Experience Dynamics Wesite Analysis

DESCRIPTION:

Description of Rhetorical Context

Regarding the rhetorical context, the messages in this site are created to represent what the user would expect them to represent--information on usability, the benefits of the services offered, and how to reach the company if such services are wanted or requested by the customer. The expectations of the site user are, therefore, not violated in any way. Of note, however, is the fact that the site seems to be strictly informational at first glance, but upon closer inspection, the strong persuasiveness of the messages becomes very evident.

Description of Pages

The company who put this page together is one who is pitching the importance of usability, so the following features of the page bear this in mind:

• Top, bottom, and sidebar navigation
• Limited to three soft or standard colors (with the exception of a couple of charts/pics)
• Evenly spaced and balanced columns
• The primary information is located in the middle of the page
• Headings and subheadings are clearly marked and defined
• Multiple means to contact the company appear on every page
• White backgrounds with black or blue text
• Links are written in blue text and are underlined

ANALYSIS:

Rhetorical Properties of the Site Pages

The messages presented in the top seven pages of the Experience Dynamics webiste are deliberative in that they are urging us to consider and then choose this company for usability related services that they offer. The webiste appears to be informational, and the content presented is often informative, but there are direct persuasive and advertorial qualities to the text.

As far as style goes, the webiste does a number of things with the visual imagery. Links are clearly highlighted and are underlined, the webiste itself is free from clutter and advertisements, soft colors on light backgrounds are easy on the eyes, etc. Also regarding style, there is something to be said of the parallelism of the site. The same color schemes in the text are used repetitiously, and without much thought about it, the visitor to the site can easily see breaks in information, headings, ideas, etc.

The arrangement of the site is often one pairing problem-solution statements with additional persuasive blurbs. A question is posed, an answer is given, and Eperience Dynamics pats themselves on the back. Never in the answers to the questions is there even a hint of uncertainty--confident language and adjectives such as "expert," "field research," "exact," and "prioritization" are intentionally used in an effort to comfort and persuade potential clients. Additionally, the topics of the seven pages are titled in a way that allows the user to access the information they most want to see: Curious about the "Science of Usability?" Click the tab... Want informative reading? There's an "Article" section for that...

Regarding delivery, the information in the site is presented with clear cut headings, subheadings and content. The bulk of the text is in the middle of the page on each page, so consistency is established early. Sidebar navigation to other links remains in the same place, and this, too, speaks to the consistency of the site. The site is also laid out so that any given section of the site can be accessed quickly (the top and bottom of each page has links/tabs to all of the main pages). In a sense, the company is pitching usability by having a site that is easily navigated and efficient regarding its own usability.

The memory components of the site could be described by simply saying that the main pages, ideas, and concepts are repeated throughout the site's pages in a variety of ways: breadcrumbs, links related to the headings, the permanence of the fixed tabs on the top of each page, etc. By providing the site's user with a variety of ways to access any given set of information, the company is in effect saying: We're here for you, our usability is top notch, yours can be, too

Finally, the invention aspect of the site is best explored by showing how ehtos and pathos are used to enhance what this site claims to offer. First, the credibility, or ethos, components in this site help to create a sense of security that the potential customer would want if they were going to agree to the services offered. This was handled in a variety of ways: the familiar logos used in the clients section (versus just listing the names of these well-known companies; the large quantity of research articles on usability, the methodologies explained in the "Science of Usability" section, etc. Tactics to create an emotional response, or exploit the pathos, in potential customers included repetition of the terms "we," "us," and "our." All of these are words that create a sense of teamwork and togetherness. This concept is comforting. It can lend to the belief that you are not in this alone. Additonal persuasive means regarding emotion included reasurances at every step--this is what we do, this is why, this is why you should hire us. Again, this strongly appeals to the sense of one's security.

Patterns of Repetition

• Why hire us?
• Usability...
• How we work...
• Case studies...
• 1-800-978-9183
• "Site Map," Participate in a Study," and "Client Log In" appear on every page

Patterns of Sequencing

• The "Experience Dynamics" logo is in the upper right-hand corner of every page and it really grabs attention upon opening each successive page.
• A persuasive blurb on why you should hire this company appears near the end of almost every page
• Aside from the home page, the upper right-hand corner of most other pages has an "Also See" section with related information and article links in blue, underlined text
• The telephone number of the company is positioned in the upper left-hand corner of every page

Patterns of Omission

• There are no pages which contain frequently asked questions
• Only "pros" are listed, no "cons" (this would be expected in any advertisement, however)
• Since the site is an advertisement in and of itself, it contains no outside ads

Anomalies of Patterns

• The Home Page is different from all subsequent pages
• The color scheme changes dramatically in the "Science of Usability" page when the methodologies table appears (the table itself stands out)
• The final page, "Contact," has an outline of the United States and an exploded view of the upper Northwest (namely Oregon and Washington) which draws immediate attention and stands out compared to the primarily text only pages preceding it

Patterns of Relationships

• In the "About" section, the pattern in the main content area begins with a question a user would seemingly ask, it is followed by an answer which directly relates to the company and how they can help you, and then a final persuasive statement comes after the question to reiterate what was said and offer additional assurances

SUMMARY & SPECULATIVE ITERPRETATION:

To summarize, it is obvious that the information presented in the Experience Dynamics site is constructed in such a way that the very nature of its existence is an advertisement in and of itself. How better to pitch usability than by being usable yourself? Everything from the choice of words to the layout of the information to the color schemes to the spacing of text and objects helps to create a site that speaks of consistency, ease of use, reliability and assurance that this company can provide what it claims it can provide.

Throughout each page, patterns emerge in how the claims are presented, how the aesthetics of the site work with each other and not against each other, backing information to each statement made... In a word, consistency is the glue that holds the pieces of this site together. Never is the site's user at a point where anything feels rushed, sloppy or incongruent. The patterns in this site, when clearly explored and defined as such, show not a haphazard and coincidental arrangement of style that merely feels like order, but a carefully conceived, designed, and implemented presentation of both legitimate information and, unrecognized as such by those who don't probe deeper, propaganda.