Usability Testing to Increase Completion Rate

Curtis Blair
Jul 3, 2021
2 min read

Overview

Increased completion rate by improving user task flow.

I increased event registration, service request, and donor completion rates by redesigning the process allowing the website to guide the user. I used various UX tools like personas, red routes, and user journeys to optimize a task flow improving the website’s functionality.

Client

Another Life Foundation, 501 (c)(3) nonprofit organization

Process

Research, Task Analysis, Usability Testing, Wireframes

Problem Statement

The project aimed to determine the website's functionality and how the website could impact event registration and volunteer recruitment.

Impact

Usability test indicated that navigation and poor visual hierarchy prevented users from completing their tasks.
Our redesign used information architecture to simplify site navigation and provide navigational clues to guide user focus.
The tested streamlined navigation and hierarchy structures allowed participants to easily complete tasks resulting in an increase for event registration.

Role

UX Designer

UX Skills

Qualitative Research

Task Analysis

Wireframes

Infographics

Tools

Figma

Tableau

Mockplus

Zoom

Design Process

Challenge

A challenge encountered on the project was an assumed targeted demographic resulting in an undefined user base. Without knowing who to serve, the organization could not address actual user needs and assist with their tasks.

My Responsibilities

As a UX Designer, I lead my team while interviewing and collaborating with stakeholders to identify the targeted demographic and develop a persona to optimize user task flows.
I was responsible for developing user journeys and designing usability testing sessions to determine why users abandon the registration and recruitment process.

Initial Task

User Interviews

During interviews, stakeholders often focused on talking about events due to the planning and preparation needed while users struggled with naming services and finding desired information
I realized that no one really understood or talked about the services offered to the community

Initial Assessment

Our first attempt to address these challenges was creating user journeys to map a holistic view of their experiences and then develop a red route matrix to identify and prioritize shared tasks.

Research Synthesis

While developing a persona helped compare targeted demographics with event attendees and realign marketing efforts, the persona failed to account for what users needed to know.