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.