imc Research | Custom Research North America

Historical Society of Pennsylvania

User Study Research
Friday, March 30, 2012

Key imc Research Contact: AR Elsharawy Garrett Cobarr imc Research Technology and User Research ar.elsharawy@imc-re.com garrett.cobarr@imc-re.com 1 206-922-2843

imc Research. Research with Cause

Copyright imc Research Custom Research North America 2012. Proprietary and Confidential

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CONTENTS
Background & Objectives Project Goals and Objectives The Research and Interface | User Experience Design Process
1. Desk Research 2. Qualitative: Phase 1 3. UI & UX Prototypes Development: Phase 1 4. Qualitative: Phase 2 5. UI & UX Prototypes Development: Phase 2 -Final Pass 6. Usability testing of prototypes Sample Frame and Recommended Methodology Option 1 Option 1 Option 2 Option 2 (Pop-up Survey) (Pop-up Survey) (Email Survey) (Email Survey) Phase 1 Phase 2 Phase 1 Phase 2

3 4 6
6 7 9 10 10 10 11 13 15 15 16 17

Reporting and Analysis

Project Milestones and Deliverables to HSP Project Investment Why Choose imc Research for This Assignment? References imc Research Project Team Biographies Appendix
Key Driver Analysis Key Dissatisfier Analysis Key Enhancer Analysis Benefits to our KDAP Approach to Identifying Key Drivers

18 19 20 21 21 23
23 23 24 24

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Background & Objectives

Project Background The Historical Society of Pennsylvania, hereafter HSP, began to direct attention towards providing new methods of access for its collections in late 2009 with the beginning of the Digital Center for Americana project series. The first project in this series focused on the acquisition of equipment, systems and skilled personnel to provide the ability to process physical collections for use as digital, online collections. These investments in resources set the stage to digitize and process 52 Civil War era collections via signpost and MPLP methodologies. In summer 2010, the second Digital Center of Americana project began. This iteration focused on 21 collections representing the breadth of HSPs ethnic an immigrant history holdings. These collections were chosen not only due to their high research value and lack of digital format, but also to provide comparable test cases for a user study. These collections were processed and digitized in a mixture of processing and digitization levels, which are described below in the Project Goals and Objectives section. Project Objectives The Historical Society of Pennsylvania, hereafter HSP, seeks to conduct a study to assess the comparative validity of two digitization processes for acquiring content collections. More Product, Less Process methodology. (MPLP) Versus Traditional, FPM methodology. (FPM) In relationship to developing an interface and user experience for collection access, it will also: Assess the use of signposts to search and view collections. (MPLP) Versus Managing the digital views of a fully processed collection. (FPM) MPLP with signpost methods are used by libraries, archives and other curatorial institutions to reduce or eliminate the backlogs that often accompany the digital acquisition of physical collections. These delays are due to the extensive time and resources required to execute the FPM methodology. The results of this study will be used to: 1. Produce a study researching the comparative validity of MPLP and FPM. The report will be released and shared with the global archival community. The goal of this effort is to help other institutions in making balanced decisions on processing their collections, maximizing staff resources and serving their user constituency. 2. Using the results of the aforementioned research, redesign the end user interfaces and user experience of the online catalog and the digital library (discover.hsp.org and digitallibrary.hsp.org, respectively)

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Project Goals and Objectives

This study will test the effectiveness of different digitization and processing methodologies, and the study findings will be applied to the current backlog of collections. Depending on: Size Complexity Condition Level of interest by researchers
Each collection is subjected to one of the following: Basic Processing (MPLP) For collections smaller than 1 linear foot or 3 volumes: collection-level record only For larger collections: finding aid with brief background and scope/content notes, box- or folder-level inventory To series or sub series level, with rough arrangement within series Replace non-archival folders only if damaged or do not fit in box 5 hours per linear foot (2 hours minimum per collection) Full Processing (FPM)

Description

For all collections: finding aid with detailed background and scope/content notes, folder-level inventory

Arrangement

To folder or item level All unbound materials in archival folders 15 hours per linear foot

Housing

Estimated processing rate

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Collections are also subjected to one of the following: MPLP and digital signposting: A processing methodology that systematically chooses a key piece of content to be digitally processed and placed online as a presentation of a larger, related, collection of content. This process could require the content to be handled more than once, possibly increasing the risk of damage. FPM and mass digitization: A methodology where entire collections of content are processed en masse. Although this process exposes fragile content to less handling and provides a complete, detailed and high resolution content online, it can be resource intensive. Large collections can languish, unseen and remain out of the view of interested users and researchers. HSP will work with the vendor to develop functional prototypes based on the aforementioned processing and digitization levels. These prototypes will then be used in a series of usability tests in order to determine the level of processing and description -along with the level of digitization and description - necessary to adequately meet user needs in terms of information retrieval. These findings will then be used to revise the user interfaces of our catalog and digital library. The concepts to be validated are as follows: Processing this will yield insight into the effect on users in regards to using FPM, MPLP, and/or aspects from both methods. Digitization this will yield insight into user behavior and acceptance around signposts versus mass digitization approaches. Description expanding further on FPM versus MPLP, we will discover the level of description required to adequately meet user needs, in-house as well as remote. This is mainly for finding aids (documents that describe what is contained within a specific collection an example can be found here.) It will determine how the information is presented and used.

