In today’s digital world, it’s imperative that producers also engage viewers interactively through their websites. Confusion created by an awkwardly-designed site can turn a viewer off instead of encouraging them to tweet or post about the show.
St. Louis, MO (PRWEB) October 26, 2010
First digital branding agency 4ORCE brought you the Cardinals versus the Rams in the premiere Friday Night Fights Showdown. Now, a winner has emerged in Round Two: ABC’s “Modern Family,” showing ABC knows how to engage viewers in interactive conversations about its programs.
Friday Night Fights is a series of website usability matches hosted by 4ORCE in the firm’s state-of-the-art UX Lab. Two network giants squared off in the second round, with NBC’s “Community” challenging ABC’s “Modern Family.” 4ORCE gave six study participants of varying demographics a set of tasks to perform on each show’s web page.
“Producers of TV shows know how to make their viewers laugh and fall in love with a show, but it is a one-way conversation,” said Dan Curran, President and Owner of 4ORCE Digital. “In today’s digital world, it’s imperative that they also engage viewers interactively through their websites. An interruption or confusion created by an awkwardly-designed site can turn a viewer off instead of encouraging them to tweet about the show or post a teaser trailer to their Facebook page. That’s a lost opportunity!”
The Friday Night Fights Showdown found that 83% of the time participants were successful in finding what they were looking for on the “Modern Family” site. That compares to just a 67% success rate on the “Community” site.
Interestingly, when failing to find a particular item on the sites, four of the six participants fell back onto old reliable – using the search tool when they could not complete a task.
“That’s a very intriguing finding,” said Danielle Cooley, 4ORCE’s UX Director. “It shows that people retreat to their comfort zone when faced with a technological challenge. If a user can’t puzzle out the design of a site quickly, they’ll go back to comfortable tools and practices. So it’s important not only that a site be intuitive, but to also offer tools that users find familiar and easy to use.”
For more information on usability, visit http://www.4ORCEdigital.com.
- Six study participants of varying demographics, with a 2:1 male to female ratio.
- Our participants had twice as many task failures on the “Community” site than on the “Modern Family” site.
- Users took an average 2 minutes, 15 seconds to locate a quote from a character on the “Modern Family” page.
- Average time on task was 1 minute, 37 seconds for “Community” and 1 minute, 49 seconds for “Modern Family.”
- One older participant failed all but three tasks, indicating neither site is targeted at older demographics.
4ORCE is advancing digital engagement and user experience. 4ORCE was founded in 2006 by President/CEO Dan Curran. The St. Louis-based agency bridges the space between today’s digital technology and tomorrow’s brand engagement. The team uses bold creative solutions and a user-centered design to better connect people, media and branding. Serving a diverse client-base that includes Scottrade, O’Charley’s, Hanes and Hardee's, the agency has an impressive portfolio that includes successful creative campaigns and executions through the following media and strategies: event marketing, social media and networking, print, radio, mobile, digital strategy, online video, PR, websites, intelligent user experience (UX), interactive and viral campaigns to name a few. Find 4ORCE online at http://www.4ORCEdigital.com.
For 4ORCE Digital