Redesigning doc.govt.nz
When the Department of Conservation (DOC) set out to redesign its website it first needed to understand who was accessing its current site and what their needs and habits were. Optimal Usability was able to provide the answers by analysing data it collated to create four "virtual visitors" - representative users with key identifiable needs.
Optimal Usability's user-centered approach provided DOC with a much better understanding of its website's users and their needs, and ultimately an extensive insight into its business and its future direction.
After being engaged by DOC to compile and report on research to aid the proposed redesign of www.doc.govt.nz, Optimal Usability conducted user testing research. Based on these findings, the company developed a comprehensive report encompassing both findings and recommendations.
Rather than report on a huge stack of research data, Optimal Usability condensed and collated the research results to create four personas, or virtual visitors. Each virtual visitor represented hypothetical website users with common characteristics based on actual research findings. Each was representative of a large group of users' behaviour and motivations, but was encapsulated in a believable person that was easy to identify with.
DOC was able to use these personas as a blueprint for understanding their users, enabling them to cater directly to their needs. This methodology is highly effective as there is a higher chance of success through meeting the specific needs of actual users rather than attempting to cater to the needs of one mythical "super user".
"This information is extremely valuable when providing a brief for designers," says Optimal Usability director Sam Ng. "It gives them a living, breathing profile, creating a real sense of who they are and what they want. It is also a helpful tool internally, helping a company to understand their main priorities."
DOC Website Supervisor Elizabeth Marenzi agrees.
"The personas have already proved to be invaluable and will continue to be so as we move into the redevelopment of the site. The findings and recommendations have given us a whole new level of understanding into what people want from www.doc.govt.nz."
Ms Marenzi says Optimal Usability's work was "comprehensive, clear and well targeted".
"They knew their stuff, were genuinely excited about the project, enthusiastic about contributing to it and focused on meeting our needs."
The final outcome not only provided DOC with an understanding of their present website users, it also gave them a foundation from which future website changes can be made to fulfill its users' needs. The results clearly communicate vision and are vital for further developments in DOC's website and communication strategy.
The nature of this project means Optimal Usability's involvement continues beyond the initial engagement. They recently conducted training sessions to teach DOC how to conduct user testing internally. They are also working with the vendor for the redesign to ensure they have an accurate and complete understanding of the personas.
DOC is very positive about their venture with Optimal Usability and the results so far.
"Working with Optimal Usability had been a pleasure and one that I wouldn't hesitate to repeat," says Ms Marenzi.