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The Research and Interface | User Experience Design Process

A snapshot of the research and user experience sequence of processes.

1. Desk Research

2. Qualitative Research

3. UX Prototype

Results Presentation

Phase 1
Results Presentation 5. UX Final UI 4. Qualitative Research

Phase 2
6. Usability Testing MPLP FPM Results Presentation

7. Website Assesment

Results Presentation

1. Desk Research imc Research proceeds through a rigorous set of steps with clients during a research project. It might be best describe as a kind of journey that begins with getting to know the client and the environment they inhabit. One must understand their practice culture, their vocabulary, the challenges they face and the vision they wish realize for their future the current industry climate and competition nature along with currently implements solutions and best practices. The path of this journey starts with setting the client scene. In the discovery phase the imc Research team, coordinated by their integration leads, fans out to the client constituency asking a myriad of questions. How would you describe what you do? Which areas do you find most difficult? What are your expectations of today? What do you want to gain?

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A research paper is assembled identifying the detailed understanding of the project making sure imc Research has the same level of expertise of HSP into solving the addressed issue in hand. 2. Qualitative: Phase 1 The proposed study is a qualitative research analysis aimed at providing HSP with a general appraisal of the consumer behavior in terms of uses & attitudes, use behavior and frequency as well as the decision making process in order to design a strategy that would be used to better help develop initial UI for the HSP. Some of the covered objectives, in this stage: 1. Defining the loyalty levels prevalent among respondents towards the current research sources based on previous experience and usage patterns. 2. Assessment of the expectations prevalent among respondents towards an online catalog interface. 3. Identification of the possibility of future usage of online cataloging research, among participants. 4. Identification of the criteria that would induce future use of online cataloging research, from the viewpoint of participants. 5. Identification of the most appropriate suggestions and modifications necessary to increase usability levels to create a repetitive usage pattern towards the online cataloging. 6. Determining participants general image and perceptions held towards the concept of online cataloging. 7. Acknowledgement of the key attributes that influence the audience behavior relative to using a certain library source (Ads, priority, word of mouth, content, influence, habits, etc), to create a basic understanding of mass user-ship is driven, this should reflect the effect of the used processing methodology of effect on preference of use. 8. Develop an understanding of the consumer usage decision process in order to allocate the deciders and influencers of the research habits. 9. Identification of the primary top of mind cerebral messages that drives preferring an online catalog research source 10. Assessment of accessibility, likability, and interest levels towards the concept of basic processing (MPLP) verses FPM. 11. Determining the key attributes that affect the decision of using a certain source 12. Assessment of the websites involvement levels and behavioral predictive abilities. 13. Identification of the current market (strengths & weaknesses) of the current interface, as perceived by the respondents across the current website versus other implemented websites both basic processing (MPLP) and FPM. 14. Identification of the reasons for using or not using the each website of the universities and the competitors.

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15. Identification of the unmet needs, prevalent among respondents towards cataloging. 16. Identification of the perceived target market of catalog research, from the viewpoint of the participants. 17. Assessment of satisfaction levels among the purchasers of all identified usage aspects in terms of: I. Frequency of use II. Extent of use III. Reasons of use IV. Experience (previous usage) and habits V. The concept VI. Winning Probabilities VII. Others The Sample and Methodology In-Depth Face-to-Face Interviews: Face-to-face interviews will be conducted with the four research segments. The targeted audience will be sent a notification letter informing them of the study objectives and nature of topics to be discussed. Interviews will then be called to set up a suitable appointment time for the interview. Sample Size: The proposed sample for this study is comprised of a total minimum of 16 respondents 4 for each of the main audience segments (split equally MPLP and FPM users ) and the targeted audience should be: 1. Heavy users: use online resources for research very frequently. 2. Process loyalists: Use one or more resource that use either MPLP or FPM users 3. Objective focused: the use reasoning for the researchers across the segments should be clear and consistent. They should not have many reasons for use.
In Depth Interview Matrix: Phase 1 Sample Structure Target Sample MPLP Scholars K-12 Educators Genealogists and Community Historians History and Heritage Organizations Total 1 1 1 1 8 Full Processing 1 1 1 1 In Depth Interviews

