NPS - Findings (Final).pptx

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Initial Findings
National Park
Service

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1. Goals
2. Priorities
3. Website Initial Analytics
4. App Stores Reviews
5. Heuristics Report
6. What we Heard
7. Findings
8. Questions & Next Steps
Outline

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Let’s Recap
Kickoff
Workshop
Stakeholder
Interviews
Analytics
Audit
Heuristic
s Repor
t
Reviews
Overview

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1. Enhance and Improve the user experience of the NPS
website and NPS App.
2. Increase engagement with digital products of the National
Parks Service.
3. Expand and informed, active, and committed parks
community, nationwide.
4. Determine the motivations of the users during their
navigation of the website and APP.
Project
Goals

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Priorities
Website features we’ll be focusing on.

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Homepage
The homepage is the most important page of the
site. It is used to promote events, news, and
activities. And it allows users to access parks
information and alerts. We’ll want to test
that it’s doing both of those things effectively.

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Find a Park
This is the main feature of the website that allows
the users to search and filter for a park by name,
activity, topic, and state

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Plan Your Visit
Whether users want to explore local places or plan
a vacation, this feature allows them to find a park
that suits their interests.

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Event Calendar
There's a lot happening in parks and National
Park Service programs every day! Users can
discover events by date in a month view. The
tool also only shows events from today or a
selected date to end of the month.

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Priorities
App features we’ll be focusing on.

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Homepage
On the main page of the app, we can find 7
buttons: Find a Park, Favorites, My Lists, Visited,
News, Events, and Webcams. There is also a
section of Recently Viewed parks, Today's News
,and Today's Events. This screen is displays the
high-level app features.

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Park Pages
The park pages act as microsites that contain
individual navigation menus. Once accessed the
top-level features of the app are deemphasized to
allow the user to engage with park-specific
activities, news and general information.

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Events Calendar
The events calendar can be accessed in two ways.
The first is directly from the homepage. Those
pages display every event at every park unless
they’re filtered for favorited parks. The second is
on park pages and displays events specific to that
park.

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News Pages
The position and navigation of the news pages are
like the event pages. There is a global page of
news and then news pages for each park. The
main difference is the lack of ability to filter news
by date in a similar fashion of the events pages.

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Initial Analytics Website
November 1, 2020 to November 1, 2021

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Key Terms
Pageviews
A pageview (or pageview hit, page tracking
hit) is an instance of a page being loaded (or
reloaded) in a browser. Pageviews is a metric
defined as the total number of pages viewed.
Session
A session is a group of user interactions with
your website that take place within a given
time frame. For example, a single session can
contain multiple page views, events, social
interactions, and ecommerce transactions.
By default, a session lasts until there's 30
minutes of inactivity, but you can adjust this
limit so a session lasts from a few seconds to
several hours.
Bounce Rate
A bounce rate is the percentage of website or
app users who view one page or one piece of
content and then leave the site.
Exit Rate
For all pageviews to the page, Exit Rate is the
percentage that were the last in the session.
Acquisition
The act of acquiring traffic from channels
which may include traffic from sources like
organic search, direct, referral, social or any
other medium.
Referrals
A "referral" is like a recommendation from one
website to another.

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Year Review
-
Pageviews
579,875,017
Pages /
Session
2.70
Bounce Rate
51.77%
Avg. Session
Duration
00:02:51

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Top 10 Pages
Page Pageviews
Homepage 7,644,113
Find Parks 7,083,074
Search 5,207,470
Yellowstone Park 4,372,527
Yosemite Park 3,633,946
Yellowstone Webcam 3,566,441
Civil War / Search Soldiers 3,523,955
Plan you Visit / Passes 3,521,717
Glacier National Park 2,884,871
Utah's First National Park 2,802,977

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Mobile Traffic
Table
t
3%
Mobil
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Deskto
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User Languages
Language % of Users
English (US) 89.83
English (General) 3.12
English (UK) 2.00
English (Canada) 0.68
English (Australia) 0.41
Korean 0.36
Deutsch 0.28
Spanish (US) 0.27
Chinese 0.23
Spanish 0.21

