tourism bc – australian website usability testing – december 2005 1 tourism british columbia...

Tourism BC – Australian Website Usability Testing – December 2005

1

Tourism British

Columbia Australian

Website:

Usability FindingsNOVEMBER 2005


2

Presentation Overview

Research Objectives Testing Approach & Target

Audience Findings & Observations Recommendations Next Steps Questions….


3

Research Objectives

• To review the naming of regions, places and categorisation of sights, activities and events on the current Tourism BC website, to ensure that they are meaningful for an Australian audience.

• To test how well the North American website performs with an Australian audience

• To develop an Australian Tourism BC website prototype which supports the Australian personas specific user needs and to test the prototype to uncover any usability issues or ambiguities.

• To analyse the user feedback and make recommendations that will ensure the Australian website is optimally focused to the Australian audience


4

Approach

One-on-one sessions 1 - 1.5 hours per session Three Rounds:

1. Testing the existing North American site with an Australian audience and determining an SAE categorisation structure through card sorting

2. Testing an Australian prototype with updated navigation and new content based on previous research and Round 1 testing

3. Testing a revised version of the Australian prototype updated with user feedback from Round 2 testing


5

Participants

Total of 20 participants 50/50 Mix of Males to Females Keen travellers – have recently

been on or planning an overseas holiday

Australians by birth or have lived in Australia for an extended period of time (long enough to call Australia home).

Reasonably comfortable online. They should use the internet to conduct research for their holidays.


6

Ski Orientated Travellers

Sally & Pete Roberts Age range: 25 – 45 Keen & active skiers – usually

take at least one local ski trip a year

Have recently been on or are planning an overseas ski holiday in the next year (around two to three weeks in duration)

Prefers outdoors/activity based holidays

Total: 7 Skiers


7

Tour Based Travellers

Myra & John Cook Age range: 60+ (possibly retired) Older travellers looking for “once

in a lifetime” travel experiences Have recently been on or are

planning a long haul overseas holiday (around 6 weeks in duration)

Prefer organised tour based holidays

Total: 8 Tour Based Travellers


8

Independent Traveller

Jill Davidson Age range: 18 – 30 Independent traveller looking

for work opportunities overseas

Have recently been on or are planning an extended overseas trip including a working holiday (more than 3 months in duration)

Prefers independent travel Total: 5 Independents


9

Findings & Recommendations Overview

Getting to the website First impressions Exploring what the site has to offer Finding specific information & completing goals Absorbing the information Gaining a spatial awareness of Canada & BC Finding out if BC is the right holiday destination Completing the booking process Final impressions Next steps to further improvements


10

Getting to the website….


11

Getting to the website: Findings

URL & search summary copy not very effective

“HelloBC… that looks like a site that is going to try and sell me something”

Most Users looked to the main title first and then the URL to determine if a site was useful to them

Users have heard of Canada but usually not British Columbia, especially the shortened version BC. “BC” was not understood as short for British Columbia

Hello BC does not fit with the Australian mental model of official Tourism site. It was rarely identified as the “official site” of Tourism BC – users tended to pick www.britishcolumbia.com or www.tourismbc.com

Google was the search engine of choice for 100% of people interviewed


12

Getting to the website: Findings

URL & search summary copy not very effective


13

Getting to the website: RecommendationRecommendations to improve access to the website via Search

Always spell out BC to British Columbia

Tell users that British Columbia is part of Canada eg British Columbia, Canada

Include the words “official site” within the search result description

Reconsider the URL of the site to reflect the accepted standard for official tourism website URLs in Australia eg www.visitbritishcolumbia.com, www.britishcolumbia.com or www.tourismbritishcolumbia.com


14

First Impressions….


15

First impressions: FindingsImpressions of the homepage evolved with each design

iteration

I like it…the map is a bit confusing – it is too small and I think it would be clearer if it showed the rest of Canada & America as well”

“it’s a bit uninspiring – i cant see anything that I really want to click on”

“I can’t find any links to ski information and I’m not sure where to look – I would expect it to be here somewhere”

“I like visual of the four seasons, without reading I can tell that I’d like to go there when it is snowing, & Its good to know what I can do at those times of the year”

“I like the banner image – gives me good picture of what I would expect to see. These are the kind of pictures that I already have in my head about Canada”

““Its appealing…straight away the pictures are eye catching”

Round 1

Round 2

Round 3

“Right well, I now know where British Columbia is now…its not on the east coast after all”

“I usually go straight to the main navigation and I like how i can easily find it on this page – I’d probably just miss all this stuff in the front and go straight to what I’m looking for”


