Results for category "User Research"

5 Articles

Keep Content Under Control

Many website suffer from a lack of attention. But at times – during a redesign, with a new staff person, or after an agency leader happens to visit the outdated site – the endless possibilities for online content inspire big ideas.

Beware. It’s important to keep your content under control. You need your website to be both manageable and sustainable.

At one point during the Snohomish Health District website redesign, staff envisioned growing the website from 42 pages to more than 130. Knowledgeable and passionate staff wanted to educate the public in all sorts of important areas. Our content was about to get totally out of control.

3 Steps to Content Control

1. Focus on the actual people you serve, not “the public.”  Visitors come to your website one person at a time, each with individual goals and needs.  “The public” is too broad a group to satisfy and serve effectively. Do some thinking – and some user research – to really define your top users and what they want from you. Create your content to serve those needs first. For the Health District, our top users were food workers and restaurant owners, septic contractors, and worried parents or health care providers. Answering their questions became a priority.

2. Stick with what you do.  Your content should be local and specific to your services. Let your community partners or private business talk about what they do. At the Health District, it was tempting to have a web page describing each disease du jour. But our job was to track and report on local risks, local prevention efforts, and local case counts.  A link to the Centers for Disease Control & Prevention provides the best, most updated information on the disease of the day.

If you are a city, domestic violence and weather patterns affect your citizens – but let the experts address those topics in detail. You talk about police response or snow routes, and provide links to other resources.

3. Keep content concise. Staff may want to answer every question and provide great detail in their areas of expertise. This is rarely a successful strategy for web writing. The rule of thumb for the web is to draft your content, then cut out half the words. Take a breather before you go back to the content with your top users in mind. Imagine them reading your web page on a mobile device.

Answer people’s key questions. Cut the fluff.

By keeping content under control, you make your website more readable for your users, more sustainable for staff, and more efficient for everyone. Don’t contribute to the global glut of information. Create content that matters. Content that you can maintain.

Keep it simple.

Website Design, In Order

First Things FirstPeople first. Content next. Design & development after those two. Repeat as needed.

That’s the order to follow if you want your website or app to be intuitive, easy, and satisfying for the people who use it – your customers, citizens, clients, etc.

If you start with designing features and functions first, you can become committed to things your customers don’t care about. If you wait to fit the content people want into your established page or visual design, you may have to fit round pegs into square holes.

Of course, you can go back and try to fit the customer’s needs and the content they want into your design later.  But it will take extra time, and will rarely be as elegant as a project that puts people first to begin with.

Imagine designing a building before you know who will occupy it and what they will do there. A preschool is different than a bank is different than a church.  Yes, you can convert a facility made to pump fuel – a gas station – into a place for feeding people.  But your customers will know the difference, and the retrofit won’t be easy or cheap.

“We didn’t build this with you in mind.” That is the message sent by websites and technology that is hard to navigate, difficult to learn, and scattered with features that seem to have no order (because they were tacked on later, after people’s needs were clear).

If that’s the message you want your website to send, then go ahead and design it before you consider people and the content they need. Otherwise, I recommend starting with a user-centered design process. Your results will show the difference.

A New Website Is Never Done

By Kristin Kinnamon

Redesigning and launching a new website is a huge undertaking. I know from personal experience the inclination to sit back and think about something else for a few weeks, months, or (hopefully not) years after a launch. There are other important issues to deal with, after all, than just your agency website.

But I preach that a new website is never “done.” Besides the first days and weeks after launch of putting out fires (such as making sure Google and visitors can find your new pages), a new website needs consistent – if not constant – care and feeding.

CivicPlus, which specializes in developing government websites, likens a new website to investing in a fancy new firetruck. You don’t just leave it parked in the station. You train staff to use it, you take it out and put it through its paces, you give it regular maintenance so it provides reliable public service for years to come.

If you think of your website redesign as a project that is “done,” you risk wasting taxpayer dollars. Your investment of time and resources into the new site will degrade far more quickly than just the technology itself.

