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Housatonic River Outfitters (C) dryflies Web Site Evaluation

Housatonic River Outfitters (C) http://www.dryflies.com Web Site Evaluation. Jayson Gagnon Principles of Web Design & Evaluation OPIM 300-20 Dr. T. Dowding – Summer 2007. Purpose. Purpose of the evaluation: Identify Issues / Problems with Housatonic River Outfitters Web Site

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Housatonic River Outfitters (C) dryflies Web Site Evaluation

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  1. Housatonic River Outfitters(C) http://www.dryflies.com Web Site Evaluation Jayson Gagnon Principles of Web Design & Evaluation OPIM 300-20 Dr. T. Dowding – Summer 2007

  2. Purpose • Purpose of the evaluation: • Identify Issues / Problems with Housatonic River Outfitters Web Site • Conducted Expert Analysis: • Heuristic Evaluation • Project Checklist • Tested Usability • Recommend Design, Content & Usability of Site

  3. Overview • Housatonic River Outfitters is a full service fly shop, offering river guide services. • The store is located on 24 Kent Road, Cornwall Bridge, CT 06754. • The store is open 7 days a week. • The Company’s purpose: “We are your fly-fishing and outdoor resource, supplying you with the finest quality fly-fishing equipment, tying materials, guide services, schools, trips, consignment items, used and antique fishing-hunting equipment, technical clothing, maps, waders and information.” • The Housatonic River Outfitter’s website address is http://www.dryflies.com/.

  4. Voice of Customer – 3V’s Current Fishing Conditions Equipment New/Used Fishing Guides Upcoming Events / Classes

  5. Voice of Enterprise – 3 V’s Increase Store Traffic Find and keep “Best Customers” Promote Environment Drive E commerce

  6. Voice of Industry – 3 V’s E-commerce Catch & Release Mainstream Interest Environment

  7. Comps

  8. Housatonic River Outfitters Issues: Testing Heuristics Project Checklist • Layout does not work visually • Page is 3x + size of the screen • Like objects are not grouped together • Content was poorly laid out • Text was not clear and concise Crowed, unorganized design Lacked Flexibility, Efficiency of User Irrelevant Information User Testability Other • Site did not seem to promote store • Mission of the site was unclear • Need better CRM • Align Business Goals w/ Web Site Goals • Simple tasks such as finding store Location was difficult • Test user was frustrated • Site was “cluttered and unorganized”

  9. Housatonic River Outfitters S.W.O.T. Strengths Opportunity • Fly fishing industry is large and growing • Significantly underutilized Web Site • Build in Customer Relationship Management • Capitalize on “going green” culture • Expand business into other regions/locations Location: Upper Housatonic is great fly fishing location Access to affluent customer base Strong, Loyal Customer Base Knowledgeable Staff Favorable Demographics Weaknesses Threats • Competitive “Mom & Pop” stores • “Fad like” interest • Weak Web Design • Lack of Customer Relationship Mgmt

  10. Recommendations: Short Term: • Better organization of content • Improve e-commerce / transaction model Next Steps: • Know the Customer • Conduct a focus group • Launch User Survey • Redesign Site • Perform Usability Testing

  11. Key Metrics to Success: • E – Commerce Revenue • New Membership • Web Site Visitors • Increased Store Traffic • Average Unit Volume

  12. Housatonic River Outfitters Housatonic River Outfitters, established in 1989, is a Full Service Fly Shop, offering Outfitter and Guide Services on the Housatonic River. Home> Events / Classes Used Gear Fishing Report “Housy News” New Gear Guide Services Username: Password: New Member Registration Your Daily Housatonic river conditions and local fishing reports: Cornwall Bridge Seven Mile River Kent Falls The Rapids Contact us: Phone: (800) 755 3232 Email: HRO_Trout.com Store Location:24 Kent Road Cornwall Bridge, CT 06754 Hours of Operation: Monday – Friday: 6 am to 7 pm Weekends: 5 am to 8pm Directions

  13. Housatonic River Outfitters “Housy News” Events / Classes New Gear Used Gear Fishing Report Guide Services Home>Fishing Report>Cornwall Bridge Seven Mile RiverKent Falls The Rapids Cornwall Bridge Fishing Report: Updated 5/22/07. Look for mid-day hatches of mayflies at Cornwall Bridge. Hatches can vary, but are mostly gray to olive tones in #14-#16. Some Pale Morning Duns are starting to appear. Salmon flies are out in the lower river as far upstream as Maupin. Midge hatches occur nearly every day. Both sunk and floating midge pupa flies can be very productive. Many days there is  "behavioral drift", which means that many aquatic insects will be migrating along the bottom and be available to feeding trout. Nymph fishing can be good all day. The above situations are best covered with a floating fly line. For more info, please stop in the store, call 1-800-255-3232, or email us HRO_Trout.com

  14. Housatonic River Outfitters “Housy News” Events / Classes New Gear Used Gear Fishing Report Guide Services Home> New Gear Fly Tying Fly Line Books Accessories Flies Fly Reels Apparel Today’s Special Eyewear, waders, jackets, vests, wading shoes Fly Rods Fly Boxes Float Tubes ***(touch each icon for a menu)***  Our on-line catalog is CONTINUALLY UP-DATED. All categories are fully Shopping Cart capable.  Call 1-800-755-3232 (an EXPERIENCED angler will answer).Or email:  HRO_Trout.com

  15. Thank You!!! • Questions?

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