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3. UI & UX Prototypes Development: Phase 1 This module be the most critical step in the MPLP validation study / user experience design, forming the anchor for the entire project. After a careful and thorough desk research analysis has been completed, taking in the existing HSP websites and comparative web services in account, then the in-depth interviews of qualitative research takes place with sets of users in key target audiences. The desk research will form the basis of the study, the control group. The qualitative interviews will provide the needs and desires, that may be hidden from view, to blend with the comparative data. Despite this rich comparative and user based data, this information does not lead directly to an interface and user experience design. Considering the user target spread runs from K-12 educators, through genealogists and community historians, history and heritage organizations, and all the way to scholars, it highly anticipated that there will be very diverse opinions. An interface element that may be very helpful to one constituency, may be a time consuming irritation to another. How can this be dealt with? Adaptive User Interfaces are one solution but can have long development cycles and be occasionally unpredictable. One could attempt to design to the most common denominator, but with this diverse user audience, we would likely end up with a compromise that no one particularly found engaging or useful. The best solution for the prototypical test, in our experience, would be possibly 2 to 4 interfaces backed up with context sensitive help. Depending on how different the needs and opinions are of the groups we would design an interface for each average of usage. This can be a very strong solution to a complex need set. The variations among the sub interfaces is held together with a strong branding, clear graphics and a consistent global set of controls It is easy to forget that an interface and user experience is nothing more than a different view of the same data content. Think of it as pouring water into differently shaped vases, the fluid takes on the shape of each container, giving a different presentation for the same material. Matrixing the MPLP signposting and FPM through this solution will give a clear view of the various responses to the two different data set solutions. imc Research will be using the wireframe and mockup solution known as Azure. This tool will allow us the flexibility to develop the information architecture, navigation maps and output web based simulations of the potential designs and their behaviors. imc Research will host these simulations for the user testing. Azure also has the ability to track and extract user behavior, as well as, host user discussion and feedback. These prototypes will be rough, but not too rough. They must exhibit as much similarity to the final interfaces and UX as can be determined at this initial stage. If they are too far from the last stage then the test may not yield an accurate result. Graphical interface elements will be minimal at this stage but we must determine the division of screen space

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4. Qualitative: Phase 2 Users will be invited to test, evaluate the use, discuss the current driven functional prototypes, indicate major flows, talk about usability, feel, accessibility, click tale and experience, the current prototypes. They will test both of the process under different UIs and decide through a blind test that is better.
Observation Sessions Matrix: Phase 2 Sample Structure Target Sample MPLP Scholars K-12 Educators Genealogists and Community Historians History and Heritage Organizations Total 1 1 1 1 8 Full Processing 1 1 1 1 Observation Sessions

5. UI & UX Prototypes Development: Phase 2 -Final Pass At this stage of the interface and user experience design, imc Research will be adding the knowledge refinements learned from the qualitative, in depth interviews on the original prototypes. Assumptions on the first pass will be set more permanently into position if they prove correct. Elements and methods will be both removed and added as needed. Final graphical elements will be created and positioned, screen allocations for various interface components will be laid out and run through standard quality assurance testing on the main browsers and platforms. Also, at this stage, will begin the finalization and specification documents for the web team HSP chooses to develop the final website in Collective Access and VuFind. These specifications and the existing mockup simulations will aid imc Research in the management of the web development team, providing a set of clear and operational guidelines to work from. 6. Usability testing of prototypes imc Research will evaluate the sites using several metrics: Usability Web site usage tracking Applicant tracking Usability satisfaction Content quality testing Lagging indicator tree analysis

The ultimate goal of the usability is create the best possible website concept.

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To evaluate the site from the candidates point of view, HSP wishes to commission research that will evaluate HSPs sites in two phases: 1. Pre-launch with the current site as a baseline 2. Post-launch measuring the progress made by introducing the new UI Sample Frame and Recommended Methodology imc Research target audience to be visitors from the past 2 months who utilized the resources of the websites they used . The contact method would most likely be via email. It is possible that the details of candidates recall of their experience with HSPs career site will fade soon after their visit. To help aid with recall of the site, we suggest including static snapshots of the site in the survey. This approach will only reach those who submitted an application online because HSP is likely to have captured an email addresses from an applicant and not all visitors. If it is only those who submit an application that HSP would like to monitor through the interviewing and hiring process, then we recommend this approach. imc Research would also like to offer an alternative approach for your consideration intercepting visitors with a pop-up survey upon exit from the site. This approach offers important benefits to HSP: More well-informed evaluation given that they just visited the site No risk of violating anti-spam laws requiring that HSP gain agreement to opt-in for research before emailing individuals A pop-up will allow us to sample both those who submit an application and those who just visit the site The pop-up survey will capture the large majority of the metrics. However, we also realize that some metrics may require a longer term perspective and cannot be ascertained immediately after visiting the site. Determining drivers of Positive outcomes for website users to guide the survey design to ensure HSP objectives are met, imc Research proposes to conduct an audit of existing HSP research and data streams. We would like the opportunity to review any existing qualitative and quantitative research on web site usability, candidate satisfaction, and job search process as well as any existing internal metrics if existed, in case non of that ever existed first three phases should establish this understanding. An important goal of this research will be to compare usability and development features with the HSP web site experience before and after the new UIs launch. Also critical, HSP needs to understand what elements of the web site experience matter most. To accomplish this objective, we propose to perform driver analyses to determine drivers of key positive outcomes: Usability and accessibility with the site Decision to apply for position at HSP Candidates ability to locate a position relevant to their interests and research Times effectiveness

