One Stop Guide for All The Visitors Of Toronto!
( User Research)
Overview
Toronto, a major metropolis with high visitor traffic, relies on its website for information. Unfortunately, the current organization of the website disperses essential exploration details across multiple categories and subsections. This complicates navigation, reduces visitor satisfaction, and impacts the City of Toronto's revenue.
Background
Conducted a competitive analysis and determined that the current organization of the website disperses essential exploration details across multiple categories and subsections, Our end goal with revamping the City of Toronto website is to ensure the changes are truly needed to enhance the usability for the user while ensuring the branding and information is congruent to the metropolitan vibrance of the city.
UX Designer/ Researcher, Work Facilitator
8 Weeks
5 UX Designer's/ Researcher's, Work Facilitator's
Miro, Figma, Canva
Competitive Analysis
A competitive analysis was conducted to compare the City of Toronto, the City of Mississauga, and the City of Markham based on their business and user goals, value proposition, heuristic evaluation, and SWOT analysis.
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The analysis aimed to assess the usability and learnability of our competitor's website, providing valuable insights from a user's perspective. It helped identify areas where the City of Toronto could improve upon based on what they had overlooked.
Project Plan and Screener
The purpose of this study is to gain deeper insights and data on the behaviour of tourists and visitors, especially when looking for travel related information online. The study aims to explore insights regarding Information Architecture and Navigation for the City of Toronto website. All our interviewees where people who loved travelling and visiting new places.
Interviews
We conducted 10 user interviews that included 10 full-time students both domestic (living around the GTA who knew about the city of Toronto) and international students (from different parts of the world who were new to the country and knew nothing to a little about the city), to know their approach for planning the visit.
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Interviews allowed us to have direct contact with our participants to collect immediate personal experiences, opinions and perceptions they had.
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Learnt about the issues the user sees in using the city website to plan a trip.
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It helped us derive some new enhanced changes to the existing IA and navigation of the website which could solve a lot of user problems.
Personas
We studied all the data from the 10 user interviews to draw out patterns in behaviours and attitudes of the users to understand their needs and goals.
Which was then combined to understand user's attitudes, behaviour’s, objectives and problems they mentioned for not using the city’s website as their first priority for visitor-related planning.
User personas and Journey maps where created using the data and findings which provided us with an in-depth understanding our target users (visitors) and what their need.
Personas
New Information Architecture created based on findings from the user interviews.
Next Step 1
New Information Architecture created based on findings from the user interviews.
Next Step 2
Most participants mentioned that it is difficult to find and not clear where to get the travel information on the website. So, we've decided to add more information about travel/visit Toronto on the main page as well.
Current Website
Updated Version
Next Step 3
New navigation design of drop-down menu for better access to the services for visitors and also residents who want to explore Toronto more!
Next Step 4
New navigation design for "Explore Toronto" page to make it more user-friendly and have an easy access to the travel resources from the City of Toronto website.
Current Website
Updated Version
Next Step 5
Wireframes: By clicking "Destination Toronto" from the main page, the drop-down menu, and 'Explore Toronto' page, it leads users to Destination Toronto. Users can easily access to Destination Toronto to get more travel information easily and effectively.
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