The Challenge
1
Fragmented Systems
The grant application process was spread across multiple, disconnected systems.
2
User Frustration
The complex process led to significant applicants' frustration. Users had to read long PDFs to understand the process and email PDFs to apply.
The important information about the grants was written on different PDFs. The lengths of the PDFs was around 32 - 46 pages.
Baseline Analysis
1
Web Analytics Insights
- High abandonment rate (65%) on grants homepage. Significant grant-related search queries (40%) often yielded no results, indicating poor information discoverability.
- Key Insight: Users struggled to find and understand eligibility information.
2
Competitors Analysis
- Compared 5 similar grant providers (e.g., National Lottery Heritage Fund).
All competitors had unified online systems allowing saved applications & progress tracking.
- Historic England lacked these—users had to email PDFs to apply.
- Key Insight: We needed a seamless online system that reduced application friction.
The matrix resulted from the analysis
Exploratory Interviews
I conducted in-depth interviews with 10 users to map pain points and motivations, using thematic analysis to identify key issues.
Key Insight: Users needed clear step-by-step guidance, plain language, and the ability to save and track progress online.
1
Confusion about eligibility
"I wasn't sure if I was even eligible, so I gave up."
Users couldn't easily determine if they qualified for grants.
2
Complicated application process
"I spent weeks filling out a pile of form"
PDF-based submissions were particularly problematic.
3
Frustrating language
"Felt like I needed a dictionary to understand the questions."
Technical jargon created significant barriers.
Thematic analysis of the user interviews
User Journey Map
To visualize the end-to-end grant application process, I created user journey flow maps to highlight key decision points and potential pain points. It revealed:
- 2 key decision points where she needed additional guidance
- The critical moments of potential frustration due to complex terminology
Ideation
1
Simplified Eligibility Steps
Redesigned grant pages with clear eligibility steps.
2
Progress Tracker On Dashboard
Applicants could see how far they were in the form and on the account dashboard.
3
Progress Tracker In The Form
Applicants could see how far they were in the form.
4
Plain-English Forms
Eliminated complex jargon to improve comprehension.
Testing & Iteration
Round 1: Mid-Fidelity Testing
With 12 users, 80% successfully completed a sample application without help. I highlighted two key issues:
Two-Level Progress Tracker Caused Confusion
Users didn't understand the difference between overall application progress and section-level progress.
Iteration: Reduced progress tracker from two levels to one to simplify tracking.
Iteration: Reduced progress tracker from two levels to one to simplify tracking.
Progress Tracker On the Dashboard Confused Users
The progress tracker on the application dashboard had intense visual hierarchies, confusing users.
Iteration: Simplified the progress tracker into a form structure.
Iteration: Simplified the progress tracker into a form structure.
Responsive Designs
With validated mid-fi layouts, I moved to design for a fully responsive web experience, ensuring that layouts adapted from desktop to mobile.
Round 2: High-Fidelity Testing
We tested both the mobile and desktop experiences in the second round of usability testing. With 15 users, we achieved a 93% success rate and reduced average task completion time by 35%.
Issue: Users still struggled with terminology in form fields.
Iteration: We further simplified language and added extra contextual help text to address remaining terminology issues.
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