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Attitudinal web site metrics we recommend including are: Alignment with needs: How well did the site live up to your expectations of what a HSP career web site should be like? Frustration/Learnability: The users willingness to continue or abandon tasks being performed did you accomplish what you set out to accomplish the first time you encountered the web site? Satisfaction/likability: How easy was it to use this web site? In terms of fun to use how well would you describe the web site? Confusion: What aspects of the web site, if any, were confusing? In terms of content and/ or navigation. Visual Appeal How appealing is the web site in terms of the colors, layout, graphics and other visual aspects? Information: What information were they looking for? How easy was it to find specific information on the web site? Guidance: Did the content on the web site help them find the right research data fit or inform their Search? imc Research utilizes practical, proven, and powerful analytic tools and models that drive improvement. imc Research combines the theoretical approaches and models of visitor usability with state of the art behavior processes from recognized leaders in both academia and the world of business. UNDERSTAND: We offer a robust understanding of overall usability and loyalty that incorporates the various attitudinal, behavioral, and emotional complexities of stakeholders relationship with our client. DIFFERENTIATE: Our unique approach to identifying key drivers of usability and loyalty helps our clients understand the performance factors that create dissatisfaction as well as long-term loyalty. Our approach clearly differentiates between drivers of dissatisfaction and drivers of loyalty. EXECUTE: Our tools, deliverables, and processes enable our clients to better comprehend what clients need and expect from their product or service, and then to build and execute powerful action plans that improve business results! These approaches are highly relevant to HSPs goal of attracting users who ultimately will find fulfilling research resources at HSP. Following the completion of each phase of interviewing, imc Research will conduct Key Driver analysis on pre-UI and post-UI data to identify actionable drivers of dissatisfaction and delight with the web sites. The following is a conceptual overview of our analysis. A detailed discussion of our approach to driver analysis is outlined in the Appendix of this proposal. In order to provide a more in-depth evaluation of the post-UI, imc Research proposes to link click stream data to the attitudinal/survey data to assess: Functionality: The technical capabilities of the web site, or how the web site delivers its content.
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Clutter: The number of links, percent of content, and other quantifiable items on a page. False Navigation: The propensity for non-clickable items which are incorrectly seen as links. Interpretation Dependence: A tendency for multiple meanings or specialized knowledge unknown to user. Fragmented Navigation: The ease or difficulty experienced with multiple navigational pathways. Outlined in the pop-up invitation option, imc Research will also highlight and incorporate into the findings click stream patterns from the post-UI data collection. This will allow us to determine what the web site does well and what can be improved upon. Click stream data can also be used to help suggest and modify changes to the post-UI. Obtaining click stream data can only be accomplished if candidates are intercepting via a pop-up invitation as they enter the web site. Key metrics collected in both the pre-UI and post-UI surveys will also be highlighted to provide an overview of the user experience. This overview will be done in total to provide a holistic view, but also on key subgroups including, but not limited to, country, gender, age, status, and education. Research Design Outlined below are the two possible research designs for this study. imc Research believes that both approaches can successfully achieve the objectives for this research; however, recognizing that there could be possible logistical limitations, we have provided background information for both options Phases 1 and 2 along with pricing. Option 1 Pop-up survey invitation + click stream data and follow-up survey. Survey to be hosted by Imc Research Option 2 Email invitation sent by HSP after a research has been done. The survey will be hosted by imc Research Option 1 Recruitment Upon entering the career section of the current HSP web site, candidates will receive a popup invitation requesting their participation in a follow-up survey upon exiting the site. HSP data estimates the traffic on the web site to be around 2,300 visitors a month. To establish the frequency that the intercept pop-up should be displayed, imc Research suggests conducting a dry-run, monitoring web site usage. The dry-run will be held over a minimum of 35 days to establish traffic patterns weekdays versus weekends, during the morning versus afternoon or evening. Since we assume that HSP will not allow programming access to their web site, we suggest that HSP create a DHTML pop-up, which is unblockable by standard external window blocking software. In the pop-up invitation, no survey questions will be asked, only their agreement to participate in research will be requested. The pop-up will acknowledge that there is a followup survey upon exiting the site.
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(Pop-up Survey) Phase 1

