User Research Case Study

Project Overview

Mr. D’s is a cupcake shop based out of Wallingford, CT. Their website contained a copious amount of information. There were so many elements to it, which left users confused about where to locate what they were looking for. The content was inconsistent, and not clearly accessible in the navigation bar. Many of the site's content took users to external PDF links to view key information. 

These problems are crucial because users will be less likely to stay on the site if the information is not clearly accessible. By cutting down on the amount of information on the site, and creating a more organized navigation system, it will become much more user-friendly. 

My Contributions

I was responsible for this project alone. This included research, personas, competitive analysis, card sorting, interview, and survey design, information architecture, and wireframes.

Methods Used

There were many methods used to gain information about how others felt about the site in its current state. To conduct the studies effectively, personas were created to help define the primary users. 

Survey and Interview Design

Once defined, an online survey was designed to determine how the user experience can be improved. A set of interview questions were also designed to obtain this vital information. Below is a set of questions used in my survey.

Card Sorting and Preliminary Results Matrix

A hybrid card sorting exercise was conducted as well. A hybrid card sort is when participants are given a set of cards and predetermined categories to sort them in. They are also given the option to add their own categories if they feel it is necessary. Here are the groups and cards that were used when conducting my card sorting analysis.

A preliminary results matrix followed, which demonstrated the results cleanly in an organized chart.

Information Architecture

Then, information architecture was created based on the card sorting results. The information architecture showed a simple way in which information could be organized on the site.

Wireframes

Finally, a set of wireframes were designed in XD based on the information architecture. The wireframes are intended to show the skeletal framework of how the website should look.

Visit the link here to view them