Website Usability Audit

Identifying Usability Issues Preventing Conversions

My Role: Lead UX Researcher

CLIENT

Webster Arts is a non profit organization that enriches the community, by supporting living artists and engaging the community through art events and exhibitions.

PROBLEM

Webster Arts suspects usability issues on their website, impacting user engagement and conversions, but are unable to pinpoint specific problem areas and determine effective solutions to obtain board approval for necessary changes.

OBJECTIVE

Assess whether or not their current website is optimally supporting its mission and goals.

Identify usability issues and deliver actionable recommendations for improving user experience, focusing on driving conversions to support the organization's community-focused initiatives.

RESULT

  • A data-driven report to make a compelling case to the board and executive director, streamlining the decision-making process for approving necessary changes.

  • Actionable steps to implement, aligned with staff capacity and budget constraints.

  • Expect to boost conversions related to event attendance, donations, newsletter subscriptions, and volunteer sign-ups.

  • Saved the company $4,762.

PROCESS

HEURISTIC EVALUATION

Provided with the project details and scope, I evaluated the site using Nielsen's usability heuristics.

  • Identified 10+ usability violations

  • Presented findings to client & aligned on next steps

  • 7 usability heuristics in evaluation scope

  • Visibility of System Status

    Violations

    • Lack of real-time feedback for user actions

    • Unclear user location

    • Inappropriate terms for newsletter

  • Match between System and the Real World

    Violations

    • Lack of logical menu organization

    • Ambiguity in labels & terminology

  • User Control and Freedom

    Violations

    • Lack of backtracking

    • Excessive scrolling for essential information

  • Consistency and Standards

    Violations

    • Inconsistent language and terminology

    • Inconsistent spacing & layout

    • Inconsistent form design & controls

  • Recognition Rather than Recall Violations

    Violations

    • Broad and shallow menu structure

    • Lack of intuitive categorization

    • Lack of "home" navigation Label

  • Flexibility and Efficiency of Use

    Violations

    • Illogical task-oriented navigation

    • Essential information not easily accessible

    • Lack of form titles and forgiving formatting

  • Aesthetic and Minimalist Design

    Violations

    • Not efficient use of space

    • Lack of clear visual hierarchy

    • Insufficient visual representation of offerings

SURVEY

After speaking with my client, we defined our research strategy and objectives, and aligned on next steps. Understanding the users and their challenges were our priority. First, I built an online survey and collaborated with the Marketing Director of Webster arts to distribute it online.

  • The survey consisted of 7 questions (open-ended, multiple-choice, and ordinal scale).

  • In a few days, we received 25 submissions.

  • Based on these, we identified 14 participants for testing

What did we learn?

75%

Are most interested in attending art exhibitions, regarding art and community events.

83%

Consider upcoming events and exhibitions essential when visiting an art related site

45%

find information about events via a dedicated "events" or "calendar" section.

38%

Use the navigation menu to find information about events.

USABILITY TESTING

I created a test script with 7 tasks and conducted 11 remote usability test sessions on the Webster arts website, with participants selected from the survey. We wanted to determine:

  • Can users easily find an upcoming event and the necessary event details?

  • Is the donation process straightforward?

  • Can users quickly find how to volunteer?

  • How do users learn about educational programs offered?

NEGATIVE INSIGHTS

Navigation

100% of participants

Newsletter

81% of participants

  • Can users subscribe to the newsletter?

  • Is it clear how to register for an event?

  • Can users easily find out about the current exhibits?

  • Additionally, what do users think about the look and feel of the site?

Volunteering

90% of participants

Event Calendar

72% of participants

Content

81% of participants

Donating

63% of participants

IMPROVEMENT NEXT STEPS…

Improve Information Architecture & Navigation

Increase Visibility of Involvement Opportunities

Promote Events

Use Clear Terminology & Consistent Language

Update Newsletter Location & Form

Update Donation Form

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