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Interviewing

Once a candidate has agreed to participate, imc Research will assign a sequence number via a cookie to the IP Address. This will allow us to track the respondent from the same PC throughout fielding to ensure that they are not intercepted more than once if they were to enter the site on multiple days or times. In order to link the follow-up survey information to HSPs database we propose two possible options that we would like to discuss further with HSP. The first approach is to collect respondent information (name, email address) at the end of the follow-up survey. This will allow us to capture information not only for those who researches the website, but also for those who leave the site and do not submit any research or register on the web site. However, a completed survey would not be dependent upon this, as we cannot force candidates to provide this level of information in the follow-up survey. A second approach is to determine, if upon submitting an application, if HSP assigns an ID number to the candidate. This ID number can then be instantaneously attached to the URL that directs the candidate from the HSP career web site to the imc Research hosted follow-up survey. The only caution with this approach is that we would then only be able to link those who submitted an application and we would exclude visitors from later linkage. Upon exiting site, candidates will move to an imc Research hosted browser window to complete the follow-up survey. Since candidates will have just navigated around the HSP web site, we believe a reasonable length for the follow-up interview will be no longer than 10 minutes. Within the ten minute interview, candidates will be asked a series of close-ended questions as well as one open-end to provide additional insight into the experience. imc Research, in collaboration with HSP, will develop the questionnaire. imc Research will program and host the survey and will provide HSP with regular updates on the status of field process. We have included in our costs, fees to translate the questionnaire into any languages required, as well as, to translate the open-end. We didnt assumed that interviews conducted in the US will be in English only. And all open-end responses will be coded. We have estimated the field work for this study (not including the dry-run to establish traffic patterns) to take a minimum of 20 days. This will allow imc Research to create quotas for weekdays versus weekends and morning versus afternoon or evening. This process will attempt to ensure that we do not skew results towards one type of candidate that has specific time availability for job searches. Noteworthy, the estimated cooperation rate for pop-up invitations is approximately 1%. However, we feel that a scientific desirability of the website due to its nature will likely increase this slightly, as researchers may be more apt to agree as they feel it could put them in better standing with HSP. Using the conservative cooperation rate of 1% along with approximately 2,300 visitors to the site each month over a 35 day time span, we can likely achieve 400 interviews. However, since the 2,300 monthly does not include international traffic, we would like to discuss with HSP the traffic volume from researchers internationally to ensure that we can align the expected number of interviews with the research objectives. For budgeting purposes, and minimum allowed margin of error we have assumed an average of 250 completes per country.
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Option 1 Recruitment

(Pop-up Survey) Phase 2

imc Research has budgeted a Phase 2 separate from Phase 1 with an entirely new respondent base using the same popup methodology as in Phase 1. Interviewing The candidate will freely move around the new site selecting the pages and drop down menus necessary for research. Running behind the scenes, imc Research will be monitoring the click stream for the respondent. Monitoring the click stream, we will follow each candidates journey through the web site and track how he/she optimized the route chosen through the web site. Additionally we will seek to: Understand how users navigate the career web site Report on page views, clicks, time spent, etc. Identify potential obstacles to task completion Determine strengths and weaknesses of the site Compare usability experiences across different segments Upon exiting the site they will be prompted to complete a ten minute follow-up survey with one open-ended question. We have assumed the follow-up questionnaire in Phase 2 will be approximately 80% similar to the questionnaire used in Phase 1. This will allow imc Research to trend key metrics from the pre-UI to the post-UI ; however, will provide some flexibility to ask questions specific to the UI. imc Research, in collaboration with HSP, will modify the questionnaire, and imc Research will program all changes into our online interviewing package. Again, imc Research will translate any new questions into Japanese and Russian, and comments from the one open-ended question will be translated from Japanese and Russian into English. The open-end will be coded. Also in line with Phase 1, interviewing in Phase 2 will take place over a minimum of 20 days to account for traffic patterns. Given that the user base may change between now and January 2013, we would recommend performing another dry-run to establish the traffic patterns on the site, so that quotas can be set accordingly. Option 2 Recruitment Recognizing that one crucial piece of information likely collected during the application process is email address, imc Research recommends using this to recontact applicants. Since applicants were likely not asked initially if they would be open to be contacted at a later time for research purposes, the invitation to participate, legally, must come from HSP. The process for which we recommend doing this is for HSP to first supply imc Research with all email addresses for applicants from the past 6 months. Also included in this file should be country information, so that we can ensure the correct language is displayed to the researcher. imc Research will create an invitation link specific to each email address that will allow us to tie information collected on our hosted survey to the HSP applicant database. imc Research
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(Email Survey)

Phase 1

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Interviewing

will then provide this file back to HSP. HSP would then deploy the invitation to participate to all past applicants. The study would be branded with the HSP name. Once deployed and candidates click on the invitation, they will be directed to a imc Research hosted web site to complete the survey. The survey will be no longer than 15 minutes and will include one open-end. Since it may be up to 6 months since the candidate was last on the HSP web site, we recommend using up to two static images of the pre-UI. This may help the researcher to recall different aspects: pages, drop down menus, etc., that may cause confusion or help to facilitate the process. imc Research, in collaboration with HSP, will develop the 15 minute questionnaire. imc Research will program and host the survey and will provide HSP with regular updates on the status of fielding. We have included in our costs, fees to translate the questionnaire, as well as, to translate the open-ended responses into English. We didnt assumed that interviews conducted in will be in English only. All open-end responses will be coded. Option 2 Recruitment In March 2013, several months after the UI launch, imc Research will conduct the Phase 2 of the research. The recruitment process will be the same, in that HSP will provide imc Research with a list of email addresses and country information from recent applicants. imc Research will create a specific link for each email address and provide the file back to HSP. HSP will then deploy the invitations. Noteworthy, given that there is time before the March 2013 wave; HSP may consider asking researcher if they would agree to their email addresses being used for research purposes. Agreement to this would allow imc Research to email the applicants directly in Phase 2. Interviewing Upon clicking on the link, candidates will complete a fifteen minute survey with one open-end question. We have assumed the questionnaire in Phase 2 will be approximately 80% similar to the questionnaire used in Phase 1. This will allow imc Research to trend key metrics from the pre-UI to the post-UI, but will provide some flexibility to ask questions specific to the UI. imc Research, in collaboration with HSP, will modify the questionnaire, and imc Research will program all changes into our online interviewing package. Again, imc Research will translate any new questions, and comments from the one open-ended question will be into English. The open-end will be coded. While unknown, we have allowed for similar researchers volumes in 2013. Based on this, imc Research has provided costs to complete up to 500 completes per country and again imc Research has assumed 20 days to complete interviewing. However, as Phase 2 approaches we would like the opportunity to explore researchers volumes with HSP to confirm expectations on sample size based on the Phase 1 experience. We would also like to confirm with HSP appropriate interviewing time periods in all countries. Our assumption is that field work for all countries will be conduct simultaneously.
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(Email Survey)

