Landscape Analysis (Heuristic Review) Sample Screens
List of CVBs reviewed in Landscape Analysis.
Heuristic criteria used for evaluation. I typically begin with criteria developed by Jakob Nielsen, then adjust as appropriate for the client and project.
Summary findings presented as a heat map (green = excellent, red = very poor). The heuristic criteria evaluated are listed along the left, sites reviewed along the top, with averaging on the bottom row.
Deep-dive screen showing evaluation of meeting planner content. Planners were one of three critical audience groups for the site, essentially a B2B play within a larger B2C site.
Competitor site highlights. This example shows evaluation of the New York City CVB site.
Discovery Workshop Photos
High-level site map with call-out for top-line home page content blocks.
The detailed, final, site map includes wireframe template assignments and placeholders for intended future-phase content.
Usability Test Findings Report – Sample Screens
Task success summary. It should be noted that although usability testing is a qualitative tool, simple summaries of task success/fail rates can help drive recommendations and build consensus around usability issues and challenges.
Screen shot with task details for testing user engagement with interactive personalization tool.
Screen shot with task details for making hotel reservation on mobile device.
Wireframes – Sample PAges
Home page wireframes for Greater Miami CVB in desktop and mobile variations:
1. Cinemagraph / video hero space
2. Interactive neighborhoods map
3. Interactive personalization tool, which can be applied site-wide for recommendations of hotels, resturants and activities
5. Spotlight features
Note: Unless the project parameters dictate otherwise, I intentionally keep wireframes rough and low-fidelity. I have found over the years that higher-fidelity wireframes tend to prematurely lock-in visuals and create unnecessary design contraints. Competent visual/UI designers are best left with broader creative freedom and high-fidelity wireframes tend to lead to unintended design decisions.
Places to Stay (hotels) in desktop and mobile variations:
1. Cinemagraph / video hero space
2. Hotel search with facets for neighborhood, amenities, price point, and application of user’s personalized preference scales
3. Editorial articles
4. Special offers from member hotels
Personas & User Journeys
The half-dozen personas developed for GMCVB represented archtypes for different audience segments and included domestic and international tourists, a business traveler, meeting planners and a local.
The Leisure Tourist persona was broken into four screens. This first screen covers Tiana and Kevin’s key characteristics, experience goals grounded in tourist segmentation research, and their device preferences.
The second screen of the Leisure Tourist persona addresses challenges and opportunities posed by the persona and identifies their mindset.
The third screen of the persona shifts to the tasks Tiana and Kevin will be performing on the GMCVB web site. These tasks take place over multiple site visits throughout their decision process and mark milestones in the engagement funnel. These tasks are later used to define progress in their user journey and inform usability testing.
The fourth screen of the Leisure Tourist persona links their site visits back to GMCVB’s business objectives.
User Journeys were developed for each of GMCVB’s Personas. These play out over several screens, representing multiple site visits, as Tiana and Kevin progress through the decision funnel to eventually become “heads-in-beds.” The Journeys cross-reference user tasks identified above to help shape an audience-centric site and inform site map development which followed.