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Frisco Soccer Association User Study

  • Persona

  • Journey Mapping

  • Empathy Mapping

  • User Research

  • User Experience 

  • Research Writing

  • Qualtrics Survey Design

  • Qualtrics Survey Result Evaluation

About This Project

For this project, my team and I did a user study of Frisco Soccer Association (FSA) website. FSA is one of the premier recreational soccer leagues in DFW area, but its website does not reflect that. We chose the site because one of our team members used the site regularly as a coach and a parent. As a team, when we visited the site, we found the FSA site served a dual purpose—attract new players and present pertinent information for existing players. However, the site did not accomplish either of those tasks particularly well. Information on the site was hard to find, some of it was outdated and some key features were not there or hard to find.

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As part of our team, I created a Qualtrics survey and interviewed two coaches with a teammate. We used this data to understand the demographics of current and potential users of FSA and youth sports sites. I compiled and wrote the results in a slidedoc with a summary of our findings and suggestions for improving FSA users’ experience.

Qualtrics Survey

To understand the demographics of users and how they interacted with the FSA site, I created a Qualtrics survey. The survey asked questions like how often they used the site, in what capacity (coach, referee, player, parent, etc.), and for what purpose (to register, to pay fees, to check on field conditions, etc.). The survey was distributed to FSA users by our team member who knew some of the parents and coaches. The survey results gave us tangible quantitative data about the users.

Personas, Journey Map and Empathy Map

We used the interview data to create two user personas, one empath map, and one journey map. These three tools helped us understand users of the FSA site and guided our FSA usability study later. 

 

Goliath Rogersonian and Delany Argyle were the two personas we created to understand user needs and guide our recommendations. We also used Rogersonian’s persona to create a journey map to help us understand his experience with FSA site navigation. His empathy map gave us a deeper understanding of our users.

Two Personas
Empathy Map
Empathy Map
Drawing Conclusions 

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We gathered and analyzed the survey data and the two interviews to draw our user analysis. I wrote a slide deck report and used simple visuals and graphics to present our findings. The visual aids present a comprehensive view of FSA users' habits, interactions, and impressions of the site.

​Our Recommendations

Based on our research, we found that most users have a hard time navigating the FSA site. According to the users, some of the worst features of the site were: outdated information, too much information, and unorganized information. We made the following recommendations on how to improve the site:

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  • Regularly updated information posted on the site and remove outdated information, like Christmas ads still up in March.

  • Keep the search window visible by using a moving navigation scroll so the search field is always visible.

  • Add a “Contact FSA” button on the main navigation bar where it is easy to find.

  • Arrange information architecture intuitively.

  • Remove temporary, time-sensitive links from the main navigation link and put them under an appropriate category as a sub-menu item.

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