Bspasrk- Recomendations
Páginas: 10 (2466 palabras)
Publicado: 19 de abril de 2012
Homepage
The overall first impression is that the site is clean and easy to use. Most users only skim the introductory text, though, and tend to miss the “More about BrainSpark” link. Many parents are expecting this product to improve learning, reading and math.
It’s not clear from the homepage what ages the site targets.
It’s not clear that the BrainSpark product is online.
PBSgives the product credibility, but parents asked immediately for more credibility in the form of testimonials from parents, children, and doctors; user reviews; comparison with competition; endorsement by the department of education, etc.
Most users’ first inclination is to click on “Free Trials”. Many of them want to see the demo too.
After going through the “What is BrainSpark” and“Products” pages, most users don’t understand what the product is. For example, one parent said: “I still don’t know what it is. I want a sample, even a screenshot of what my kids would see. Is it teaching vocabulary terms or doing a maze?”
The bottom line is that parents want the product to improve their children’s academic performance.
Recommendations for Homepage:
o Clearly indicatethat the age range is 5-9 and 10-13 on the homepage.
o Clearly state that the product improves cognitive skills such as memory and attention and that research has shown this leads to improvement in academic performance.
o Clearly indicate that the product is online and that the child can begin to use it immediately once it’s been purchased.
o Tie in the 12–16week time-frame in the introductory paragraph with the four-month time-frame of the product.
♣ For example a re-write of the intro paragraph could read something like this:
Research shows you can strengthen your child’s brain with exercise, just as you do the body. As your child’s cognitive skills improve, so will her confidence and academic performance.BrainSpark – a family of online learning programs for ages 5-9 and 10-13 – can boost your child’s memory, attention and reading skills in a3–4 months with a series…etc. Get started right away!
o Give a link to testimonials on the homepage to increase the users’ perception of product credibility. Until these are gathered, perhaps use testimonials for BrainPro and indicate thatBrainSpark is a spin-off of it (the implication being that it’s just as good). Also provide any before-after data in terms of improved academic performance you may have for BrainPro. Also list the scientists’ publications (even if they aren’t directly related to the products). Users just want to know that this is the real thing, and they need to get this impression from the homepage.
oConsider moving the “More about BrainSpark” link under “Play”, and moving the demo link to the “See it in Action” section, under “Free Trial”.
o Provide a demo of a child using the product. This demo needs to clearly show two things: 1) what the product is, and 2) that it’s fun and engaging to use. Parents want to know their child will come back to the site without having to urge themto do so. Until a real demo is available, a snippet from the Free Trial experience should suffice.
o Play up the fact that children will be winning points that translate into Target gift cards, etc. on the homepage—don’t bury this in the Weekly Achievement Report.
o Consider dropping the picture of the adolescent boy because he looks “embarrassed instead of empowered”according to one parent.
o Change the color of the Play, Learn, and Thrive headers so users don’t think they’re clickable.
What is BrainSpark Page
Users aren’t reading this page because there’s too much text, and most of it isn’t answering the questions they have. Parents want to see the history of the product here, how it started, and the scientists’ backgrounds. Again...
The overall first impression is that the site is clean and easy to use. Most users only skim the introductory text, though, and tend to miss the “More about BrainSpark” link. Many parents are expecting this product to improve learning, reading and math.
It’s not clear from the homepage what ages the site targets.
It’s not clear that the BrainSpark product is online.
PBSgives the product credibility, but parents asked immediately for more credibility in the form of testimonials from parents, children, and doctors; user reviews; comparison with competition; endorsement by the department of education, etc.
Most users’ first inclination is to click on “Free Trials”. Many of them want to see the demo too.
After going through the “What is BrainSpark” and“Products” pages, most users don’t understand what the product is. For example, one parent said: “I still don’t know what it is. I want a sample, even a screenshot of what my kids would see. Is it teaching vocabulary terms or doing a maze?”
The bottom line is that parents want the product to improve their children’s academic performance.
Recommendations for Homepage:
o Clearly indicatethat the age range is 5-9 and 10-13 on the homepage.
o Clearly state that the product improves cognitive skills such as memory and attention and that research has shown this leads to improvement in academic performance.
o Clearly indicate that the product is online and that the child can begin to use it immediately once it’s been purchased.
o Tie in the 12–16week time-frame in the introductory paragraph with the four-month time-frame of the product.
♣ For example a re-write of the intro paragraph could read something like this:
Research shows you can strengthen your child’s brain with exercise, just as you do the body. As your child’s cognitive skills improve, so will her confidence and academic performance.BrainSpark – a family of online learning programs for ages 5-9 and 10-13 – can boost your child’s memory, attention and reading skills in a3–4 months with a series…etc. Get started right away!
o Give a link to testimonials on the homepage to increase the users’ perception of product credibility. Until these are gathered, perhaps use testimonials for BrainPro and indicate thatBrainSpark is a spin-off of it (the implication being that it’s just as good). Also provide any before-after data in terms of improved academic performance you may have for BrainPro. Also list the scientists’ publications (even if they aren’t directly related to the products). Users just want to know that this is the real thing, and they need to get this impression from the homepage.
oConsider moving the “More about BrainSpark” link under “Play”, and moving the demo link to the “See it in Action” section, under “Free Trial”.
o Provide a demo of a child using the product. This demo needs to clearly show two things: 1) what the product is, and 2) that it’s fun and engaging to use. Parents want to know their child will come back to the site without having to urge themto do so. Until a real demo is available, a snippet from the Free Trial experience should suffice.
o Play up the fact that children will be winning points that translate into Target gift cards, etc. on the homepage—don’t bury this in the Weekly Achievement Report.
o Consider dropping the picture of the adolescent boy because he looks “embarrassed instead of empowered”according to one parent.
o Change the color of the Play, Learn, and Thrive headers so users don’t think they’re clickable.
What is BrainSpark Page
Users aren’t reading this page because there’s too much text, and most of it isn’t answering the questions they have. Parents want to see the history of the product here, how it started, and the scientists’ backgrounds. Again...
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