Phase 2

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Reporting and Analysis In addition to the Key Driver Analysis and Click Stream analysis* discussed earlier in this proposal, imc Research will also provide the following for each phase of research, regardless of whether the pop-up or email survey methodology is selected. (Click Stream available with pop up methodology only.) Phase 1 imc Research will provide in Phase 1: Up to 7 banners of detailed tabulations (one per country and one in total) that will be used to analyze the results of the data. A data file of all respondent level data. Key Metrics Deck highlighting responses from key questions in Phase 1. A high level key subgroup analysis will also be performed to help direct any modifications to the post-UI. Phase 2 imc Research will provide in Phase 2: Up to 7 banners of detailed tabulations (one per country and one in total) that will be used to analyze the results of the data. A data file of all respondent level data. imc Research will also highlight, based on click streams (click stream analysis will only be available in Phase 2 with the pop-up invitation option) what the post-UI does well and what can be improved upon. This information can be used to help suggest and modify changes to the post-UI. We have assumed for budgeting purposes that the Global Career Site is used in all target countries and that aside from language, there are no differences in what researchers will see. Insights Deck highlighting key differences (improvements, flaws, etc.) between the pre-UI and post-UI. Results will again highlight key subgroups including, but not limited to, country, gender, age, status, and education. We have assumed that separate country reports will not be required and that country level findings will be included in one Global deck. A presentation of key findings to HSP stakeholders. The presentation will include recommendations for the post-UI as well as additional research. imc Research recommends the following ongoing analysis of the Phase 1 and Phase 2 respondent data: Immediately following the interview process, imc Research can link the UI metrics. This may be qualitative feedback, unless HSP has a measuring metric in place. After approximately 2 years time (to achieve a robust sample size), imc Research can link the UI metrics to Quality of research. After approximately 2 years time (to achieve a robust sample size), imc Research can analyze data by function. This will allow HSP to see if the web site attracts and retains researcher in different segment functions better or worse. If HSP is interested in the above future linkage analysis, imc Research will be pleased to provide cost estimates.
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Project Milestones and Deliverables to HSP

An incremental and flexible plan to meet clients needs and spread costs. Milestones 1 2 3 4 5 6 7 8 9 11 12 13 14 15 16 17 18 Project authorization Desk Research Presentation Qualitative P1 Presentation Initial Prototypes Presentation Qualitative P3 Presentation Final Prototypes Presentation Usability testing of prototypes Questionnaire Survey Programming Translation (if needed) Benchmark fieldwork starts Benchmark field work ends Analysis complete Website development supervision Questionnaire modification for Usability testing of the final website UI assessment survey fieldwork starts UI assessment survey fieldwork complete all geographies Analysis complete Intervals T0 T0+1M T0+3M T0+4M T0+6M T0+7M T0+7M+2W T0+8M T0+8M T0+9M T0+10M T0+10M T0+12M T0+16M T0+16M T0+17M T0+17M Month April 2012 May 2012 July 2012 Aug 2012 Oct 2012 Nov 2012 Dec 2012 Dec 2012 Dec 2012 Jan 2013 Feb 2013 Feb 2013 March 2013 April 2013 May 2013 May 2013 July 2013 22,000 58,000 5,040 22,000 $14,460 58,000 $31,720 Payment $33,500

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Project Investment Costs

Outlined below are cost estimates for Option 1 and Option 2 for both Phases of research. Please note the US only cost includes pricing for design, programming, and project management which are fixed costs associated with this work. If HSP opts to not conduct research in any other countries but the US the fixed costs will need to be allocated to one of the US.
Cost estimate details per process module:

Description of Service (US)

Desk Research -2 Consultants Qualitative Phase 1 Initial Prototypes Senior UX Development Wireframe & MockUp Manage Graphical Design Qualitative Phase 2 Final Prototypes Senior UX Development Manage Graphical Design Quantitative Usability Testing: Prototype Manage UX Development Quantitative Usability Testing: Final Website

