Destinations tab

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When you set up your study, you identified a correct destination (or destinations) for each task. This tab shows you how many participants navigated down the correct path to the correct destination, and how many didn’t. 

The destinations selected by your participants can give you good insight into the effectiveness of your information architecture and show you areas that need improvement.

Example of a high-scoring task

We can see in the task below that 96% of participants ended up at the correct destination. Only one participant selected an incorrect destination. This tells us that this task was well understood, as was that particular part of the tree.

Example of a low-scoring task

The example below is from a tree test conducted of a food delivery service site. Only 35% of participants ended up at the correct destination, while a whopping 65% ended up at numerous incorrect destinations. 

This means that many of these participants felt confused or unsure of where to find what we asked them to look for. The most popular incorrect destination is also labeled ‘Farm to plate process’ which shows that more than half of participants understand that they would associate this with solving the task. However, they may have been confused with the labeling further up the tree. Either First click or the Pietree will show if there was consensus earlier on in people’s navigation journey.