5-2 Evaluate Product Marketing Website

Once your product marketing website is completed, your team needs to evaluate the website by testing it with users to get feedback on what is working well and what could be improved.

The evaluation will focus on testing the functionality, usability, and user experience of your website. This evaluation can provide evidence of how effective your website is at marketing your product.

YOUR TASK

1. Recruit 3-5 participants that match one of your team’s target stakeholder groups, as represented by your team's personas. (Avoid using participants that evaluated the smart device and web app, since they will already be familiar with your product.) Each participant will individually test and evaluate your team's product website. Each evaluation will take about 5-10 minutes.

2. At the start of each evaluation, briefly explain that your team wants to get feedback on a website for a new product. Be sure to mention that:

   • the website is being tested, not the participant

   • the website is the focus of the evaluation, rather than the product

   • the website is a work in progress, so you want constructive feedback on what’s working well and what could be improved

3. Tell the participant to provide feedback by “Thinking Aloud” as they interact with the website. Tell the participant to use the website to learn about the product by finding answers to these questions:

   • What does the product do?

   • Who would use the product?

   • What benefit or value does the product provide?

4. As the participant uses the website, record notes on the feedback being provided.

5. At the end, have the participant complete this online evaluation survey.

Repeat Steps 2-5 with each participant.