Academic Programs User Test

Client: University of Maryland Global Campus
Project: Academic Programs Mobile Site Evaluation
Method: Moderated Remote User Testing (UserZoomGo)
Duration: 60 hours

Quick Summary (PIR)

Problem

Prospective students visiting the UMGC mobile website were experiencing difficulty locating key information related to academic programs, admissions events, and contact options. Voice-of-Customer feedback suggested users were abandoning sessions before completing important research tasks.

Implication

When prospective students cannot easily locate program details, admissions timelines, or contact options, the research process becomes uncertain and frustrating. This increases the likelihood that potential applicants leave the site before requesting information or continuing toward enrollment.

Recommendation

Conduct moderated mobile usability testing to observe how prospective students navigate the program research process, identify points of confusion, and provide recommendations to improve navigation clarity, information discoverability, and task completion.

Project Background

The UMGC website serves as a primary research tool for prospective students evaluating academic programs and admissions options.

As prospective students increasingly relied on mobile devices to explore degree programs, the client team began receiving Voice-of-Customer feedback indicating that some visitors were struggling to locate specific information and were abandoning site visits before completing their research.

Because the program research experience plays a critical role in helping prospective students evaluate educational opportunities, the client team requested a usability study to better understand how visitors navigated the mobile site and where usability friction was occurring.

This study was conducted as part of a consulting engagement focused on improving the prospective student research experience on the UMGC mobile website.

My Role

• Designed and conducted a moderated mobile usability study of the UMGC academic programs website

• Developed participant screener criteria and task scenarios reflecting prospective student research behavior

• Moderated remote testing sessions using UserZoomGo with participants using their own mobile devices

• Analyzed navigation patterns, information discovery behavior, and task completion challenges

• Synthesized research findings and developed recommendations to improve navigation and information findability

• Delivered findings to the client team through a presentation and written research report

Evaluation Scope

The study focused on common workflows prospective students follow while researching academic programs on the UMGC mobile site.

Participants were asked to complete tasks involving:

• Locating master’s degree program specifications

• Requesting program information

• Identifying registration deadlines

• Locating admissions webinar information

• Finding ways to contact the university

• Identifying military tuition information

The evaluation examined whether the site effectively supported users as they explored program options and gathered the information needed to make enrollment decisions.

Key usability areas evaluated included:

• Navigation and orientation clarity

• Information findability

• Search and navigation behavior

• Labeling and messaging clarity

• Task completion efficiency

• Alternate path discoverability

• Layout and content presentation

Methodology

The project used moderated remote usability testing conducted through UserZoomGo.

The evaluation followed a structured research process:

Study Design → Moderated Testing → Behavioral Analysis → Findings

First, task scenarios were developed to simulate common program research activities performed by prospective students.

Next, participants completed moderated testing sessions using their own mobile devices while navigating the UMGC website and verbalizing their thought process.

Observed behavior was then analyzed to identify patterns of navigation success, hesitation, and confusion.

Finally, findings were translated into practical recommendations designed to improve the program research experience.

The study focused on usability principles including:

• Navigation clarity

• Information findability

• Workflow completion

• Labeling clarity

• Alternate path discoverability

The research was conducted across eight moderated sessions with prospective students representing a range of ages and educational research experience, including several participants with military affiliations.

The study was completed over approximately 60 hours.

Key Insight

The research revealed that participants were generally able to locate primary program information, but they frequently struggled to locate certain secondary content types such as admissions webinars or alternate contact pathways.

When important supporting information is difficult to discover within the site structure, users often resort to exploratory navigation or repeated searches. This increases cognitive effort during the research process and creates uncertainty about whether the desired information exists on the site.

Improving the visibility and labeling of supporting content can significantly reduce friction in the program research journey.

Key Findings

Program Information Was Generally Discoverable

Most participants were able to locate master’s degree specifications without difficulty. The program discovery pathways within the site navigation were largely effective in guiding users toward relevant program information.

Request-Information Workflows Were Easy to Complete

Participants were generally able to locate and use the request-information functionality. Multiple entry points supported successful task completion even when users approached the task from different navigation paths.

Admissions Webinar Information Was Difficult to Locate

Participants frequently struggled to find admissions webinar information. Several users relied on search or explored multiple pages before locating the relevant content, indicating that webinar information lacked sufficient visibility within the site hierarchy.

Contact Pathways Created Navigation Uncertainty

Participants were able to locate contact options, but the navigation paths they used varied widely. Some relied on navigation menus while others searched for phone numbers or explored page footers, suggesting that contact options were not clearly signposted within the interface.

Alternate Navigation Paths Were Not Always Clear

While users were generally able to complete tasks using primary navigation paths, many struggled when asked to locate alternate routes to the same information. This suggested opportunities to strengthen navigation cues and improve overall information discoverability.

Recommendations

The study identified several opportunities to improve the program research experience.

Improve Visibility of Admissions Webinars

• Add a direct navigation link to admissions webinar information

• Surface upcoming events within program exploration pathways

Improve Labeling for Contact Options

• Clarify labels associated with phone numbers and contact links

• Provide clearer context about where each contact option leads

Strengthen Navigation Signals

• Indicate when navigation items contain additional subpages

• Reinforce structural hierarchy within the navigation menu

Improve Filter and Selection Clarity Within Program Tools

• Provide clearer indicators for selected options within program comparison tools

• Reinforce visual feedback when filters are applied

These improvements were designed to strengthen information discoverability and reduce friction during the program research process.

Outcome / Impact

Findings were presented to the client team through a stakeholder presentation and written research report documenting the analysis and recommendations.

The presentation encouraged discussion with stakeholders and allowed the team to review participant behavior and explore opportunities to improve the mobile site experience.

Following the presentation, the client implemented a majority of the recommended improvements, focusing on navigation clarity, labeling adjustments, and improved visibility of key admissions information.

These changes helped improve the program research experience for prospective students exploring academic opportunities on the UMGC mobile website.