objective digital case studies 2012

Objective Digital Pty Ltd

Case Studies


Case Study: AsgardWeb design and product launch project

The task: Asgard engaged Objective Digital on a project to create transaction pages for a new Investment wrap solution, and help construct the launch strategy of the new service.

The approach:A User Centred Design approach to create the Adviser managed website and launch methodology:• Phase 1 – Requirements Gathering and Interface DesignFollowing an expert review, competitive review and interface design workshop, the information architecture and wireframes were developed for the site.• Phase 2 – Prototype BuildOur web development partner built a functioning prototype in HTML.• Phase 3 – Usability TestingThe prototype was tested to ensure user needs and expectations were met• Phase 4 – Adviser Research and Launch StrategyA series of interviews with Advisers were conducted, which helped plan the most effective method to launch the service and train users on the new Investment platform.

The outcome:Objective Digital provided a complete guide to the new online investment solution, from template design through to methods to launch the service and train users. The website is currently being completed and due for release in June 2011.


Case Study: Perpetual InvestmentsWeb redesign project

The task: Perpetual engaged Objective Digital on a project to redesign its public facing website.

The approach:A User Centred Design approach to redesign the public facing website:• Phase 1 – Needs & requirements specificationThis included an expert review, competitive review, stakeholder interviews, card sorting exercises, and customer research consisting of focus groups and phone interviews. • Phase 2 – Interface DesignFollowing an interface design workshop, the information architecture and wireframes were developed for the site in a collaborative manner.• Phase 3 – Prototype buildOur web development partner, Rage Communications, built a prototype in HTML.• Phase 4 – Usability testingThe prototype was tested to ensure user needs and expectations were met. This allowed the client production costs to be kept to a minimum as changes were made prior to build.

The outcome:Objective Digital worked together with the client to develop a user centric website. A set of user tested wireframe templates were provided, so future additions to the site are also largely covered. The website is currently being built, and they are now working with Objective to adopt a User Centred Design approach across their other sites.


Case Study: TALAdviser Centre re-design project

The task: TAL (ex Tower) engaged Objective Digital to assist with the re-design of it’s Adviser Centre Portal.

The approach:A User Centred Design approach was used to inform recommendations for the redesign of their portal and it’s IA.• Phase 1 – Understanding the TAL offering & competitor landscapeThis phase included a preliminary expert review, competitive analysis and stakeholder workshops which were invaluable for the understanding of the TAL adviser centre offering.• Phase 2 – User Research

Three types of research were undertaken with advisers and their staff during this phase: 1. contextual enquiry - in-depth interviews with advisers and their support staff2. usability review - some preliminary wireframes and a proposed IA were reviewed by the users 3. co-design workshops - the users helped design their ideal system through collaborative wire-

framing giving further insights into their needs and how they utilise the system for their work. These research insights were presented to the client and used to inform the design of a new concept and IA for the site. • Phase 3 – IA and concept (high-level wire-frames)

After distilling all the data from Phase 1 & 2 a comprehensive report of the research findings were presented to the client including a proposed IA and a concept for the design of a new interface.

The outcome:Objective Digital delivered a report of the research findings, recommendations, a new IA and some high-level wireframes to TAL to assist them in their re-design and the mapping of future developments for their adviser centre.


Case Study: Professional AdvantageWeb strategy and re-design

The task: Professional Advantage engaged Objective Digital to provide strategic support for the redesign of their website. The site had over 1500 pages and reflected the business structure rather than customer needs.

The approach:The approach to develop the web strategy and design for the website:• Phase 1 – Website charterObjective Digital conducted an expert review of the existing website and reviewed the competitor landscape. Findings and recommendations were presented in a workshop with key decision makers. Outcomes of the workshop were developed into a website charter which set the strategic direction for the website. • Phase 2 – Template designThe information architecture for the site and wireframes for key page templates were developed. These could be applied across the whole site. • Phase 3 – Training Following the design phase, website project staff were given training in usability and user experience, and an understanding of how to apply the templates for the new site.

The outcome:Objective Digital worked with the client to develop a strategic solution suitable for all parts of the business.


Case Study: AMPUser Research & Wireframe Review

The task:Research was required to provide insight into the meaning and status of superannuation for AMP members and to review new wireframes for MyPortfolio within this context.

Objectives:• Overall: to understand to what extent the MyPortfolio offering meets the overall

business objective of engaging AMP members to take control of the super future. • Specifically:

• To understand members relationship with their super• To identify which finance features they wished to use online• To understand which functionality & content maximised member

engagement• To ascertain to what extent the proposed wireframes delivered their ideal

Superannuation experience.

The approach:11 workshops were conducted with current AMP members in Sydney, spanning 4 key customer types and age groups (from 20-60 years). The methodology was primarily qualitative with a short survey conducted at the conclusion of the discussion.

