White Papers

A Framework for Developing Technology-Based Information Services:
The Case of Web Sites

by Gina Woodall

New technology services can offer customers highly efficient and convenient ways of gaining information and conducting transactions. But if developed without users' needs in mind, these services can end up being frustrating and virtually useless to their audience. To ensure that technology services facilitate (as opposed to hinder, which is often the case) service acceptance and usage, technology-services companies need to conduct preliminary market research with their customers.

Technology-based information services differ from traditional services in several important ways. Technology services mean intense, complex experiences for consumers. There is a learning curve: customers must master a new technology in order to gain service or information. Technology services are often targeted to consumers with widely varying levels of technical confidence and aptitude, which can make offering service to a broad audience difficult. Finally, technology services can be created haphazardly, resulting in a cumbersome and frustrating user experience. For these reasons, creating technology-based information services must be approached in a disciplined manner otherwise, customers are unlikely to have satisfying service encounters and will quickly find more user-friendly services.

Technology-Based Information Services Evaluation Model

Rockbridge and a client who develops content Web sites have created a systematic framework for developing and evaluating technology-based information services. The model has four research stages: concept development, evaluation, usability, and maintenance.

Both qualitative and quantitative research are conducted in the first two stages of the model. In the case of a Web site, the concept development stage is conducted before the site is designed. This stage is used to identify and flesh out customer needs, test the site concept by having consumers review a written description or view a prototype Web site, and assess the competition by measuring awareness, usage, and reactions to competing Web sites.

The evaluation stage occurs after the site is launched, and focuses on having current and potential customers rigorously test the concept execution, including navigational, aesthetic and content issues. User satisfaction is also assessed in the quantitative part of this stage: Users and potential users review the site before and during data collection to ensure they are familiar with its features and functionality.

The final two stages help to answer tactical research questions. The usability stage is conducted to test specific design and functional aspects of the site, including feature comprehension, navigational issues and aesthetics. This stage is conducted using one-on-one depth interviews to allow participants to navigate through the site and provide detailed feedback. The maintenance stage addresses specific issues that arise through site updates and ongoing evaluation of the Web site's statistics.

The Technology-Based Information Services Evaluation Model has proved very helpful to our clients in designing and maintaining popular, easy-to-use Web sites. In addition, the model's techniques have been adapted successfully to fit a variety of other technology-based services. Rockbridge believes this model can be useful in software, automated service systems, CD-ROMs, Internet services, and many other technology-based information service industries.