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PMF Therapeutic Massage Site - Expert Review  

An evaluative research project that I completed in 2015 as the sole UX Researcher at BW Marketing Solutions. A therapeutic massage business, like all businesses with a web presence in 2015, had some important decisions to make regarding its mobile website, which was visited by hundreds of prospective, new, and existing clients monthly. Specifically the product owner needed an evaluation of the business' mobile website due to the "mobilegeddon" algorithm change made by Google on April 21, 2015. 

Background and Goals

Because Google searches on mobile devices were increasing, Google wanted to improve the mobile users experience. So to incentivize businesses to go mobile-friendly, Google rewarded mobile-friendly sites by ranking them higher in mobile searches. So to remain competitive, the product owner needed to have a mobile-friendly website asap.

  • What elements need to be added to or changed in my website to meet Google's mobile-friendly requirement?

​The risk of redesigning the mobile website without knowing the answer to this question, could potentially cost the business new clients due to the mobile site not being ranked high enough in searches, and due to the site not being pleasing to look at on mobile devices.

Evaluative Research Goals

The primary objective of this research was to identify the key mobile-friendly design elements that the mobile site was lacking, based upon mobile-friendly best practices. Some key goals were:

  • Inspect the mobile website to identify mobile-friendly usability issues

  • Recommend design changes to address the usability issues

What are mobile-friendly features?

Mobile Phone

BW Marketing Solutions

Method

Mobile-Friendly Best Practice

tap-to-call-feature-v2.png

Expert Review​

  • Evaluate the mobile website design against mobile-friendly best practices

  • Identify mobile-friendly usability strengths

  • Identify mobile-friendly usability problems

  • Assign a severity level to each usability problem

  • Recommend a solution for the usability problems

  • Create Expert Review document

  • Present Expert Review document to the Stakeholder

Crucial Insight Sample

The mobile website was missing a Tap to Call feature, which makes it easy for mobile website users to call the business. 

​

Upon conducting the Expert Review I found that the mobile website displayed the phone number of the business, but failed the mobile-friendly best practice of having a Tap to Call button. To reduce the effort required by a mobile website user and to improve usability, the user should have a clearly visible button that  indicates it can be tapped to call the business.

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For additional findings and learnings:

please contact bellamywest@gmail.com

Tap-to-Call button is missing

mobilesite-without-tap-to-call.png

*Representative image

Research Impact Sample

Product Impact

​

  • Collaborated with the Stakeholder about the mobile website redesign features based upon the insights gained from the Expert Review

  • The insight gained from the Expert Review surrounding the Tap-to-Call button was incorporated into the mobile website redesign by the UX Designer (me) 

  • After incorporating the research insights into the mobile website redesign, the mobile website provided a better experience for its mobile users, and it ranked favorably with Google's new algorithim 

Insight incorporated into the redesign

mobilesite-with-tap-to-call.png

*Representative image

My Learnings

  • Expert Reviews are a way to identify obvious pain points in a users experience

  • Expert Reviews are valuable when communicating issues to Stakeholders because they're based upon established principles versus someone's opinion

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