The outcome:At the conclusion of this project the wireframes were updated and re-tested. The interface has evolved to an even more engaging presentation. It continues to ‘talk’ and demonstrate the superannuation story in an interesting way.


Case Study: CitibankUser-centred design of the mortgage and insurance application forms

The task: Citibank engaged Objective Digital to design an online version of the mortgage and insurance application forms to cater to the aspiring, affluent and globally-minded Citibank customers.

Objectives:• Perform a competitor review to analyse opportunities and risks• Design wireframes and high level interactive prototype• Develop a low level prototype for user testing

The approach:Objective Digital conducted brainstorming workshops with key Citibank stakeholders from relevant departments to gather requirements. An initial set of wireframes was then designed and tested using hallway testing sessions at Objective Digital and Citibank. An iterative wireframe design process ensured that the wireframes were tested early and often and new ideas were incorporated quickly and issues were eradicated without major cascading effects.

The outcome:The resulting designs fulfilled all the user requirements and kept the workflow short and easy to complete. The clever use of innovative form design meant that the user experience was efficient and effective. A fully functional prototype is currently being designed and will be tested for any remaining issues (if any) which need to be fixed before deployment.


Case Study: Mortgage ChoiceExtranet redesign project

The task: Mortgage Choice engaged Objective Digital on a project to redesign its extranet. Mortgage Choice is a knowledge intensive business with 448 franchisees. Access to both structured and unstructured information was critical to its business. OD undertook a consultative project to review existing information and design a portal to meet business and franchisee needs.

The approach:A User Centred Design approach to redesign the extranet:• Phase 1 Stakeholder consultation and content analysisObjective Digital undertook an extensive consultative process to understand stakeholder needs, the use of existing information, platforms used and publication processes. • Phase 2 – User consultation

In a series of workshops and visits to franchisees, OD developed a set of requirements based on usage, user behaviours and level of experience. Card-sorting activities conducted in workshops and in franchisees offices resulted in a draft knowledge architecture for later validation.•Phase 3 – Website interface specification

After distilling all the data from Phase 1 & 2 an Information Architecture was proposed and wireframes developed. As well as a comprehensive document to be used to brief a website developer.

The outcome:The outcome was an information plan, with recommendations for de-commissioning some sources and an new Information Architecture for the chosen portal. The process of consultation with franchisees assisted in socialising the solution.


Case Study: St John Ambulance NSWWeb redesign project

The task: St John Ambulance NSW engaged Objective Digital to redevelop the current NSW online shop, including course registration and payment, and online sales of merchandise. The objective was to provide a simple, modern and easy to navigate interface that enabled visitors to learn about First aid training course information, complete Training course bookings, purchase of First aid kits and merchandise, as well as avail information about Volunteers. The approach:• Phase 1 – Strategy Completion of a strategy workshop and St John Stakeholder interviews (requirements gathering).• Phase 2 – ResearchFocus groups (with defined user personas, card sorting and IA development), conducting Google analytics research, a social media usage review and a review of St John long term media strategy.• Phase 3 – Interface Architecture and Wireframe DesignA deliverables workshop to discuss technical requirements and constraints, development of information architecture and wireframe templates then handed over to Blue Arc to build.• Phase 4 – Usability TestingOnce the prototype was built, we conducted usability testing (hallway testing) to uncover any final issues that needed to be rectified before sending the site live.

The outcome:Objective Digital utilised best practice User Centred Design principles to develop a streamlined and informational ecommerce site. Focus group testing and Stakeholder interviews uncovered key insights information and site usage, which assisted in meeting the objectives of the whole site redesign.


Case Study: Westminster School (SA)Web redesign project

The task: Westminster School engaged Objective Digital on a project to redesign its public facing website.

The approach:We undertook a User Centred Design approach to redesign the public facing website:• Phase 1 – Business requirements specification

This included a preliminary expert review, competitive review and key stakeholder interviews and workshops. This was invaluable to the client in revealing all priorities going forward. • Phase 2 – User requirements gathering

This included a series of focus groups and in-depth interviews with a broad range of users (both internal and external). This was supported by a range of online surveys and card sort survey. Personas were also developed at this stage.• Phase 3 – Website interface specification

After distilling all the data from Phase 1 & 2 an information architecture was proposed and wireframes developed. As well as a comprehensive document to be used to brief a website developer. • Phase 4 – Website graphic design, build and test

With Phase 3 completed we were able to submit the requirements for technical development.

The outcome:Objective Digital worked closely with the client to develop a user centric website. The user centred design approach worked extremely well to reassure the Senior Leadership Team that all recommendations were squarely grounded in reality and met the needs of current staff, parents, students and prospective members of the Westminster community.


