Online Registration Platform

[B2C]

Company: Boy Scouts of America
Role: UI/UX Designer

Task: Condense the existing BeAScout site and focus it on it’s one original purpose; the entry of the online registration funnel.

SEE WEBSITE

Project Background

Beascout.org was always intended to be the top of the funnel leading to online registration in BSA programs, both for youth & adult volunteers. The place where units could present all relevant information to prospective members for them to make a decision about who to join.

However, the way it was designed had no true focus. Many of the pages were instead built around content convincing people to join the BSA in the first place, or talking about program details, rather than getting them through the registration process.

This created a very confusing experience for everyone, as users who were looking to register found pages talking about programs, and users looking for program details found pages about registering. On top of all that, many of the core pages of the site took upwards of 12 seconds to load, frustrating users and causing the site to have an abnormally high bounce rate.

Data Structure

One of the first steps was to look at all the information available from the API for each unit and figure out how to present it all in a concise way, knowing that not all units have the same information available.

The width of each column was also defined, as well as how each element responds to smaller screen sizes.

Mobile Responsive

User Testing

Once the design was established, the prototype was used to run a user test through a remote testing platform (UserTesting).

Five people were given 11 tasks to complete and from their feedback many insights were uncovered. These insights helped to iterate the design before going live.

Key Results

13,000

3 pages

4 min

Avg. Weekly Users

Per Visit

Avg. Visit Duration

Project Learnings
Always test before launch

With five people you are able to discover 85% of the issues being faced, while it takes as many as 12 to find the final 15%.

Testing before launch uncovers usability issues that final users will face with the product.