What Happens With New Websites?

New websites tend to grow and transform as content is added, technology changes, and unexpected needs arise. This is natural, and a well-thought out and well-built site with standards and policies in place is ready for change.

If you aren’t keeping up with change, however, you risk:

Content stagnation. Staff never updates – or reads – their pages. The content ceases to answer current customer questions. It has the 2012 annual report. The public comment period that just opened is not there. Links stop working.

Content creep. Carefully crafted information and headlines get overwhelmed by newer content that might not be integrated or properly prioritized. New content might not follow your web standards.

Visitor frustration. Your shiny new site has reset expectations – higher. If you aren’t paying attention to customer interactions and feedback, you risk a backlash.

Untold stories. You had reasons and goals for your website redesign – and so did your agency leadership. Measuring how your website is meeting its goals gives you a chance to share your success stories.

Maintaining your website investment

Ongoing training. If you have a dispersed team doing web content, get them together to learn from each other, or for a webinar, or for onsite or offsite training. If it’s just you, set aside time each month to learn more about your content management system or web best practices.

Annual content audit. Many subjects are covered on your website, and many people are responsible for them (plus their regular jobs). Get your web team or subject matter experts together once a year and make them read their pages. People can do this at their own desks, but I find it best to set aside time and computers to have everyone in the same room. This fosters conversations and commitment to the process. And you can fix things on the spot.

Analytics. Whether you have Google Analytics or a custom tool with your content management system, or other access to your system data – use it! Go beyond visitor counts and bounce rates. I remember digging into the Community Transit analytics and noticing that many of the visitors to the Snohomish County transit agency were in Seattle, one county away. Guess those commuter bus riders looked up their bus information while they were at work.

Bottom line: Back to your users

Hopefully, you thought a lot about your “end users” before you redesigned your website. Analytics don’t tell you “why” one page or link is more popular than another, but if you know your users, sometimes you can guess.

You probably made a lot of assumptions about your users when designing your new site – what people wanted to accomplish, what words they might use to search, what “calls to action” would work best.

After launching, you should test your assumptions, measure your success, re-assess your content, and never stop learning from your customers/visitors/users.

More on the topic of maintaining new websites:

“Consider the Firetruck,” CivicPlus blog

“The Web is Not a Project,” Siteimprove blog


Benefits of User-Centered Design

User-centered-design results in website designs or revisions that:

Reduce customer errors that cost you in public perception as well as staff time to fix or assist

Maximize development and maintenance efforts by creating clear requirements and reducing the need for changes

Increase productivity due to increases in successful online transactions (such as bill payment and comments/complaints)

User research also gives you benchmarks you can track over time, and helps prioritize new features or next steps.

Learn more about the benefits of user-centered design:

Benefits of User-Centered Design

Do Government Agencies and Non-Profits Get ROI From Usability? Nielsen Norman Group

Usability ROI Case Studies Usability First

What is Usability Testing?

What is Usability Testing?

Your system analytics data, customer surveys, and market research tell you what people do and think. Usability testing helps answer why.

We measure what matters. Are you measuring your users?

Usability testing is a one-on-one session between a target user and the researcher – often with other discreet observers or video tape for stakeholders to watch later.

You can get powerful insights into how people use your technology and where they get lost. Even though you usually test only a handful of people, you’ll get a lot of data.

After conducting the tests, you analyze that data  use it to identify the good, the bad and the ugly in terms of what works for users. Depending on the scope and budget of the project, you may discuss the findings in a post-test meeting, at a formal presentation, and/or with a written report.

I can help you do usability testing on:

  • Websites
  • Forms
  • Online payment systems
  • Mapping tools
  • Letters

What about focus groups?

What people say and what they actually do can be two very different things. Surveys and focus groups are good ways to get people’s opinions of a product or service. But the only way to really know if your website works for people is to watch them use it. That’s a usability test.