From the blog

How We Used Great UX To Achieve 70,000 More Pageviews

  • Ask Alyka
  • Digital Marketing
  • User Experience

25 Mar 2019

Government agencies are in a unique position on the online world. With their platforms widely used and their content frequently accessed they are beholden to the same website standards as the rest of the internet but with an added layer of complexity. Accessibility and navigability aren’t just important aspects of UX - they’re often legally mandated requirements. So things like how easy it is to navigate a page, how seamless the user journey is, how obvious the call to action is - all form a critical part of usability and accessibility for government bodies.

So what is UX and why is it important?

User experience - also known as UX - is the process undertaken before any design or development is ever even thought about! It’s focus is on understanding the psychology of how users will feel interacting with sites. This can be as obvious as figuring out what titles and labels should be used in navigation menu and as detailed and (seemingly) obscure as the placement of a button. All this is done in the hope of creating the best experience possible for every user.

There’s a good reason why it’s so important too. UX can result in radical improvements in website returns for government agencies, whether that’s:

  • Less calls to busy admin staff because the website makes information easier to fine
  • Improved brand experience thanks to a seamless online journey
And we’re not the only ones saying this - the Nielsen Norman Group, one of the recognised leaders in the world of UX, has conducted studies to show the average improvement in KPIs thanks to proper usabilityand UX is around 83%!

Creating Value from UX

Value resulting from UX will of course be different for every government organisation as each will have its own unique set of KPIs.

We asked the City of Stirling, following an extensive UX project as part of developing their new website to report back to us on the value of UX for them, post launch:
Analytics since launching the website are as follows:
  • 7.41% increase in new users
  • 27.87% increase in page views
  • 6.33% reduction in bounce rate
  • 8.45% increase in average session duration

During a recent survey, which assessed the effectiveness of the new website we (City of Stirling) received the following results:
  • 97% of users agreed that the website redesign was an improvement
  • 97% of users agreed that they could locate information easily on the website
  • 100% of users agreed that information was written in a language that is easy to understand
  • 94% of users will use the City of Stirling’s website as their main source for information going forward.

In terms of feedback, there has been an overwhelmingly positive response to the launch of the new website, both internally and externally. The City kindly provided some of that feedback below:

“I’ve been using the agendas/minutes section of the website quite a bit over the past few days and it’s a great improvement on the previous version, especially having a decent search function.”

“You will see a vastly improved area on planning and building, which has added a lot of value for our customers and will make our work easier and more effective”

“The design is fantastic and I’m sure the greatly improved usability will be much appreciated by our residents.”

“What a fantastic new website the City has created. Navigation is so simple and easy. I love the new section on where you can find our bin collection days.”

“The website looks very useful and professional – Good job.”

“Thank you for making the website so easy to navigate.”

So what does UX for a government site actually look like?

There are so many different tools in the UX toolbox. For City of Stirling, we used a combination of user research, prototyping and user testing.

User Research

We had to do extensive pre-interview research (in close consultation with City of Stirling) in order to understand the specifics of these user needs, understand their processes and understand the right questions we needed to be asking.

Prototyping and User testing

This tactic involves  creating a sitewide prototype and providing it to users to test, making jot of where and why they hit roadblocks.

The important thing to know about users testing is that even though it can seem like a lot of work and people often think they will need to condue 50+ interviews to get reliable data - there’s actually a magic number, and it’s much smaller than you might think.

You only need to test with 5 users, for the best UX results - any more than that and you’ll just be finding the same issues over and over again!

The results speak for themselves

We’ve already shared some of the amazing results and feedback that the City has got since we launched the project and while there’s so much that goes into building a great website, we truly believe that a rock solid foundation is the key and that’s why we always have and always will continue to put out heart and soul into amazing UX for all of our clients.
If you would like us to provide a free UX review of your site, simply click the button below.

And for more detailed info on how amazing impact UX can have when done properly then make sure to click these links to check out the full podcast on Soundcloud.