16

First impressions: Findings

Users focused primarily on the imagery and visual elements (such as the map) when making their first impression judgements

Positive first impressions were dependant on the imagery or the map being appealing and useful to the user interviewed

Experienced internet users looked immediately for navigation bar to get straight to the most relevant content


17

First impressions: Recommendations

Decide who is your most valuable Australian target audience and select a banner image that appeals to this target audience – skiers, tour based travellers and independent travellers are very different in what they find appealing

Use SAE links and seasonal imagery to draw in the other two audience types

Make the global navigation tool bar one of the most prominent features on the page


18

Exploring the site…


19

Exploring the Site: Findings

The homepage did not initially entice visitors to explore the site further

The homepage didn’t entice users into the content – once in lower level pages user commented how useful the information was but that there are not enough clues on the homepage to indication what information is contain within

Lack of spatial awareness of BC for Australian users limited the usefulness of the map and regional links in drawing users into the detailed content

Users did not always notice the global navigation

Ski and tour based travellers especially commented that there was nothing about their particular travel needs highlighted on the homepage


20


Imagery is very important for engaging users interest with British Columbia and the content of the site

“a picture is worth a thousand words – a destination name means nothing but a picture makes me wonder ‘where is that?’”


21


Australian users preferred to explore the site by “things to do and see” rather than by destination

Due to a limited knowledge of the regions and cities, users generally have an SAE focus when entering the site.

Once we included SAE content on the homepage, users no longer commented that there are no attractive/interesting options to click on

By far the most popular route into the lower level content was via the seasonal information or activities presented for each season


22

Exploring the Site: Recommendations

Suggest sights, activities and events content that might be of interest to our core target user groups user straight from the homepage

Put sights, activities and events content into a context that is relevant to the Australian traveller eg by season/time of year to travel

Include at least one passive and one active SAE so as to provide hooks for the broadest range of visitors

Create inviting links to relevant Sights, Activities & Events content directly from the homepage


23


Users commented that they liked the use of this seasonal imagery

after the map it was the next thing to catch their attention

Increase usage of engaging contextual imagery on the homepage


24

Exploring the Site: RecommendationsIncrease usage of engaging contextual imagery on the homepage


25


Improve visibility of “directional” navigation clues

Increase prominence of global navigation (discussed in more detail later

Give the user more guidance as to where to click next to find out more information about holidaying in BC: Provide prominent links to high level “find out about BC” content


26

Finding specific information & completing goals…


27

Finding Information: Findings

Poor visibility of key navigation tools

In early rounds, users often didn’t notice the global navigation bar. Users found it considerable more difficult to complete the tasks set when the global navigation was not noticed

Users commented that the side navigation bar did not stand out enough from the rest of the page – inexperienced users often missed it altogether


28


Some changes required to Content labelling, terminology and categorisation

Australian users sorted the Sights, Activity and Events content into different category groups then North American website

Some terminology used was confusing eg Aboriginal and viewpoint because conflicted with Australian interpretations of the words

New categories for Tour based travellers were discussed as valuable additions such as “Organised Sightseeing Tours”

Changing the labels of some links made the link more attractive to click on eg changing “Regions & Cities” to “Places to Visit” made a user more likely to click on this to explore what BC has to offer – as noticed in difference of people using this page in round 1 vs. round 2 & 3


29

Finding Specific Information: Findings

Related linking needs to be improved

Users sometimes were frustrated by lack of direction on where to go next to find more specific information. Users often did not notice the “related links” panel in the right hand side column

Users did not always take the most direct route when completing a specific information retrieval task – some users would click through several other pages before finding the information they were seeking. eg would click on Key Travel Information when looking for Getting There & Away type information. The current site does not currently to support this kind of usage by linking related pages


30


The transportation section naturally tended to be split by users into Getting To BC (from Australia) and Getting Around BC once your there

The tour based travellers commented on the lack of information on organised tours and all inclusive package deals

Market research showed that our target audiences are specifically interested in directions on how to get to and from airports and between ski resorts. This information proved difficult to track down on the current site.

Once in the transportation section, users wanted to know where they could to book the flights or car hire and who could give them the best deals

Users did not like having to wait for a PDF map to download

Transportation & maps section structure & content needs review


31

Finding Information: RecommendationsSignificantly improve visibility of navigation tools

The global navigation bar has been repositioned below the image banner. The font size and colour contrast have been increased to improve the visibility of this important navigation tool.

