Curriculum Associates offers programs in the classroom that help track and manage student performance to help enhance the learning experience.
The Curriculum Associates team was at a critical point when we began our collaboration on evaluating their website presence. In parallel, the same team was working towards redefining their brand strategy and identity. In anticipation of a new identity and armed with years of feedback on their current web experience, the team was ready for a deep evaluation to determine what their users needed from the website that they weren't getting today. With the goal of uncovering quick wins and long term projects, we got to work, armed with existing personas, access to current customers and a list of key competitors to help shape our Discovery Strategy.
The illustration below represents all of the work that I executed for this research project.
✓ Heuristic Review
✓ Landscape Analysis
✓ Usability Test Plan & Strategy
✓ Usability Analysis
✓ Google Analytics
Personas to a test plan
Working from existing personas, it was key to start to map persona behavior to the website experience and determine realistic scenarios that could help uncover friction or delight in common key tasks. We had multiple work sessions with the clients to determine these key website tasks per persona and translated those into individualized usability tests that were ready for launch.
The trifecta: Usability testing, heursitic analysis, and data analytics
While the unmoderated usability tests were running on UserTesting.com, I went deep on a heuristic experience evaluation. Scrutinizing the website across 71 unique criteria helped uncover key themes around:
- Content Strategy
- Brand Presence
Having a breadth of data and finding meaningful patterns between human computer interactions is a passion of mine. I evaluated each usability video, carefully waded through all heuristic criteria, and spent a ton of time with analytics including Google Analytics (for general performance) and Hotjar (for heatmapping on key pages.)
Above is a preview of the scorecard criteria used for the heuristic analysis of the website.
As you can imagine with such a large amount of research and data as an input, the synthesis was challenging but incredibly rewarding. Below are a few excerpts from the final report, as well as a link to the final report.
- Current messaging and positioning are really resonating with users
- Inconsistent iconography causing usability issues
- Incorrect tagging damaging SEO opportunity
- Success story content not regionalized enough to create personal connection
- Product strategy convoluted and challenging to know which one is most appropriate for any situation
- Mobile optimization, especially around speed, is critical
The client was blown away by the detail of the report. After we presented it, we were asked to scope the projects it would take to start chipping away at immediate and long-term next steps.