User Experience Design Project
Iowa Cubs Website
Role
User Experience Design
User Interface Design
Timeline
2024 Spring
8 Weeks
Tool
Figma
Miro
Teammates
Three other students at DePaul University
Intro
About Iowa Cubs website
The Iowa Cubs website serves as a digital hub for fans to engage with the team, offering features such as ticket purchases, merchandise shopping, and viewing team statistics.
Overview
Problems
Unclear labels and navigation made it hard for users to find pages.
Inconsistent design disrupted navigation and hindered task completion.
Objectives
Assess Usability: Determine if the site is intuitive or challenging to use.
Evaluate Task Support: Analyze how well the site supports users in completing their tasks.
Provide Recommendations: Offer design improvements based on findings to enhance user experience.
Methodology
3 core tasks we tested
Ticket Purchase: How easy is it for users to purchase game tickets?
Merchandise Purchase: How easily can users purchase items like team jerseys?
Viewing Player Statistics: How easy is it for users to check player statistics for the current season?
How we assesed the tasks
We identified posssible challgens using heuristic evaluation and evlauate core tasks using cognitive walkthrough, and tested those tasks with real users in the phase of usability testing.
Heuristic Evaluation
Key issues include unclear labels, poor navigation, and inconsistent design.
Usability issues were categorized based on a severity rating scale from 0 to 4 (0 = not important, 4 = critical issue requiring resolution).
A total of 50 usability issues were identified.
The main issues are unclear labels, inconvenient navigation, and lack of design consistency.
Conginitive Walkthrough
Incorrect and unclear labeling of controls are major factors that hinder the completion of core tasks.
Based on the heuristic evaluation, we assessed how these issues impact the website's core tasks.
Usability Test
Two major challnges users faced during the testing
Participants took time to find 'Shop' section.
Most participants struggled to find the Shop page. Two participants looked under the Fan Zone menu, while another two accessed it via a Hero banner link. One participant ended up on the wrong shop page due to misleading labeling.
Participants navigated extensively for 'Game Logs' but failed to find it.
Most participants struggled to navigate to the correct view, with only 2 out of 5 completing the task. One participant reached the right page but couldn’t locate the specific section, while another ended on a page where game logs were inaccessible.
SUS and NPS Score
Strong Usability Overall, But Navigation Issues Impact Some Users
The average SUS score of 79.9 and NPS of 8.4 indicate strong usability and user satisfaction overall. However, the wide range of scores (SUS: 12–100, NPS: 3–10) highlights inconsistencies, with one participant struggling significantly due to navigation issues. While most participants had a positive experience, addressing these outlier challenges could further improve the site's usability.
Usability Test
Design Recommendations
Include “shop” in the “FAN ZONE” section
Many participants hovered over "FAN ZONE" when searching for "Shop," indicating reliance on recognition and inconsistent labeling that doesn't match user expectations.
Moved the filter right on the scoreboard
Users accessed the page but couldn’t locate "Game Logs," likely because the filter was out of their focus while they were concentrated on the statistics.
The page appeared cluttered, and the dividing lines between components made it difficult for users to associate the scoreboard with the filter.
Reflection
Focus on the seat selection screen and conduct tests with alternative scenarios.
Conduct card sorting and tree testing to improve site-wide navigation and content organization.
Conduct exploratory research, competitive analysis, and A/B testing to enhance the usability of the statistics page.
Conduct follow-up usability testing.