The global navigation bar needs to be the most prominent element on the homepage as Findability of information on the site was dramatically improved by implementing these simple design changes

Increase font size and change the colour contrast from the main body of the page. This helps to distinguish this important contextual navigation tool from the content


32

Finding Information: RecommendationsApply new SAE categories as defined by the card sort

Apply the new SAE categories as defined by the card sort (shown here)

Include new categories for tour based travellers: Unique Journeys & Sightseeing.

Include new content pages for tour based travellers: Organised Sightseeing Tours, Bus Tours, Railway Journeys and Cruises

Address differences in terminology eg Aboriginal > Indigenous, Viewpoint > Lookout, Circular Routes > Self Drive Road Trips


33

Finding Information: Recommendations

Apply new global navigation labelling

Regions & Cities > Places to Visit Transportation & Maps > Getting to BC & Around BC removed from the beginning of all navigation options – considered

superfluous and occasionally confusing as not all users understood BC as meaning British Columbia

Add new navigation options: Australian Travel Agents and Contact Us


34


Cross link to related information WITHIN the site

Three different strategies for cross linking related information from within the site All display related links within the main body of content. Displaying related links in the right hand column was not obvious enough to the majority of users

Links can be made within the actual textual content eg if a paragraph is talking about needing a visa then “visa” can link through to the “Key travel information” page


35



Three different strategies for cross linking related information from within the site

All display related links within the main body of content. Displaying related links in the right hand column was not obvious enough to the majority of users



36



Three different strategies for cross linking related information from within the site

All display related links within the main body of content. Displaying related links in the right hand column was not obvious enough to the majority of users



37

Finding Information: RecommendationsCross link to related information EXTERNAL to site Display related links within the

main body of content. Displaying related links in the right hand column was not obvious enough to the majority of users.


38

Finding Information: RecommendationsCross link to related information EXTERNAL to site Links can be made within the text

content eg if a paragraph is talking about good ski facilities for Children in Whistler, then a link can be made direct from the text to the Kids Program page on the Whistler site


39


Rename transportation and maps to Getting to BC & Around

Split the content into two different sections: “Getting To BC” & “Getting Around BC”

Add new content areas specifically addressing the need for information on Airport transfers, Ski Resort Transfers and Travel Passes

Rename & split Transportation & Maps into two sections


40

Gaining spatial awareness of BC….


41

Gaining spatial awareness of BC: Findings

• Most Australians have a limited knowledge of the geography of Canada and very limited awareness of BC in relation to the rest of Canada

• Users had heard of the big name tourist destinations of Vancouver and Whistler but had never heard of many of the other destinations in BC

• Users were generally much more likely to click on names they had heard of then destinations that were new to them

Australian travellers knew very little about the geography or destinations of British Columbia or Canada

“These place names mean nothing to me – I don’t even know where to start looking’”


42

Gaining spatial awareness of BC: FindingsAll users were drawn to the map on the homepage but many commented on clarity & usefulness

Usually the first thing users do when researching an unknown destination is to find a map. This is to familiarise themselves with the main destinations and distances between them so they can begin researching and planning which places they would like to visit

Users where immediately drawn to the map on the homepage but didn’t always understand it.

The biggest problem seemed to be that users didn’t understand that the map is only showing BC rather than all of Canada. The shape of BC is not one that is immediately familiar to Australians.


43

Gaining spatial awareness of BC: FindingsAll users were drawn to the map on the homepage but many commented on its clarity and usefulness


44

Gaining spatial awareness of BC: FindingsUsers appreciated and requested maps at key points in the information gathering process especially in the early stages

The maps on the North American were not always considered that useful – users did not like having to wait for a PDF to download. They responded better to the idea of an interactive map integrated into the content page as shown in the prototype

BC and city highlights interactive maps were received very positively with the users interviewed

“It’s really valuable to get a perspective of where things are in relation to each other – I need to be able see what is possible in the time I have’”


45

Gaining spatial awareness: Recommendations

Users require a map that shows the whole of Canada and its surrounding regions eg Alaska and mainland USA.

The map needs to clearly label and link to well known adjoining provinces and destinations such as Alberta & Banff.

BC should still remain the main focus of the map but it needs to be placed within the context of the whole of Canada so users with a limited knowledge of the region can put BC into context with what they do already know

The homepage map should include the whole of Canada


46

Gaining spatial awareness: Recommendations

Users rollover a star (or some other design element) to view a headline of a BC or city highlight.

