I conducted a detailed usability evaluation of the Royal Opera House (ROH) website, focusing on optimising key user journeys like ticket purchasing and content discovery. The aim was to assess how well the site serves both seasoned opera fans and new users, while also evaluating its overall user experience through accessibility, ease of navigation, and user engagement.
This project aimed to identify key challenges users face while navigating the Royal Opera House (ROH) website and interacting with its various features. The usability testing involved five participants with varying levels of familiarity with opera and ballet. Using the Think-Aloud protocol and various usability measures like the post-task questionnaires, System Usability Scale (SUS) and Single Ease Question (SEQ). Critical tasks were focused on such as finding performance tickets, exploring behind-the-scenes content, and navigating dining options.
It revealed that users struggled with several key aspects, including difficulty locating specific tickets, overwhelming search results, and unclear navigation paths, particularly for new users unfamiliar with opera or ballet. Despite these challenges, the website’s overall aesthetic was praised for its visual appeal.
Based on these insights, I proposed actionable recommendations such as improving filtering options, providing clearer availability indicators for tickets, and enhancing the organisation of event content to make the experience smoother and more intuitive for users.
By addressing these areas, the ROH website can offer a smoother, more engaging experience for users, especially for newcomers to the world of opera and ballet.
Approach
Task scenarios:
9 task scenarios were designed to simulate real user interactions, such as ticket purchasing and browsing dining options. Goals for each task:
1. Information findability of opera and ballet
2. Ticket purchasing journey (in-person)
3. Planning for food or drinks at the ROH / information for planning visit
4. Alternative performance engagement
5. Behind-the-scenes activities exploration
6. Watching a performance in a local cinema
7. Ticket purchasing journey (online streaming service)
8. Online shop interaction9. Donation
Participants:
5 participants, both regular and occasional visitors, including those unfamiliar with opera and ballet.
Tools:
Observations and recorded sessions from moderated usability testing
Data collection
I employed a combination of quantitative and qualitative data collection methods to comprehensively assess the usability and user experience of the ROH website:
Quantitative data from:
1. Single Ease Question (SEQ) scores to measure task difficulty.
2. Task Success Rates to assess how well users could complete key tasks.
3. System Usability Scale (SUS) to gauge overall website usability.
Qualitative data from:
1. Think-Aloud protocol during usability testing to capture user thought processes.
2. Participant observations to identify frustrations and navigation patterns.
3. Post-task questionnaires to gather immediate feedback and overall satisfaction.
1. Data Transcription:
Think-aloud sessions were transcribed for getting participant feedback.
2. Data Coding:
Observations were coded and categorised in a Rainbow Spreadsheet (see example part below) to group similar issues.
3. Performance Metrics:
Combined SEQ scores with task success rates (see example part below) and the SUS scores to highlight the most problematic user journeys.
4. Severity Rating:
Issues were assigned severity levels from minor (1) to critical (4) based on frequency, impact, and persistence to prioritise the most critical ones.
Usability problems
The evaluation revealed several usability problems, including
1. Difficulty locating tickets
2. Overwhelming search results with confusion due to lack of filtering options.
3. Lack of availability indicators on the ticketing calendar.
4. The homepage, though visually appealing, did not provide clear pathways for essential tasks like purchasing tickets or finding specific performance information.
Key recommendations
1. Enhance the "What's On" Page: Redesign filters to improve event visibility, and add sub-categories like performance type and accessibility.
2. Improve Search Functionality: Implement categorisation and filtering options for search results, helping users find relevant events faster.
3. Simplify Ticket Purchase Process: Add availability indicators on the calendar and improve the user flow for purchasing tickets.
4. Reorganising Information: Clearer pathways for event-related content and essential visitor information, such as venue addresses and dress codes.
5. Make Event Information More Accessible: Ensure important details such as venue information, dress codes, and dining options are easy to locate.
These enhancements are designed to greatly improve user satisfaction and attract new audiences. For a deeper dive into the findings and further recommendations, feel free to reach out—I’d be happy to discuss the full report with you!
I gained valuable insights into the real-world challenges users face on complex websites like ROH's. The process highlighted the importance of clear navigation, effective search functionality, and intuitive design. I also learned that usability issues, even small ones, can greatly impact user satisfaction and task completion.
This experience reaffirmed my belief in the iterative nature of UX design—continuously refining based on user feedback is crucial for creating seamless, enjoyable experiences. Moving forward, I plan to apply these learnings to future projects, always advocating for design that is both user-centred and accessible.
