The Crucible
Improving class registration and checkout flow for Oakland-based industrial arts facility.
Team: Sona Dolasia, Marissa Wu, Miley Hu, Heidi Dong, Jess Liu (mentor)
Role: Ideation Lead
Timeline: September - December 2018
Deliverables: Figma Prototypes, User Research Report
context
As a product design consultant for Berkeley Innovation, my team worked with oakland nonprofit, The Crucible, the largest industrial arts education facility in the United States.
The initial goals for the project were to increase conversions and reduce the abandoned cart rate for class registration on the website.
research
We set out with two questions to focus our research:
We conducted four different research methods to motivate our designs:
Usability Testing On Existing Site
We interviewed 12 people and asked them to perform several tasks on the website to find out current pain points in the user flow based on their feedback.
Customer Interviews
We conducted 2 phone interviews with The Crucible’s customers about their past experiences with online class registration and the website in general.
Secondary Research
We analyzed 5 online checkout flows of various industries to understand the best practices involved with user experience and information hierarchy.
Customer Survey
We sent out an online survey and gathered 22 responses regarding customers’ past experience registering for classes at The Crucible.
insights
Mobile Responsivness
Several pages were unwieldy to view on mobile, especially in regards to lengthy scrolling and class browsing.
Visual Design & Accessibility
The contrast of colors made some parts of the site more difficult to read, such as the checkout screen.
Navigation
Users had trouble navigating when asked to find certain pages.
Information Hierarchy
Information layout on class pages could be more effective.
low fidelity
User flow of the existing product (view full image)
Ideal user flow for our designs (view full image)
mid fidelity
Class Search
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Class Details - Confirmation
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Department Detail
Class Details
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All Departments
high fidelity
reflection
This was my first project in berkeley innovation, and my first project doing work for a client. I learned so much from my team and our client about the design process.
Looking back, I wish we had time to conduct more user testing with the high fidelity screens. Since there were only a number of screens we designed up, it was difficult to get accurate testing on the navigation improvements, given there were only a few pages to choose from.
My team and our client at the Berkeley Innovation showcase!