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User Location
Location Users
United States 119,968,186
Canada 1,466,518
United Kingdom 1,269,877
India 731,907
Germany 520,192
Philippines 492,628
Not Set 462,412
Australia 441,991
South Korea 427,276
France 321,170

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Acquisition Traffic

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App Store Reviews
October 20th, 2021

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"Improve offline access: being able to
save parks for offline use is awesome....
"Sort by ability or activity level: Add
icons to the list… or add a filter....
"Passport stamp locations: I love this
feature. Can the items on this list be
clickable? ….
"More pictures: I’m disabled, and
physical access can be an issue. It’s so
cool to be able to see places I’ll never be
able to visit...."
"PLEASE add an option to upload the
various park passes, such as Access,
Senior, etc. (and to add more than 1 pass
per app for families that may be traveling
with various elderly, disabled, 4th
graders, etc., without every single family
member needing to have the app). "
• "Improve offline access: being able to save
parks for offline use is awesome....
• "Sort by ability or activity level: Add icons to
the list… or add a filter....
• "Passport stamp locations: I love this
feature. Can the items on this list be clickable?
….
• "More pictures: I’m disabled, and physical
access can be an issue. It’s so cool to be able
to see places I’ll never be able to visit...."
“..the descriptions for each park are
extremely limited......See a list of all of
the major trails, waterfalls, lookout
areas and campgrounds each with
their own photos, description and
location on a map. Without being able
to see the individual interest points
within the park, all the app really does is
show you where the park itself is along
with amenities. Mapping the amenities
would be helpful as well. Lastly, having a
satellite option of the map would be
even more helpful....”
….
"….Adding parks to a list directly from
the park, my biggest issue is the
inconsistencies with the park closures
and visitor center hours! I’ve gone to
multiple parks this summer and noticed
app will have completely different hours
than what actual locations have."

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….
"…Would be a 5 star app if you could
have a personal profile that saves the
parks that you have visited in some
sort of data base. I just got a new
phone and had to go back to remark all
of the 199 parks that we have visited
once again.”
….
"The app will work for several weeks
and then just stop. It won't load
anything or startup. I have to uninstall
and reinstall and lose all of my data
and lists each time. Serious bugs in
Android version. No issues on the iPad
version….."
….
"I started downloading park at home
over fast Wifi. The progress indicator was
moving fast…… in the park, it turned out
the download didn’t work…. It took an
hour before the download was
completed…. Either the data server is
very slow or the app is not
downloading anything, or both….”
"Had problems downloading the maps,
overall UX/ Architecture is confusing,
and worst of all, the map won't let you
click on/view trails on it......... The only
way to view information about a trail
was to manually navigate to it. There
were also many (popular) trails
inexplicably missing..."

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Common
Issues
1. Information
2. Offline Access
3. Personalization
Consistency of
information
Outdated
information
Insufficient
information
Findability
of information
Customization stored
locally
Ease of customization
Lack of reviews and
personal experiences
posts
Access to the map offline

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Heuristics Report
Jakob Nielsen's 10 general principles for interaction design.

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Evaluate
Taoti Creative’s usability experts
evaluated the system’s design and
functionality with 10 heuristics.
Prioritize
Each usability problem was ranked by
severity and priority with a 0-4 score.
Merge
The evaluators’ findings were then
merged into one report, outlining all
usability concerns and
recommendations for resolution.

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1 Visibility of System Status
The system should keep users informed through appropriate feedback within a reasonable amount of time.
Match System & Real World
The system should speak the users’ language rather than system-oriented terms and follow real-world conventions.
User Control & Freedom
Users need a clearly marked “emergency exit” to leave unwanted actions without having to go through an extended
process.
Consistency & Standards
Users should not have to wonder whether different words or actions mean the same thing. Follow conventions.
Error Prevention
Prevent problems from occurring in the first place or check for them and give users a confirmation option.
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6 Recognition Over Recall
Minimize memory load by making objects, actions, and options visible. Instructions should be visible or easily retrievable.
Flexibility & Efficiency
Allow users to tailor frequent actions through accelerators, personalization, and customization.
Aesthetic & Minimalist Design
Interfaces should not contain irrelevant information, as this diminishes the visibility of relevant information.
Help Users Recognize, Diagnose, & Recover from Errors
Error messages should be expressed in plain language, indicate the problem, and suggest a solution.
Help and Documentation
Help documentation should be easy to search, focused on the user’s task, and list concrete steps to be carried out.
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Website

