Content Usability Test
This is a Usability Test of content, to test the clarity and readability of the Pass Overview Page on inspirato.com compared to a new prototype. Pass is one of Inspirato's 2 luxury travel subscriptions. The Pass Overview Page gives all information about the Pass subscription.
Problem
The current Pass Overview Page is confusing. Analytics show users are abandoning the site at the Pass Overview page and only 1.4% of viewers are subscribing to a membership. In previous usability studies we've watched public users struggle to understand what Pass is and why they should consider purchasing it, from the information on this page.
Heat mapping shows users clicking on:
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Nav items
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"View Pass Trips" button (the button got lost in the screen capture, but is located in the hero image)
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"Learn more about Pass Days" button (under How Inspirato Pass Works)
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Several of the FAQs
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Users tend to scroll past the Features and Pricing box and the Subscribe box, to get their questions answered first.
Common questions users had in previous usability testing:
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What are Pass Days?
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What happens to my days if I can't travel every month?
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How many trips can I take?
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What is the difference between Pass and Club?
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How many people can travel with me (extra cost?)
Research Questions
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Is the content easier to understand on the new prototype (Pass Days, Club, Trips, Pricing)?
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Do users understand what Pass is and what's included in membership?
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Are there still outstanding questions about Pass after interacting with the prototype?
The Test
I conducted this usability study with usertesting.com and reported insights to the Design team. I conducted 3 separate tests. First I wanted to see how participants reacted to the current experience and prototype separately, so that learning more from seeing one wouldn't bias how much was understood on the second. Then I did a third test to get an idea of which experience was perceived as easier to understand, when looking at both.
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3 Tests
Test 1: The current .com experience only
Test 2: Prototype only
Test 3: Both current .com and prototype
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Participants:
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6 participants for each test
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Ages: 35-51
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Income: $60,000 - $200,000,
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Web expertise: average - advanced
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Screening:
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Must go on vacation at least once per year
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Must be the person in charge of booking trips for the household​
Example Questions: Test 2 (Prototype only)
The same tasks were used for all tests, except the word "Prototype" was replaced with "Website" as applicable.
Introduction
Imagine you are interested in traveling and you come across a company called Inspirato. In the following tasks you'll be exploring both a website and a prototype, and answering questions about what you're seeing. The prototype, is not fully functional, most of the links will not be activated for this test. Please think out loud as much as possible.
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Tasks​
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Take a few minutes to scroll around this page to get an idea of what this company is selling.
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In a nutshell, what is "Pass"?
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Explain the concept of "Pass Days".
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Explain the concept of "Trips".
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What is the "Club".
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(In your own words) explain the cost of Pass and what you get for that price.
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What questions, if any, do you still have about Pass?
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What, if anything, are some aspects of Pass that might be more appealing than just booking travel accommodations a la carte on another travel website?
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What, if anything, might deter you from wanting to learn more or buy Pass?
Prototype:
Attempts to give a little more color and add to the value prop
Current .com:​
Just one paragraph to get prospects excited - users tend to scroll past without reading
Prototype:
Adds more clarity in how Pass works, with picture of the experience and more information about trips, service, and the luxury portfolio.
Current .com:
It's easy to read, but too vague and leaves prospects with lots of questions. The CTA goes to a video on what Pass Days are, which makes it harder for users to scan and learn.
Results
Comparing Test 1 (current .com only) to Test 2 (prototype only), the Prototype was somewhat easier to understand. But participants still had a lot of questions and were not confident in their answers. In Test 3 (both current .com and prototype), participants felt more confident they had the right answers and learned more information from the prototype, even when they didn't get the answers right.
The travel subscriptions Inspirato offers are inherently confusing. The Pass subscription concept with how Pass Days are used, goes against the common mental model of how consumers book travel with points. So albeit a step in the right direction, it is unclear if this new prototype will move the needle and solve for the confusion these subscriptions create. Further iteration is recommended to make an impact worth the effort.
