It sounds like a simple question, but it’s common for organisations to make incorrect assumptions about customer preferences. Your offering could be exceptional, but if your website is structured poorly and users struggle to find information, they’ll likely go elsewhere.
So, what’s the solution?
User Research.
Knowing what’s actually important to your audience can help you create a digital experience that resonates and encourages return visits.
In our previous article, we reviewed common User Research methods. Below, we cover several of our recent User Research case studies to illustrate the real-world impact.
The City of Swan is one of WA’s largest Local Governments. As such, it’s expected to have a superior website that provides its 153,000+ population with timely public information and online services.
Challenge
The City’s website needed a digital transformation. Its outdated technology and vast, complex site map contributed to a poor User Experience (UX), leading members of the community to feel frustrated and underserved.
Solution
Starting with Data Analysis, ALYKA reviewed Google Analytics to assess what existing content was most popular with users. We also reviewed heatmaps of key pages to see where users clicked and how far they scrolled.
ALYKA then conducted User Research to learn how internal stakeholders and residents were engaging with the City and their website needs.
We adopted a qualitative and quantitative research methodology that involved:
- Surveys
- Focus group sessions
- User testing
We then collated the results so the city could understand the research implications and the community needs we would address.
Results
Informed by the results of our User Research, ALYKA developed a custom-built site on the Kentico CMS. Since launching, the new City of Swan website has received widespread community acclaim, winning Kentico’s Site of the Month (October 2023) and Global Site of the Year (2023) awards.
Anglicare WA is a leading not-for-profit organisation that helps people in need. Their website is a crucial tool for connecting people with support services.
Challenge
A complicated UX and limited content meant that users did not interact with the Anglicare WA website or return to it after their initial visit.
Solution
To better understand how users engaged with the website, we conducted Data Analysis via a website content audit, Google Analytics review and heatmap reporting. This allowed us to identify information gaps to shape our research approach.
We then conducted qualitative interviews and surveys to understand user behaviour, including why they don't return to the website, their journey after contacting Anglicare WA and their understanding of services and information needs.
Results
The information obtained during the User Research project allowed us to create direction for the website development project and content strategy.
“As Anglicare WA has such complex needs, understanding how users interact with us online was crucial in designing our new website. Through data analysis and focus group sessions, ALYKA were able to help us understand the behaviours of current website users. We can now make informed decisions that will create an intuitive and efficient new website for our users and are so pleased with the purposeful insights ALYKA’s research has revealed."
- Cinnamon Simpson, Manager of Brand and Communications, Anglicare WA
Geological Society of Australia
The Geological Society of Australia (GSA) was established in 1952 as a non-profit organisation to promote, advance, and support Earth sciences in Australia.
Challenge
Encouraging the next generation of Geoscientists and getting them excited about earth sciences is a core goal for GSA; however, an outdated website and complicated UX created a roadblock.
Solution
We conducted card sorting with GSA members, a research technique used to understand how users categorise and organise information. This data helps us ensure that their website’s content is well-organised, relevant, and useful for their target audience.
Results
Using insights from our card sorting, we created a new website layout for GSA and content layouts for individual pages. We then designed wireframes (page mockups) to visualise the structure and placement of key features of the new website pages.
“Thank you very much for the beautiful wireframes, UX, and card sorting report. This has been a powerful way for our society to understand what is important to us. We are very happy with the designs, and this is exactly what we are looking for.
- Amber Jarrett, President, GSA
Ready to unlock vital customer insights? Get in touch with the ALYKA team to find out how User Research can improve customer experience.