Case Study: Duke of Edinburgh’s AwardsUser-centred design of the Online Record Book site

Background: The Duke of Edinburgh’s Award empowers young people to explore their potential and provides a framework of participation that engages young people. The organisation launched the Online Record Book (ORB) in 2010 to enable participants, assessors and coordinators to manage the awards online instead of the traditional paper-based records. However, although positively received, the users found the system difficult to use.

Objectives:• Evaluate the usability of the ORB• Recommend solutions to existing usability problems• Redesign the information architecture and the user interface of the entire system

The approach:Objective Digital used eye-tracking technology to test the system with 8 representative users from the three key user groups (4 participants, 2 co-ordinators and 2 assessors). We held an initial workshop with the team after the tests to discuss the high-level findings and their feasibility. Objective Digital redesigned the entire ORB site based on the recommendations.

The outcome:The resulting wireframes were presented to the Duke of Ed board of directors who were very impressed by the study and the ensuing designs. A new prototype is currently being developed and will be tested after completion to validate the design decisions and enhancements.


Case Study: Asthma Foundation NSWWeb redesign project

The task: Asthma Foundation NSW engaged Objective Digital to conduct a User Centred Design approach to the redesign of their website. The objective was to provide evidence based information via a more engaging, user friendly interface that is easy to navigate.

The approach:• Phase 1 – Strategy This included a strategy workshop, review of existing research, a competitive review and a social media strategy (which we subsequently used to source participants for the research).• Phase 2 - ResearchWe defined user descriptions, onducted offline research (via stakeholder interviews, card sort and focus groups) and online research (via an online survey, cardsort and IA testing). • Phase 3 – Interface Architecture and Wireframe DesignFollowing an interface design workshop, the IA and wireframes were developed for the site in a collaborative manner. These were then handed over to a developer to be built.• Phase 4 – Usability TestingOnce the prototype was built, we conducted usability testing, with eye tracking, to uncover any final issues that needed to be rectified before sending the site live.

The outcome:Objective Digital worked with the Asthma Foundation NSW to utilise best practice User Centred Design principles to develop a well planned and highly usable website. Usability Testing of the prototype uncovered very few usability issues, significantly reducing the cost of the website build.


Case Study: Local-e local governmentWeb redesign and mentoring

The task: Objective Digital were engaged to work closely with Local-e to conduct usability research on the needs of local government website users, and develop a set of ‘user centred’ designs which would be used as website templates for over 30 local government sites.

The approach:User Centred research including a competitive review, stakeholder interviews, focus groups and card sorting exercises to determine the needs and requirements of the local government website users.

The outcome:Objective Digital developed a set of local government website wireframes which represented the needs of the users. These wireframes were then graphically treated and are now in the process of being built for a number of NSW councils.

“James and his team choose to work collaboratively with their clients to ensure that their needs are being met. I have found James to be professional, savvy, supportive and creative, and would recommend him and his team to anyone.” Reem Abdelaty, Local-e


Case Study: Major BankOngoing usability testing and prototyping across a multi million dollar transformation programme

The task:Objective Digital is conducting ongoing usability testing and interactive prototyping across all streams of a major transformation programme within one of Australia’s leading banks (secure banking, online trading and product application streams)

Objectives:• Conceptually, does the proposed navigation and interface work for end users?• To understand the mental models that surround certain banking tasks and what kind of

change management would need to be in place to get users to a ‘future state’ thinking.• To test the ease of performing all banking tasks, from core to more advanced features.

Preferred pathways, common pitfalls, any showstoppers, etc.

The approach:Since July 2011, Objective Digital have been running rounds of one-on-one testing each month with between 8 – 20 participants per round. More recently Objective Digital have created the interactive prototypes necessary for testing. Following each round, two detailed reports have been delivered – one addressing business objectives and one addressing design and UX issues. Over 80 stakeholders have been invited to each final report presentation.

The outcome:Following each round of testing the screens have been updated and re-tested. With each iteration of testing, the interface evolves to a state that is more usable and provides for a seamless user experience. Pathways, nomenclature and general navigation have been updated following testing, in order to champion the voice of the end user and ultimately provide an ideal banking experience.

“Such a clear process to follow. The reports are clear, without bias and actionable.

Further, Objective have always been helpful &

accommodating when faced with changing timelines. The

use of their eye tracking technology has been a real

plus for us.” ‘Major Bank’ Stakeholder


Case Study: ABC For KidsUsability testing on the ABC for Kids online portal

The task: Objective Digital were engaged by ABC3 to conduct usability testing on the new ABC For Kids online portal. The project was commissioned in order to provide feedback to refine the website prior to the launch of the channel in January 2010.

The approach:The ABC3 Portal is targeted towards 6-15 year old Australian children. Objective Digital conducted testing on 12 kids, taking them through a set of tasks on the site to uncover usability issues, and differences amongst the age groups.

