[Sigia-l] 3 click rules and key drivers

[Louise Hewitt]

>> Now we have started a new initiative to work on improving overall
> satisfaction and loyalty scores and they want to improve our rating
on
> "takes few clicks to find information" among other key drivers. I
have 
> been
> assigned to lead a task force to improve this key driver rating.

Hi - ouch!

Perhaps you could work on redefining 'finding the information' so that
somehow the measurement would assess whether they got it right first
time or if users then were disappointed, reversed, tried again or
abandoned the site nav for a search engine. That way your measure of
'how many clicks' would evaluate the total number of clicks to
satisfaction - not an ideal solution but perhaps a good way of getting
the "three levels down" mentality discarded in your org.

Good luck,

Lou Hewitt.

>>> Jesse James Garrett <jjg at jjg.net> 03/19/04 03:24am >>>
On Mar 18, 2004, at 6:22 PM, Samantha Bailey wrote:
> Now we have started a new initiative to work on improving overall
> satisfaction and loyalty scores and they want to improve our rating
on
> "takes few clicks to find information" among other key drivers. I
have 
> been
> assigned to lead a task force to improve this key driver rating.
>
> I have explained that the 3 click rule has been pretty thoroughly 
> debunked
> and that the desire for fewer clicks is more of a symptom of a
problem
> finding information--but here's the rub--there's *another* committee

> that's
> been assigned to address the "make information easy to find" issue.

One possible strategy would be to reframe the mission of the task 
force. Make it your charge to identify which information is 
strategically valuable to have a few clicks from the home page -- or, 
to go even broader, which information needs to be a few clicks from 
which key user task areas in the architecture.

________________________________________________________________________
Jesse James Garrett                                   Now in
bookstores:
jjg at jjg.net                            "The Elements of User
Experience"
http://www.jjg.net/                        
http://www.jjg.net/elements/ 

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