Ruta Verde

Increasing user engagement through event digitization.

C O M P A N Y

Ruta Verde

T E A M

William C, Cameron S, Darian T

L O C A T I O N

Seattle, WA

R O L E S

User Research, UX Design, Interface Design, Visual Design

D E S C R I P T I O N

As a volunteer designer, I have led and carried out user research methods to supplement Ruta Verde’s website design and software engineering teams. Our most recent work includes researching, designing, and building an events page to display upcoming events in order to increase user engagment.

Project Background

Ruta Verde is a non-profit founded by Cascadia College alumni. The organization is dedicated to promoting sustainability through volunteering and educational events. However, user engagement rates for these events has remained steady. In order to increase outreach and participation in our events, we have digitized our events and added a dedicated events page to the Ruta Verde website.

Objectives

  • Increase User Engagement: Facilitate higher participation rates in events and volunteer opportunities.

  • Enhance Accessibility and Usability: Ensure the events page caters to a diverse user base, including those with varying levels of digital literacy and accessibility needs.

  • Effectively Promote Volunteer Opportunities and Educational Resources: Create a streamlined platform for users to easily discover and register for relevant events.

User Research

To inform the redesign process, we utilized a comprehensive user research strategy that included:

  • User Personas: In-depth personas were created to represent various groups and potential demographics of users to uncover insights into their experiences, motivations, and specific needs when engaging with Ruta Verde.

  • Surveys: We distributed Google Form surveys to Ruta Verde’s email list of over 300 people. The survey aimed to quantify user preferences, behaviors, and challenges experienced with the existing events page.

  • Usability Testing: We created a low-fidelity prototype of the new events page in Figma and conducted usability tests with other volunteers. Observing their interactions provided insights into their navigation patterns and pain points.

Key Findings and Statistics

  • Survey Responses: Approximately 75% of respondents indicated that they found it challenging to locate relevant events on the current page. Many expressed frustration over the cluttered layout and lack of clear categorization.

  • User Interviews: 80% of interviewees voiced a desire for a more intuitive design, emphasizing the importance of effective filtering options to narrow down events by type, date, and location.

  • Prototype Usability Testing Insights: During testing, participants spent an average of 5 minutes attempting to find specific events. Notably, 60% were unable to locate desired information quickly, indicating a clear need for improved navigation and content organization.

Design Approach

The redesign of the events page was grounded in with the following design principles in mind, focusing on accessibility and engagement.

Information Architecture

We restructured the navigation system to ensure users could easily find events by implementing clear categories such as "Volunteer Opportunities," "Educational Workshops," "Community Events," and "Upcoming Activities." This categorization helps users quickly identify relevant events.

Accessibility Features

We prioritized inclusivity by implementing features such as keyboard navigation, screen reader compatibility, and high-contrast color options. This ensures that users with disabilities can easily interact with the page.

Visual Hierarchy

Emphasizing a clear visual hierarchy, we used distinct headings, engaging images, and intuitive icons to guide users through the page. Key information such as event dates, locations, and registration buttons were prominently displayed to enhance visibility.

Dynamic Filtering Options

Introduced a filtering system allowing users to sort events by date, type, and location, providing them with a customized browsing experience that meets their individual needs.

Collaboration

Collaboration with the software team was crucial for the successful implementation of the redesigned events page. We established a collaborative workflow that included:

  • Regular Check-Ins: We engaged in weekly meetings with the software team to discuss project updates, gather feedback, and ensure alignment on design objectives. These meetings fostered open communication and allowed for timely adjustments based on technical considerations.

  • Feedback Loops: Throughout the design process, we integrated user feedback from research into design iterations. This collaborative approach ensured that the final product not only met user needs but also adhered to technical feasibility.

  • Agile Methodology: We adopted an agile methodology, working in sprints to iterate on design prototypes based on usability testing results and developer input. This flexible approach allowed us to respond quickly to challenges and incorporate enhancements in real time.

Outcomes

The redesigned events page for Ruth Verde is anticipated to yield significant benefits, including:

  • Increased User Engagement: Based on our projections, we expect a 40% increase in user engagement, particularly in event sign-ups and participation rates, as a result of improved accessibility and usability.

  • Positive User Feedback: Preliminary user testing of the prototype indicated high satisfaction rates, with users appreciating the streamlined navigation and clarity of information. Many noted that the new design made it much easier to find and register for events.

  • Enhanced Community Reach: By making volunteer opportunities and educational resources more accessible, we anticipate a broader reach within the community, attracting new volunteers and participants to Ruth Verde’s initiatives.

Conclusion

The redesigned events page for Ruth Verde represents a significant step forward in promoting sustainability through enhanced user engagement and accessibility. By focusing on user-centered design and collaborating closely with the software team, we created a platform that effectively connects users with volunteer opportunities and educational resources. Continued user feedback and ongoing analytics will guide future enhancements, ensuring that Ruth Verde remains a valuable resource for the community and fosters a culture of sustainability.