Navigating GMD: Conducting Usability Research for the New Website
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Our goal is to create a user-centric website that resonates with our target audience. This involves presenting information in a clear, concise, and easily digestible manner to ensure readability. Additionally, the website should foster interaction with users, engaging them effectively and facilitating seamless navigation and task completion.
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GMD caters primarily to B2B clients within the aviation industry, including commercial aircraft operators, carriers, and defense organizations.
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John is a 35-year-old desk executive working in the aviation industry. He's responsible for procurement and is actively seeking reliable services to enhance operational efficiency and meet industry standards. John values professionalism, clear communication, and solutions tailored to his company's specific needs. He's tech-savvy and prefers user-friendly interfaces that streamline his workflow.
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As part of our competitor’s analysis, we conducted a thorough review of competitor websites to identify industry trends and best practices, informing our decisions to enhance our own website.
Initial Research
Usability Testing
Involved observing real users as they interact with our website to identify usability issues and areas for improvement. This process may utilize prototypes, wireframes, or the live website to simulate real-world usage scenarios. By closely observing user behavior and gathering feedback, we can make informed decisions to enhance the user experience and optimize website usability.
Contextual Inquiry
Observe users in their natural environment as they use the website, gaining insights into real-world usage scenarios and challenges.
By witnessing firsthand how users navigate the website within their daily workflows, we gain deeper understanding into their behaviors, needs, and pain points.
Think-Aloud
Encourage users to share their thoughts and actions out loud as they navigate through the website.
This method provides valuable insight into their decision-making process, preferences, and any challenges they encounter during their interaction.
Nomenclature changes
Capabilities -> Services
We believe in clarity and precision when it comes to describing what we offer. That's why we've chosen to use the term "Services" to accurately reflect the diverse range of offerings provided by our organization. Whether you're seeking consultation, support, or specialized solutions, our comprehensive array of services is designed to meet your needs effectively. Explore our offerings and discover how we can assist you in achieving your goals.
Markets -> Industries
In describing the sectors we serve, we find both "Industries" and "Markets" to be suitable terms. However, we opt for "Industries" as it offers broader coverage, encapsulating a wider range of sectors and businesses that we engage with. Whether you operate in manufacturing, finance, healthcare, or any other industry, our solutions are tailored to meet your specific needs and challenges. Explore how we can help your industry thrive.
Mid-fidelity Prototype
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Home Page
The home page is designed to present immediate information through card-shaped displays, ensuring quick access to key content. Additionally, I recommend refining the verbiage used for page names, such as changing 'Capabilities' to 'Services,' to better align with user expectations and enhance clarity.
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Services Page
The Services page organizes information into card-based formats for easy navigation and accessibility. Additionally, I suggested restructuring generic overview information to a vertical layout, which not only enhances readability but also elongates the page for improved user engagement and exploration.
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Industries Page
This page focuses on industries. To improve user interaction, we've added clickable icons representing each industry. This not only enhances visual appeal but also allows us to consolidate redundant information on the landing page.
