Using cluster analysis to guide interface design for audiotext services

Rapid Order” is an audiotext system which Iefs customers learn about and order telephone services. The system has thru main branches: QuickTeach@, ordering, and pricing information. In QuickTeach, users cart learn why a serviee might be beneficial to them and how to activate/deactivate the services. Given the multiple intended uses and the large number of services represented, it is important that the Rapid Order menu is as easy to use as possible. The current QuickTeach menu structure classifies the 12 services into four categories: Custom Calling Services, Advanced Custom Calling Services, Linebackerm, and Calling Cardm. This structure might make sense to a user farniliaz with the development history of these services, but the typical consumer does not think in terms of Custom and Advanced Custom Calling Services. We can facilitate our customer’s use of the menu interfaee if we group together items that arc close in the customer’s mental similarity space,