Usability Testing, Analytics & Information Architecture
Kent State Admissions Website Redesign

Determining the Need for Testing

The lifeline of any institution of higher learning is its admissions department, which is charged with reaching, recruiting and retaining multigenerational students from around the globe. The Kent State University Admissions team is equipped with multifaceted tools to accomplish its goals. The Kent State Admissions website is one of the most important tools for attracting new students, who are embarking on their educational journey. Therefore, the user’s journey on the website should be straightforward and compliment all of the marketing efforts.

THE PROBLEM

Therein lies the problem Kent State University faced, as the website, or rather websites for admissions were plentiful, one for each admit type: undergraduate, graduate, international and transfer – in addition to a main admissions website. This created multiple messages, duplicate information, content disparities, search result conflicts and an all-in-all complicated user journey.

The Admissions website can be made more useful by consolidating the site and providing audience-specific information.

• It currently includes multiple websites

• This is creating a bumpy user journey - pointing users to different sections of the site that may or may not be aligned with one another.

The Challenge

Simplifying the user experience and streamlining its content into one cohesive, redesigned admissions website became the challenge.

VIEW: PREVIOUS SETUP OF WEBSITES FOR ADMISSIONS

Initial Questions

The following questions were addressed during the study, and focused on the improvement areas.

1. How do users navigate the Admissions website and complete common tasks?

2. What are users looking for, specific to their admit type?

3. How can we best utilize the feedback to improve the website?

Redesign-Specific Goals

• Briefly understand the user’s mindset and journey through the admissions process, as well as their experience with Kent State thus far.

• Get general feedback and reactions to the new visual design of the website.

• Understand how users navigate from the Kent State home page to arrive at the Admissions website, and then evaluate how they navigate through the Admissions website to complete common tasks.

• See how effective the website is for users in search of specific information and activities, such as scheduling a tour, completing the online application and meeting their admissions counselor.

• Get feedback on content and functionality that could be improved or is missing.

Overall User Research Goal

Successfully complete user research using a combination of website analytics, competitive analysis, user interviews, usability testing, web best practices, web accessibility requirements, admit type personalization, information architecture analysis and content consolidation analysis.

Where We Began ...

Kent State University’s Communications and Marketing Department partnered with Interactux to create a Kent State Admissions interactive prototype that would be used in one-on-one remote, moderated usability testing sessions.

METHODOLOGY OVERVIEW

A construction worker never uses just one tool, to build a home. A doctor does not use one medical device, when conducting surgery. An artist, rarely, uses one color to construct his or her masterpiece. Why not take a singular approach? This decision is purposeful. It is to avoid being one-dimensional and incomplete. Without the support of multiple components, failure is imminent. 

RESEARCH TRIANGULATION

In user research, the same concept holds true. Multiple user research methods can be used to measure different things. They complement each other and provide separate information. Through triangulation, multiple methods can contribute to painting a clearer picture.  

According to the Nielsen Norman Group website, “The ideal way to conduct UX research is to use multiple methodologies, mixing both quantitative and qualitative research.” (Moran, 2019)

SELECTED RESEARCH METHODS

Multiple research methods were selected for this project were: website analytics, competitive analysis, user interviews and usability testing - supplemented with usage data and were implemented remotely with participants.

The use of multiple methods provided the study with a multi-dimensional, qualitative data (non-numerical, non-categorical, non-ordinal) and quantitative data (numerical, categorical and ordinal).

Usability testing should be the next step to validate the changes made, as a result of this user research.

TARGET USER PROFILE 

The target users were representative of the Admissions website end users. In order to improve the website’s information architecture, we tested it with those who would interact with the site. A list of prospective users was provided by Admissions. The varying site use allowed for data segmentation. Testing with the target users  provided credible source data, which was analyzed for research-driven decisions. 

DEMOGRAPHICS

• Gender: Male, female or gender neutral

• Participant Types:

  • 6 rising high school seniors

  • 5 parents of rising seniors

  • 4 transfer students

  • 5 international students

• Locations: All sessions were remote and moderated with the user and the researcher.

  • United States: Out-of-State (4); City (4); Feeder Schools (2); Rural (1); andTransfer from Ohio Colleges (4)

  • International Locations: China (1), Brazil(1), Italy(1), Kenya(1) and Turkmenistan(1)

• Duration: 45 minutes

ABOUT THE PARTICIPANTS

RECRUITMENT

• Twenty participants were recruited from a downloaded list provided by Admissions, to ensure quality, accuracy and credibility.

• Recruited prospective students and parents, who successfully completed the screener, were selected on a first-come, first-served basis.

• Steps were taken to guarantee participant confidentiality and data security. 