Create interactive maps for BC, Regional and City highlights pages


47

Gaining spatial awareness : Recommendations


48

Absorbing the information…


49

Absorbing the Information: Findings

Often noticed users squinting at the screen or positioning themselves closer in order to read the website

Users were reluctant to read large chunks of text. They tended to scan over much of it and sometimes miss information they were looking for

Users responded much better to imagery or graphical visual clues

Text is too small and difficult to read


50

Absorbing the Information: Recommendations

Increase font size to minimum of 11point throughout the site

Make the existing text more scannable: highlight keywords (hypertext links serve as one form

of highlighting; typeface variations and colour are others)

meaningful sub-headings (not "clever" ones) bulleted lists one idea per paragraph (users will skip over any

additional ideas if they are not caught by the first few words in the paragraph)

The inverted pyramid style of writing, starting with the conclusion

reduce the word count (half or less than conventional writing)

Increase font size & make text more scannable


51

Absorbing the Information: Recommendations

Use graphical clues to support textual content, for example, icons to highlight the different ski and resort facilities at the ski resorts – like in the holiday brochures

Increase the use of contextually relevant imagery as clues to the information contained on the page

Increase usage of visual and graphical clues to the information contained on the page


52

Absorbing the Information: RecommendationsIncrease usage of visual and graphical clues to the information contained on the page


53

Deciding if BC is the right holiday destination…


54

Finding out if BC is the right holiday destination: Findings

Seasonal considerations ranked highest for Australians when deciding which travel destination to go to

Due to the large distances and cost involved in overseas visits Australian travellers tended to plan multi-destination trips i.e. would generally not just go to one part of BC or Canada

Many held preconceived notions that Canada was exclusively a winter destination for ski orientated travellers

Very little previous knowledge of geography, places of interest or distance between destinations, sights & activities

Australian travellers value having access to the latest health and safety information


55

Finding out if BC is the right holiday destination: Recommendations

Provide seasonal overviews and suggestions for the best things to do at certain times of year

Provide information on places to visit outside of BC

Itinerary suggestions or tour orientated content for to inspire Australian travellers on what to do and see in BC

Provide maps with the best things to do and see highlighted for BC and each of the regions/major cities

Localise the key travel information to the Australian audience – provide easy access to this info from the homepage


56

Completing the booking process…


57

Completing the booking process: Findings

Overall, users were surprisingly positive about purchasing travel online – especially with regards to package deals for ski and tour based holidays.

Generally only the older or less experienced internet users expressed concerns with using their credit cards online

However, a significant percentage of users still use their local travel agent to make the final booking even if they have done all the research online. Sometimes out of habit, sometimes the convenience of having someone else work out all the finer details, sometimes so they have the confidence their holiday will be trouble free.

Hotels and flights were the most common travel products that users purchased via the internet

Trust was a big factor when booking online – users will ask “does the site look and feel reputable?” All users that feel comfortable booking online said they would trust the Tourism BC site


58

Completing the booking process: Recommendations

Completing the booking process: Findings

Searching for Accommodation

Accommodation functionality was generally considered very useful and easy to use – nearly all users questioned said they would feel comfortable booking via the site

Cost in Canadian dollars was not considered to be an issue – users expected cost to be displayed in that way.

Travellers on a budget commented that they would like to be able to search accommodation by price

Users felt that this destination list was too long and occasionally confusing – especially because the first visible destinations are unfamiliar to all our users.


59


Provide contextually relevant links to external websites where users can book travel online

The last step in the planning process is to book the flight – a significant percentage of people are comfortable or prefer to do this online – therefore it is important to provide direction and options for these users to compete their booking process


60


Provide functionality for users to find a specialist BC travel agent in their region

Allow users to refine their travel agent search by state or postcode


61

Completing the booking process: RecommendationsDisplay most popular destinations first in the drop down To make the destination list easier

to navigate, list the most popular destinations (eg regional capitals cities and key tourism destinations) at the beginning of the drop down list.


62


Create option to filter hotels by price

Some users, especially independent travellers, commented that an option to search specifically for hotels within their budget range.


63

Final Impressions...


64

Final Impressions: Findings

100% of users trusted the information provided on the site

Nearly all users said they would use the site again if researching a holiday to British Columbia

Satisfaction with the website increased, i.e. users had less suggestions for how the site could be improved, as each set of recommendations was applied the prototype


65

Next steps to further improvements…

• Non-accommodation special offers on certain sights, activities and events displayed on contextually relevant SAE pages

• “All inclusive” package special offers or flight deals


66

For more detailed analysis see:


67

Questions..


68

tourism bc – australian website usability testing – december 2005 1 tourism british columbia...

Documents

current tourism bc website

testing slide

australian audience

australian prototype

official tourism website

usability findings

north american website

british columbia hello