University of Wisconsin – Madison
Work samples are available upon request.
The UW-Madison School of Pharmacy needed to build a new website that would set them apart from competitors and highlight the attractiveness of a pharmacy career. In coordination with my team, I helped plan and evaluate the new site.
Information Architecture
For this project, we conducted qualitative, remote card sorts using Optimal Workshop with a range of users, from students to staff. Our card sorts helped us understand user perceptions of content groupings.
Next, we created a preliminary site structure and performed a tree test to evaluate our labels and groupings. We tested with a large panel of prospective students in order to test our assumptions against the perceptions of our true target audience: prospective students. The results of the test and a post-test survey identified:
- Confusing labels.
- User expectations for groupings.
- Opportunities for content placement during design.
Content Strategy
Though content was not my primary task, my role in information architecture lead naturally into content planning. For each proposed page, I created recommendations for content, goals, and tone.
Usability Testing
As an evaluative step before development, we performed usability testing with two different key user groups. Each test consisted of the following:
- Pre-test questionnaire
- Initial perception task
- 4 key tasks
- Post-task questionnaires
- Post-test survey and interview
Our test revealed a wealth of information including:
- Brand perception
- Confusion over a whole page menu design
- Inability to notice the hamburger menu
- Difficulty understanding certain content
- Confusion over persona-based login links
Post-Launch Evaluation
In order to continue evaluating the site, we have planned for targeted on-site Hotjar surveys to investigate user perceptions based on certain interactions. Furthermore, we have developed an analytic measurement plan to track user behavior and progress toward conversion goals.