UX (User Experience)-Driven Website Design Utilizing Analytic Hierarchy Process (AHP) Multi-Attribute Decision Modeling

The success of an organization’s website is determined by the user’s experience (UX). Yet many organizations continue to struggle to find tools to strategically analyze the UX’s satisfaction with their websites and overall online presence. While there have been numerous studies offering “best practices” for website design, most of these are dated and do not take into consideration UX’s experience and social media tools that come into the market. In this chapter, over 900 surveys were conducted on Inc. Magazine’s Top 500 list (2011-13) of fastest growing companies in the United States. The analysis of these surveys resulted in a list of shared elements (best practices) common to the websites surveyed. Through the use of the analytic hierarchy process (AHP) multi-attribute decision model, the authors developed a measure by which companies can assess their customer’s experience and compare it to these best practices model. This model provides an internally consistent, robust model against which to measure an organization’s website based on the user’s experience (UX). UX (User Experience)-Driven Website Design Utilizing Analytic Hierarchy Process (AHP) Multi-Attribute Decision Modeling

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