E-commerce Link: Conceptual Thinking
From this point, I recommend you move away from the screen and give users a printout of the design they've been looking at. Ask them to circle everything on the page that they believe to be clickable. By doing so, you're gauging whether or not users appropriately understand the conventions established in your design concept. You're also opening the door to start talking about navigation and information architecture.
During this portion of the conversation, I ask the participant to talk a bit about the links in the main navigation area—where would he anticipate each link would go? What type of content would he expect to see on that next page? Does he find the button labels clear and meaningful? This is also where the user's index card list comes back into play.
After discussing each of the main navigation items, I ask the user to look back at the list of information he said he'd be interested in on a site like this one. How would he find that information given this website? Where would he click? This is a solid way to ensure your design is user-centered, and that the content users most commonly seek is appropriately placed.
Finally, in this portion of the concept test I give the participants a set of index cards, each one printed with one of the concept's main navigation labels. I ask participants to order the cards from most important to least important. As we refine our designs, we may reorder the navigation items to be better aligned with users' stated priorities.
Before repeating the entire sequence with the second design concept, I ask the participant to choose five or six adjectives (from a list of 50 descriptions both positive and negative) that best describe his feelings about the design he's been working with. By analyzing the resulting data across participants, researchers can align certain adjectives with each visual design option and assess how each option aligns with a business' intended emotional response and brand attributes.