In our endeavour to market Auckland to the rest of the world and ultimately, become the world’s most livable city, we were tasked translating the current website into a world-class user experience that:
Showcase Auckland as an international business and investment destination in key sectors;
Create a consistently compelling brand experience across the site that builds awareness, consideration and likeability of Auckland.
It is often the first and sometimes only interaction our key audiences will have with ATEED
A User Experience Audit is a way of finding the not-so-perfect areas of a digital product. We evaluated the product performance and customer behaviour. The information that we gathered allowed us to find areas to improve the quality of the product and enrich the user experience.
In order to elevate the user experience on the platform the key areas with recommendations were defined:
Understand user’s mental models, then organise the content accordingly
Streamline content/navigation using smaller, localised content areas
Focus navigation on moving forward and use lightweight orientation devices
Ensure navigation is clear, direct, mutually exclusive. (not the place to be too creative
2. Finding Auckland businesses
Quickly get users into product results, provide options that give users control post-query
Tailor content around the steps people go through in their jobs – and the information needed along the way
Make content straightforward and digestible across all devices
3. Introducing key sections
Provide focused experiences for specific audiences
Use appropriate design and content patterns for the context of the situation
Leverage ATEED brand, and sub-brands – but only when it’s to ATEED’s advantage
4. Providing ways for businesses to self-identify
Consider leveraging key business sectors so that users can self-identify and get focused and relevant information
Provide focused experiences for specific business audiences – so they feel they’re in the right place
To identify the key user’s groups and get a high-level sense of their needs, objectives, challenges and opportunities business unit workshops were conducted. We identified over 40 key audiences across the organisation. ATEED’s audiences had an extremely diverse range of user goals and information needs. If we treated all 40 audiences equal, we had run the risk of not doing a good job for anyone.
Our recommendation was to prioritise, look for crossover and do an incremental redesign. We aligned app presence around users with similar goals. We prioritised the design and user flows based on key user journeys.
So, if we took the identified audiences. . .
Then organised the audiences around broad user goals
We created an Innovation Economy platform for the innovation community to access services and resources to build capability, connect and collaborate.
An analytical dashboard engaged, inspired and motivated different users groups with a digital experience that showcases Auckland in a visual, interactive and easy to explore way. We provided the depth, breadth and currency of content our audience needed to make a decision about a business opportunity in Auckland.