information Architecture with a Tree Test
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Sneha Kanneganti
UX Researcher
UserZoom
speaker
Meet Your Speaker
How to Improve Content Findability & Optimize Information Architecture with a Tree Test
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Agenda
Continue the discussion using #LearnRemoteUX
About Tree Testing UserZoom Tree Test
ExperienceResults & Analysis Questions
How to Improve Content Findability & Optimize Information Architecture with a Tree Test
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The Purpose of a Tree Test
• Usability tool to evaluate the findability, labeling and organization
of topics in a navigation structure
• Tree is the site structure or the hierarchy of information without
visual cues or navigational aids.
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Questions you can address with a Tree Test
• Can people find what they are looking for?
• How well does the navigation labeling help users find
information?
• Do their expectations match where the information is
currently located?
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Tree Test Scenarios
New Design
Evaluate Existing Design
Benchmarking Old vs. New Design
• Thinking of testing the efficacy of the existing site structure
• Helps create a baseline of performance
• Want to test a proposed site structure and evaluate the efficacy of the
taxonomy in aiding findability
• Allows you to identify navigational issues prior to building a prototype or a
dynamic website.
• Provides metrics on how much better (or worse) the new design is to the old
one.
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Tree Test Scenario: Validate a Card Sort Finding
New Design Validation
Ink & Toner
All Brands Ink & Toner Finder
Brother Ink & Toner Finder
Canon Ink & Toner Finder
Dell Ink & Toner Finder
Epson Ink & Toner Finder
Paper & Pads
Paper
Copy & Multipurpose
Paper
Recycled Paper
Colored Paper
Card & Cover Stock Paper
Photo Paper
POS Rolls
Paper Rolls
Thermal Rolls
Add Rolls
Office Supplies
Art & Teaching Supplies
Binders & Accessories
View Binders
Non-View Binders
Presentation
Report Covers
Two-Pocket Portfolios
Index Dividers
Technology Products
Computers
Laptops
Tablets
Desktops
Computer Accessories
Flash & Computer Memory
Flash Memory
Computer Memory
Copy & Print
Copies & Printing
Business Cards
Business Cards Full Color
Business Cards One & Two Color
Instant Business Cards
Task 1: Where would you go to find a mouse pad?
Task 2: Where would you go to find a 3 ring binder?
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Tree Test Results
What information do we care about?
• The percentage of success.
• How many found it in the first attempt vs. all attempts?
• How confident are they?
• How easy was it to find it?
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The UserZoom Experience
Participant Experience / Results in UserZoom
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Tree Test Results
Success55%
Non-Success
45%
What information do we care about?
45%
100%
44%
11%
Confidence - NonSuccess
Confidence -Success
6 or 7 (Very Confident)
3,4,5 (Neutral)
1 or 2 (Not at all Confident)
Task Success
Confidence of the right selection
Confidence rating 7-point scale. Where 1 is Not at all confident and 7 is Very Confident Confidence
Su
cc
es
s
Ideal
Difficult
https://www.measuringu.com/blog/tree-testing-ia.php
Mousepad non-success
45%
Mousepad Success
55%
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How many completes?
• How well the sample represents the
population is gauged by two important
statistics – the survey’s margin of error and
confidence level.
• Margin of Error and Sample Size have an
inverse relation.
• It is a matter of risk tolerance.
Completes
Sample
80% 90% 95%
% Margin of
Error +/-
% Margin of
Error +/-
% Margin of
Error +/-
10 20.27 26.01 31
20 14.33 18.39 22
100 6.4 8.3 9.8
150 5.3 6.7 8
200 4.5 5.8 6.9
250 4.1 5.2 6.2
300 3.7 4.8 5.7
350 3.4 4.4 5.2
400 3.2 4.1 4.9
450 3 3.9 4.6
500 2.9 3.7 4.4
550 2.7 3.5 4.2
600 2.6 3.4 4
650 2.5 3.2 3.8
700 2.4 3.1 3.7
750 2.3 3 3.6
800 2.3 2.9 3.5
850 2.2 2.8 3.4
900 2.1 2.7 3.3
950 2.1 2.7 3.21000 2 2.6 3.1
In the Study Example
• N = 20. Success = 55% Margin of Error +/-
22% at 95% confidence.
• We can say with 95% confidence that
between 33% and 77% of all users would find
the item (Mouse pad) in the same tree test.
* Table shows error percentages a 50% agreement
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How many Trees?
• Depends on the complexity of the navigation tree and the difficulty of the task.
• Time of a unmoderated remote study should be limited to 15-20 minutes.
• 3-5 tree tasks with pre and post task question.
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Combine with other study types.
Best Practices
Iterations. Test often.
Targeted Participant Profiles.
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UserZoom vs. Other Tree Test Software
Multiple Trees Yes Yes
Pre-Post Survey Questions Yes Yes
Mixing Card Sorting + Tree Testing Yes Yes
Mixing other Remote Unmoderated
Testing Methods No Yes
Results
Success Yes Yes
Task Time Yes Yes
Tree Results Visualization Yes Yes
Download & Share Results Yes Yes
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• Submit your email via a chat box to request a customized demo of
UserZoom
UserZoom Demo
How to Improve Content Findability & Optimize Information Architecture with a Tree Test
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Questions
How to Improve Content Findability & Optimize Information Architecture with a Tree Test
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• Thursday, January 8, 2015
• Improving your Mobile App Experience with Voice of the Customer
Studies
Next Webinar
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• http://www.relevantinsights.com/2011/02?cat=-6,-3
• http://www.relevantinsights.com/2011/02?cat=-6,-3
• http://www.relevantinsights.com/research-tools
• https://www.measuringu.com/blog/tree-testing-ia.php
• http://www.isixsigma.com/tools-templates/sampling-data/margin-error-and-confidence-levels-made-simple/
References
How to Improve Content Findability & Optimize Information Architecture with a Tree Test
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