In this post, I want to try to show how site perception maps change depending on the target groups, and try to build the most inadequate map.
Some time ago, our company – www.eye-tracker.ru – conducted a test on the main page of the Russian-language site of the famous CMS Drupal – www.drupal.ru The task of the test was to find a link to a demo site of this CMS. The test subjects were two groups of 5 people – "computer people" and "managers". Both groups had nothing to do with websites and did not work with CMS.
The testing was done with eye-tracker – device that tracks the direction of the subject’s gaze. That is, the testing process determined how the subject was examining the page and where he was looking for the information he wanted.
The result is the following perception maps :
|All subjects||Computer scientists||Managers|
But then we were interested in the question, and whether, by combining different subjects, it is possible to create a perception map that would be cardinally different from the above? Since to engage in combinatorics and check all 250 options (for maps of 5 users) was not a desire (and in the article they are quite difficult to cite), we made maps of individual users and tried to visually select the "non-standard". So :
|Respondent 1||Respondent 2||Respondent 3|
|Respondent 4||Respondent 5||Respondent 6|
|Respondent 7||Respondent 8||Respondent 9|
As respondents with differing worldviews, three were chosen : the third, the seventh, and the tenth. The map of their combined attention was as follows :
But since testing usually takes place on five or more respondents, we tried to create an "inadequate" attention map by adding two more. The most inadequate maps came from adding respondents 2, 6, and 8, 9.
|Respondents 2, 3, 6, 7. 10||Respondents 3, 7, 8, 9, 10||All respondents|
One can clearly see that even deliberately constructed "maps of inadequate perception" match up quite closely with the generalized one, which largely echoes Jakob Nielsen’s famous article Five users are all you need for the test , as well as confirmed by our observations.