City of Boroondara Website Solution Design
- City of Boroondara
Customer first approach.
City of Boroondara council provides services for an estimated 175,000 residents. A priority for Council was transforming the way they meet changing community expectations in an increasingly digital world.
Fundamental to their ‘customer-first’ approach is a responsive and innovative website offering a seamless, convenient and empowering experience for all customers.
Council engaged Parisfirst to collaborate with their web transformation team to move from a difficult-to-use, fragmented, content-heavy, inconsistent and internal-facing site to an efficient and innovative customer-centric mobile-first service platform.
The site was launched in May 2017.
Taking a true co-design approach, Parisfirst Partners conducted intensive research with internal stakeholders and a broad cross-section of real customers to identify key information and service needs, as well investigate the viability of new website functionality, including localised information and services and an online customer account.
We synthesised the results from 2 online surveys with over 500 respondents, 9 interviews, 7 focus groups and 7 workshops to develop a site that integrates all information, services and tasks in a consistent mobile-first interface featuring a topic-based information architecture, unique ‘hubs’ for key services and multiple navigation options.
Information Architecture and Interface Design Specifications:
To escape the pitfalls of overlapping and confusing information architecture, we developed a shallow structure based on 8 priority customer-centric topics.
These topics group content in a useful way by describing what content is about (not the type of content).
This architecture is supported by task-based navigation, contextual links and clear calls to action.
To validate the architecture and wireframes, we conducted online and moderated usability testing of the IA and 36 clickable wireframes with a cross-section of over 100 customers. Results provided outstanding system usability scores (SUS) in the high 80’s (A+).
Digital Content Development:
The biggest challenge was transforming over 3000 content-heavy pages from 8 websites into 500 pages of succinct, accurate and task-focused content.
Over 6 months, with Content Ark, we wrote new content and edited, repurposed or retired existing content (both HTML and PDFs) in close consultation with subject matter experts and using a controlled vocabulary.
We also designed content types, wrote style guidelines and tracked content in a master spreadsheet.
We used online content modelling software to create consistent templates and efficiently manage workflow.
For the future state of quality content, we recommended a content governance framework.
Content Usability and Quality Testing:
Although we were confident the new content was spot on and supported customer tasks, we recognised the limitations of measuring content effectiveness with quantitative data alone, so to make sure there wasn’t a word out of place, we conducted iterative moderated testing of sample content with a cross-section of customers.
We designed the content testing approach on common tasks and high-use content to measure tone and style, comprehension and readability, usefulness and confidence, and organisation (layout and structure).
Beta site usability testing validated our content approach with SUS grades from A+ (usability) to B (learnability).