Mistake #4: Not Designing the Right Tasks
Years ago, we helped with a study of Ikea.com, looking at how people found products on the site. When we got there, they’d already started the testing process and were using tasks like “Find a bookcase.” Interestingly, every participant did exactly the same thing: they went to the search box and typed “bookcase”.
Upon our suggestion, the team made a subtle change to the instructions they were giving their participants: “You have 200+ books in your fiction collection, currently in boxes strewn around your living room. Find a way to organize them.[….]”