Glossaries
Information Scent
What is Information Scent in User Research?
Information scent is a concept in user research that describes how users predict the usefulness of a hyperlink or navigation option based on visual cues and contextual information available on a website or application.
Synonyms: Information foraging, Navigation cues, User navigation, Findability
Why Information Scent is Important
Information scent plays a crucial role in user experience design and website usability. It helps users navigate through digital interfaces more efficiently, reducing frustration and improving overall satisfaction. When implemented effectively, strong information scent can lead to higher conversion rates, increased user engagement, and better retention.
How Information Scent is Used in User Research
User researchers employ various techniques to evaluate and improve information scent:
- Card sorting: To understand users' mental models and organize information effectively.
- Tree testing: To assess the findability of content within a site's structure.
- Click tracking: To analyze user behavior and identify areas where information scent may be weak.
- A/B testing: To compare different navigation designs and their impact on user performance.
Examples of Information Scent
- Descriptive link text: Using "Our Product Features" instead of "Click Here" provides a stronger scent.
- Breadcrumb navigation: Showing users their current location within the site hierarchy.
- Clear category labels: Using intuitive and specific names for menu items.
- Thumbnail images: Providing visual cues for content type in search results or product listings.
Frequently Asked Questions
- What is the origin of the term "information scent"?: The concept was introduced by Peter Pirolli and Stuart Card as part of their information foraging theory, which applies animal foraging behaviors to how humans seek information online.
- How does information scent relate to user experience?: Strong information scent improves user experience by making navigation more intuitive and reducing cognitive load, leading to more efficient and satisfying interactions.
- Can information scent be measured?: Yes, it can be indirectly measured through metrics like task completion rates, time on task, and user satisfaction scores in usability tests.
- What happens when information scent is poor?: Poor information scent can lead to user frustration, increased bounce rates, and decreased conversions as users struggle to find what they're looking for.