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Stage 1 - Workshops
The main purpose of these workshops was to structure the
redevelopment project. The workshops also gave the Victor Chandler
team an opportunity to learn about user-centred web site
development and simultaneously afforded The Usability
Company's Information Architect an opportunity to gain knowledge
of vital information about the sportsbook business and
terminology.
Stage 2 - Site structure mapped out
To reflect the structure and organisation of Victor Chandler’s
web pages, the Information Architect created
- Wireframes that provided a page-by-page
storyboard and descriptions of page elements and features
- Sitemaps that provided a graphical overview of
the proposed structure in the form of a hierarchical diagram
- Flow charts
The site structure templates were then tested with real users.
Recommendations made by The Usability Company from the findings
were then applied to streamline and optimise the design. Through
this, Victor Chandler was able to avoid over-development by
exploring and testing User Centered Design possibilities at
the early stages of web design. For example, two solutions were
identified for the betting slip. One solution was considered to be
more appealing to the more experienced gambler as it offered all
relevant information and functionality on one page and the other
was considered more appealing to the less experienced gambler with
the intention of making the bet process as easy as possible. Test
results showed that the majority of the users tested preferred the
second solution.
Having decided on the optimal site structure, web pages were
then mocked up and usability research was carried out with
participants trying to complete the true-to-life tasks. The
true-to-life tasks are designed, among other things, to test that
the sites’ design allows the user to complete tasks that are
essential if the site is to meet its objectives. These tests
allowed Victor Chandler to both explore the alternative solutions
offered by our User Centered Design specialist
cost-effectively and to minimise the risk of making erroneous
design decisions that would have damaged the end product.
Stage 3 - Completed wireframes handed over to design team
At this stage, our Information Architect delivered the
optimised wireframes. These wireframes were then handed over to
the design team as templates from which the look and feel of the
site was developed.
Stage 4 - Usability research carried out on prototype web pages
At this point, the focus shifted from the assessment of
processes to the assessment of the effects of design on page
understanding and navigation. Usability research at this stage
determined that design did indeed complement process and
navigation. This demonstrates that user centred design not only
optimises the information architecture but also the look and feel
of the site.
Results:
Victor Chandler and The Usability Company are happy to announce
that both the project and business objectives were achieved. The
major achievement is the increased revenue witnessed by Victor
chandler in the following areas:
- Additional sportsbook business
- Improved customer acquisition
- Increased Cross-selling
The above is a short version of the case study. If you would
like to read the full version, please email info@theusabilitycompany.com
with your request.
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