Usability Evaluation & Findings Report
Client: Vertical Endeavors
Source:https://www.verticalendeavors.com/visit-us/hours-locations/bloomington-mn/
Overview
Review the website for its general usability effectiveness. Vertical Endeavors is a collection of indoor rock climbing gyms throughout Minnesota. They offer a wide array of climbing routes from top rope, sport lead, and bouldering.
Problem
Vertical Endeavors Stakeholders need to clarify if their website is meeting their goals because new users are unable to locate key information and contacting the gyms directly.
The Vertical Website is the face of the organization and is specifically geared to communicate to those who are yet to become members.
Research Methods & Deliverables
Role
Worked on a team with 4 other designers and took the lead on being the climbing expert of the group. In addition, I helped moderate the remote usability session of the VE website.
Collected raw data from remote moderated usability testings and solo usability reviews of the VE website
Synthesized the observations into an Affinity Diagram using Invison Freehand.
Composed a findings and recommendations report with annotated wireframes of proposed design features.
Usability Review in progress
The Process
Usability Review
Examined the Vertical Endeavors website to see firsthand where a user might encounter problems.
The website had poor severity ratings when trying to find the value of becoming a member and the benefits or risks associated with climbing.
Remote Moderated Usability Test
The study was conducted over a 2-day period with active and beginner climbers. Each user was instructed to complete a set of tasks on the website.
It was exciting to learn that the Vertical Endeavors reputation was strong enough that users were willing to withstand the pain points and still be excited to go climb.
Photo of Usability Testing Session
Raw Data Synthesis
Utilized the InVision Freehand to affinity diagram the abundant amount of thoughts and quotes from the usability testing sessions.
Users experienced frustrating pain points regularly but were still able to complete most of the tasks.
With the data organized, it was time to begin wireframing recommended solutions and compiling the findings report.
Evaluation Findings
At times, the website was overwhelming users with the amount of text that was being used to explain the functionality of the gym and class offerings.
Although the website had areas that needed clarity, I wanted to make sure the client received the positive comments as well. There was a strong appreciation for VE and its facilities.
Key Takeaways
Improve button consistency and image hierarchy
Be more concise with wording.
Increase the task efficiency to reduce the need for a user to call a facility.
Design Recommendations
Findings and Recommendation Page Break
Visualization of the button inconsistency
Specific quotes regarding this particular button
Wireframes of a new Locations Page
Conclusion
Overall, users had positive feedback towards Vertical Endeavors as a climbing gym. The facilities are clean and provide a safe environment to train or learn more about climbing. The usability testing of the website revealed that there are gaps of usability between the site goals and what users were able to accomplish. This was creating a dent in the user’s ability to feel confident when completing tasks.
By providing Vertical Endeavors with this report they will be well equipped to make the necessary adjustments to improve the usability of the website. I am looking forward to getting back into the gym and seeing if any of the proposed changes will make it to the website.