The Challenge
Code for Australia’s mission is to drive digital transformation into the Australian government and create a positive impact on society by connecting government innovators, corporate leaders and creative technologists through their 3 programs: The Fellowship, The Academy and The Civic Labs. The bounce rate and low rate of conversions indicated that there was an opportunity to improve communications and better drive conversion behaviour on the Code For Australia website.
Business Analysis
Lean canvas, service analysis matrix, known unknowns, collaborating with client.
User interview by phone
User Research
Many stakeholders, conducting extensive interviews by phone, in-person and through designed surveys. Total of 11 participants. A lot of time spent tracking the right people down and creating questionnaires. Audio was recorded and transcribed as well as notes taken.
Research Results: Key Insights
Methods, why we used those methods, what key insights from users were - maybe 2 each?
Personas, journey mapping and scenarios
One persona for each stakeholder type to help focus, have empathy etc. throughout. Journey maps help to... and scenarios were created based on real life needs of stakeholders.
Persona: Government stakeholder
Journey map: Government stakeholder
Current site audit
Current site audit
Usability issues to fix for next iteration as well as clear up any pain points in case these are affecting the analytics results.
Information Architecture
User flows were developed that better reflected the user. Instead of asking what programs are on offer, rather ask, who am i in this process and then follow a guided a journey to where you need be and how CFA can serve you. Methods, why?
Ideation: Design Studio
Design studio with client collaboration...
Wireframing & Prototyping
Used axure for wireframes and paper sketeches for lo fi iterations first.
Usability Testing
Tested among at least 2 users from each stakeholder group. Some in-person and others through detailed scenarios and survey questions. Results were wireframes were too lo-fi in that they required detailed content as part of the education process.
Measuring Success
Conversions, analytics, less phone calls to founders as answers to questions could be found online.
Future Recommendations
Service design blueprint, content strategy guide, language guide.