NavigationArts and Semphonic Announce Strategic Partnership

MCLEAN, VIRGINIA and NOVATO, CALIFORNIA, March 25, 2008 – Today NavigationArts, a leading user experience design consultancy, and Semphonic, a top web analytics consultancy, announced a strategic partnership. NavigationArts’ expertise in user-centered web design and Semphonic’s leadership with analytics will ensure that joint clients benefit from best practices in both realms. Both firms help create effective sites that drive business value for their customers.

User research is an integral part of the NavigationArts user-centered design process because it helps to identify, understand, and validate the user experience. In addition to usability testing, user analysis, and heuristic assessments, web analytics is an important component to NavigationArts’ user research practice.

“User research extends beyond focus groups and interviews,” said Toral Contractor, NavigationArts’ Director of User Research. “Tracking user behavior in aggregate through web analytics is critical to achieving excellence in user experience design, and Semphonic offers powerful analytics solutions.”

“In our experience, web analytics insights inform website improvement through more attention to user-focused navigation, information architecture, and design,” said Phil Kemelor, Semphonic’s VP of Strategic Consulting. “NavigationArts’ expertise in internet strategy and user experience design truly enables organizations to act on the knowledge gained through web analytics.”

About Semphonic

Semphonic is a full service web analytics consultancy with headquarters in Novato, CA and offices in Boston and Washington, DC. Founded in 1997, the company has helped both e-commerce and non-commerce organizations achieve measurable improvement in the performance of their web channel by providing a range of services to include web analytics planning, process and strategy, software solution selection and implementation; web data quality assurance, site reporting and analytics training. Clients include American Express, Charles Schwab, Morgan Stanley, Intuit, National Geographic and Readers Digest.

About NavigationArts

NavigationArts is a user experience consultancy that provides Internet strategy, usability, information architecture, interface design, content management, and development services. The firm creates exceptional online user experiences that drive business value for communications and commerce.