Wasatch Trails Alliance:

Recommendation Report

Matthew Mays
Westminster College

Table of Contents
Executive Summary

Introduction

Usability Testing

Rhetorical Analysis

Content Analysis

Conclusion

Appendix A: Usability Testing

Appendix B: Content Analysis

8
12

Executive Summary
As one who identifies with the mission of Wasatch Trails Alliance (WTA), I value the
opportunity to work to improve the organizations website. I understand the importance of
maintaining an effective and engaging website in order to promote an organizations purpose.
The object of this recommendation report is to present findings and recommendations derived
from three separate analyses: usability testing, rhetorical analysis, and content analysis. Each of
these studies has a distinct purpose and has yielded meaningful results.
Usability Testing
A usability test was administered to four individuals. Each participant spent time on WTAs
website and then completed a series of questions. The questions were in the form of a five-point
Likert scale. Participants also had the opportunity to leave comments after answering each
question.
Four recommendations were generated as a result of the test:
Resize the image banner on the homepage.
Highlight WTAs past achievements and future aspirations.
Expand the membership page include steps for joining WTA, member benefits, and an
explanation of how donations are used.
Provide specific information relative to hiking, biking, and equestrian trails.
Rhetorical Analysis
The form of rhetorical analysis used for this study was a genre critique. The purpose of this
method is to identify specific organizing principles that exist within a particular genre. The genre
for this purpose is nonprofit, outdoor-themed websites. Six websites were used to establish the
genre. The results suggest that WTAs website is quite comparable to the other sites in terms of
layout, major headings, and the overall site aesthetic.
The primary opportunity for WTA is to make the website more personable. This can be
accomplished by creating a sense of community on the site: adding member photos, testimonials,
or a blog. Adding any or all of these items will draw viewers in and encourage them to become
part of the community.
Content Analysis
The content on each page of WTAs website was analyzed to ensure it represents WTAs mission
and is free from spelling and grammar errors. Additionally, suggestions were made in places
where the content can be expanded to better educate the audience.
Correcting the errors in WTAs mission statement and expounding on the reasons for joining
WTA are the most appropriate places to begin revisions.
WTAs website has a great start and the potential to be an effective organizational tool, used for
the purpose of furthering the organizations mission and encouraging visitors of the website to
get involved.

Introduction
As one who appreciates spending time outdoors, I find satisfaction in working to improve the
website of an organization that exists to promote responsible use of the outdoors. A key
component for Wasatch Trails Alliance to achieve its mission is to ensure its website is congruent
with its organizational purpose and meets the expectations of those who visit the website.
This recommendation report is a comprehensive document containing findings from in-depth
analyses of the Wasatch Trails Alliance (WTA) website and subsequent recommendations for
improvement. The findings are derived from usability testing, rhetorical analysis, and content
analysis. The data from each study have been examined and are used as a foundation for
providing meaningful recommendations, recommendations that emerged during the analysis
phase of this project.

Usability Testing
The usability test was provided to four individuals who were not familiar with WTA and had not
visited its website. Each participant was instructed to spend 1015 minutes to explore and
become familiar with the site. Next, the participants provided feedback on a variety of topics
relative to the website. Each topic was evaluated using a five-point Likert scale: strongly agree,
agree, neutral, disagree, and strongly disagree. In addition to the scale, each statement was
followed by a space for comments. The raw data from the usability testing is available in
Appendix A. The usability test included the following statements, with an average score for each
item listed in parenthesis (possible scores: 15, with 5 being strongly agree).
1) This website is easy to navigate. (3.75)
2) I am satisfied with the layout of the site. (2.25)
3) The purpose of Wasatch Trails Alliance is clearly defined. (3.5)
4) The website clearly explains how to become a member of Wasatch Trails Alliance. (2.5)
5) I am satisfied with the amount of information relative to hiking trials. (1.5)
6) I am satisfied with the amount of information relative to biking trails. (1.5)
7) I am satisfied with the amount of information relative to equestrian trails. (1.5)
8) This website includes enough information on the topics I expect to find. (1.75)
9) I would recommend this site to others. (2)
10) What this website does well:
11) How this website can be improved:
Table 1 includes the common themes and subsequent recommendations that emerged from the
usability test scores and comments.

Table 1 Usability Testing

Findings
The rotating banner on the home page has several
problems. (1) The images are different sizes,
causing the content below to shift up and down. (2)
Some respondents felt the images were too large,
encompassing their entire computer screen.
(3) The captions are inconsistent: some describe
the organization, some are locations of the images,
and some are declarative statements.
The site does not adequately convey the
accomplishments or future plans of WTA.

