Black Forest Animal Sanctuary

User Study

Role: Usability Researcher and Designer
Contribution: Testing Materials / Prototypes / Recommendations

Overview

The goals of this user research were to test the usability of various persona tasks. Findings addressed the usability and effectiveness of the current BFAS site design, navigation, sitemap, imagery, and content.

bfas-home-screen-21.jpg
 
 

The Problem

The current BFAS website is not reaching the proper audiences.

Hypothesis: A cohesive brand system will better serve users in the non-profit space.


Please note, since this study concluded, BFAS has made changes to their website, and some of the content and pages may have changed or been removed.

 
 
Current BFAS Website Layout

Background and Methodology

The BFAS site is lacking in a few key areas of design and usability that can elicit more potential donor and volunteer engagement. The following criteria were used to develop testing plans and create relevant materials:

  • Current website heuristic Evaluation
  • Current website content analysis
  • Competitor analysis
  • Industry demographic data
  • Development of key user personas
 
 

Current Website Heuristic Evaluation

This evaluation used the Nielsen’s 10 heuristics format. Using a scale, issues were rated ranging from minor to catastrophic.

A Molich & Jeffries scale was used to rate the site. A score closer to one (1) indicates a minor issue, while three (3) indicates catastrophic. A zero (0) indicates the item did not apply.

 

 
 

Creating Personas

Based on the nonprofit user research and website and competitor analysis, personas were developed to better aid in identifying primary user tasks and journeys. While the personas contained very specific goals, needs, lifestyle, and personal information, the representations below are just a high level look at the key personas.

 
amy-persona-bfas.png

Adoption Amy

Female
Age 34
Peyton, CO

Goals: Would like to adopt animals in need so that she can care for them. She will support any organization that has animals in need.

“For every one woman, there are ten animals in need.”

victor-persona-bfas.png

Volunteer Victor

Male
Age 22
Denver, CO

Goals: Wants a sense of purpose and to be part of a larger cause. Prefers to volunteer rather than make donations. Has a strong interest in animal welfare.

“Everyone needs helps sometimes, and I want to be the one to help.”

donna-persona-bfas.png

Donor Donna

Female
Age 55
Colorado Springs, CO

Goals: Wants a sense of purpose and to be part of a larger cause. From volunteering time to making monetary donation, structures life around. giving

“I want to make a lasting impact in my community.”

 

User Research

Pre-Test Questionnaire

A pre-test given before task-based testing collected demographic information. These questions were informed by nonprofit industry information to understand lifestyle and technology knowledge for tested users.

Some Pre-test questions included:

  • What is your gender?

  • What is your age range?

  • Highest level of education?

  • In a typical year, about how much money (US Dollars) do you donate to non-profit organizations or causes?

  • How would you describe your proficiency in using a computer?

  • How many hours a day, on average, do you spend using a computer?

  • How would you describe your proficiency in using a mobile device?

  • How many hours a day, on average, do you spend using the web?

User Testing

Users were given scenarios in which they played the roles of key demographics for BFAS. They then attempted to complete related tasks.

Users then attempted to complete related tasks. Some users tested the current BFAS site, and some tested an updated prototype.

Scenarios Included:

  • You recently learned about the organization and need more information.

  • You would like to volunteer at an organization near you, that has likeminded interests.

  • You recently learned about this organization and want to make a donation.

Tasks Included:

  • Find a way to contact the organization via email or phone.

  • Sign-up for email newsletters for the organization.

  • Locate volunteer opportunities for the organization.

  • Find and visit at least two social media profiles for the organization, directly from the website.

  • Locate upcoming events, choose one, and find a contact to reach out to about the event.

  • Locate upcoming events, choose one, and find a contact to reach out to about the event.

  • Find out how to donate items or time to the organization.

Post Test

Once the user testing on the website and any updated prototypes was complete, users were given a post-test to fill out. This test was to collect information about user perceptions and expectations of the BFAS site materials.

Some Post-test questions included:

  • How easy is it to find information in this website?

  • How did you feel while working in this site?

  • Compared with similar sites you may have used, or your own expectations, how quickly did the tasks completed seem to go?

  • How clear was the navigation labeling?

  • Did the images seem relevant to the content in the website?

  • How pleasing was the overall look and feel of the website?

 

Results

Using the materials created for user testing, the users engaged in the questionnaires and tasks while being observed. The following high-level issues were identified using:

Current BFAS website - the current site was used for initial testing

Updated Prototype – developed from data gathered during initial tests on current BFAS site

 

Current Site Key Issues

Issue 1 - HIGH PRIORITY

Task: Locate volunteer opportunities for the organization.

  • Users that completed the task: 40%

  • Average Task Time (seconds): 74.6

  • 5 out of 5 users landed on the correct page, but were not aware

  • 0 out of 5 users were aware the volunteer “button” was an interaction element

  • 5 out of 5 users landed on the volunteers page information, but were not aware they had completed the task until told

Most users had similar feedback, with one stating:

“I am not even sure what I am looking for…. Is this it?”

Users were unaware that a volunteer image was used as an interactive button element. The “Forms and Wishlist” page was intended as the volunteer page, but users did not identify it as such.