PARTICIPANTS

The sample was comprised of the following, which allowed for an inferential analysis about the population:

• Gender:

  • 65% females

  • 35% males

• Admit Type

  • 25% were high-school students

  • 25% were international students

  • 30% were parents and families*

  • 20% were transfer students

*Applies to all admit types.

INCENTIVES

Incentives ($50 Amazon Gift Cards) were provided to qualifying participants, courtesy of University Communications and Marketing at Kent State University. Study limitations included the summer timeframe, with vacations, and remote communications.

data collection tools

• Testing utilized Lookback, as the data collection tool for the remote-moderated 1:1 usability tests. 

  • Sessions were conducted remotely on the individual user’s device using Lookback.

  • Users tested on their own devices: desktop/laptop (11); smartphones (9)

  • Users were prompted to download the Chrome extension prior to testing.

• Lucid chart was used to manage the website information architecture.

• Google Sheets was used to manage the exported content.

  • Individual content exports for each admit type’s site.

• Google Analytics was utilized to feed as a data resource for DataStudio,

  • GA was used to supplement the exported content information.

  • Content audits built in DataStuido for each admit type.

• An additional robust report was built in DataStudio to monitor the site’s information post-launch.

USABILITY TESTING SESSIONS

TESTING PROCESS

• Pre-Interview

• First Reactions

• ~10 Tasks

• Post-Test Ratings

USABILITY TESTING TASKS

• Majors & Degrees

• Visit Campus

• Cost & Aid

• Why Kent State?

• Request Information

• Find Your Counselor

• Admissions Guidelines & Apply Now

• Apply to Kent State

• Newly Admitted Students

• Parents & Families

• Contact Information

• Student Stories

• Icons

USABILITY TESTING SCORING

Scoring Key

• 1 = Located quickly (preferred method)

• 2 = Located in a roundabout way

• 3 = Could not locate

Segment Example: International Students

Average Scores by Category

• Tuition & Scholarships 1.4

• Social Media/Contact Information 1.8

• Student Stories 1.0

• Majors 1.3

• Admissions Guidelines/Apply Now 1.4

• Visit Campus 1.4

• Life at Kent State 1.5

• Newly-Admitted Student Checklist 1.4

• Request Information/Contact Us 1.0

• Admissions Counselor 1.4

VIEW: AUDIENCE SELECTOR USER FEEDBACK

Usability Testing VIDEO Transcript: International Student P3

Version B (slider preference). P3 mentions not liking to click twice and the mystery behind the drop down.

SS: So, do you prefer the drop-down or the slider?

P3: I think just slider.

SS: And what do you like about this slider?

P3: Yeah. Because I don't, I don't need to click twice. I just like the information is more accessible here because you know here it’s like kind of a mystery [laughter]. It’s like here it just all showed up. Uh huh.

SS: Okay.

P3: It’s not limited to access just one. If I want to I can scroll to the other ones, and here I go directly, and which I'm interested, but I have to click twice.

Measurement Overview

The prototype usability testing assessed the adjusted navigational paths and new website designs for the consolidated Admissions website.

• Users were able to locate accurate audience-based information quickly, using the simplified design. A stark comparison to the previous, multiple websites for Admissions.

• New prototype design and navigation options provide an appealing, welcoming and functional experience for key audiences.

• There are opportunities for improvements to specific navigation labels and content to provide clarity and direction to users. 

• Design, content and navigation all received > 4.5 out of 5 user satisfaction ratings.

VIEW: NEW ADMISSIONS WEBSITE

USABILITY TESTING FINDINGS

KEY FINDINGS & RECOMMENDATIONS

User research provided a thorough examination of the user’s perspective, helping us to understand the audience’s goals they want to accomplish and what tasks they need to accomplish.

1. Consider combining or more closely associating First-Year Students and College Credit Plus. (Homepage)

2. Utilize the tab-based selector on the home page to encourage users to self-select their admit type. (Homepage)

3. Improve display, filtering, performance, and search functionality for Majors & Degrees section. (Majors & Degrees)

4. Consider placing Cost of Attendance in a more prominent position on Cost & Aid page. (Cost & Aid)

5. Improve naming and descriptions of Tours & Events to differentiate from one another. (Visit Campus)

6. Change or adjust label for Why Kent State, depending on intent of content. (Why Kent State?)

7. Consider giving multiple options for Requesting Information, such as email or text message. (Request Information)

8. Consider label change for Admissions Guidelines. Ensure Apply Now links to application, while “Guidelines” link to application steps. (Apply to Kent State)

9. Use a different label for “Undergraduate Admissions” in the footer. (Home Page)

10. Place Find Your Admissions Counselor as a default item on home page and links throughout website. (Find Your Counselor)

PARTICIPANT RATINGS

• Design = 4.7/5

• Content = 4.6/5

• Navigation = 4.5/5

Important Items to Keep in Mind