Type & Number

38 hours 8 In Depth Interviews Hours 120 80 12 30 8 In Depth Interviews Hours 60 6 60 800 Online Interviews 24 Hours 400 Online Interviews

Unit Cost
$210 $1,650

Investment
$7,980 $13,200

$180 $80 $210 $40 $1,540

$21,600 $6,400 $2,520 $1,200 $12,320

$180 $210 $40 $145 $210 $110

$10,800 $1,260 $2,400 $116,000 $5,040 $44,000

Market and User Research Interface and User Experience Total Investment Costs
Optional Services Extra Country (English Speaking)

$193,500 $51,220 $244,720

$6,900

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Why Choose imc Research for This Assignment?

imc Research has the team, the experience, and the global scope necessary to ensure HSPs business objectives are met: Proven Team Understands HSP and How to Drive High Quality Insights: imc Research currently partners with HSP on global programs of strategic importance including the Database Usage and Perceptions Tracking Study, the Windows Mobile Brand Equity Study, the Windows Client Brand Equity Study, the Business Solutions Satisfaction study for oracle, and the Channel Partners Satisfaction study for Google. Our team has been recognized for our ability to go beyond the research and provide insights that are setting new standards for HSP market research projects. Recent, Applicable Expertise in Career Information & Services: imc Research has partnered with the Law School Admission Council (LSAC) on numerous occasions to assess information provided by LSAC and approximately 200 law schools in Europe. In this research, we explored how law school applicants make career decisions, and how they determine which schools to apply to and then enroll through their websites. AR Elsharawy, the project lead for this proposal, presented the results of this research to LSAC during its annual Board meeting and its annual meeting among all law school deans. This careeroriented research will provide useful experience upon which to design this survey for HSP. Proven Approaches to Evaluating Web Sites: imc Research has worked with several leading global organizations to evaluate their web sites, profile visitors, and identify receptivity to new improvements and offerings. Where appropriate, imc Research also offers clients the ability to link click stream data (behavioral) with attitudinal data (survey-based) to attain a holistic evaluation of the visitors experience on the web site. imc Researchs Understands Local Markets, Cultures, and Consumers: imc is providing its research services in over 42 countries; these are wholly-owned imc Research companies not a network of partners, so you can be assured any global project undertaken by imc Research will be staffed by imc Research trained researchers.

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References
Ajay K. Singh

Following are references who can comment on imc Research team experiences relevant to this research. a.singh@dhfmr.hms.harvardmedicinedubai.org MBBS, MBA, FRCP, MD, ex officio member and Interim Chair Chief Academic Officer (CAO), Harvard Medical School Dubai Center (HMSDC) Executive Director, Dubai Harvard Foundation for Medical Research Dr. Tarek Fathey City Hospital Director Dr. S. Gurumadhva Rao Vice Chancellor of RAK Medical and Health Sciences University s.rao@raskmhsu.com tarek.fathey@thecityhospital.org

imc Research Project Team Biographies

Garrett Cobarr Integration Lead | User Experience Has 25 five years experience in the art and science of user experience and human factors design. He is a specialist in initiative conceptualization, integration, managing catalyst between cross discipline teams, productization process, collaboration platforms and execution strategy. He has worked with, over 200 startups, prototypes and new product launches. As a long term interactive multimedia developer and designer, image and color expert in asset acquirement and management, Garret has extensive experience working with archival collections, archivists and researchers. Projects as diverse as: worked with YKHC to develop a nutritional database for the Yupik Eskimos, developed a self terminating PDF technology for Oxford University Medical School of Nephrology on patient care, developed interactive television interfaces and a PDA interface / user experience for Microsoft, to name a few Garrett is a pioneer in new platforms and has worked extensively in 3D Web technologies, building one of the first virtual world cities and was the Chief Executive Officer of Swissopolis GmbH, a Swiss based virtual world project, for 3 years. He is now working on Visualitas, a knowledge sharing and collaboration platform. He has a deep and long term experience with internationalization and writes extensively about the Cultural Interface. Co wrote a chapter in the peer reviewed book Knowledge Management: Research & Application. He is a well known advocate and author on online privacy and is currently working on the book project, I Am Not Myself: Privacy and Identity in the Avatar Age.

