TL;DR: An informational website did not test well with end users because of repetitive, dense content and non-distinguishable navigation labels. Based on user feedback and testing results, a new information architecture was created to guide the user through the subject matter and narrow the focus.
Project Context
Indiana University's 529 Savings Plans website helps IU employees and parents navigate 529 savings plans. After a team created the website, I was tasked with testing the site on end users.
Process
Going through the live site, I developed 19 questions that represented typical flows a user might take while using the site. While meeting with participants, I explained the workflow by asking them to think out-loud and signal to me if they located a specific piece of information and that I’d be recording them. I also created a simple form that allowed me to easily move through each task prompt while staying involved in the interview. Quantitative and qualitative results were reported as well as areas for improvement, additional findings, and follow-up comments.
Snapshot of the interview form that streamlined interview notes
Success rates from staff participants
Insights and Observations
The report indicated that users were waffling between three different sections in the existing architecture due to repetitive content and non-distinguishable sections. From the results of the usability testing sessions, I recommended that we further distinguish content between sections and narrow the scope to prevent information overload on an already intimidating subject. A new site architecture was created that simplified the subject into distinguishable sections across the site's main navigation.
Admittedly, going into user testing I hadn't the slightest clue about 529 college savings plans. It had to be a quick study. This lack of knowledge helped create the new architecture as I thought about how I would break down a subject into simplified sections starting with the most basic question: What is a 529?
Site map diagram of tested and redesigned architecture.