Research Goals

Inferences

Low Scoring study with scattered results
Why the Scattering:
- Users click on the L1 items regardless till they find the right one. This could also be a user behaviour of clicking though the tree till they land on the right answers. This shows L1 labels don't really make sense to the user, and need to reworked.
- More number of participants could be responsible for the scattered results. Ideal is 50-70. Any menu item with < 5% clicks (6.5 clicks for T1 and 4.5 Clicks for Test 2) is ignored. Statistically insignificant.
When a user has trouble locating the correct area of your site, one can guarantee that there’s something wrong with how you are labelling things.
- L1 menu items caused a lot of confusion for people trying to complete this task. If we look back our tree (and the options that caused so much confusion for people), we can see that the labels do not necessarily make sense to the user. Like they are going to events, rankings and explore for every task.
10-25% participants always mark events as right destination. This shows the mental model of participants and should be catered to in the events section.
Information scent: Users go to University Search for any Uni related task. Optimise search journey and search filters.

Using clearer labels for (L1 menu items) and trigger words.
Highlight a primary action under every L1 category to get user in the expected user journey.
Create a landing page for any misleading L2 menu items and show all L3 there with more explanation.
Double Plant the required L3 menu items
Interlink similar journeys to form closed loops. (Eg all scholarship pages/student finance pages should be connected to each other)
Establish a consistent navigation experience
Assistive text in a dropdown
Optimise the global search journey