UX Research: Good to Go website

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Joleen Chapman
5 years ago
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1 UX Research: Good to Go website Report by Jen Bailey

2 The story Overview The Good to Go website is a division of Washington State Department of Transportation that handles payment of tolls for traveling on I 405, SR 520 Bridge and SR 167 and the Tacoma Narrows Bridge. Currently there is a high volume of calls made to customer service to handle questions and transactions that can be accomplished on the website. In the interest of saving money and HR resources our goal is reverse this trend.

3 Target Audience Drivers using the Good to Go website to pay for tolls traveling on designated roads in Greater Puget Sound area Commuters traveling frequently on toll roads Carpool groups Drivers traveling infrequently on toll roads Drivers traveling only once on toll roads

4 Research Objective To discover how users figure out what the best Good to Go option is for their needs.

5 Executive Summary The Good to Go website has many good features for users: 1. Site is easily located on search engines 2. Content written for sixth grade reading level 3. Current location is clearly indicated (ie: breadcrumb) 4. Lots of white space Improvements to help users determine what is their best account option: 1. Only have one homepage 2. Simplify and streamline content to provide clarity 3. Use best practices for website design ie: multiple login options 4. Reconfigure main navigation and introduce sub-navigation 5. Make website responsive

6 Usability Review

7 Usability Review Usability Score 48 out of 100 Overall usability score: Poor

8 Usability Review What s working? 1. Site is easily located through common search engines 2. Links are obvious 3. Content is written for a sixth grade reading level 4. Current location is clearly indicated (ie: breadcrumb) 5. Search function is available 6. Lots of white space

9 Usability Review What is causing trouble for users?

10 Usability Review There are two home pages with different navigation and design

11 Usability Review Multiple pages with the same information

12 Usability Review Pertaining content is not easy to locate ie: how do you get to the FAQ?

13 Usability Review Does a user need an account? Or a pass? Or both?

14 Usability Review No hierarchy of content many elements speak at same volume

15 Usability Review Site not responsive

16 Competitive Review

Competitive Review Competitive Review #1: The Toll Roads of Orange County What s working 1. Multiple best-practice options for accessing information 2.

17 Competitive Review Competitive Review #1: The Toll Roads of Orange County What s working 1. Multiple best-practice options for accessing information 2. Hierarchy of information helps reader to get to pertinent information quickly 3. Content is easily accessible and conveyed in a simple to understand way 4. Responsive website

18 Competitive Review What s working #1 Multiple best-practice options for accessing information ie: three different ways from the homepage to access account Drop down menu Hero center section Top nav

19 Competitive Review What s working #2 Hierarchy of information helps reader to get to pertinent information quickly Big headline with brand objective. Popular links large and obvious. CTA is front and center. Things not as critical are hidden in drop down menus

20 Competitive Review What s working #3 Content is easily accessible and conveyed in a simple to understand way

21 Competitive Review What s working #4 Responsive website

22 Competitive Review Competitive Review #2: EZ Drive MA What s working 1. Hierarchy of information helps user to get to pertinent information quickly 2. Side navigation that expands main navigation 3. Responsive website

23 Competitive Review What s working #1 Hierarchy of information helps user to get to pertinent information quickly

24 Competitive Review What s working #2 Side navigation that expands main navigation

25 Competitive Review What s working #3 Site is responsive

26 Contextual Interviews

27 Contextual Interviews David Good to Go User #1 Travels on the 520 bridge about 3-4 times a week for commuting to work.

28 Contextual Interviews Excerpts I don t understand the difference between the pay by plate account and the good to go account with a sticker. How did I find the FAQ page before and how do I get back to it? I feel like I am jumping down a rabbit hole here. I could spend another half hour and still not find what I need. I don t want them taking a picture of my windshield and having record of me and any passengers in my car.

29 Contextual Interviews Patrick Good to Go User #2 Travels on the 520 Bridge about 6 times a year to visit family.

30 Contextual Interviews Excerpts I can t find the FAQ page - it doesn t say it anywhere. It looks like there are two homepages but with different information. I don t know how it works if you have a rental car and want to go across the bridge and I can t find where that information is on the website.

31 Contextual Interviews Sarah Good to Go User #3 Travels on the 520 Bridge about 2 times a month to visit family and friends.

Contextual Interviews Excerpts Before the toll was set up on the 520 bridge, I signed up to get email updates. I found out about the Good to Go pass options from those emails.

32 Contextual Interviews Excerpts Before the toll was set up on the 520 bridge, I signed up to get updates. I found out about the Good to Go pass options from those s. I was able to find what I needed on the Good to Go website and now I don t have to go back because I set up an autopay. I never take the hov lanes on I-405 because I don t understand the rules.

33 Affinity Diagramming

34 Affinity Diagramming What are the issues and how do they relate to each other?

35 Recommendations

simplifying and streamlining their process.

36 Recommendations Information Architecture Improvements Only have one homepage helps users by providing a base to access all information simplifying and streamlining their process. Help users get to the right information quickly by reconfiguring main navigation using sub-navigation to prioritize content.

37 Recommendations Content Improvements 1. Help users determine what type of account/pass they need by streamlining content to one simple process. 2. Define terminology and use it consistently to avoid confusion. 3. To answer user questions about privacy, provide information about the technology behind the Good to Go pass, as well as what is done with the data and images captured. A B A B

38 Recommendations Design Improvements Help users login in by providing multiple places to access the login page. Use hierarchy of information design to help users find pertinent information quickly.

39 Recommendations Web Development Improvements Make website responsive so users can access from their preferred device.

40 Thank you!

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