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User Profiling and Testing Toolkit

Publication Summary

"Customers think that they are the centre of the universe. Customers come to your website to get their needs fulfilled. They will only think you are great if you meet their needs in an efficient and cost- effective manner." Gerry McGovern Newsletter 8 Sept 03 Websites: Think The Way Your Customer Thinks

A major objective for websites should be understanding what their customers want when they visit the site. This enables the site's editor to prioritise its content so that the content most in demand is available and easy to access. There is an increasing need to undertake research what customers want and how they want it presented. For many sites, the 80/20 principle applies where, typically, 80% of customers' needs are satisfied by 20% of the total content on that site. Editors who can identify this 20% and concentrate the majority of their efforts on it will provide customer-centric, effective sites

This toolkit was developed by a consultant through a pilot project between AGIMO and a number of the Australian Government's customer centric portals [External Site]. It helps agencies match the content they provide to the expectations of their customers through two processes:

  • Profiling - identifying a number of typical customers and conducting interviews with them to determine the most important information and services they expect from a website. This helps to identify and prioritise content to be made available on a site.
  • Useability testing - observing how these typical customers use websites to find relevant content. This helps determine how best to present content.

Download Full Publication

To download a PDF version of the report [pdf logo 214 KB]

Table of Contents

Introduction to the Toolkit

User Profiling

Usability Testing

Appendix A - Profiling Tools

Appendix B - Usability Testing



© Commonwealth of Australia 2004
This work is copyright. You may download, display, print and reproduce this material in unaltered form only (retaining this notice) for your personal, non-commercial use or use within your organisation. Apart from any use as permitted under the Copyright Act 1968, all other rights are reserved. Requests and inquiries concerning reproduction and rights should be addressed to Commonwealth Copyright Administration, Attorney General’s Department, Robert Garran Offices, National Circuit, Barton ACT 2600 or posted at [External Site]


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