The Web Services team is a user and data led team. We decided that a great time to do user testing, with new students, was during Freshers’ Week.
What we did
A survey was produced to test
- Open Day attendance,
- the new 360º Virtual Tour,
- our communications during the admissions process,
- social media,
- the website overall.
Respondents were also asked what type of student they were (UG, PGT, PhD or Exchange) and what their domicile was (Scotland, EU, England, Wales, Northern Ireland or International). This was to allow the data to be filtered.
How we did it
From Monday 5 September to Monday 12 September 2016 there were 30 people from across External Relations going out to speak with students and ask them to complete the survey. We focused our attention on Bonar Hall, DUSA, Enquiry Centre and the Library as these areas had a high concentration of new students.
Each student was handed an iPad Mini and asked to complete the survey which took 3-5 minutes to complete.
We targeted 500 responses and there were 575 students completed the survey.
|Did you attend one of our Open Days?||Total||%|
360º Virtual Tour
|Did you use the 360 virtual tour?||Total||%|
|Did you find the 360 virtual tour useful?||Total||%|
|How would you rate the 360 virtual tour?||Total||%|
|Before arriving, what did you think of our communication?||Total||%|
|What did you think of the way we spoke to you?||Total||%|
|If you applied to more than one university, how did the amount of communication from us compare?||Total||%|
|Thinking about social media, how many Facebook groups were you asked to join?||Total||%|
|What is your favourite social media platform?||Total||%|
|I don’t use social media||11||2%|
|What is your preferred method of communication?||Total||%|
|Had you ever heard of the word “Matriculation” before coming to Dundee?||Total||%|
|How did you know where to be today for matriculation?||Total||%|
|Asked a friend||114||20%|
|Asked a member of staff||59||10%|
|Email with a link to website||132||23%|
|Email with all the information||161||28%|
|Overall, how well did our website meet your needs?||Total||%|
|How easy was it to find what you were looking for on our website?||Total||%|
|How visually appealing is our website?||Total||%|
|How easy is it to understand the information on our website?||Total||%|
|How much do you trust the information on our website?||Total||%|
|How likely would you be to recommend our website to someone else?||Total||%|
How will the results affect change
If we can get prospective students to campus they are more likely to convert to matriculated students. This is proven from data from previous Open Days. Only Scottish respondents to the survey were in the majority that attended an Open Day. However, 92% of those that used the Virtual Tour found it useful. Work is underway to adapt the Virtual Tour for Virtual Reality headsets to be used at UCAS events to bring the students to Dundee in a fun and interactive way.
Looking at the communication section of the survey it can be seen that just over 26% of respondents were not completely satisfied with out communications.
Regarding social media, we can see that over 20% of respondents were asked to join 4 or more Facebook groups but we didn’t ask if that was positive or negative. That additional question shall be added to the survey for next year.
43% of respondents overall, rising to 50% of undergraduate respondents, have not heard the word ‘matriculation’ before coming to Dundee. This would suggest that using plain English would reduce confusion during Freshers’ Week for what is essentially registration.
40% of respondents had consulted the website to find out where matriculation took place but 30% asked a friend or staff member. Student feedback showed a lack of awareness and confusion about the matriculation process. Frequently, students wanted to feel reassured they were doing the ‘right thing’.
The website section shows that over 80% of respondents are happy with the website meeting their needs. Conversely, we need to be aware that one-third were having difficulty finding what they are looking for. This will inform work that I am looking at this semester. Using tools such as Optimal Workshop Treejack and OptimalSort, I will be investigating how we can improve the information architecture of the Study section and the website overall.