Digital Agency, Mixd were tasked with developing a new website for a Learning Disability Trust. The Trust has a diverse audience with differing needs – busy healthcare professionals, regulatory staff, job seekers, people with disabilities and their families / carers.
Some key questions needed to be answered before the website project could begin, so Mixd tasked Hózhó with defining the strategy.
The main issue was that it wasn’t clear what the website is for – who is the audience and what kind of information are they looking for? There were questions around how to tackle the fact the Trust is made up of various companies, which Service Users come into contact with – who are they expecting to find when they arrive at the website? “Accessibility” is a particularly sensitive topic within the organisation and there had been a ‘do everything possible’ approach in the past, including paying for third party services. It wasn’t clear if these features were being used, and whether funds could be better spent elsewhere.
We started the project with a workshop to introduce the Managing Directors and other key individuals in the organisation to a user-centred design process, which would help them to focus on the needs of their audiences and avoid getting tangled up in internal problems.
The workshop allowed us to identify which communication channels needed to be considered to reach the audiences, and how the stakeholders expected the website to be used by their audience.
This gave us a huge amount of insight, but we wanted to see if their ideas matched the data.
The website’s analytics suggested that job seekers were the most represented audience group on the current website; but user journeys showed that most visitors were ‘bouncing around’ the website, alternating between the homepage and lots of other pages. We couldn’t tell who they were or what they were looking for.
Those using assistive technologies may not show up in the analytics package, so we created a survey to directly ask different audiences what they wanted from the website. This was distributed using online and offline channels.
This process allowed us to make recommendations for the new website and other digital initiatives (e.g. social media usage and other digital tools) which were grounded in data, and allowed us to create a strong business case for our recommendations around accessibility and the brand.
We also fed back on other organisational changes required to better serve user needs.