Scrutinizing Flair’s online presence

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Logo Flair

Internet Architects is doing an expert review of flair.be, a Belgian women’s magazine. This review includes evaluating the position of the various elements on the site, the navigation model, the use of images and the registration procedure.

The expert review allows us to familiarize ourselves with Flair’s online presence. We always perform this type of review from the end user’s point of view: i.e. the readers. We screen the site thoroughly and we identify where we find room for improvement. We also analyze the web traffic and map the user behavior to spot trends. Finally we talk to both parties involved in this expert review: Flair and its readers.

We organize a workshop at the Flair offices during which we discuss the various points-of-view: inside-out and outside-in. And we form a focus group with users during which we discuss the unanswered questions from the expert review.

Based on all information gathered during the expert review we then write a report including a list of possible improvements. We present our conclusions to the Sanoma – Flair management.


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