USDR collaborated with a local department to perform user research to better understand how the website could be restructured or redesigned in a way that meets users needs.
As Research lead, I collaborated with a Product Manager and a UX Designer to start working on the website redesign. The primary goal was to ensure that users, especially vulnerable populations, could efficiently access critical resources and services through a user-centered design process.
Challenge
Their current website, while rich in information, presented significant challenges. With 72 programs under the health Department, many aimed at marginalized groups, the breadth of content was overwhelming for users attempting to find specific resources. This complexity was suspected to contribute to frustration among residents and service providers, who experience delays or difficulties in locating necessary information. To address these issues, the Department has initiated a project to condense and streamline the website.
Our goal was to test this proposed structure and suggest improvements, answering the following questions:
- Do users understand Public Relations’ proposed site labels as intended?
- Is Public Relations’ proposed site content grouped logically for users?
- Can users find the information that they want, easily and quickly?
Solution
The research aims to answer three primary questions: (1) whether users understand the proposed site labels as intended, (2) if the content is logically grouped for ease of navigation, (3) and whether users can find the information they need quickly and efficiently.
The research employed a triangulation of techniques to gather comprehensive insights. Google Analytics (GA) data was analyzed to understand the current website’s performance, identifying valuable and underperforming pages based on metrics like visitor numbers, bounce rates, and time on site. This data helped highlight areas for improvement and avoid detrimental changes to well-performing sections. In parallel, semi-structured interviews with members of the HHS Web team provided qualitative insights into user needs, website usage, and navigation challenges.
Both techniques informed the design of the tree testing tasks conducted with 20 Long Beach residents (see Table 1 for a complete list of the tasks). Later on, an additional interview with the resource line call center agent manager helped to understand the user journey better. This has helped us highlight the importance of phone calls as part of an omnichannel experience.
Qualitative tree testing was used to evaluate different sitemap versions’ effectiveness. Qualitative tree testing allows us to understand what the user is thinking when navigating through the HHS website. We started with the Public Relations’ proposed sitemap structure and introduced incremental improvements based on user feedback. The second and third versions refined the initial structure, enhancing its alignment with user expectations. Tasks were adapted to avoid misleading words in each of the tested versions.This data was later analyzed through Google Sheets and Dovetail software. Qualitative data was analyzed using a thematic analysis approach. A tag taxonomy was developed to ensure consistent and systematic coding.
Impact
The results indicate significant improvements in user performance when comparing the first sitemap version to the third. Success rates in completing tasks increase notably, and directness metrics—indicating whether users reach the correct destination without unnecessary detours—nearly triple.
The time taken to complete tasks decreases, showing that users navigate the site more efficiently after the incremental improvements. However, challenges remain in specific areas, such as in the submenu categorizations including food nutrition resources and homeless services. Recommendations on the main navigation menu, submenus, and tags were given. Also, it was recommended understanding the website as part of an omnichannel experience. This implied emphasizing resources over programs to align with user needs and expectations, and can enhance the website’s utility as a comprehensive resource hub.
Further details on this case study, including insights and findings, are available upon request. Send an email to melissarenau.ux@gmail.com