Landcare Australia 2024

Landcarer

Landing page Redesign

By Long Hoang / March 2024

SUMMARY -

A redesigned landing page featuring event, discussion, and knowledge related to environmental issues for active seniors, passionate youngsters and time-constrained adults

CONTEXT -

Being a nationwide environmental platform, Landcarer aims to become a place where volunteers, fundraisers, and the general public can learn about related issues, share knowledge, and participate in activities.

PROCESS OVER THE PROJECT #1

STAKEHOLDER INTERVIEW

#2

ASSUMPTIONS MADE

team

Met with Diana, the marketing lead, to understand more about Landcarer and the project brief. individual

Narrowed down the scope and gauge user pain points and expected outcome if problems are solved, which aligns with Landcarer’s vision.

#3

PRIMARY & SECONDARY RESEARCH

team

#5 LOW-FI >> MED-FI PROTOTYPE individual Design critique with the cohort;

detailed the prototype.

#6

#

7

Revisited the assumptions and validated some;

sketched ideas by running a crazy 8’s exercise.

ITERATION BASED ON FEEDBACK

individual

USABILITY TESTING >> HI-FI PROTOTYPE

individual

Modified the design and made an alternate version for the landing page.

8

individual

Z

6

# IDEATION

individual

nterviewed with 1 senior; 1 young adult via oom; gathered responses from Lyssna - a user-testing platform.

I

Scientifically understood users’ standpoints (28 people) and other platforms (14 NGOs, 14 non-NGOs) to fill the knowledge gap as a researcher; generated 3 personas.

#4

USABILITY TESTING

ll

Another round of testing fo

owed by iterating the prototype

-

l

with high fide ity.

PROBLEMS -

Insufficient user-

Landing page lacks

Difficulty in reaching

generated content

clarity

out to senior users

ASSUMPTIONS

#1

#2

IF the landing page has a more precise division

IF the landing page categorises the posts based

for different target audiences, the retention rate

on geographical locations, users are more likely

will increase.

to access the posts, which increases the views.

TRUE!

TRUE!

The majority share knowledge, find events, and

Interviewees are interested in joining events that

exchange on social media. They are familiar with

happen in their neighbourhood. Some rely upon

search and filter features.

local council websites.

#3

#4

IF the content creator does not need to

IF the seniors are exposed to Landcarer, the

duplicate the post manually, they are more

user group will increase and even become one of

happy to use the platform to share the

the majority.

& FINDINGS -

information.

Most likely to be TRUE!

UNSURE?

Senior users prefer email and WhatsApp than

Our research has not touched on that part.

Google. They know tech!

IDEATION FOR 3 TARGET GROUPS -

crazy 8s sketching on all features

low-fi landing page

med-fi landing page

HIGHLIGHT FEATURES BEFORE TESTING -

Validation

7 out of 8 rated adjusting font size very easy 50% found a discussion from the menu bar; 50% found a discussion from the discussion session All found “organise an event” under the menu bar Over 80% found events from the menu.

USABILITY TESTING

WITH 8 POTENTIAL USERS 2 online; 6 unmoderated tests

Focusing on “quick start”, “popular discussions”, “knowledge corner” and “font size adjuster” Out of 8, 5 found the prototype ”nice, clean,

Opportunities & gaps

Only 1 was able spot the “organise an event” at quick start and commented that the words and background should have a strong contrast.

2 out of 8 found “quick start” value-added and think it allows them to view the whole picture

simple, easy-to-follow, modern, simple-tonavigate.”

Feedback

Sign up on the hero image is off-puttin Call-to-action buttons on the quick start are confusing Restructure the knowledge corner and discussion Is the platform for farmers only? (based on the introductory text)

HIGHLIGHT FEATURES AFTER TESTING -

View interactive prototype

FUTURE DEVELOPMENT -

#1

#4

Menu bar should be self-explanatory

Discussion should be re-organised and

and simplified

merged with knowledge corner

Most participants heavily relied on the menu bar during the

Some found the "discussion" disorientated; some expected

testing.

to see the discussion and facts together.

#2

#5

Sign up button should be relocated

Events should be in a more prominent

The senior user pointed out that the sign up button on the

position

hero image is stressing her out.

Participants quickly spot activities on the menu and events happening in the month.

#3 Search bar could be elevated The participants tended to click the search bar for events and knowledge.

LIMITATION & REFLECTION -

With more resources,

With second thoughts,

I would recruit more senior users to

I would add card sorting on landing

enrich the user experience for “Ben”

page structure with the participants

The eldest participant is 74 years old and is a knowledge

The layout could have different orders with inputs from

expert on environmental issues. She has brought me a lot of

different groups.

insight, but I hope for more variety in this age group.

With more time,

I would do more moderated usability testings Preferably in person because I could closely observe their reaction and body gestures. Video calls also work, but not as well as live sessions.

With more time,

I would conduct "before" and "after" test Landcarer landing pages The tests would be performed firstly on the original design, followed by my proposed design, resulting in a benchmark.