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How Hanson Dodge Creative Proved Their Design Is Successful With UsabilityTools 20 February 2015 | Piotr Koczorowski

Our Client

Hanson Dodge Creative is a leading branding, technology and digital marketing agency. Through over thirty years of experience they managed to help brands such as Burton, Trek, Thule, Children’s Hospital of Wisconsin, Wilson and SOG.

The Challenge

One of Hanson Dodge Creative clients faced usability problems on their website and needed suggestions. The website didn’t support the Responsive Web Design, it didn’t have any clear calls to action, and the navigation was generally confusing for the clients. That needed to change. In order to fix the issue, Hanson prepared a prototype design of a new website, where they improved the navigation and incorporated the Responsive Design.

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The prototype design of a new navigation bar based on drop-down menus

In order to prove that their prototype is a viable option, they needed to test whether users can find necessary items and topics in the main menu. To do that, they turned to UsabilityTools and used the UsabilityTools UX Suite.

The Solution

UsabilityTools UX Suite offers a wide array of info-gathering tools, such as Click and Web Testing, Card Sorting and Surveys. With their help the client can design a series of studies that will serve as a basis for further analysis and improvement. Hanson Dodge Creative with the help of UX Suite prepared a number of scenario-based tests. These allow to put the experiences of real people in real context, and see how they interact with the website. One of the advantages is the fact that it is possible to test large amounts of people in little time. The goal of the tests was to determine the two following aspects:
  • What is the success rate – how many people managed to successfully complete the assigned by the test task,
  • What is the average completion time – how quickly was the user able to understand the task scenario and find the proper menu item to click on it.
The tests were conducted in the following manner: the users were asked to find specified items in the navigation bar, and after completing the task (or abandoning it) they were expected to evaluate how difficult was it.

The Results

Thanks to the UX Suite, the results of the tests came out positively and proved that the proposed prototype is intuitive in use for the user. With the tool it was possible to find out that the success rate was high, and the average time to complete most of the tasks was lower than 35 seconds. However, some of the tests designed through the UX Suite were less successful, as they took longer to complete and the success rate was significantly lower. Thanks to comparing the tests it was possible to determine the most beneficial and the most problematic elements of the interface.

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The result of the surveys was that the users did not have issues with using drop-down menus. Most respondents agreed that the proposed categories and their names matched with the items in menus. The study exposed few of the usability issues – as several respondents pointed out, even though they could find a specific item, the search for it was too long, as it required searching for it in a few menus.
“I think the website is looking great… menus I thought were very intuitive and easy to navigate. Only question that made me search a bit is where to find Helmets, but that likely is because we classify them internally as Accessories and not necessarily a correlation to how end users might classify helmets.” – Feedback from one of the participants
The tests provided useful outcomes in the form of recommendations how to organize the main menu when navigating the website. The recommendations were:
  • Keep suggested names of the categories in the main menu,
  • Reorganize the items that required extensive searching, so they are easier to find for users.
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Piotr Koczorowski

Written by Piotr Koczorowski

Quirky, funny and energetic young blogger from Poland with a passion for video games, contemporary American literature, chillwave music, and pizza. Between studying Translation Studies at a Polish university, Piotr works at UsabilityTools where he blogs about UX and goes overboard with puns and cultural references. In his free time he dreams of space travel (and pizza.)


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