Red Route Analysis identifies any obstacles users may face when trying to complete core tasks of a website or application.
The term Red Route was originally used for the major roads in London where it was vital to keep the traffic moving. After studying the traffic patterns for those roads researchers found that even one car stopping would clog up the roads and delay traffic. Key London roads were identified and red lines were marked where cars were not allowed to stop thereby ensuring a smooth flow of traffic in a heavily congested city.
Dr. David Travis of Userfocus.com identified that the analogy of the red route lanes could also be used for websites and applications. By identifying the core paths users will take on a website we can make sure that any obstacles a user may face on those paths are identified. Critical paths which are vital to the success of the website should be identified as the red routes.
Characteristics of Red Routes:
- Red routes should be complete tasks.
- Red routes should have an end goal.
- Red routes should also be found on competitor/analogous websites.
- Red routes should reflect customer and business objectives.
Red routes can be identified by examining real customer data such as website analytics and customer search queries. You can also use surveys, competitive analysis and user testing to identify the red routes that are vital to the success of your website.