The goal of this research was to gather feedback from the different audiences visiting the page to better serve their needs. We have used different methods to reach out to each segment audience as well as addressing different research questions.

We have done five (5) usability testing sessions to evaluate our existing page in terms of usability and UX focusing on relevance, hierarchy and accessibility

• Specifically targeting business owners in CA
• 5/5 were new to the page

We have performed five (5) stakeholder interviews to better understand our partners and business owners partners, and make sure we are also serving their customers.

• Interviewed our partners at GO-Biz who help define the content of the Industry Guidance
• Interviewed small business owners, organizations working with businesses, and county and city officials.

Lastly we intercepted twenty (20) visitors as they were navigating the Industry guidance page to understand what they were trying to accomplish. It helped us evaluate how we are performing regarding the user’s tasks but also uncovered new tasks that we might have not known of.

In terms of user engagement, county and city officials and business associations are our power audience with highest engagement:

• Their needs are the following:
  • Be informed every time a new guidance has been updated so they can be prepared every time they are contacted by residents/business owners
  • Be able to identify modifications made in the PDFs so that they can easily recognize changes and make the updates to their website
  • Be able to easily compare state and county guidances to be informed of all that apply to each business owner

Our secondary audience are business owners.

• Their main needs are:
  • Understand which is the right guidance for their business so they are confident they are getting the right information
  • Understand the specifics of “with modifications” so they can comply with the restrictions
  • Figure out the responsibilities and roles of the state, the county and city regarding regulations, enforcement, and guidances for their business so they know where to look for what.
  • Understand what modifications need to happen when moving tiers so that they can be prepared ahead of time.

This research report includes the details of how we conducted our research, the results we found, and a list of recommended changes for each section of the page and for each user segment.