User Study
The goals of this user research were to test the usability of various persona tasks. Findings addressed the usability and effectiveness of the current Black Forest Animal Sanctuary (BFAS) website design, navigation, sitemap, imagery, and content.
Role
Usability Researcher and Designer
Contribution
Testing Materials
Prototypes
Recommendations
The current BFAS website is not reaching the proper audiences.
Hypothesis: A cohesive brand system will better serve users in the non-profit space.
The Problem
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.
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
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.
The following are the most critical (or close to) issues.
Missing Personas
Without personas, key user goals are difficult to define. BFAS has a lot of data spread throughout the site with little direction or prioritization on calls-to-action. Personas enable more direct use cases and the ability to define goals.
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.
-
![]()
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.”
-
![]()
Volunteer Victor
Male / Age 22 / Denver, CO
Goals: Wants a sense of purpose and to be part of a larger cause. Prefers to volunteering to donations. Has a strong interest in animal welfare.
“Everyone needs helps sometimes, and I want to be the one to help.”
-
![]()
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?
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 the current BFAS website and a high-fidelity prototype that I created.
While many issues were identified, the following were the most critical.
Task: Locate volunteer opportunities for the organization.
Current BFAS Site
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?”
Prototype
Users that completed the task: 100%
Average Task Time (seconds): 19.5
“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.
Task: Locate upcoming events, choose one, and find a contact to reach out to about the event.
Current BFAS Site
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.”
Prototype
Users that completed the task: 100%
Average Task Time (seconds): 17
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.
Task: Locate a way to make a donation.
Current BFAS Site
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
Users that completed the task: 100%
Average Task Time (seconds): 2
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
100% of 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.
