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Identifying Users' Conceptual Organization of Menu Functions in an Automotive Electronic Navigation Product

The purpose of this investigation was to identify users' conceptual organization of functions in an electronic menu in an automotive navigation product. One group of participants consisted of engineers with experience designing electronic automotive products and another group consisted of participants with a nontechnical background more typical of average drivers. Participants judged the degree of similarity among 31 written descriptions of functions that appeared in the product's electronic menu. Similarity data were submitted to a cluster analysis which revealed nine clusters for each group. With minor differences, cluster content was similar between the two groups indicating a shared conceptual organization. The cluster structure suggested important changes to the current menu to make it more consistent with users' conceptual organization of menu functions.