Building a better business proposal: a usability study

Abstract

This two-phased study examined the interaction between aesthetics, usability, and document design surrounding PDF business proposals viewed on screen. Specifically, it aimed to further understand both the positive and negative usability features of Firm XYZ's business proposals by building on the findings from a prior heuristic evaluation and cognitive walkthrough. Phase One collected both qualitative and quantitative data via semi-structured interviews to further investigate usability with Firm XYZ's existing proposals. These findings coupled with best practices informed the redesigned proposal to be used in Phase Two. Phase Two used A/B split testing to tap into the user experience of key decision makers as they interact with a PDF of Firm XYZ's proposal to identify which version performs better. Regardless of the modifications to the document's design, this study revealed that neither version performed better from a usability perspective, whereas Proposal A entailed a slightly better user experience rating. Overall, promoting a strategy that champions usable proposals has the power to increase a company's return on investment, improve the quality of the content produced, and enable an optimal user experience.