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Everyone Active Usability Evaluation

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Project Overview

Challenge

Everyone Active are one of the longest established leisure contractors in the UK and their mission is to encourage everyone to participate in physical activity and manage over 200 leisure centres in the UK. Since the launch of their new website and application booking system they have seen an increase in complaints in difficulty for booking, existing customers expressing confusion during the process of booking and there is a concern this may be putting off new and current customers.

Note: This case study is a self driven project approached as if Everyone Active had approached myself to engage in the UX design and analysis of their current booking system. All the user research, data and design was conducted by myself with real world users of the service.

Objectives

  • To understand the current user flow and experience of the current booking system for the Everyone Active website and application.

  • Conduct user testing to understand the the current usability and user experience of the booking system and understand the customer effort and customer satisfaction utilising CES and CSAT

  • Propose a new user flow and experience addressing key areas highlighted within user research and develop a prototype to test and prove with users.

Project Scope

User Research

Usability Testing

User Testing

Tools

Competitor review,  User Testing, Usability Testing,Wireframes

Sketch

Role

UX Designer (Research, User testing)

Team

Independent &

self-driven project

Duration

1 week

The Process

Design thinking methodology provided the foundations for my approach to this unsolicited research and redesign of the Everyone Active Booking portal. As there were already current users complaining of the experience and difficulty using the new website and application, I wanted to understand the users' challenges in using the systems, where the key paint points occurred and really understand what the user wanted to achieve. 

Design thinking provides the most suitable framework as it provides a solution based approach to solving problems, but also allows an interactive approach to continuously develop an appropriate strategy, something which is useful in the later prototyping and testing stages.

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Empathise

Understand Everyone Active and their users

The Problem Space

Since the launch of the new website and application booking system it has been reported via users feedback that customer satisfaction is low and a high number of users have been complaining that the new booking system on the website and the application is cumbersome, confusing and takes the user considerable time to complete. Although reviews do not provide a solid base for finding out problems in the UX space. They do help to define the problem space and offer an insight into how some current customers experience the service, with the service being the Everyone Active App.

 

Some current customers are experiencing similar issues around the current booking system on the mobile application, with a majority having negative views and experiences. Some users have expressed more positive reviews of the application, so it will be beneficial to to test with real users at a later stage to prove if they are experiencing similar problems and where these occur.

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The aim of this UX research case study is to explore what, where and if users/customers are experiencing problems with the new booking system via the website and the application and to suggest a possible new user flow to address these issues and improve usability, UX and customer satisfaction.

Current user flows

To understand and start to empathise how customers may currently use the Everyone Active website and the application for booking a quick analysis of the current users flows for booking a swimming session was assessed. The aim would be to see what the current potential pains points maybe, where there could be usability issues that create difficulty for users and what may currently work well for users. To see the user flows it was chosen to see how the website and application perform when trying to book a swimming slot.

Everyone Active Website

As a first time customer it takes 19 different steps to complete to be able to book a swimming slot, with the service prompting potential customer to sign up before they can selected their swimming slot and then forgetting what they have selected. Once signed up it only takes 5 steps to book a swimming slot.

Positives

  • Once a member it takes a lot less time to book into a chosen activity 

  • Gym inductions can be done online, which in a post-pandemic society offers better flexibility for potential customers.

  • Clear instructions to opt out of marketing emails

Negatives

  • A potential customer who doesn't not want an account i.e. tourist to the local area is forced to sign up and no guest or one of sign up is offered

  • Customers could feel frustrated or confused why the first selection of their activity is not saved during the process

  • The book/pay prompt in the top navigation is not clear and it can take long to search for an activity via the each leisure centres timetable page

  • Searching for activities may be difficult as it is not easy to distinguish between the different types of swimming slow, medium, fast lane and along with family swims, it can make the activity page difficult to read and confusing

  • A long user flow coupled with a the poor responsive design of the website, makes it even more difficult for customers to find and book activities on a mobile device or tablet if using a web browser

Everyone Active App

As a first time customer it takes 13 different steps to complete to be able to book a swimming slot, with the service prompting potential customer to sign up before they can book their swimming slot and no guest or quick checkout being offered. Once signed up as a member it only takes 6 steps to book a swimming slot.

