The Challenge
Who is the client?5km run organises a free park run in Sofia and other major cities in Bulgaria. They have only one paid event – the XL runs. They are one of the major ways in which the organisation sustains itself financially.
What’s the problem?Currently there are not as many sign ups for the XL events as the client would like to see. The sign up process that happens through the site is complicated and possibly turning people away.
What’s my goal?Increase conversions for XL run sign-ups by improving the sign up journey.
The Process
In a nut shell, after 12 interviews and the 1st round of usability tests I created personas. Through competitor analysis I crafted a feature prioritisation table. Ideating with sketching and How Might We? helped reimagine the site’s informational architecture. Two more rounds of usability tests were carried out for the lo-fi and mid-fi wireframes.
The Solution
Delivered high fidelity prototype that makes singing up easy, intuitive and exciting with a System Usability Scale score of 97.1.
• Identified the need to improve and highlight different ways users can donate;
• Confirmed client's assumptions across several different areas: website usage, donations, payment methods, community, tracking.