Recommendations
Resize the images so all have the same
dimensions, or only have one image on the
homepage.

Remove the captions.

Add the successes of past WTA projects to the

About Us page.
Add Information regarding future aspirations
and projects to any of the following pages:
About Us, Events, or Trail News.

Additional information regarding membership is

needed.

Add the following information to the

Membership page: how to join, how donations
are used, and what the benefits of being a
member are. You might consider offering a gift
for joining: maps, t-shirt, sticker, etc.

There is no information relating to specific hiking,

biking, or equestrian trials.

Create a new page titled Trail Information.

This page could highlight work that WTA has
done on specific hiking, biking, or equestrian
trails. It could also describe various hiking,
biking, and equestrian trails in Wasatch County.

Results of the usability testing also indicated that WTAs website is aesthetically pleasing,
organized in an intuitive manner, and sufficiently describes the organizations mission.
Implementing the recommendations detailed above will facilitate a more complete and
informative website. While usability testing works to ensure a website is usable and explanatory,
rhetorical analysis ensures the website connects with its audience.

Rhetorical Analysis
The method of rhetorical examination used for this project was genre analysis. A genre is a
category characterized by similarities in style, form, or subject matter. A genre analysis consists
of reviewing a number of similar artifacts (websites in this case) in order to identity specific
organizing principles that exist within a particular genre. If nonprofit, outdoor-themed websites
wish to illicit similar responses from their visitors, i.e., join, donate, volunteer, etc., the websites
are likely to exhibit similarities in the way they are constructed.
For this analysis, six websites, similar to WTA in scope and purpose, were selected and reviewed
in order to determine common organizing principles consistent with each site. Next WTAs
website was reviewed to see if these principles were being employed. The websites listed below
were used in this analysis.

Alliance for the Wild Rockies

Appalachian Trail Conservancy
New Mexico Wilderness Alliance
Southern Utah Wilderness Alliance
Ventana Wilderness Alliance
Washington Trails Association

http://allianceforthewildrockies.org/
http://www.appalachiantrail.org/
http://www.nmwild.org/
http://suwa.org/
http://www.ventanawild.org/
http://www.wta.org/

Table 2 includes common themes and subsequent recommendations that emerged from the
rhetorical analysis.
Table 2 Rhetorical Analysis
Findings
WTAs website is comparable to all six websites in
the following areas: overall aesthetic, logo
placement, major headings (with the exception of a
trail info page), request for donations, and rotating
image banner.
On each of the websites in this study, links to social
media outlets were quite prominent. Links to social
media are not particularly prominent on WTAs
website.
Four out of the 6 websites in this analysis had ways
for member/visitors to share personal experiences.
WTAs site does not have an area on the site to
share personal experiences.

Recommendations
Add a page for trail information.

Make the links to social media outlets more

prominent.

Incorporate a blog that shares WTA member

successes and experiences.
Add a page that shares member testimonials.
Or create a space on the image gallery page
for members to upload their own
images/experiences.

In many ways, WTAs website is on par with other websites in the same genre. The greatest
opportunity from a rhetorical standpoint is to create a sense of community among WTA
members. Doing so will likely encourage website visitors to get involved with WTA. The final
step to improve WTAs site is ensure each page is professional and includes all the information
needed to provide a positive visitor experience. This step is completed through content analysis.

Content Analysis
A qualitative approach was taken to analyze the websites content. Each page was examined to
ensure the content is relevant to the page in which it resides, promotes WTAs mission, and is
free from spelling and grammar errors. The content analysis also includes recommendations to
expand the content on certain pages to better inform and engage readers.
The table below includes findings and recommendations that should be made a top priority. All
content recommendations can be found in Appendix B. Some content recommendations were
influenced by some of the data found in both the usability testing and rhetorical analysis
Table 3 Content Analysis
Findings

Recommendations

The verbiage on the About Us page has multiple

spelling and grammatical errors.

The punctuation in the membership verbiage is

confusing.

Information about memberships is lacking.

Add a comma after visitors.

Add a comma after hiking.
Remove the before biking.
Remove duplicate period after communities.
Separate the last three statements from the
mission and punctuate consistently.
Change the J on Join to a lowercase j.
Rewrite the first three sentences as one
sentence or three sentences.
Move soon to the end of the sentence.
Explain how becoming a member is easy, why
it is fun, and why it is the right thing to do.
Add the functionality to register for membership
through the website.
Explain where and how to become a member
at the present time.
Detail the benefits of being a member.
Add membership FAQ.
Explain the tax benefits of donating to a
nonprofit organization.