Positives

  • The home page within the app makes it easier to find out information for each club and select the different activities

  • Activities are simply grouped  by activity i.e. swimming, gym and fitness classes, rather than a long list with the website

  • Application offers a potentially quicker experience for customers

Negatives

  • The application and the website follow different mental models and require different ways to be used

  • Search function for finding a club only works for specific words inputted. A local club cannot be found by inputting in your area that you are in

  • To book a lost the application prompts users to sign up, adding an unnecessary step. No guest checkout is offered for one-off users.

  • The list view on activities does allow for easy filtering and the only filtering offered is via search. A long scrollable list makes for a confusion read potentially and difficult to differentiate between different sessions i.e. fast, slow and medium swimming lanes

  • The application prompts customers to pay for the session in the app

Competitor analysis

A competitive analysis can help to provide strategic insights into the features, functions, flows, and feelings evoked by the design solutions of competitors. By understanding competitors’ products, this can help to strategically design some solutions with the goal of making a superior experience and service. 

For the competitive analysis a similar public leisure centre operator was chosen which was the BETTER Leisure centres run by Greenwich Leisure Limited (GLL) who have a similar strategy like Everyone Active and aim to provide affordable access to quality community leisure and fitness facilities. Better operate nationally in the UK too.

Better Website

As a first time customer it takes 11 different steps to complete to be able to book a swimming slot via the Better website and app (the application follows the same user flow). Once signed up it only takes 5 steps to book a swimming slot (Steps 4,5,6, 8 and 11)

Positives

  • Once a member it takes a lot less time to book into a chosen activity 

  • A simple clear and intuitive process is offered, making clear each step and selection along the way

  • Swimming options are kept simple, i.e.e swim for fitness where a lane can be booked and users can choose which lane they use rather than booking a fast or slow lane

  • UI is clear, simple and easy to select

  • Location search for a centre shows the local centres to the entered location, post code, road etc and allows the user to choose any option and users do not have to be specific in their search

Negatives

  • Red buttons on green background does not support an inclusive approach or allow potential customers with red/green colour blindness to use the site easily

  • No quick checkout/guest checkout is offered for a one off use and all users have to have an account

  • Payment is taken straightaway

Define

User research and user testing to define user needs and problems

Usability testing with users

To see what issues customers where potentially experiencing, where these occurred and how the UX impacted customers experience a usability test with users was chosen. The usability test with users allows us to observe how users act and react to the product and once finished allows the opportunity to ask them questions about their experience. This provides a great opportunity to see how happy your users with the product/service, if it adequately addresses their needs and can help focus the ideation stage with the designs ground in research.

In addition with the usability testing with users, to base the research in quantifiable data and provide a framework to align it with the business objectives a Customer Satisfaction Survey (CSAT) will be utilised to measure how satisfied customers are with the service and also a Customer Effort Score (CES) to determine how much effort a customer has to exert to use the Everyone Active Service and then compare this with the future prototype and design.

In total 5 users were tested in user testing and participants consisted of 2 members who would use the facilities over two four times a month and 3 participants who were not members and would be considered new customers as they plan to use the recently opened Everyone Active in their local area. It was not necessary to collect a load of data on participants expect that they know how to use a website/application, are familiar with Everyone Active leisure, they are familiar with using websites or mobile applications and they were happy to participate in the study.

As the project was a short case study project, convenience sampling for users to test with was utilised and all participants were know to the author of the study.

Participant

Participant 1

Participant 2

Participant 3

Participant 4

Participant 5

Everyone Active Member

Member

Not a member

Not a member

Not a member

Member

Plans to use Everyone Active 

n/a

Yes

Yes

Yes

n/a

Internet experience

Over 10 years

Over 10 years

Over 10 years

Over 10 years

Over 10 years

Consent

Yes

Yes

Yes

Yes

Yes

The Study

The main objective of the study was to investigate the usability issues customers where reporting with the booking system and signing up to activities, to report these issues and the impact this has on user experience. To conduct the study and keep it as real world as possible participants where set a task to book an activity through Everyone Active.

As the study would be looking at the mobile application and the website system of Everyone Active two separate tasks were set for the website and the mobile application.

Task 1 Website:  You are looking to go swimming one evening after work, book a swimming slot for the 10th of January at 6:30pm, book a slot for you and your friend.

Task 2 Mobile Application: You are looking to go swimming with your your young family on Saturday the 10th of January in the afternoon, book a slot for 2 adults and two children.

