Passionate female, and female-identifying, intermediate to advanced cyclists who want to improve their race times and make loads of friends.
Conveying the need for riders to be intermediate to advanced without scaring off potential campers, while expressing the specialness and value of the camp.
Research Study Details:
I conducted user interviews with past campers and coaches. I inquired about their fears going into camp the first time, why they decided to sign up, what they took away, and how they would describe the experience as a whole. I also asked if they had attended other sport camps and how those differed from Special Blend Gravel.
I then looked at other outdoor sporting camps such as Unbound Gravel, Ladies All Ride, and GRVL.
After running the founder through the low-fidelity prototype of the site, I started to create a high-fidelity prototype. We were on an extremely short timeline so I planned a usability study for the high-fidelity prototype. The items the founder wanted to test related to the copy and content of the website so having the high-fidelity version of the site was imperative to the usability study.
The founder of Special Blend Gravel worked with illustrator Lisa Congdon to create the brand guidelines. Icons include a bicycle, coffee cup, and the sun. The colors are cheerful pastels and the logotype font is a hand-lettered alphabet.
I conducted a remote, moderated, usability study with 5 participants, 3 past campers and 2 prospective campers. Each participant was asked to look over the site and find several pieces of information, such as a schedule, what to bring to camp, and the cost. Past campers were also asked if they felt the site captured the feeling of the in-person experience.
What I Learned
My biggest challenge with this design was working within the time frame. Due to scheduling with the camp's team members, I had 2 days to construct the prototype, 1 day to conduct the usability study, and 4 days to build the entire website. I learned that I can work really efficiently when needed but having the copy finished ahead of time would have made the process run more smoothly. After the usability study revealed that the copy taken from the earlier website would need to be improved, that the information architecture of the new website would not be enough to address all of the user problems, the founder was happy to work with me to rewrite key parts, especially the About the Camp blurb.
The right photo and combination of passionate words can a potential buyer into an enthusiastic registrant. I'm delighted with the final website design, which while simple helps assuage the fears of campers taking a big leap and spending big money on themselves. I look forward to continuing my relationship with Special Blend Gravel because the more women are out there on bikes, the better.