It is no secret that spelling and grammatical errors weaken professionalism and credibility.
Correcting the typographical errors throughout the website and supplementing the existing
content where needed will remove any doubt about WTAs credibility and commitment to its
cause.

Conclusion
WTAs website makes it clear that the organization is passionate about its purpose. The site is
nicely designed and aims to educate and engage visitors. There is, however, need for
improvement. When the recommendations outlined in this report are implemented, WTAs site
will transition from a simple information outlet to an effective tool, attracting individuals to the
organization and encouraging them to get involved.

Appendix A Usability Testing

Test 1
Strongly
Disagree

Disagree

Neutral

The website is easy to navigate

Comm

Site lin
locatio

The re
at the
space.
but it t
It was

The purpose of Wasatch Trails

Alliance is clearly defined.

The website clearly explains

how to become a member of
Wasatch Trails Alliance.

I unde
availab

I am satisfied with the amount

of information relative to hiking
trails.

It wou
with in
part of
store?
I didn
than a

I am satisfied with the amount

of information relative to biking
trails.

I am satisfied with the amount

of information relative to
equestrian trails.

Same
X

This website includes enough

information on the topics I
expect to find.

If the a
system
trying
view/p
If I kne
of acti
out thr
recom
biker.

I would recommend the site to

others.

How this website can be

improved:

Strongly
Agree

I am satisfied with the layout of

the site.

What this website does well:

Agree

There is ample opportunity to contact the alliance. There is a brief description of w

Showcase projects more thoroughly with maps and photographs. Describe how don
the need for the work/donations.

Test 2
Strongly
Disagree

Disagree

Neutral

Agree

Strongly
Agree

Com

The website is easy to navigate

I am satisfied with the layout of

the site.

The
on t

The purpose of Wasatch Trails

Alliance is clearly defined.

The website clearly explains how

to become a member of Wasatch
Trails Alliance.

The
hikin

I am satisfied with the amount of

information relative to biking
trails.

The
bikin

I am satisfied with the amount of

information relative to equestrian
trails.

The
equ

This website includes enough

information on the topics I expect
to find.

I un
but
or h

I would recommend the site to

others.

How this website can be

improved:

I un
Trail

It ex
in th
step

I am satisfied with the amount of

information relative to hiking
trails.

What this website does well:

The
mak

If so
orga
coun

x
The site is aesthetically pleasing and easy to navigate.

The different pages needs to be expanded. Theres not a lot of information about m

Test 3
Strongly
Disagree
The website is easy to navigate

Disagree

Neutral

Agree
X

Strongly
Agree

Com

The w
the i
and
of th
type

is no

I am satisfied with the layout of

the site.

The purpose of Wasatch Trails

Alliance is clearly defined.
The website clearly explains how
to become a member of Wasatch
Trails Alliance.
I am satisfied with the amount of
information relative to hiking
trails.
I am satisfied with the amount of
information relative to biking
trails.
I am satisfied with the amount of
information relative to equestrian
trails.

This website includes enough

information on the topics I
expect to find.

I would recommend the site to

others.

What this website does well:

How this website can be

improved:

Test 4

The h
awkw
the f
are a
rathe
the fi
expla
rathe
pictu
The w
summ
it do
of th
what
Ther
mem
comp

As fa
infor

I fou
trails

I fou
trails

The h
infor
pictu
infor
X
pictu
you w
Such
hikin
link.
Ther
webs
X
anyo
or an
The colors and fonts chosen are attractive so that the focus can be on the informat
successfully conveys the main idea of their organization.

The links at bottom of the website are not links, just a list of websites. Because the
page are different sizes, it causes the home page to shift up and down, which is an

Strongly
Disagree

Disagree

I am satisfied with the layout of

the site.

The purpose of Wasatch Trails

Alliance is clearly defined.

The website clearly explains how

to become a member of Wasatch
Trails Alliance.

I am satisfied with the amount of

information relative to biking
trails.

I am satisfied with the amount of

information relative to equestrian
trails.

This website includes enough

information on the topics I expect
to find.

I would recommend the site to

others.

Strongly
Agree

Com

The
ope
they
the
Wha
gall
site
spe

I am satisfied with the amount of

information relative to hiking
trails.

How this website can be

improved:

Agree

The website is easy to navigate

What this website does well:

Neutral

Wha
con
hist
curr
Yes,
Tha
rem
mon
spe
As a
a Na
trail
diffi
like
My
toge
was
cou

I liked the WTA logo. I thought it captured the intent of the website. Although, the
many ways. I apologize for being harsh, but I was asked to be honest.

