UX Research: Good to Go website -...
Transcript of UX Research: Good to Go website -...
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UX Research:Good to Go website
Report by Jen Bailey
https://www.wsdot.wa.gov/GoodToGo/default.htm
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Overview
The story
The Good to Go website is a division of
Washington State Department of
Transportation that handles payment of tolls
for traveling on I 405, SR 520 Bridge and SR
167 and the Tacoma Narrows Bridge.
Currently there is a high volume of calls
made to customer service to handle questions
and transactions that can be accomplished on
the website. In the interest of saving money
and HR resources our goal is reverse this
trend.
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Target AudienceDrivers using the Good to Go website to pay for tolls traveling on
designated roads in Greater Puget Sound area
● Commuters traveling frequently on toll roads
● Carpool groups
● Drivers traveling infrequently on toll roads
● Drivers traveling only once on toll roads
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Research ObjectiveTo discover how users figure out what the
best Good to Go option is for their needs.
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Executive SummaryThe Good to Go website has many
good features for users:
1. Site is easily located on search
engines
2. Content written for sixth grade
reading level
3. Current location is clearly
indicated (ie: breadcrumb)
4. Lots of white space
Improvements to help users determine
what is their best account option:
1. Only have one homepage
2. Simplify and streamline content
to provide clarity
3. Use best practices for website
design ie: multiple login options
4. Reconfigure main navigation and
introduce sub-navigation
5. Make website responsive
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Usability Review
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48 out of 100Overall usability score: Poor
Usability Score
Usability Review
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What’s working?1. Site is easily located through common
search engines
2. Links are obvious
3. Content is written for a sixth grade
reading level
4. Current location is clearly indicated
(ie: breadcrumb)
5. Search function is available
6. Lots of white space
Usability Review
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What is causing trouble for users?
Usability Review
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There are two home pages with different navigation and design
Usability Review
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Multiple pages with the same information
Usability Review
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Pertaining content is not easy to locate ie: how do you get to the FAQ?
Usability Review
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Does a user need an account? Or a pass? Or both?
Usability Review
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No hierarchy of content — many elements speak at same volume
Usability Review
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Site not responsive
Usability Review
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Competitive Review
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Competitive Review #1: The Toll Roads of Orange CountyWhat’s working
1. Multiple best-practice options
for accessing information
2. Hierarchy of information helps
reader to get to pertinent
information quickly
3. Content is easily accessible and
conveyed in a simple to
understand way
4. Responsive website
Competitive Review
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What’s working #1Multiple best-practice options for accessing information ie: three different ways from the homepage to access account
Competitive Review
Drop down menu Hero center section Top nav
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What’s working #2Hierarchy of information helps reader
to get to pertinent information quickly
● Big headline with brand objective.
● Popular links large and obvious.
● CTA is front and center.
● Things not as critical are hidden in
drop down menus
Competitive Review
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What’s working #3Content is easily accessible and
conveyed in a simple to understand way
Competitive Review
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What’s working #4Responsive website
Competitive Review
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Competitive Review #2: EZ Drive MAWhat’s working
1. Hierarchy of information helps
user to get to pertinent
information quickly
2. Side navigation that expands
main navigation
3. Responsive website
Competitive Review
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What’s working #1Hierarchy of information helps user to get to pertinent information quickly
Competitive Review
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What’s working #2Side navigation that expands main navigation
Competitive Review
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What’s working #3Site is responsive
Competitive Review
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Contextual Interviews
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DavidGood to Go User #1
Travels on the 520 bridge about 3-4
times a week for commuting to work.
Contextual Interviews
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Excerpts“I don’t understand the difference between the pay
by plate account and the good to go account
with a sticker.”
“How did I find the FAQ page before and how do I get
back to it?”
“I feel like I am jumping down a rabbit hole here. I could
spend another half hour and still not find what I need.”
“I don’t want them taking a picture of my windshield and having record of me and any
passengers in my car.”
Contextual Interviews
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PatrickGood to Go User #2
Travels on the 520 Bridge about 6
times a year to visit family.
Contextual Interviews
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Excerpts“I can’t find the FAQ page - it doesn’t say it anywhere.”
“It looks like there are two homepages
but with different information.”
“I don’t know how it works if you have a
rental car and want to go across the
bridge and I can’t find where that
information is on the website.”
Contextual Interviews
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SarahGood to Go User #3
Travels on the 520 Bridge about 2
times a month to visit family and
friends.
Contextual Interviews
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Excerpts“Before the toll was set up on the 520 bridge, I signed up to get email updates. I found
out about the Good to Go pass options from those emails.”
“I was able to find what I needed on the
Good to Go website and now I don’t have
to go back because I set up an autopay.”
“I never take the hov lanes on I-405
because I don’t understand the rules.”
Contextual Interviews
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Affinity Diagramming
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What are the issues and how do they relate to each other?Affinity Diagramming
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Recommendations
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Information Architecture ImprovementsOnly have one homepage helps users
by providing a base to access all
information simplifying and
streamlining their process.
Help users get to the right information
quickly by reconfiguring main
navigation using sub-navigation to
prioritize content.
Recommendations
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Content Improvements1. Help users determine what type of account/pass they need by streamlining
content to one simple process.
2. Define terminology and use it consistently to avoid confusion.
3. To answer user questions about privacy, provide information about the
technology behind the Good to Go pass, as well as what is done with the data and
images captured.
A B
A B
Recommendations
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Design ImprovementsHelp users login in by providing
multiple places to access the login page.
Use hierarchy of information design to
help users find pertinent information
quickly.
Recommendations
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Web Development ImprovementsMake website responsive so users can access from their preferred device.
Recommendations
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Thank you!