Achieving Excellent Communications Through User-Centered Design

Southwark Council
A design approach

Tuesday, 11 May 2010

My name is Christina Fowler
Web designer at Jadu
@XtinaSparkle


Southwark Council
Customer service


Customer service goals were
not being met by website


“Achieving excellent
communications”
Southwark’s vision


Gather useful, genuine &
scientiﬁc feedback


 Evaluate exis,ng design
 Test out new ideas
 Find out the goals of users


One to ones

 Understand the user journey
 In the user’s typical surroundings


Focus groups

 Hear the feedback direct from users
 Encourage crea,ve ideas
 Produce video evidence


Get inspired


Wireframes: used to demonstrate the
layout and content of the website only.
This stage should be used to understand
how a user will ﬁnd their way around the
website through navigation, menus,
features and calls to action.


Root design decisions in
research


Evaluate

 What are the user’s needs?
 What are the technical restraints?
 What is the budget?


Schedule

 What can be achieved before the deadline?
 What can wait for the next phase?
 What resources are required?


Analyse

 How will the user digest the informa,on?
 What informa,on needs to be the most 
prominent?


Usability

 Does it work?
 Can someone of average ability and experience 
use it?


Filter the features
Required vs. Requested


Focus on that feedback


Achieve excellent
communications


By making informed design
decisions


How did we do this?


Iterate: repeating a process usually with the
aim of approaching a desired goal or
target or result. Each repetition of the
process is also called an "iteration", and
the results of one iteration are used as the
starting point for the next iteration.
Wikipedia


“Too clinical”


“little conﬁdence in
transactions”


“Not for me”


Let the research guide the
decisions


Worry less about internal
requests and more about the
user needs


Have we really listened?


Get back in touch with users


Determine whether needs have
been met


Where do we ﬁnd these users?


These users are already using
the services & eager to have
their say!


Can we reach more people?


Internal engagement from
intranet


No budget for a usability
testing agency?


Do it yourself


Special thanks

 Sarah Lund
 Alice Ainsworth @aliceainsworth
 Jess Blandford @jessblandford


Questions?
@jaduCMS
www.jadu.co.uk

@xtinasparkle
christina.fowler@jadu.co.uk


Photo credits

 hOp://www.ﬂickr.com/photos/secretlondon/
3691754890/
 hOp://www.ﬂickr.com/photos/markhillary/
514555513/


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