The solution
To better understand these foundational elements, we undertook a User Research project. The project included data analysis, stakeholder focus group sessions and stakeholder surveys.
We began with four project objectives:
- Find out how users get to the website and whether they return
- Find out what website users understand about our services
- Find out how users explore and interact with website content
- Find out who our website users are and what their browsing habits are
Data analysis
Given the sensitive nature of Anglicare WA’s work, it was not appropriate for us to speak directly with their service users. However, through data analysis, we identified that user retention was a significant issue for the website. Google Analytics results showed that the site had a strong SEO profile and that organic search was the main driver of site traffic, but users weren’t returning.
The users who visited the website didn’t interact with the content. Their behaviour indicated they were struggling to find the information they needed, causing them to go back and forth between pages before ultimately giving up and leaving the site for good.
Stakeholder consultation
We determined that customer-facing staff could provide insight into user behaviour. We identified key stakeholders across the organisation to participate in focus group sessions and surveys.
In doing so, we were able to better understand the triage process, how different services are delivered and how clients understand Anglicare WA’s service offering. We also uncovered each stakeholder’s pain points with the current website and their content requirements for the new site.
In particular, we identified that stakeholders were experiencing the following issues:
No single source of truth
Service details were often outdated or inconsistent due to the lack of integration between the website and frequently changing service contracts, creating confusion and compliance risks.
Service misconceptions
Callers often misunderstood Anglicare WA’s service scope, particularly by assuming crisis support was available, which strained triage teams and delayed urgent help.
Unclear waitlist processes
Clients received little to no communication while on waitlists, leading to frustration and disengagement from services.
Client retraumatisation
Without shared records, clients were forced to repeat their stories at each touchpoint, compounding emotional distress and reducing clinical efficiency.
Diverse audiences
The website lacked inclusive, audience-specific content, and the content it did have was mostly directed at clients, limiting its utility for people interested in governance, careers, and donations.
Difficult navigation
Stakeholders confirmed that website content was hard to navigate and poorly presented, echoing findings from earlier data analysis.
