User Analysis Synopsis

Input from potential users on website content helped us to create an online environment that was relevant and engaging for our target audience.

Initial efforts were focused on attracting and engaging professional members of the breeding community.

Vendor participation (commerce participants in the traveling dog show circuit) was essential as they were responsible for providing inventory and sales function using our site as a conduit. The portal would earn revenues in part through commission off goods sold.

A function of the portal was to attract breeder attention and hold their interest with various informational services and practical breeder applications that assisted industry professionals in networking and communicating with one another.  The site predominantly served as a meeting place for breeders and vendors, but also for dog enthusiasts and other affiliates of the dog show circuit.

Where formerly breeders could only purchase vendor goods at shows, the portal allowed for these products to be instantly accessible.  Our research revealed that the majority of our target audience had access to the web.  

Features that would interest our target market and invite traffic to the site included:

1. Ask a Pro Knowledgebase
2. Event Tracker /Calendar
3. Breeder listings
4. Assortment of various types of articles
5. Pick the Perfect Breed - encyclopedia
6. Fact finders

Note - many of the informational features of the site were connected to a master database, with slight variances in how data was queried and displayed.  Additionally, many of these features were branded for use as a marketing device.

Survey response from the breeding community was favorable. Most were anxious to see the site built and would occasionally call to check on status.

• Survey Questionnaires
• Interviews
• Focus Groups
  

Because the results of our research did not vary significantly from our primary purpose, we did not have to redefine our goals or our target audiences.

A Defined User Profile

The next step was to develop a design strategy that communicated effectively to the people we wanted to reach. These groups included vendors, breeders, affiliates of the breeder circuit and other dog enthusiasts.

Based on the analysis of our user profile we found that all potential users of the site had something in common with each other:

1. Similar audience characteristics
2. Similar subject expertise
3. A slight variance in informational preferences
4. Similar scenarios of use in respect to users informational needs.

With this information in hand, we proceeded with market analysis.