Measuring dissatisfaction
27 Apr
Gerry McGovern recently hosted an excellent webinar looking at the work of the Microsoft Office Online team, The Need to Weed: Microsoft Office Online. A video of the webinar and the PowerPoint slides are available to download.
Microsoft realised that measuring satisfaction alone was not giving a complete picture of how well their website was performing. They started to measure the dissatisfaction of customers using their site, instigating radical changes in how they managed their site.
Weeding the content
The biggest source of dissatisfaction was that novice users were finding pages meant for a more advanced audience. They addressed this by putting ‘fences’ around the advanced level content:
- removing the advanced content from the search engine results
- deleting links from novice level pages to the advanced topics
The novice users could now easily find relevant, understandable pages and became satisfied users.
The advanced users weren’t relying on their topics being so prominently displayed. They knew where to find the pages they needed and were able to skip past the novice level topics.
The webinar is a great case study, fully explaining the challenges that the Microsoft Office Online team faced, and the process they went through to weed their site content.
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