mok to was mandated for a close research on zefa's online competitors' IA.

Background For getting an overview of the market leaders range of products and services, mok to accomplished an intensive structural analysis of the worlds biggest providers of imagery: gettyimages.com and corbis.com.

Therefore their websites have been tested. Main attention was given to orientation, structure, services provided and the user experience in general.

Interaction flows like the image searching and buying process have been tested and appraised along a catalogue of specified criteria.

Result A summary of experiences listed the results of the research work. Composition and deepness of the sites were represented in mappings of the complete site structures to preparing the base for enabling structural improvement and differentiation of zefa's own website experience..