Boosting user confidence with user-centered website content design
Stanford Jazz Workshop
Problem
Users never read information on the Stanford Jazz Workshop (SJW) website. Registrar’s office was inundated with phone calls during the registration period. On the first day of programs, frustrated users would overwhelm staff with concerns due to misapprehensions of program details.
Solution
Plan and execute user research. Based on findings and resulting personas and user journey maps, create a content guide. Redesign the website templates and create new content according to content guide, personas, and user journeys.
This screen shot shows a typical program-focused web page prior to the implementation of a more user-centric approach. Though well written, this user-facing content was difficult to scan quickly for critical information. It frustrated users and eroded their confidence in the programs.
Results
Decrease in phone support calls to the registrar by 90%
Increase user confidence in SJW content design, according to survey data: 11%
Negative survey comments about content design dropped to 0% from 4%.
Enrollment has increased by well over 10% each year since the new content design implementation
User survey results following program completion prior to the user-centered approach to content design.
After implementation of the new approach to content design, survey data indicated a significant increase in satisfaction, and a reduction in dissatisfaction.
Methodology
Research & Discovery: Interviewed 25 program participants and their families to identify friction points and preferences. Interviewed 10 users who participated in non-SJW programs.
Content Design Strategy: Prioritized key content features based on user needs and friction points. Tested content design options with five users.
Prototype, Test & Iterate: Developed and tested different content design wireframes in Adobe InDesign. Incorporated user feedback.
Implementation & Deployment: Designed new CMS templates to match and facilitate new content design approach.
This screen shot of a typical web page on stanfordjazz.org shows the user-centered content design approach
Key Learning
User-centered content design significantly improved user confidence in the programs even before they chose to purchase a registration.
Additional Notes:
The project was completed in 3 months with collaboration from stakeholders including our development team at 300 Feet Out, registration and program staff, and upper management.
Stanford Jazz Workshop (SJW) is a premier presenter of music education programs. I’m responsible for content design that encompasses:
User interface and content design for program information and registration
Social media including YouTube, Facebook, and Instagram