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1. Visibility of System
Status
Communicating the current state allows
users to feel in control of the system, take
appropriate actions to reach their goal, and
ultimately trust the brand.
• The interactive map in "Find a park” is
not intuitive. There is no hover state for
interactive elements about for trails and
parks.

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4. Consistency and
Standards
Users should not have to wonder whether
different words, situations, or actions mean
the same thing. Follow platform and industry
conventions.
• Interactive elements have different
colors to indicate interactivity. Some
items are one color on hover and a
different color on others. Some links
change color while some have
an underline.

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6. Recognition Rather
Than Recall
Showing users things they can recognize
improves usability over needing to recall
items from scratch because the extra context
helps users retrieve information from
memory.
• Titles and interactive text are too small
to identify their goal. For example, the
"See All Parks & Search By Map."
• The hover options change to a similar
dark color instead of a contrast color in
the buttons or active elements.
• Elements on the homepage do not have
a category or title to introduce the user
into the section.

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8. Aesthetic and
Minimalist Design
Remove unnecessary elements from the user
interface and to maximize the signal-to-noise
ratio of the design.
• Elements in the layout of the homepage
do not display the importance or
popularity of a feature. For Example,
“Plan your visit” is only a button while
“Celebrating the Season” takes up a
whole tile.

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10. Help and
Documentation
Interface help comes in two forms: proactive
and reactive. Proactive help is intended to get
users familiar with an interface while reactive
help is meant for troubleshooting and gaining
system proficiency.
• There is no step by step guidance to find a
park or plan the visit from the user's side:
1. Identify the park
2. Select Dates
3. Select Activities
4. Book
• "Suggested searches" or
"Did you mean" functionality could
prevent search errors and increase the
relevance of results.

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APP

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1. Visibility of System
Status
Communicating the current state allows
users to feel in control of the system, take
appropriate actions to reach their goal, and
ultimately trust the brand.
• When you are in a full park view, the
under menu shows you that you are on
the "Home" screen, but it is the home
screen of the park not the real home
screen. This makes the experience
confusing.

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2. Match Between
System and the Real
World
Systems should speak the users' language
with familiar words, phrases, and concepts
rather than system-oriented terms. Interfaces
that follow real-world conventions and make
information appear in a natural and logical
order demonstrate empathy and
acknowledgment for users.
• Certain logos from the settings screen
don’t match cultural conventions. For
example, the about, credits, privacy
policies icons are commonly used for
tooltips.

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3. User Control and
Freedom
Users often make mistakes or change their
minds. Allow them to exit a flow or undo
their last action and go back to the system’s
previous state.
• Inside a specific parks menu, there is not a
back button to access the global features
of the app. The only option to return or
close the park screen is by going back to
the home and then back to the original
home.
• The secondary menu just appears on the
parks screens and acts like a completely
different menu.

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6. Recognition Rather
Than Recall
Showing users things they can recognize
improves usability over needing to recall
items from scratch because the extra context
helps users retrieve information from
memory.
• Some park names get lost in the
background's colors.
• There's areas where text is dense with
little padding separating it from other
content.

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7. Flexibility and
Efficiency of Use
Shortcuts— unseen by the novice user — speed up
the interaction for the expert users such that the
system can cater to both inexperienced and
experienced users.
• There is no onboarding process about the
purpose of the parks or how the app helps you
easily plan your next.
• The personalization of the user profile is not
available (photo, preferences, interest, social
media)
• If the user changes their phone, They will lose
all their data. is not an online data account.

