UX design - Competitor review
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Transcript of UX design - Competitor review
Compassionate Dorset website user experience redesign
Competitor review
28 October 2013
Goals of the review
➤ Form a wider understanding of the practices in the industry
➤ Determine how Compassionate Dorset website is performing in relation to similar websites based on set UX factors in order to achive user goals
➤ Improve the experience of the website by examining the best practises on key factors of similar organisations’ websites
Key UX factors
• Navigation
• Calls to action
• Content layout
• Content hierarchy
• Readability
• Signposting
• Trust and credibility
Similar organisation analysis
By examining Compassionate World Farming support groups across the UK only 3 had a website.
Out of these Compassionate Dorset have considerably higher results when measured against the criteria.
To gain a wider understanding 5 other animal welfare related organisations were chosen.
Organisation comparison
Compassion Calderdale
Montgomery Voice For Animals
Compassion in World Farming supporting organisation
Other animal welfare organisation
Perf
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inst
7 c
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Comparison overview
➤ Compassionate Dorset is in middle range regarding performance amongst the chosen similar organisations.
➤ By improving navigation, calls to action, content layout and hierarchy it is possible to significantly improve the overall experience of the website and help users to achieve main tasks of the website more easyily.
Navigation
Calls to action
Content layout
Content hierarchyReadibility
Signposting
Trust and Credibility
0%
25%
50%
75%
100%Comparison to the higest
rated website
Green WoodCompassionate Dorset
Best practice examples
By looking at the best practices of other organisation websites for the key criteria and comparing it against existing practices in Compassionate Dorset website, it is possible to use findings for improvement of the experience in the proposed Compassionate Dorset website redesign strategy.
Navigation menu only accessible on the home page, which makes harder for users to navigate across the site
Navigation
Navigation is lacking visual cues of clickability
Navigation
Clear navigation and structure, which allows user to perform tasks and find information
Calls To Action
Clear call to action forbuying t-shirts
Lacking calls to action to other main tasks above the fold
Visuals cues for calls to action (e.g. there are 4 click areas that brings user to the shop)
Calls To Action
Clear calls to action for prominent tasks above the fold, which instantly attracts users attention
Content Layout
Lack of white space makes the content hard to scan in order to find relevant information
Layout of the footer is aimed to fulfil too many tasks, which can confuse user rather than help to aid goals
Content Layout
Usage of white space in footer guides the user and allows quick scan of information
The footer layout clearly groups several sets of tasks users can perform
Content Hierarchy
Content hierarchy on the pages does not aid user ability to scan or orientate on the page because of lengthy vertical scrolling
Content Hierarchy
Clear heading and description of purpose of the page
Usage of appropriate imagery to support the subheadings of the page
Readability
The font size and spacing prevents from easily reading the content, which can discourage user to read it at all
The length of the lines of text is too long, which can cause frustration if it becomes hard to find where the next line starts
Readability
The font size and line spacing allow user to easy scan the text
Links are connected to nouns and are clearly distinguished from the text
Signposting
Page does not provide further cue about users location
Clear heading of the section
Signposting
Headings allows user to identify the page specific content
Breadcrumbs inform user of the position in the website
Section title and subtitles provides assurance of position and means of navigation
Trust and credibility
The logos lack distinction from the rest of the content to be easily noticeable by the user
There is link to the supported and partner organisations
Trust and credibility
Clear statement of how the donations are being used to aid the cause
Resources:➤ Maier, A., and Kammerer, M. A., 2012. Smashing Magazine Book,
Volume 4 : Smashing UX Design : Foundations for Designing Online User Experiences. Accessible from: http://site.ebrary.com/lib/bournemouth/docDetail.action?docID=10560502&p00=user%20experience [Accessed: 1 November 2013]
➤ Morville, P. and Rosenfeld, L., 2006. Information Architecture for the World Wide Web: Designing Large-Scale Web Sites
➤ http://uxdesign.smashingmagazine.com/2012/06/20/links-should-never-say-click-here/ [Accessed: 1 November 2013]