The Study consisted of the following steps:

 

1. Introduction to the study

2. Administered the pre-test interview

3. Ensured the equipment and task were prepped

4. Participants, given information of the study and gained consent

5. Initiating tasks

6. Post task CSAT and CES questionnaires

7. Debriefing

During the testing, two key methods of Retrospective probing and Concurrent think-aloud were utilised  would be used with participants to better understand the user’s state of mind at every important step and allowed the opportunity to ask contextual questions.

Usability Testing Results

Usability testing of the Everyone Active Website and Application provided valuable feedback and information with the majority of the most severe usability issues relating to the website booking system. Overall the application raised a lot severe issues with participants than the web site did, with the main issues with the application the inability to check out as a guest or find the location of a centre, the check out process provided a-lot more simple for participants.

The main usability issues were:

  • Web: All participants found the booking call to action (CTA) on the homepage as something that was not obvious or easy to find. Most participants would search via the 'Centres' button in the top navigation as this was the first button presented.

  • Web: When participants looked to book an activity using the 'Centre' button route, they would find it involved a lot of search activity and when getting to the point of booking were prompted to sign-up and then their history was lost and the task would have to be started again within the member portal

  • Web/App: All participants expressed a minor impact to usability that they had to sign up as it distracted them form their task, one participant noted that a guest or quick checkout function for non members i.e. someone visiting the area may work better, as who wants an account when only using it once.

  • Web: 4/5 Participants expressed frustration on searching for an activity and felt it took too long, was confusing, frustrating that they could find what they wanted easily and expressed they couldn't do this every-time and could put them off.

  • Web/App: For both the website and application the start of the process involves finding the centre you want to go too, however the search function on both did not work and required precise word searches of the centres name or it location. Participants could search their area for the closest centre.

  • Web: The website scored the lowest on the CSAT and CES surveys, with the application performing relatively well with only minor usability issues to consider which could improve customer satisfaction and effort.

  • App: The main usability issues for the Application were these being around ease of searching for a centre, guest checkout/sign up and refining the amount of scrolling when searching for an activity.

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Customer satisfaction

Customer satisfaction can go hand in hand with great customer experience, leading to greater trust and confidence using the product or service time and time again. As Everyone Active offers a service where customers will pay, we wanted to see what the current customer satisfaction score is and how this may be improved through ideation and prototyping.

The Goal: To measure the the specific experience point of booking an activity through the Everyone Active Web and App portal.

CSAT is calculated by (Total 4&5 responses) /  (Total responses) x 100 = CSAT score 

Everyone Active Website CSAT Score:

0%

Everyone Active App CSAT Score:

80%

Customer effort

Customer Effort Score (CES) helps to show how much effort a customer has to exert to get an issue resolved, a request fulfilled or a product purchased/returned etc. CES is best employed as a means for measuring customer effort and in our instance how easy is it for customers of Everyone Active to book and make purchases on their mobile and website booking systems.

CES is calculated by (Total sum of responses) ÷ (Number of responses) = CES score. 

A score of typically more than 5 is considered good for CES and the higher the number the less effort a customer has to put in.

Everyone Active Website CES Score:

2.0 (28.57%)

Everyone Active App CES Score:

5.4 (77.14%)

Persona

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Jeremy, 62

North Norfolk

Retired Engineer  |   Active Lifestyle   |  Social

Jeremy likes to stay active and exercises at least 4 days a week, largely to stay fit and healthy, but also to maintain the social life by meeting friends and neighbourhoods to join as well. Jeremy is A retired engineer, so loves solving problems and always willing to learn something new and is confident when using technology.

Goals:

  • To improve his fitness and swimming ability 

  • To stay healthy and active 

  • To meet new friends and people through activities 

Frustrations:

  • Likes things to work as they should and keeping the as simple as possible

  • Finds it hard to stay up to date with new things happening in his area

Experience map

Explore Homepage

Find a local centre

Explore Activities

Book an activity

Member sign up

Customer Experience

Touchpoints

Arrive on homepage
Search for bookings

Local centre info

Search for centre
Search by scrolling
Search by location
Centre information

Activities offered
Types of activities
Activity filters

 

Activity summary
Booking page
Checkout
Booking confirmation

Input personal information
Account created

Thinking and feeling

Where to book unclear
No online support

Annoyed not easy to find

Centre cannot be found
Annoyed it requires specific location

Lack of filters
 

Excessive scrolling
Not easy to find
Annoyance
Lack of useful filters
Does do what intended

