Crawl 4 the Cure

The original site did not clearly answer what, when, where, how, why & who, & it did not work on smaller screens. For an event that depends on online registration, the site had to lead people toward registering.

We wanted information that is easy to take in, & a mobile experience just as lovely as desktop. We hoped to see more sign-ups & a lower bounce rate.

Our group ran one-on-one interviews & a Google survey shared on Facebook & Instagram, plus a competitor analysis. An affinity diagram & an empathy map gave us three takeaways:

1. 01People want to know the event is legitimate & supports MS in a meaningful way before they commit.
2. 02Many people research events on their phones.
3. 03People are more likely to attend on a friend’s recommendation, or for a cause that touches them personally.

Visitors struggle to find what they need, especially on a phone. Inconsistency between devices & scattered information were driving people away, & with them, participation.

I ran three tests of four tasks each, to make every action step more intuitive:

1. 01Find the schedule of events.
2. 02Register & complete payment.
3. 03Become a sponsor.
4. 04Ask a question through the contact form.

The new layout makes the important information easy to take in & the site easy to move through. Bright, friendly calls to action, collapsible sections for the FAQ, & most importantly a registration that is simple & quick.

Next: the desktop version, then front-end development.