The objective of this project was to re-design a Government Website to make it more user-friendly, easy to navigate through and visually inviting. Keeping in mind the target audience of the organization, the goal remained to provide opportunities for inspiration, enjoyment and education while increasing the online engagement of the users.
The objective for this project was to re-design an existing government website to increase traffic. In order to that, we needed to determine the flow the website to find necessary information on booking a reservation, relevant park rules and advisories, things to consider before visiting the destination as well as the exact location of each park.
The process has started with analyzing the user flow of the Reservation Process on the website. We followed the process to see the logic behind it and understand the necessary steps that needed to be taken in order to improve it. While the reservation making process was very sequential, we noticed that there was some terminology used throughout the flow that could seem confusing to the first time users. Almost each step included text-heavy description and almost no images. The overall experience with the booking seemed mundane and very uninviting. So we decided to change pretty much everything!
We started conducting a Guerilla Test for both - Desktop and Mobile version, to see what our users liked/disliked about the website flow, usability and aesthetics. A lot of the feedback that we have received was around the titles and icon confusion, lack of usability, interactivity and intuition.
After having gathered all the notes and feedback from our users, we worked on the Feature Prioritization Map and organized some of the keys points based on their importance. We decided that one of the most important changes that needed to be implemented first was renaming Titles and Buttons so that the information is universally understood by everyone visiting the website. Also, organizing information based on their relevance and importance first was one of the common comments that were received. Lastly, when our users are making reservation, we thought it would be important for the website to intuitively suggest the nearest access point to the site that they're interested in, rather than them having to manually search for it on the map - was a key feature.
While conducting a research, we learned that around 55% of the users actually use their mobile devices to visit Ontario Parks website, hence optimizing mobile version of the website was just as important. We changed the layout of the website, added a menu button and slightly changed the size ratio of the images, text and buttons. We were happy with the final product.
In conclusion, we re-designed a government website that not only simplified the task of making a reservation, but also listed detailed description of each park amenities, events as well as general knowledge that we thought would be relevant and useful when visiting each site. With the new version of Ontario Parks website, users are thrilled to visit the website, book activities, browse through awe-spiring beauty of the Canadian Nature and look forward to their upcoming trip.