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10. Help and
Documentation
Interface help comes in two forms: proactive
and reactive. Proactive help is intended to get
users familiar with an interface while reactive
help is meant for troubleshooting and
gaining system proficiency.
• There is no frequently asked questions
section on the app. This would be helpful
for new users with general concerns.

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Interviews & surveys – Key insights
What we heard

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"Not a super user, not a recent user,
but when I used it, I couldn't find
what I was looking for."

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"I also look for opening hours... location
of entrances… areas that are closed…
weather…and most of the time Twitter is
a better source of truth."

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"Frustrating paths: Journey from
State > Park > Campsite info >
External URL (another site)
Then I have to start all over again."

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"Mobile version is better… it hides
things I'm not interested it and the
Plan a Visit and Find a Park features
are more obvious."

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"I don't see a huge use for 'my
list'...my favorites don't automatically
appear on 'my list' ...parks visited
also don't automatically appear on
'my list', but they would be in my
favorites..."

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"I use Find a Park by State…if they
improve the filter functions that
would be good. I usually spend an
hour .. It’s quite hard to find info…I
also look at the website and plan my
trip at the same time"

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”I used the site last week… looking at
trail maps… where trails start...it would
be nice if the map feature was nicer and
more interactive"

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"Did not know the app exists. Promotion
of it on the site could be improved."

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General Findings
What we recommend

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Global online user accounts &
profiles
• Online data that allows users to Log in to
their accounts from any device and have
access to their profiles.
• Customizable preferences by profile:
activities, trails, location, state or type, groups,
favorites.
• Reviews and photo uploads shareable by
park experience.
• Access to post reviews of the visited parks
from other users.

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Community online forums & reviews
• Give users the opportunity to post
reviews and experiences to help
others.
• Allow users to form and join groups
specific to their needs.
• Notify users of new forum activities
to increase engagement.

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Guidance to plan Step by Step
• Reduce the number of clicks users
make to access the basic information of
any park.
• Guiding users step by step to plan their
activity from "Find the park" to
"Book activity."

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Activities Sort for Interactive Maps
• Interactive maps on the trails that
show activities.
• Highlight giving priority to the
activities preferred by the user's
profile (camping, hiking,
backpacking).

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Hook users with visual communication
• Brag about your landscapes
• Highlight your valuable and distinct
tools like webcams.
• Avoid using too many text
paragraphs if not necessary.

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Consolidate pages
• Create a flatter IA
• Reduce the long journeys to access
to information (Passes, bookings,
opening hours)

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APP Findings
What we recommend

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All-in-one or ft. friendly
• We found workarounds in
alternative platforms like AllTrails
APP or Google Maps to supplement
features users need or find hard to
use in NPS digital products.
• Ideally users can have all-in-one APP
or a ft. friendly app that can connect
with other APP.

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• Implement a "Coach mark" or
"screen tutorial" explaining users how
to interact with the application and
where to find the options.
Add onboarding users to the APP

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Consistent layout / easy-access
• Creative consistent easy-access to the
main menu at any moment.
• Improve sub-menus by reinforcing park
hierarchy through location, color, and
branding.

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• The difference between pin, list
and favorite features is not intuitive.
• Include differentiators (icons or emojis)
to mark each list (hearts, checks, etc).
• Always include these settings as part of
the user experience where preferences
come first.
• Make this data online so users can
access this from any device.
Customized lists with
single option

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• Highlight the value of having the NPS
App on other platforms, like the
website.
• What valuable information you can
add?
• Highlight the offline option.
Share value preposition of the
product

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Promote the basic park
information.
• The button for the basic information of
each park appears at the bottom of
each park page, with much less
emphasis than the other interactive
elements.
• This information is important to users
planning a trips.

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Questions?

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UPCOMING
What comes next

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Now we test
Draft scripts, review, recruit, schedule, tests and consolidate findings.
WEBSITE
APP
FIND A PARK HOMEPAGE TOPIC PAGES EVENTS
FIND A PARK HOMEPAGE
PARK PROFILES /
NAVIGATION
FAVORITES / LISTS

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Thank You!

NPS - Findings (Final).pptx

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Editor's Notes