Putting it to the test

I conducted remote moderated user testing with 5 participants after developing high-fidelity prototypes to validate the design's usability. This approach was crucial for gaining insights into how users interacted with the website, particularly those with online shopping experience but limited knowledge of mineralogy, akin to Sandy Shale. By testing early, I aimed to identify usability issues and gather feedback to refine the user experience before the website's launch.

Post-launch, we plan to continue gathering feedback from existing users like Mason Quarry via the newsletter to iteratively improve the site based on real-world usage and feedback.

And now for the results...

As noted earlier, testing on the existing site yielded an 81% score for the Single Ease Question (SEQ) and an 85% score on the System Usability Scale (SUS).

Upon implementing the new design solution, I observed a 13% increase in the SEQ and a 10% increase in the SUS, signifying a substantial enhancement in the overall user experience.

Single Ease Question (SEQ)

Mission Accomplished!

Upon asking for their initial impressions of the website, it became evident that the intended voices of "Expertise" and "Natural Beauty" resonated strongly with the users. They no longer perceived the business as a mere mom-and-pop operation but rather as an established, knowledgeable, and trustworthy entity.

Participant Quotes:

"The design looks clean overall, giving off an established vibe. It validates reliability, suggesting that the company is invested."

Yet, there is still room for improvement

Despite seeing a big improvement in user feedback and successfully updating the website to match the stakeholder's vision, users still highlighted some tricky areas.

Before making any changes, I used a prioritization matrix to figure out which improvements were vital, based on value vs effort. I also paid attention to the individual SEQ scores, noting where scores were lower for different tasks.

Zooming in on these sticky notes, we can focus on some of the key updates to the homepage:

While users could navigate to shopping options, they often hesitated about the content under the "Minerals" tab in the main navigation.

Solution: Changing the label to "Shop" ensures users have a clear understanding of what to expect within this dropdown menu. Since the website mainly sells minerals, it's crucial to use explicit language indicating the shopping area.

AFTER

Solution: I made the text and image placement static, with only the image and copy changing from slide to slide.

Additionally, I added chevrons on either side of the banner to indicate that users can scroll, while still keeping the dot pagination clickable. This gives users multiple ways to navigate through the hero space.

Solution: I aligned the title to the left and the link to the right. This adjustment also aligns with the layout of the existing website, providing familiar navigation for long-term users.

Additionally, I reduced the spacing between cards, which allowed room for a fourth, increasing products showcased.

Solution: I moved the link into the card, improving clarity and navigation.

Solution: I introduced a new button labeled "Learn More About Us" placed above the shopping button. I retained both options to provide customers with multiple paths to access the products.

Solution: All “Add to Cart” and any buttons relating to purchasing were updated to wheat to have a greater impact, potentially leading to increased sales and improved navigation.

To clarify its meaning, an icon indicating its status as a location was added.