What in the world wide web do they want?Jean AnselmiQuit Victoria

The starting point

quit.org.au

content

traffic

? unknowns

Recruiting participants

• Daily smokers

• Intending to quit

• Mid-lower blue collar

• No university level education

• Use computer

• Mix of internet experience

• Mix of gender

Review of internal data

• help others• fighting cravings• quitting options

web stats email calls

surgery

Card sorting

surgerysurgerysurgerySurgery

Card sorting

Card sorting

Card sorting

Surgery Know why

you smoke

Focus groups with site map on a large screen

– Given scenario

– Selected category individually

– Discussed choice as a group

Scenario example

• You tried quitting 2 months ago but found yourself back smoking soon after. You would like to find ways that you can stop again and stay a non-smoker.

Site map review

Individuals seated at computer

– Given task

– Encouraged to think out loud

– Faces and cursor movements recorded

Task example

• You would like to find out the major and immediate advantages of stopping smoking.

User testing

Six-month evaluation

• Low Task Completion Index (TCI)

• Increased uptake– QuitCoach– Quit packs

• Decreased email queries

Conclusion

• Insights

• Improved services

• Statistical tools

• Platform