After sitting in on usability testing conducted by the IT team on website design, JoAnna Carey, marketing development manager for Foremost Insurance Group, came away wanting more information than the traditional testing sessions could provide. To determine whether its independent agency force was using the carrier's portal efficiently, Foremost would invited agents to look at sketches of what the site might look like and asked for feedback on the user experience.
"I kept hearing questions about how to quantify this information, but that was not something we were able to do," she says. "I began looking for solutions with electronic testing capabilities. I had a specific idea in mind to show an image of the website and provide a picture for agents that would ask them where they would click in a particular scenario."
Carey knew about heat map technology where testers would show an image to the audience, the audience would then click on the image, and the testers could determine what caught the user's attention.
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