Data Research

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Most users from the Free Poeple website buy directly from the website with 66% of users. This shows that the security and trust needs to be built from brands, this is seen across other websites.

Here, I have researched the WCAG guidelines for accessability of websites.

I have focused in particularly on visual impairments in this project, where I have highlighted some of the key principles as well as other guidelines that link in with this topic.

I interviewed 2 females aged between 25 and 30 years old to find out more information on the usability of the Free People website in reality. I set a task to discover competitor websites/apps users are using. and to gauge user interest in and prioritize potential features for the Free People website. 

The Hieristic evaluation is an important step to ensure the user needs are met and against the Neilson's Hieristic definitions. These ensure that any painpoints are uncovered, gauge user interest and discover competitor websites/apps that they are using.

My evaluation uncovered that visibility of text/colour scheme and lack of accessability features are key findings.  

Accessability checklist:

Using a free online Accessibility screen reader and keyboard navigation I scanned for any issues on the Free People website.

Text-alt describes image

Does it sound clear when voicing the text?

Colour contrast

Language - Language used in the website is very suitable to the demographic, as it is

quircky and boohoo sheek in style.

Keyboard Navigation - All interactive elements can be reached using the Tab and arrow keys. (partially automated).

Tab Order- The tab order is consistent with the logical order that's communicated

visually (partially automated).

Key Findings:

Accessibility App: 

Colour - contrast depth of hue

Insufficient colour contrast.

If the instance is an icon or other non-text

content, ignore it. This rule only applies only to text.

If the instance is text, use Accessibility insights windows, to manually

verify that it has sufficient contrast compared to background. If

the background image or gradient test an area where contrast appears 

to be lowest.

Text - verify that the element is not used as a heading through visual styling with bold, italic text or font size. Use appropriate heading tags when headings are needed.

Typography - The style of font is readable, however the size is too small. This     

                         could make it difficult for visually impaired users.

Architecture - The Architecture of the website is in a logical order however the 

                         'About Us' section could be at the top of the page on the FP  

                         Movement page, so that the mission can be seen and read easily. 

Interaction - The general interaction of the website is good. With buttons and links      

                       that go to the associated pages.

Building User Trust - The brand mission, goals, objectives and responsibilities are 

                                    all in one place on the website however the link is under

                                    'community' in the hero bar. The text could be in a different

                                     style/size font to ensure it isn't mixed up with the products

                                     that are being sold. 

The key recommendations from my findings are:

Incorporate an accessibility app that highlights the brand identity, 

through design principles such as the iconography. That has a particular focus on

colour contrast editing features and size/style of text that can be edited to make more 

accessible to readers with visual impairments.

With the social media links to websites such as pinterest being a prevalent part of the demographics behaviours. The social aspect such as the FP Movement social support navigation could be re-designed to be more bold and attractive CTA button that as this feeds into the brand mission statement of building positive female empowerment through wellbeing and fitness groups.