The outcome:Objective Digital analysed the results and wrote a comprehensive usability report for ABC3. The outcome of the research provided recommendations designed to optimise the new ABC For Kids website. The eye tracking data was particularly powerful in demonstrating the effect of age and cognitive development on the extent to which an individual interacted with the site. The eye tracker technology was able clearly identify genuine points of attraction, comprehension and confusion.

“Eye tracking technology is perfect to use with kids as they are less able to articulate everything that is occurring when they are searching and exploring”.

Heatmap showing how the 6 – 7 year old kids viewed the games links

Heatmap showing how the 13 -15 year old kids viewed the links


Case Study: Department of Health and AgeingUsability testing on the department’s intranet site

The task:Objective Digital conducted usability testing on their newly designed wireframes for the intranet site of the Department of Health and Ageing (DoHA).

Objectives:• To test whether the DoHA staff members are able to find information quickly and

accurately on the new prototype• To gather staff feedback on their level of interest in collaboration and social media

tools in the workplace• To make recommendations to improve the usability and findability of the intranet

page.

The approach:Objective Digital conducted one-on-one user testing with 6 staff members of DoHA (4 in Canberra and 2 in Sydney) and took them through 6 task-based scenarios in which they were asked to perform some of the common tasks on the intranet. We also asked them contextual questions to gather feedback on their interests and motivations.

The outcome:The test sessions helped uncover several issues within the prototype in terms of the information architecture, terminology, navigation and layout. The feedback received from the staff members were incorporated into detailed recommendations and presented to the client who implemented the changes into the wireframes.


Case Study: HSBCUsability testing on HSBC’s mobile banking platform on the iPhone

The task: The HSBC Bank engaged Objective Digital to conduct usability testing on their mobile banking application on the iPhone in Sydney, as part of a worldwide research project.

Objectives:• Validate the customer experience of the iPhone application and provide

recommendations for improvements• Gather insights into customer experience and preferences relating to competitor

mobile banking and trading applications• Understand customer needs and requirements around the development of a mobile

banking app for the future.

The approach:Objective Digital conducted 12 x 90-minute interviews with different categories of HSBC customers and took them through several task-based scenarios in which they were asked to perform some of the common tasks on the intranet. We also asked them contextual questions to gather their feedback on their interests and motivations.

The outcome:Several contextual expectations related to mobile, banking and future technology were discovered through the interviews. The task-based scenarios uncovered several usability issues in the application which were reported and solutions to those issues were recommended.


Case Study: Mitsubishi MotorsUsability audit and research project

The task: Objective Digital reviewed the Mitsubishi website, conducting extensive user research to ascertain how the current website serves a potential car buyer and influences Mitsubishi brand values.

The approach:A thorough analysis of the current site including extensive customer testing.• Phase 1 – Initial Site Usability ResearchThis included an expert review, competitive review, and website analytics. • Phase 2 – Customer ResearchAn extensive customer research program involved testing the Mitsubishi site across a range of car purchase target audiences. Eye-tracking and website evaluation was performed across 75 participants as part of the research program.• Phase 3 – Usability Research and Statistical analysisStatistical analysis of the customer research and brand values survey concluded the research.• Phase 4 – Website Audit report and recommendationsThe audit report with recommendations was prepared and presented to Mitsubishi.

The outcome:Objective Digital presented the findings of the website audit, including recommendations on best practise website changes to meet web visitors requirements and Mitsubishi brand values. Mitsubishi used the findings to redesign key sections of their site throughout 2011.


Case Study: Cancer Council NSWExpert usability review

The task: Objective Digital were engaged to conduct an expert review of the NSW Relay for Life site for the Cancer Council NSW.

The approach:An expert review of the live Relay for Life NSW site was conducted, focusing specifically on four different areas: - Orientation- Exploration- Activities (such as find a team)- Accessibility

The outcome:We presented a detailed expert review report providing the Cancer Council NSW with analysis and descriptions of the issues, actionable recommendations and sufficient documentation to improve the site at the next redesign.

“Cancer Council NSW would like to thank Objective for the extremely helpful expert review they did for Relay for Life website. It was useful having recommendations as

to how weaknesses in design, usability and functionality could be addressed and we will be incorporating all the feedback

in our planned redesign.” Emma Gibson, Cancer Council NSW


Contact details

Objective Digital Pty LtdABN 71 153 297 066Tel 02 8065 2438Web ObjectiveDigital.com

Your key contactJames Breeze, CEO0410 410 [email protected]

Office address301, 15 Lime StreetKing Street WharfSydney NSW 2000

objective digital case studies 2012

Technology

design phase

user centred design

asgardweb design

interface design workshop

user centric website

competitor landscapethis

existing website

user needs