Fusion Lifestyle
Leisure Centre Swimming Booking
This work formed part of the project work for KCL/Fourth Rev Careers Course. This case study was carried out independently and has no connection to the organisation. It also should be noted the website does appear to be under going improvement.
Problem
A public service to multiple communities across the UK, unfortunately the website
and app have a historic reputation for being problematic to use. Resulting in a barrier to people accessing their local sports facilities, exercise classes and swimming lessons. The issues with the website may impact the organisations; booking rates, complaints, staffing resources, no shows, revenue and legal requirements.
"One star because the website is SO bad it is unreal. I'm not one to leave reviews like this but trying to book a swim at Brockwell lido is the most painful online experience."
"Terrible app and website. I spent an hour trying to join and book a swim session"
"The Fusion website is - by far! the worst I have ever used. Trying to book a swim, which should be a straightforward experience, is utterly exasperating."
Research Insights
User reviews demonstrate the frustrations users have experienced.
Key complaints; poor functionality, the structure of the site, extreme difficulty in navigating essential tasks like booking sessions and cancelling sessions. Lack of communication was also an issue, for example confirmation messages and posting accurate and timely information on the site leading to a mistrust of the website and organisation.
Testing undertaken: Guerrilla Usability Testing
Users of different generations and varying digital confidence.
Quick tasks to complete using their mobile.
Results: feelings of frustration and disappointment when they failed to book a swimming lesson.
All said that they would abandon the website and alarmingly, some would be so frustrated they would find an alternative provider for swimming lessons.
Notes
From the home page stage into a form.
The process of booking swim lesson can't be completed online, and requires the user to be called back by a member of the team.
It lacks useful information like: costs, times, availability, wha two expect from the next step in the process e.g. how and when the user should expect to be contacted.
There isn't an option to gain more information or cancel/return to a previous page.
User Goals
To make an informed decision and book a swimming lesson with confidence using the website.
Design Considerations
Adapt and simplify the customer facing booking process, allowing users to complete the task entirely online.
Reduce user confusion and frustration with clear structure.
Increase trust with key information about the swimming lessons, enabling users to make informed decisions.
Accessibility and inclusivity, a mobile first approach. WCAG
Lo fidelity wireframe
lo fidelity wireframe exploring possible solutions for the user pain points discovered during the initial research.
Outcomes
Metrics to monitor success may include: Task completion rate / User satisfaction (CSAT)/ Reduction of in-person and phone bookings/ accessibility audit results.
Next steps would be usability testing and iterations.