 

Appears simple
Effort getting to this point
Frustrating have to sign up
Does save history

 

Appears simple
Effort getting to this point
Frustrating have to sign up
Does save history

 

Recommendations

Solutions

Clearer booking CTA
Improve top navigation
Put customers needs at the centre of the homepage

Improve search to be less specific 

Simplify activity groups
Utilise groups and remove scrolling and need to search 

Allow guest checkout or quick checkout for users not wanting to be members
Be able to create an account after 

 

Account sign up simplify to just email, other information can be added at a later date

Ideate

Proposing a new user flow and design for the Everyone Active booking

Sketching

Ideation began by sketching out a variety on concept ideas for the new users flows for a new proposal of the everyone active booking system. As the Everyone Active mobile app had minor usability issues, the focus of the ideation was on the website of Everyone Active. Focussing on the website could then spill over into creating a similar flow/UI for the mobile app at a later date.

 

The objectives that drove the development and created the specification were:

  1. It must be easy and intuitively to use

  2. The amount of steps it takes to make a booking must be reduced

  3. Booking should be clear and customers should gravitate towards it

  4. Finding and choosing an activity must be clear

  5. Choice for different customer checkouts should be provided

Sketching the different wireframe and ideas was based around the 5 key steps in the user flow and how the wireframes/design can better support the customers activity.

Home page

Choosing a centre

Activity selection

Booking

Complete

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Prototype

Creating a high fidelity prototype and using this to test with users

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Analysis

Testing prototype with user to see if it improves usability and UX

To determine if the new new user flow for the Everyone Active Webpage was easier to use, reduced a users effort to perform their desired task and improved satisfaction compared to the initial benchmarking, the prototype design was test with users again.

To make for a more comparable comparison to the initial testing results, five participants were chosen and set the task of booking a swimming session of their choice. Customer satisfaction score and customer effort score would be utilised again to see how the new design compared.

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Customer satisfaction

The initial customer satisfaction score for participants for the current Everyone Active booking system was 0% and after testing it had improved to 60%, with 3 out the 5 participants rating their satisfaction as a 4 or 5 in the scale. Participants noted that the user flow was a lot simpler to follow, choosing aN activity was easier and quicker to find, particularly the the 'booking activity tab' which had a stronger call to action.

Participants did note that aspects of the UI were basic and the website felt clunky, it was explained to participants that it was a prototype and did not reflect what the final site could look like. Participants also expressed frustration that some links didn't work in the prototype, however this was explained to them due to the nature of the prototype and noted for future testing to ensure that this was explained or links would work better in future prototypes.

Initial Everyone Active Website CSAT Score:

0%

Version 2 Everyone Active Website CSAT Score:

60%

Customer effort

Next customer effort was also measured, with the initial customer effort score being a 2.0, participants where asked if the new user flow proposed in the prototype made booking an activity easier. The new customer effort score improved to 5.6, indicating the new user flow reduced customer effort and allowed them to book an activity easier. In a real world application this could help translate potential sales in to actual sales.

Initial Everyone Active Website CES Score:

2.0 (28.57%)

Version 2 Everyone Active Website CES Score:

5.6 (80%)

Reflection

UX can help to have a direct impact on how a business online presence performs. This study investigate how the Everyone Active new website and booking system was experienced by current users and how their negative experience and frustrations of using put them off from going through with a sale/booking.

User testing validated current feedback from users and how the new booking system was frustrating to use and created undue effort for users. This was also highlighted in the customer effort and satisfaction scores which were low for the website, however the mobile application performed a lot better and was easier for users when tested.

The new proposed user flow, which aimed to simplify and make the booking process easier to use was validated during user testing. Customer satisfaction and effort score were also taken to compare to the initial scores, which showed a considerable improvement, meaning users found the new user flow for booking easier to used and required less effort.

CSAT and CES scores provided a  beneficial technique in the UX process. In particular CES was beneficial for a usability study as it helped to quantify the usability and provide a quantifiable numeric to base it on and compare it too. 

 

CSAT was also beneficial as it helps to capture how satisfied users with the brand and can be a useful tool for business to gain an understanding of customer loyalty to drive future sales and engagement with the brand and services.

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