On the About page, I was turned off by the grammatical errors. That instantly se
professional. I would have someone rewrite the text entirely. I would suggest that
WTA has brought to life or that they are currently working on in a clear and organi
your non-profit has done, it will inspire others to want to help out with future effort

Appendix B

Content Analysis

Home Page
Observations
The images are different sizes, causing page content to move up and down.
Only one of the five rotating images has WTAs logo on it.
The image captions are differentwelcome, locations, and captions.
The weather widget does not match the site aesthetic.
The links to other pages at the bottom of the page are not links, just text.
Suggestions
Make the logo in the upper left corner larger.

About Us
The Mission of the Wasatch Trails Alliance is to support and help plan a comprehensive and
sustainable trail system in Wasatch County, to provide outdoor recreation opportunities for
locals and visitors, and to meet the growing needs of the biking, hiking, and equestrian
communities.. Love your trails? Love Wasatch Trails Alliance! Will you Join Us?

Spelling and Grammar

Add a comma after visitors.
Remove the before biking.
Add a comma after hiking.
Remove duplicate period after communities.
Separate the last three statements from the mission.
Change the J on Join to a lowercase j.
Change the U on Us to a lowercase u.
Suggestions
Add some type of image.
Add the organizations vision.
Add images and descriptions of board members.
Add organizational values.
Add information about WTAs accomplishments. (The donate page states that WTA has built 40
miles of trails since 2010.)
Add a list of partners and/or sponsors.

Image Gallery
Observations
The picture organization is confusing; there is no symmetry.
The image of a tractor is confusing (It was probably used to build a trail, but heavy-duty
machinery in nature is a bit odd.)
Suggestions
Add an introductory paragraph to explain the image gallery.
Add the location of each image/caption.
Add a WTA hash tag gallery that feeds from Facebook and/or Instagram.
Add photos of member meetings and activities.
Add a section to submit an image.

Contact Us
Suggestions
Make contact information prominent.

Events
Suggestions
Replace the outdated information with upcoming events. Or add a section titled Past Events.

Add a calendar.
Make the maps information its own page with downloadable maps.

Trail News
Suggestions
Add section for member experiences.
Add updates on current trail projects.
Include environmental updates/articles relative to Wasatch County or the state of Utah.

Donations
Since 2010, Wasatch Trails Alliance has built nearly 40 miles of non-motorized trails in Wasatch
County. Your donation will help us continue to expand a varied trail system while maintaining,
providing signage, and creating awareness among community members.
To donate, you do not need a PayPal account. All you need to do is click on the donate button
below, and we will accept any monetary value. Thank you for helping us enhance recreational
opportunities in the Heber Valley.

Spelling and Grammar

What is being maintained?
Close the space after account.
Close the space after us.
Suggestions
Offer a gift for donations, i.e. t-shirt, sticker, maps, etc.
Recognize prominent donors/contributors.

Founders 50
Thanks to our Sponsors!
Be a Founder and become part of the ever lasting legacy to improve physical, social, and
environmental health, as well as economic growth for the
community. Below is the 2015 list of WTA sponsors!
Spelling and Grammar
Change ever lasting to everlasting.
Add a comma after social.

Close the gap between the and community.

Observations
What does it mean to be a founder?
The idea of improving physical, social, and environmental health isnt mentioned anywhere else
on the site. Why is it mentioned in this section?
Suggestions
Explain where Founders 50 comes from.
Change the name of this page to WTA Partners.
Add link for an individual or business that is interested in being sponsor.

Volunteer
WTA is always on the look out for volunteers. Whether its out on the trails or something inside,
we need your help.
Do you have a group looking for a community project? Trail work is a rewarding activity and a
great way for your group to give back to our community. Contact us
info@wasatchtrailsalliance.org, and we will put you in touch a trail builder.
Spelling and Grammar
Change look out to lookout.
Add a comma after inside.
Close space after work.
Add a comma after .org.
Add with in between touch and a.
Add a period after builder.
Suggestions
Add additional photos of volunteer work.
Add member/volunteer testimonials.
Show before and after pictures.

Membership
Become a member! Its easy. Its fun and its the right thing to do.
Soon a printable membership form will be available!
Spelling and Grammar
Rewrite the first three sentences as one sentence.
(Ex. Becoming a member is easy, fun, and the right thing to do!)
Move soon to the end of the sentence.
Suggestions

Explain how becoming a member is easy, why it is fun, and why it is the right thing to do.
Add the functionality to register for a membership through the website.
Explain where and how to become a member at the present time.
Detail the benefits of being a member.
Add membership FAQs.
Explain the tax benefits of donating to a nonprofit organization.