Users were unaware that a volunteer image was used as an interactive button element. The “Forms and Wishlist” page was intended as the volunteer page, but users did not identify it as such.

 
The BFAS “Events and Store” page does not offer users significant, or updated information leading to confused users.

The BFAS “Events and Store” page does not offer users significant, or updated information leading to confused users.

Issue 2 - HIGH PRIORITY

Task: Locate upcoming events, choose one, and find a contact to reach out to about the event.

  • Users that completed the task: 80%

  • Average Task Time (seconds): 55.6

  • While most users completed the task, they all ended up on Facebook to try and contact and find further information.

  • With no updated information, users leave the site without the necessary content.

Most users had similar feedback, with one stating:

“How do I reach someone? None of this has a date on it.”

 
Users were unable to identify the “Donate” button and spent time looking through the site before being able to find it.

Users were unable to identify the “Donate” button and spent time looking through the site before being able to find it.

ISSUE 3 (BLOCKER) - HIGH PRIORITY

Task: Locate a way to make a donation.

  • Users that completed the task: 100%

  • Average Task Time (seconds): 112.4

  • 5 out of 5 users did not identify the “Donate” button on the homepage until visiting the page again multiple times.

Most users had similar feedback, with one stating:

“This is so frustrating, where do I go?”

 

Prototype Testing

Two users were tested on the prototype to find out if tasks could be completed easier, and if information was relayed more efficiently.

Issue 1

BFAS-prototype-volunteer.png

Task: Locate volunteer opportunities for the organization.

  • Users that completed the task: 100%

  • Average Task Time (seconds): 19.5
    Previous average task time: 74.6

  • “Wishlist” is removed from navigation and content was combined onto “How to Help” page

  • 2 out of 2 users noticed and utilized a section of links to lead them to relevant information on the actual page

Although user found the information easily, there is so much information on the page, that it seemed a bit confusing at first if they had the correct page.

 

Issue 2

BFAS-prototype-store-events.png

Task: Locate upcoming events, choose one, and find a contact to reach out to about the event.

  • Users that completed the task: 100%

  • Average Task Time (seconds): 17
    Previous average task time: 55.6

  • 2 out of 2 users used the page content to read about the events and noticed the contact links

Users found the events page quickly. Test links were not as affective for contact.

 
BFAS-prototype-homepage-1.png

Issue 3

Task: Locate a way to make a donation online.

  • Users that completed the task: 100%

  • Average Task Time (seconds): 2
    Previous average task time: 112.4

  • The addition of a structured navigation and static “Donate” button made finding the CTA apparent

  • A dedicated CTA section on the homepage led users to faster task times

2 out of 2 users located the “Donate” button in the navigation first. One reason may be the visual recognition of the button from previously performed tasks.

 

Recommendations

After assessing the major issues found, as well as various smaller site opportunities, the following recommendations will prove beneficial.

While there are more recommendations for future phases of the BFAS site, these changes are the highest priorities and will offer immediate benefits to users and the BFAS organization.


CREATE A COHESIVE BRAND EXPERIENCE

Priority: High

Implement standards around: fonts, a grid system, button and link colors/styles, and section separators (lines or color blocks)

Benefit: User will have a branded experience with organized content. User will also be able to easily identify buttons or action items.

  • A divider will help separate the navigation from page content
  • Branded buttons lead users to CTAs, like “Donate”
  • A solid grid system will create organized content and solve a few issues

REVISE VOLUNTEER AND GIVING CONTENT AND SEPARATE

Priority: High

Audit the website content, especially around volunteer, giving, and the wishlist looking for content that can be removed and shared upon contact. Additionally, create appropriate sections and pages for these content types.

Benefit: Users can easily identify where to find information they need and will not be overwhelmed with large blocks of content.

  • Wishlist content should be removed from the ”Forms” page
  • All giving opportunities should be placed on the “How to Help” page
  • Consider creating a volunteer page that includes Volunteer, Sponsorship, and Foster opportunities. Additional giving opportunities should be on their own separate page.

CONSOLIDATE AND CLARIFY CONTACT INFORMATION

Priority: Medium

Relay the most important contact opportunities only. Make sure they are clear for users. Offer all contact option on one page. Rather than one sign-up button that goes off-site, offer an email input that will follow users to the form page and autofill.

Benefit: Users can get in touch rather than confused. Sign-up and social media are apparent.

  • Contact information should use a grid layout
  • Only most relevant contact information should be surfaced
  • Sign-up forms should use an email input rather then an ambiguous button
  • Social media icons should be surfaced on the “Contact” page clearly
  • Contact information can be mirrored in a sitewide footer

HOST MORE EVENT INFORMATION

Priority: Medium

Move event information back to the BFAS site from only Facebook. Offer revised and regularly updated content with relevant dates and contacts.

Benefit: Users stay on the BFAS site and are less likely to go off task.

  • Event and store information should use a grid layout
  • Event information should be up to date and have clear imagery
  • Contact information should be updated and easy to find
  • Store information is surfaced below events content and should offer contact information as well, since no purchase options are currently available on the site

IMPLEMENT A SEARCH FUNCTION

Priority: Medium

Implement a search function that lets users find information quicker.

Benefit: Users can go directly to information they seek through a site search rather than sifting through links to try and navigate to it.