The main aspect of our approach was a usability test with ETF’s end users. Due to the nature of this proejct
PLANNING
The project began with a series of workshops to understand the context of the 22 websites, their function, and their users. We held a weekly status meeting throughout the project to keep everyone informed of progress and to assess outputs of the many facets of work.
We set about a three-month, multiphase research project to understand how to improve the user experience of ETF’s digital estate’s navigation, design, and content.
USABILITY TESTING
We then embarked on the core phase of this work, an 18-person Usability Test, to understand the experience and needs of three key audience types. In this moderated, observational study our team assessed how users naturally navigate to content and tools, with a particular focus on how the various websites interlink from a user journey perspective.
The research took place as one hour, one to one, depth interviews, which focused on watching participants use the live ETF websites to complete relevant tasks. People are often adept at telling us what they think, but the value of this approach comes from seeing what people do, where they hesitate, get lost, or hit a dead-end. This was particularly noticeable as users were required to move from one site to another.
An important role of usability testing is to provide context to any finding. Understanding the usability issue as part of the user’s journey allows for meaningful conversations and accurate recommendations. The video footage from the testing can also be used to provide evidence for ongoing internal conversations.