SUMMARY -
A redesigned landing page featuring event, discussion, and knowledge related to environmental issues for active seniors, passionate youngsters and time-constrained adults
CONTEXT -
Being a nationwide environmental platform, Landcarer aims to become a place where volunteers, fundraisers, and the general public can learn about related issues, share knowledge, and participate in activities.
#1 STAKEHOLDER INTERVIEW team
Met with Diana, the marketing lead, to understand more about Landcarer and the project brief.
#5 LOW-FI >> MED-FI PROTOTYPE individual
Design critique with the cohort; detailed the prototype.
#2 ASSUMPTIONS MADE individual
Narrowed down the scope and gauge user pain points and expected outcome if problems are solved, which aligns with Landcarer’s vision.
#3 PRIMARY & SECONDARY RESEARCH team
Scientifically understood users’ standpoints (28 people) and other platforms (14 NGOs, 14 non-NGOs) to fill the knowledge gap as a researcher; generated 3 personas.
#4 IDEATION individual
Revisited the assumptions and validated some; sketched ideas by running a crazy 8’s exercise.
#6 USABILITY TESTING individual
Interviewed with 1 senior; 1 young adult via Zoom; gathered 6 responses from Lyssna - a user-testing platform.
#7 ITERATION BASED ON FEEDBACK individual
Modified the design and made an alternate version for the landing page.
#8 USABILITY TESTING >> HI-FI PROTOTYPE individual
Another round of testing followed by iterating the prototype with high fidelity.
Insufficient usergenerated content
Landing page lacks clarity
Difficulty in reaching out to senior users
#1
IF the landing page has a more precise division for different target audiences, the retention rate will increase.
TRUE!
The majority share knowledge, find events, and exchange on social media. They are familiar with search and filter features.
#3
IF the content creator does not need to duplicate the post manually, they are more happy to use the platform to share the information.
UNSURE?
Our research has not touched on that part.
#2
IF the landing page categorises the posts based on geographical locations, users are more likely to access the posts, which increases the views.
TRUE!
Interviewees are interested in joining events that happen in their neighbourhood. Some rely upon local council websites.
#4
IF the seniors are exposed to Landcarer, the user group will increase and even become one of the majority.
Senior users prefer email and WhatsApp than Google. They know tech!
IDEATION FOR 3 TARGET GROUPScrazy 8s sketching on all features
low-fi landing page
med-fi landing page
HIGHLIGHT FEATURES - BEFORE TESTING
USABILITY TESTING WITH 8 POTENTIAL USERS -
2 online; 6 unmoderated tests
Focusing on “quick start”, “popular discussions”, “knowledge corner” and “font size adjuster”
Out of 8, 5 found the prototype ”nice, clean, simple, easy-to-follow, modern, simple-tonavigate.”
alidation
7 out of 8 rated adjusting font size very easy 50% found a discussion from the menu bar; 50% found a discussion from the discussion session
All found “organise an event” under the menu bar
Over 80% found events from the menu.
Opportunities & aps
Only 1 was able spot the “organise an event” at quick start and commented that the words and background should have a strong contrast.
2 out of 8 found “quick start” value-added and think it allows them to view the whole picture
Feedbac
Sign up on the hero image is off-puttin Call-to-action buttons on the quick start are confusing
Restructure the knowledge corner and discussion
Is the platform for farmers only? (based on the introductory text)
#1 Menu bar should be self-explanatory and simplified
Most participants heavily relied on the menu bar during the testing.
#2 Sign up button should be relocated
The senior user pointed out that the sign up button on the hero image is stressing her out.
#3 Search bar could be elevated
The participants tended to click the search bar for events and knowledge.
#4 Discussion knowledge corner should be re-organised and merged with
Some found the "discussion" disorientated; some expected to see the discussion and facts together.
#5 Events should be in a more prominent position
Participants quickly spot activities on the menu and events happening in the month.
With more resources, I would recruit more senior users to enrich the user experience for “Ben”
The eldest participant is 74 years old and is a knowledge expert on environmental issues. She has brought me a lot of insight, but I hope for more variety in this age group.
With more time, I would do more moderated usability testings
Preferably in person because I could closely observe their reaction and body gestures. Video calls also work, but not as well as live sessions.
With more time, I would conduct "before" and "after" test Landcarer landing pages
The tests would be performed firstly on the original design, followed by my proposed design, resulting in a benchmark.
With second thoughts, I would add card sorting on landing page structure with the participants
The layout could have different orders with inputs from different groups.