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Sharmila Das

Senior Manager

Sharmila is one of the senior-most managers in the imc Research Technology practice. Sharmila has been with imc Research since 2007, and prior to that, Sharmila was a project director for the Technology/Telecom group at Intersearch (now TNS). As a senior member of the group, Sharmila has a great deal of experience in working across the imc Research network and developing strong relationships and teams to execute large international projects, including the Database Tracker for HSP. Sharmila is responsible for leading major Technology accounts, and he brings deep expertise in designing complex new research programs involving B2B respondents, robust web reporting portals, and customer relationship/loyalty insights. Sharmila has an MBA with a concentration in Marketing. Jennifer Bendihaj Senior Research Director Jennifer will work with Das and AR during key points in the project to bring her experience with technology research, and provide additional support during design and analysis phases of the project. Jennifer has over 10 years of experience in research and has a strong background in quantitative research, and has demonstrated her experience in the Database Tracker study for Google form Dubai Office. Jennifer has extensive experience in various types of research methods, including market segmentation, customer loyalty, new product development, and market sizing. This experience is leveraged throughout the research process with her involvement in the research design, project direction, data analysis, and report preparation. Prior to joining imc Research, Jennifer earned a B.A. in psychology from Rutgers University and worked as a research assistant in the psychology department conducting research. AR Elsharawy imc Research National Director AR will manage the day-to-day operations and progression of this research study. He will interface with all operations departments to implement each phase of the research process and report on the survey results and implications. AR has been with imc Research for over four years, and has conducted many large scale international projects for leading PC and software companies; he also has managed a large domestic customer loyalty program for a Top-5 telecoms provider. Prior to joining imc Research in 2005, AR is in his final Ph.D. defense from Dubai University in UAE.

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Appendix

Key Driver Analysis Our analysis will include identification of key drivers of satisfaction for HSP web site visitors. This analysis will serve as the base for site improvement efforts. imc Research believes that to be successful in driving change, the HSP UI must identify key drivers of visitor delight separate from key drivers of visitor disappointment as well as quantify the impact of each actionable performance attribute on overall dissatisfaction. Our key driver tools are specifically designed to avoid the common problems associated with regression-based models. We use advanced game theory analysis to account for attribute collinearity. We feel that our method of analyzing key drivers differentiates us from the competition. Below is an explanation of our model. imc Researchs Key Driver Analysis is based on the premise that a successful customer or stakeholder satisfaction program must help management understand and act upon those things that drive customers away as well as those things that can prevent customers from being lured away by competition. In the case of HSPs sites, when researchers feel that they did not receive what they expected for a core requirement from a data source site experience, a Key Dissatisfiers, a reason for the candidate to lose interest in research HSP site. The impact of these types of failures on overall satisfaction, loyalty, and retention is dramatic. These are usually the top priority items and they must be fixed before anything else. Additionally, when candidates feel that they got more than they expected from the experience for certain delight factors, a Key Enhancer is created. These are things that can solidify customer relationships and prevent visitors from being lured away by competition, by only after Key Dissatisfiers are fixed. These are the things that create true Loyal Advocates. imc Researchs Key Driver Analysis uses a combination of techniques to gain a thorough understanding of these elements: 1. A Key Dissatisfier analysis. 2. A Key Enhancer analysis. Key Dissatisfier Analysis Key Dissatisfier Analysis tells you which attributes explain overall visitor dissatisfaction. It not only identifies the attributes that need to be fixed in order to increase satisfaction, but provides a prioritization of them. We use a variation of a TURF analysis coupled with a Shapley Value technique to examine how attributes work in combination with each other and determine which attributes have the most weight, thus allowing us to prioritize what actions to take first. Once we know which attributes are Key Dissatisfiers, we segment visitors into two groups: those whose expectations on any Key Dissatisfier are not met versus those whose expectations were met on all Key Dissatisfiers. A comparison of key loyalty measures by these two segments provides a clear understanding of the importance of fixing failures within an organization.

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Key Enhancer Analysis This analysis functions like the Dissatisfier Analysis expect that it examines which attributes explain the highest levels of customer loyaltyi.e., which items are Key Enhancers, etc. This model clearly indicates those areas that can lead to strong Loyalty scores and an enhanced relationship with the customer. The Key Enhancers are to be dealt with only after the Key Dissatisfiers are addressed. A key output of the imc Research Key Driver Analysis will be the relative importance of each attributes impact on overall dissatisfaction and the relative importance of each attributes impact on strong visitor loyalty. Typically the four or five attributes that are either Key Dissatisfiers or Key Enhancers have two to three times more impact than the average of other attributes (i.e., non key drivers, etc.). We also plot the impact on dissatisfaction versus poor performance ratings for each attribute on a quadrant, as shown below: Key Dissatisfiers plot to the right because they have the greatest impact on overall dissatisfaction. The top priorities are clearly shown in the fix quadrantattributes 4, 7, and 22 have poor ratings and strong impact on overall customer dissatisfaction. We will also plot the impact of each attribute on strong loyalty versus top box ratings of performance of the attribute on a quadrant chart Benefits to our KDAP Approach to Identifying Key Drivers Actionable ResultsIn comparison to other models which can show what is driving overall site visitor satisfaction, Key Driver Analysis goes a step further and tells how different attributes affect overall satisfaction. The analysis clearly indicates a hierarchy of which attributes are most to least responsible for poor performance or failure. The area to focus on to fix the problem is clearly stated, and management can make a judgment as to where to focus efforts based on the time and cost it would take to get each repaired. Thus, the approach can affect HSP management choices for short-term versus. long- term solutions. The diagram below offers an example of how imc Researchs Key Driver Analysis could specifically help focus UI site-level improvements to the job search experience in areas that have the highest level of impact on HSP.

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