Simplify navigation to boost sign-ups.
Project Details
I contributed to my 4 person UX team as a researcher and designer to test the current public facing marketing site for Minnesota Tech for Success.
We were given 1 week to help users of the site find the education resources that the company was prioritizing.
Additionally, the company was concerned that users thought they were signing up for courses when they were just asking for more information which led to less sign ups for courses.
Using familiar language increased users ability to find course information.
Testing of the current site revealed that the label of MTFS Learn was unfamiliar to users who didn’t associate that with education.
Even with the inclusion of the word “learn” the acronym was enough to make users question where it went.
When asked, 11 of 11 users suggested they would click on the link if it was labeled something like “classes, courses, or education.”
Changing the navigation label from MTFS Learn to Courses resulted in an increase of course inquiries.
“Learn IT and Learn Web both directed to the same page so we suggested consolidating to “Adult Courses”
Additionally, the font color the website is using doesn’t pass any levels of WCAG accessibility. I increased the contrast ratio by 75% to be AA standard compliant. Changing the all caps to lower case increases the speed of reading, and comprehension.
From a development perspective this is a very simple change requiring very little codework to address but makes a major impact on usability.