User Research deep dive part 2: How does it work?

Do you know what your customers want? 

It’s a simple question, but getting the answer wrong can be catastrophic.

You might offer exceptional products or services, but if your website is hard to use or confusing to navigate, visitors won’t stick around. They’ll bounce, get frustrated, or turn to a competitor that’s easier to deal with.

So, how do you know what really matters to your audience?

By doing User Research.

In our previous blog, we covered common User Research methods. In this blog, we look at how applying those methods shaped outcomes for three very different clients, and what your business can learn from them.

City of Swan: Transforming a complex website into a community asset

The City of Swan is one of WA’s largest Local Governments. As such, it’s expected to have a superior website that provides its 153,000+ population with timely public information and online services. 

The challenge

The City’s website needed a digital transformation. Its outdated technology and vast, complex site map contributed to a poor User Experience (UX), leading members of the community to feel frustrated and underserved. 

What we did

Starting with Data Analysis, we reviewed Google Analytics to assess what existing content was most popular with users. We also reviewed heatmaps of key pages to see where users clicked and how far they scrolled. 

We then conducted User Research to learn how internal stakeholders and residents were engaging with the City and their website needs. 

We adopted a qualitative and quantitative research methodology that involved:

• Surveys 
• Focus group sessions 
• User testing  

We then collated the results so the City could understand the research implications and the community needs we would address.

The outcome 

Informed by the results of our User Research, we developed a custom-built site on the Kentico CMS. Since launching, the new City of Swan website has received widespread community acclaim, winning Kentico’s Site of the Month (October 2023) and Global Site of the Year (2023) awards.

Anglicare WA: Building a website that supports people in need

Anglicare WA is a leading not-for-profit organisation that helps people in need. Their website is a crucial tool for connecting people with support services. 

The challenge

A complicated UX and limited content meant that users did not interact with the Anglicare WA website or return to it after their initial visit. 

What we did

To better understand how users engaged with the website, we conducted Data Analysis via a website content audit, Google Analytics review and heatmap reporting. This allowed us to identify information gaps to shape our research approach. 

We then conducted qualitative interviews and surveys to understand user behaviour, including why they don't return to the website, their journey after contacting Anglicare WA and their understanding of services and information needs.

The outcome

The information obtained during the User Research project allowed us to create direction for the website development project and content strategy. 

“As Anglicare WA has such complex needs, understanding how users interact with us online was crucial in designing our new website. Through data analysis and focus group sessions, ALYKA were able to help us understand the behaviours of current website users. We can now make informed decisions that will create an intuitive and efficient new website for our users and are so pleased with the purposeful insights ALYKA’s research has revealed." 

Geological Society of Australia: Inspiring the next generation of geoscientists

The Geological Society of Australia (GSA) was established in 1952 as a non-profit organisation to promote, advance, and support Earth sciences in Australia.

The challenge

Encouraging the next generation of Geoscientists and getting them excited about earth sciences is a core goal for GSA; however, an outdated website and complicated UX created a roadblock.

What we did

We conducted card sorting with GSA members, a research technique used to understand how users categorise and organise information. This data helps us ensure that their website’s content is well-organised, relevant, and useful for their target audience.

The outcome

Using insights from our card sorting, we created a new website layout for GSA and content layouts for individual pages. We then designed wireframes (page mockups) to visualise the structure and placement of key features of the new website pages. 

“Thank you very much for the beautiful wireframes, UX, and card sorting report. This has been a powerful way for our society to understand what is important to us. We are very happy with the designs, and this is exactly what we are looking for. 

Start with insight. Build with confidence.

User Research isn’t a luxury; it’s a strategic asset. When you understand your audience on a deeper level, you can build digital experiences that drive better engagement, stronger results, and long-term success.

Want to unlock vital customer insights?

Get in touch with our team to discover how research-led design and development can transform your next digital project.