USA Clydesdale Preservation Foundation Website Redesign

Project Name: USA Clydesdale Preservation Foundation Website Redesign

The Goal

Find solutions to recurring usability and aesthetic issues users might run into on the Clydesdale Preservation website in order to provide a more pleasant user experience. Explore the process of a website redesign from start to finish through focus group studies, heuristic evaluations, card sorting, and wireframe and mockup creation.


Overview: Google Forms and Optimal Workshop’s online card sorting tool were used throughout the research in order pinpoint various problems as pointed out by participants. Most participants did succeed in their tasks when they were tested on redesigned mockups.

User Research: Five participants were tested through a survey hosted on Google forms after determining the website's target audience. This survey had questions about basic demographic information and also asked a few basic questions about the USA Clydesdale Preservation Website. Questions such as what they liked and disliked and what they hoped to accomplish when visiting a nonprofit or charity website as well as why this mission was directly important to them were also asked.

Persona Creation: Taking all the information from the user survey into account, two different personas were created, both with different wants and needs from the USA Clydesdale Preservation website.

Michelle Persona

Heuristic Evaluation: To assess the site for compliance with current usability standards and practices, David Travis’ excel document of 247 web usability guidelines were used, allowing the researcher to see issues that went deeper than pure aesthetics.

Card Sorting: It was clear there was a lot of confusion to users in relation to the current website’s navigation and information architecture. Participants showed hesitation when it came to the actual grouping of links and naming categories,which not only suggests doubt in how some items relate to one another but it could also meant that the current navigation labels themselves are somewhat ambiguous. This made the creation of a site map a challenge because user suggestions ran varied across the board.

USACPF Wireframe

Usability Testing:

Questions were created based on heuristic evaluations and major concerns addressed by the initial user research survey. Five participants were tested on redesigned mockups and data collected involved observations, comments made by each participant, the success or failure of task, and the time took to complete the task.

Redesigned USACPF Homepage


Make Clydesdale history and facts more obvious as almost all users were hesitant about their answers when it came to these tasks. All other tasks were completed with ease.

This project was deemed a success due to the approval of the established focus group who was tested on the redesigned mockups and their ability to complete given tasks successfully. Of course, more testing would need to be completed and the recommendations applied.

The Challenges

Developing improved redesigned mockups that would satisfy the needs of a primary user as well as making sure the redesign was successful. Success was determined based on the ability of those tested to complete their tasks correctly.

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